You could probably hear the collective shrieks of joy (or perhaps, you took part) when Ipsy announced months ago that their popular Generation Beauty (more commonly referred to as Gen Beauty) event was making its way to Toronto.
Gen Beauty has previously only been held in American hot-spots Los Angeles and New York.
A little background, if you’re not familiar:
Ipsy – a company created by YouTube sensation, Michelle Phan – is a monthly subscription-based beauty service that allows users to receive a Glam Bag with both and full sized beauty products. Read about Ash’s experience with the Ipsy subscription service HERE.
Generation Beauty is an Ipsy produced two day event that brings beauty lovers together to interact with their favourite brands and personalities. Gen Beauty Toronto was held May 14-15 at the Metro Convention Centre in the heart of our city, so you know we had to check it out!
Tickets for Gen Beauty are steep. A batch of “Pioneer Rate” tickets at $59 went on sale; but word on the street is that if you blinked you missed them. They may be an urban legend for all we know. The next batch of tickets were at an early bird rate of $96 and then the remaining tickets were sold at the regular rate of $198. Tickets must have been purchased in advance and are unavailable for purchase at the door.
The schedule of events looked like this:
At first we were wondering if two days were really necessary for the event , but trust us… they are. We didn’t even make it to any of the meet-ups, and still didn’t have time to visit all of the brands in two full days.
When we arrived bright and early Saturday morning and there was a line of people waiting for registration to open. Registration started at 11 sharp and because the line moved extremely quickly, in no time we had picked up our badges and headed in. Ipsy staff and volunteers were helpful and kind; their crowd control was fantastic and despite the large numbers it never got chaotic or disorganized. There was great music pumping and pink decorations everywhere. Ipsy definitely pays attention to details and it showed!
At registration, we were given a lanyard with a folded pink paper and a sharpie. The paper unfolded to reveal a map surrounded by tiny tear away squares for each of the attending brands. The idea is that when you visit a brand’s booth, you complete a mission and redeem the square for a product. This was AMAZING.
All of the booths had a lineup but they were all under 30 minutes wait, with the exception of NYX and Too Faced. Here is the scoop on the brands we visited and what we scooped up:
Tarte: This was our first and one of our favourite stops. We were given temporary tattoos in support of the Tarte partnership with Bystander Revolution in a campaign against cyber-bullying. We took a picture with our tattoo, uploaded to social media, and were gifted a FULL SIZED Tarteist mascara. SCORE!
NYX: NYX is one of our favourite brands, so we were excited for this one. This was a very long lineup (about 40 minutes) that we didn’t really feel was worthwhile. We visited the NYX photo booth where we were asked to record a short testimonial about their products, then we received a chocolate bar that contained a ticket for product, redeemable at the new NYX Eaton Centre store. We also posted a NYX selfie on Instagram for a lip palette. Bonus – this booth also had candy and bubble gum. They know the way to our hearts.
Too Faced : This was the line of all lines. We should have hit Too Faced first on day one. But, because we slacked …it was over an hour wait. well worth it though as we received a FULL-SIZED of the Born This Way Concealer that has not even hit stores yet! We also received a bonus of either “Better Than Sex” mascara or “Melted” Lip gloss.
Smashbox: At Smashbox we each received makeup touch ups, and were given a mini mascara for following them in Instagram. Also , we received a FULL-SIZED hydrating primer.
It was also at the Smashbox booth that we got to see one of our favourite YouTubers, Chrisspy! She was absolutely stunning, and even waved hello a few times when she saw us gawking.
Makeup Forever: This booth was incredible. We met with a makeup artist who demonstrated their new waterproof eye pencils (that literally do NOT budge) and foundation matched us. They also showed us some music festival inspired makeup looks and asked us to pick our favourite one. Then, we were given a sample of Ultra HD foundation in our shade, two FULL-SIZED eye pencils and FULL-SIZED shadows to recreate the festival look that we had chosen. The gifts came in a cute Charli XCX Makeup Forever case.
Ipsy: Ipsy had a “make your own makeup bag” station with designs done by Michelle Phan, Chrisspy, ChristenDominique and Saythelees. We were shown the 4 options and couldn’t resist this one by Michella Phan:
Royal and Langnickel: At the Royal and Langnickel booth, we were given one of their brushes and checked out their giant brush photo wall.
Crown Brush: While we expected to pick up another brush at Crown, a coloured eye pencil was a nice surprise!
Benefit: Benefit is another one of our favourite brands . They never fail to have the cutest packaging and products, and their booth was no exception. The booth had a photo wall and featured demonstrations of their new brow products. We received Hoola bronzer sticks. The Benefit booth also featured popular YouTuber, Ssssamanthaa.
Luxie: Luxie was a fun booth as Ash received a customized highlight and contour map from one of their makeup artists. We picked up a super soft highlight brush from this booth.
Absolute NY: The Absolute NY booth had lots of fun options. There was a wheel that we could spin to win products, but we chose the Plinko game instead. We each won primers. There was also a fun photo wall where Absolute shot a little video of us showing off giant lip glosses for our Instagram page.
Delectable: Delectable gifted us a mini of their Everything Balm.
OGX: at the OGX booth we picked up a sample of their Coconut Curls shampoo and conditioner. If you know either of us, you are well aware that we both go nuts for coconuts…so this should be great.
Pur-lisse: The Pur-lisse booth demonstrated their moisturizer, bb cream and eye cream for us. They also gifted us an eye cream. We were so impressed with how silky soft our hands were after the demo, that we picked up a full size moisturizer each for only ten dollars when the event was closing Sunday evening! It is the only moola we spent in the two days of Gen Beauty!
Pixi by Petra: The Pixi booth had another photo wall, but this time we were each given a little photo booth strip of the shots to take with us! We also got their popular glow mud cleanser and mask.
NudeStix: Nude Stix is a brand we have been hearing lots about lately. We think the idea of a multi use pencil for makeup sounds great and have been dying to try them. So, we were elated when we got to chose a FULL-SIZED Nude Stix at their booth!
Physician’s Formula: Physician’s Formula offered us a choice of FULL-SIZED product from their #InstaReady collection. We both chose the stick bronzer/highlighter!
Because Generation Beauty is basically heaven, there was also a gift bag of goodies given to attendees for each day of the event, in addition to the swag collected at the booths.
We missed the following booths, but will catch them next year:
Look at all the goodies!
In addition to all of the fantastic goodies and a chance to interact with some of our favourite brands, we ran into some familiar faces from YouTube!
Generation Beauty was a fantastic event. We are so happy that it was held in our city! Ipsy did a stellar job at creating a truly memorable experience that was well worth every penny. We are very excited about our Gen Beauty haul and can’t wait to start playing with all this new makeup. If you keep you’re eye on TNL , you will surely be seeing some reviews soon!
Until next time, Gen Beauty!