Who What Wear launches LA beauty experience

By

Robin Driver

Published
Dec 13, 2019

Fashion and media company Who What Wear is hosting The Lineup, a three-day editor-curated beauty event featuring immersive experiences, master classes and personalized swag bags, kicking off in Los Angeles on Friday, December 13.

 
The event will feature a range of beauty stations grouped by category, including It List, Eye Intensity, Lip Service, Brow Down, The Skin Ritual, Body Language, Good Hair Day and Wellness Lounge. Here guests will be able to get to know products from more than 70 brands, such as Dior, Pat McGrath, Urban Decay, Laura Mercier and more.
 
Visitors will be guided through the experience by brand ambassadors and industry experts, and leave the event with a bag of samples that have been specially chosen for them.

Through a partnership with Dyson, The Lineup will also feature technology-focused activations, such as an Instagrammable life-size Dyson Supersonic hairdryer and a hair bar, where the company will be offering complimentary appointments on Saturday, December 14.
 
On top of this, the event will present a program of master classes from top industry names, such as makeup artist Pati Dubroff, Anastasia Soare of Anastasia Beverly Hills, OPI founder Suzi Weiss-Fischmann and Nudestix co-founder Taylor Frankel.
 
Although The Lineup is open to the public, guests should RSVP to reserve a spot at master classes.
 
“We're so thrilled to bring Who What Wear beauty content to life with first installment of The Lineup in our hometown of L.A.,” said Who What Wear’s chief content officer and co-founder Hillary Kerr in a release. “Guests will experience the type of access that Who What Wear editors have to the best beauty products, treatments, brands, and experts.”
 
The Lineup takes place at 8479 Melrose Place, December 13 through 15.