Skip to main content

The Makeup Show Europe Draws 1,800 in Berlin

More than 60 brands display wares.

BERLIN — Cosmetic industry professionals flocked to the European debut of The Makeup Show on Sept. 17 and 18 held in Berlin’s Station, a gritty-chic former train depot also home to fashion trade show Premium.

“I was hoping to get 2,000 people.  We got 1,800. In New York in our first year in 2006, we got 1,700 people. So we’re already there,” said Shelly Taggar, vice president of The Makeup Show. But Taggar’s goal of attracting a community from all over Europe was met: More than 25 countries, including  Russia, England, Poland, Italy, France, and Israel were represented.

The show was planned more than a year ago for an empty weekend, but ended up running concurrently with London Fashion Week and Beyond Beauty Paris.

“It’s the first time. Let the baby grow!” said Jean-François Bernardi, business pro manager of Make Up For Ever. Bernardi said the brand hoped to grow its presence in Germany, and was meeting its sales projection for the show of around 400 customers.  

Professional workshops, demonstrations and talks throughout the weekend gathered crowds, but there was major interest in the more than 60 brands on hand. Vegan Obsessive Compulsive Cosmetics, airbrush maker Temptu and affordable Crown Brush were some of the hit U.S. imports at the show.

You May Also Like

For Danish line Youngblood Mineral Cosmetics, going home empty-handed was positive.  “We actually may sell one or both of our (display) makeup stands, so that’s quite good,” said brand manager Helle Stender Roeder,  explaining that both retailers and makeup artists had shown interest in her mineral products,  little known in much of Europe. 

Hen Zarum, a makeup artist and instructor from Israel, one of the 100 from her country in attendance, is a regular at The Makeup Show New York, but was happy to stock up on supplies closer to home, even without the  buzz of the Big Apple.  “It was nice and cozy here in Berlin. I’m not looking to my right, to my left to see which makeup artists are here,” Zarum said. “The instructors are amazing and the booths are high quality.”  

Last-minute shoppers kept the show open past closing time, grabbing bargains faster than vendors could pack up remaining stock. One was Yasmin Nourallah, a Berlin-based makeup artist-in-training, whose bags were loaded with Mehron pigments, and MAC eyeshadows she’d nabbed at a discount, as well as false lash glue, a product she said was tough to find at home.

“For us creative young people, it’s really wonderful!”  she enthused.  “I’m totally surprised we got something like this in Germany.” 

If they’ll get it again isn’t yet clear. The Makeup Show’s Taggar wouldn’t commit to a repeat performance next year.