Beauty Store Business magazine - June, 2019

Conor Begley

Fewer Beauty Brands at Coachella 2019

Festival season has arrived. And perhaps the music festival that started it all, Coachella, will brings scores of beauty-consuming millennials to the desert of Southern California over the next two weeks. While Coachella has been a hotbed for beauty brand pop-ups in years past, 2019 marks the second year of decline in physical spaces designated for brand promotion. According to an online report, well-known brands such as Urban Decay, Too Faced, Kiehl's and Maybelline pulled the plug on VIP events for their influencers last year.