Amanda Gorman strikes a pose.
Photo: Beautycon

If you haven’t already heard, beauty is big business—an over $400 billion business, to be exact. So it’s not surprising that beauty conventions have become big events, occurring around the world and attracting not only beauty junkies, but celebs—some of whom you’d never expect.

The phenomenon known as Beautycon is the biggest and arguably, the best of the beauty trade show circuit, with its franchise expanding across the globe to include Los Angeles, New York, London, Dubai and Dallas, and hundred of thousands of attendees. As a press release touts, the events, now labeled “festivals,” “celebrate the beauty of self-expression and staying true to oneself. With moments ranging from engaging panel discussions, to digital/traditional celebrity meet-ups, brand activations and the chance for consumers to shop some of their favorite online brands IRL.”

Beautycon’s 2018 Los Angeles event took place last weekend with a number of luminaries on site, including beauty vloggers Jackie Aina and Nyma Tang, Jay Versace, Jordyn Woods, Kim Kardashian West and daughter North and ... Snoop Dogg?

Photo: Beautycon

“They can’t tell me nothin’ about my hair,” Snoop said, speaking about the history of his hair during a featured interview appropriately titled “Immaculate Hair Game.” On another panel, Somali-American model Halima Aiden told the audience, “Love yourself. Share your stories. Don’t be afraid to put yourself out there, there’s so much that you can do.”

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Social media influencer Jay Versace pushed back against gender roles on a Day Two Redefining Masculinity panel, saying “You can be both masculine and feminine, be whatever you want. I’m both, look at me.” Meanwhile, Kylie Jenner’s BFF Jordyn Woods made it clear that she’s stellar on her own terms, telling the Beautycon audience, “My greatest gift and power is my individuality and no one can take that away from me.”

And in a touching mother-daughter moment, Kim Kardashian West talked about daughter North West, whom she brought along for the day, telling Beautycon Media CEO Moj Mahdarasaid “She’s never seen me do anything like this, so this is an exciting day for me.”

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While the beauty industry may be perceived as being skin deep, we can’t ignore the immense benefits to self-esteem, self-expression and creativity it also yields. Were your faves on deck at Beautycon last weekend? Check out our slideshow and see!