After the successful fifth annual The Makeup Show NYC, which featured 70 pro-brand vendors and welcomed a record breaking 5,000 attendees, special events venue Metropolitan Pavilion announced it has fully acquired The Makeup Show from The Powder Group, which they co-founded in 2005.
Created in response to the need for a professional trade event for makeup artists, The Makeup Show, which produces The Makeup Show NYC and The Makeup Show LA, is an annual show that has become the go-to beauty event in both markets.
This year, The Makeup Show NYC marked its five year anniversary and continued to hold the show at Metropolitan Pavilion located in NYC. The show is a testament to the changing face of the makeup industry over the last five years, from the advancement of exciting new technologies to the growing number of makeup artists working today.
Metropolitan Events and Production, which oversees the special events design for Metropolitan Pavilion, will manage full production of The Makeup Show from its offices in New York.
“We are proud to have partnered with Michael DeVellis on the development of the show. The show has grown exponentially the last five years and we look forward to taking it to new heights,” said Alan Boss, president of Metropolitan Pavilion.
“The team at Metropolitan Pavilion has been so incredible to work with over the past five years. I’m very proud of what we have accomplished together and look forward to watching the show continue its growth in such great hands,” said Michael DeVellis, co-founder of The Makeup Show, founder of The Powder Group and On Makeup Magazine.
DeVellis plans to pursue new ventures and offered Boss the opportunity to acquire his equity in the show. He will continue to work with the show as a consultant on education, and The Powder Group will remain a show sponsor. Metropolitan Pavilion also announces that they plan to take the show to Europe in 2011. The Makeup Show will continue to produce the annual show in New York and Los Angeles.
Shelly Taggar will continue to oversee the show’s entire operation and production as vice president and managing director.
“This marks a milestone for The Makeup Show. We are thrilled to continue the spirit of the show, which has become an integral event for makeup professionals and the makeup community,” said Taggar. “We are also proud to have James Vincent added to our team who has been invaluable to the success of the show. Michael remains a big supporter of the show and will continue to consult in the upcoming shows.
The terms of the agreement are confidential and the transition will take effect within the next 60 days.