On The Prowl – Generation Beauty Toronto 2017

One of our very favourite events just made its way through our city and Toronto makeup lovers rejoiced. Generation Beauty was held at the Metro Toronto Convention Centre on June 24 and 25th and we were there!


In case you missed our experience last year, here is what you need to know about the event:

Ipsy is the company created by YouTube sensation, Michelle Phan. It is a monthly subscription based service that allows users to receive a Glam Bag full of sample and full sized beauty products to try. You can read about Ash’s experience with the Ipsy subscription service HERE.

Generation Beauty is a travelling Ipsy produced, two day exhibition that brings beauty lovers together to interact with their favourite brands and personalities. It is held annually in New York, Toronto and San Francisco. Tickets are staggered in price starting with an elusive early rate of $79 and then hitting the regular price of $159.

After we attended and reviewed our experience last year, Ipsy kindly reached out and invited us to attend the San Francisco event as creators. As amazing as this would have been to experience, we had to regretfully decline due to some schedule conflicts. However, we did immediately reach out to Ipsy once we heard the finalized dates for Toronto event, in the hopes that we would be able to attend as creators but ultimately got no response. No problem, we completely understand that demand is different in different cities but it would have been really nice to hear back from Ipsy in a timely manner; that way we could have taken advantage of early bird pricing! Oh well.

Although the price can be steep, the fantastic thing about Gen Beauty is that you get your money’s worth as admittance is for both days of the event and – even better – you really don’t have to spend a cent when you’re there.

We arrived about an hour before doors opened on the Saturday morning to register and the process was quick and efficient. All we had to do was show our photo ID to receive lanyards with badges with a passport of sorts to be used on both days along with floor plans.  It was crucial to hang on to the passport as it had to be stamped by each attending brand in order to complete demos and/or receive samples. Fun fact: Ash lost hers twice much to Chris’ dismay! We are quite the pair.

We were given goodie bags (more on that later) and after a short wait, we headed in.

Ipsy’s attention to detail and organization is apparent right off the bat. Spaces are adorned with cute pink balloons and signage, tape is laid on the floor to designate lineup areas and there are plenty of volunteers that act as ushers and help to keep things running smoothly.


As we learned last year, it is best to try and hit the most coveted brands first in order to beat lineups. On that note, lines really were not terrible, with the longest (MAC Cosmetics) probably being the longest at 40 minutes on day one.

Ipsy had sent out a link for attendees to download an app called QLess the night before,   which would allow people to choose one brand lineup and one meet up lineup where they would not have to physically wait in line, but it didn’t work for many (including us)  so they did away with that concept and stuck to traditional lines.

With entertainment being brought to us by Spankie Valentine as MC for the entire event and music provided by Milky Shake, we spent both days visiting the various brand booths and actually got to most of them. It didn’t matter who we missed out lining up for, because we still got something from each brand in the gift bag!

TNL at GB 2017

Here is the scoop:

Absolute New York: A chance to roll dice for product freebies (their vibrant lip mousses), including their new Cotton Candy eyeliners. Bonus: They were also giving out freshly made cotton candy!

Benefit: Deluxe sample size of Browvo Conditioning Primer Nutrient Rich Eyebrow Primer.

Briogeo: Rosarco Milk Reparative Leave-In Conditioning spray

Ciate: Choice of High Definition Tip Eyeliner, Liquid Velvet Matte Liquid Lipstick or mini Bamboo bronzer and we also chatted with founder, Charlotte Knight.


Covergirl: Demos and colourmatch to the new Vitalist Healthy Elixer foundation. It would have been great to receive samples of this after being matched. Alas, we received full size Total Tease mascara and their Melting Pout Gel Liquid Lipstick.

Derma-E: Vitamin C Serum plus a chance to win an adorable yellow bike.


Dirty Little Secret: Lipstick


Dr. Belmeur: Soothing Gauze Sheet Mask

Essence: Colour gel nail polish in Juicy Love plus a full-sized Get Big Lashes mascara.

Eva NYC: Mane Mask 10-In-1 primer spray

GlamGlow: Sample of Mega Illuminating Moisturizer and much appreciated bottles of water. And can’t forget to mention this photo-op!


Goomee: One package of their markless hair loop.


IGK: Coconut oil Gel

Luxie: Full sized spoolie plus we couldn’t resist this cute tank top for only $8!


MAC: Full sized Retro Matte Liquid Lipcolour and Lipliner of choice plus a 20% discount on any purchase.

Marc Anthony: Hydrating Coconut Oil & Shea Butter Hair Spray

Nude Stix: Full sized Magnetic Matte lip colour of choice.

NYX: Full sized Strobe of Genius palette.


OGX: Nourishing Coconut Milk Shampoo

Physicians Formula: Eye Primer Duo and their new Butter Blushes.

Pixi: Endless Silky Eye Pen

Pop Beauty:

Pur: Beauty Sponge

Pur-lisse: BB cream

Royal Langnickel: Complexion brush plus another chance to spin a wheel to score another brush once we followed them on social media.

Skinfix: Daily Lotion plus Lip repair balm

Smashbox: Sample of Photo Finish Primer



There were also a number of YouTube personalities in attendance that had meet-ups throughout the event. These included:

Michelle Phan
Christen Dominique


  • Cydnee Black
  • Gabriel Zamora
  • Jaleesa Moses
  • Karen Yeung
  • Lynette Cenee
  • Madelynn
  • Madison Miller
  • Nikita Dragun
  • Sonjdra Deluxe
  • Eman
  • RachhLoves

While we found we didn’t have much time for meet-ups, we did make time for a VERY special one….

Patrick Starrr! And he was as flawless, fabulous and sweet as you might imagine.

In addition to having the opportunity to meet with brand representatives and play with and receive new and exciting products at the booths. We also received cute zippered Ipsy bags, stuffed with the following goodies:

  • Royal and Langnickel Moda Complexion Brush
  • Dirty Little Secrets Bare lipgloss
  • Physician’s Formula Butter Blush
  • OGX Coconut Oil gel sample
  • Pixi Endless Silky Eye Pen
  • Essence Get Big Lashes mascara
  • Goomee Markless Hair Loop 4 Pack



We have to mention that one of our favourite parts of Generation Beauty is how friendly and supportive the beauty community can be. It is not uncommon to hear attendees complimenting one another and it is always a pleasure when someone shouts out a beautiful statement lip or a blinding highlight. We also had the opportunity to meet some TNL readers, which is always such a joy!

So, there you have it…another fantastic Generation Beauty event in Toronto. If you are a beauty lover, we highly recommend it as it makes for a jam packed weekend of makeup heaven. If you were at Gen Beauty, either in Toronto, or another city we would love to hear about it!



One thought on “On The Prowl – Generation Beauty Toronto 2017

  1. Generation Beauty, wow that is such a cool event! I liked seeing Patrick Star. My name is Ashton Deroy I am from the Toronto-Businessphere.com I am going to send this to my friend Diana, she does makeup reviews on YouTube and writes in support of cruelty free brands.

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