Introduction

BeautyCon is a two-day event billed as a festival celebrating self-expression and staying true to oneself. Many of these women say they regularly spend upwards of $1,000 on beauty products each month. These women are dropping big money on makeup, all in the name of self-expression. It's what brought them to BeautyCon and it's what brings them to brick and mortar retailers like Sephora and Ulta.