MAKE UP FOR EVER is thrilled to serve as The Makeup Show NYC’s Diamond Sponsor for the fourth consecutive year.  The brand will be located in a new 2nd floor location at Booth #2F15 throughout the two day event from May 13th – 14th, where MAKE UP FOR EVER’S full product assortment of 1,400 skus including iconic professional-only items and special effects products will be on display.  All attendees will enjoy 40% off of purchases, as well as 50% off of select product offers.  The MAKE UP FOR EVER NYC Academy will also have a dedicated space located at Booth #A5, where pros can learn more about the program and get information on how to apply for upcoming semesters.


As a special treat for the industry, MAKE UP FOR EVER is launching Aqua Shadow, new Aqua Cream shade extensions and Eye Prime.  Aqua Shadow is a range of easy to use jumbo eye shadow pencils that provide long-lasting, smudge-proof color in 12 matte and metallic finishes.  New Aqua Cream shades are available in yellow, lime green, pastel blue and purple with thesame 100% waterproof, smudge-proof, long-lasting formula.  And, Eye Prime is our first-ever eyelid primer that reinforces eye shadow hold and intensifies its color. 

MAKE UP FOR EVER will be working with top industry artists on a number of exciting activities.  Renowned make up artist Frances Hathaway will take part in a special one-on-one keynote led by Michael DeVellis that will offer a look into her illustrious career.  Additionally, MAKE UP FOR EVER’S Talia Cich will be creating artistic body paintings in the brand’s booth on both Sunday and Monday. Seminar Schedule:

Sunday, May 13th       12:30-1:15pm  HD For All with Jen EvansSunday, March 13th    2:00-3:30pm   Frances Hathaway KeynoteMonday, May 14th      12:15-1:00pm  The Artistic Advantage with Talia Cich