Who What Wear partners with consumer-favorite beauty brands to bring to life The Lineup, an editorially curated and personalized beauty event open to the public from December 13 through 15.
Who What Wear, an international media and product company with a mission to change the way women feel about fashion and beauty by continuing to champion the idea that style is inclusive and attainable by all, is launching The Lineup. The Lineup is an IRL beauty experience with editor-curated products for consumers to test and take home. After touring the experience with the guidance of brand ambassadors and industry experts, visitors will leave with a bag of samples chosen just for them, customized swag, and a deeper understanding of the best beauty products available. The event will also include master classes from leading beauty and skincare professionals such as Anastasia Soare, Kelsey Deenihan, Justine Marjan, and more. The Lineup runs from December 13 through 15 and will be located on 8479 Melrose Place.
“We’re so thrilled to bring Who What Wear beauty content to life with first installment of The Lineup in our hometown of L.A.,” said Hillary Kerr, chief content officer and co-founder of Who What Wear. “The event is a personalized beauty journey where consumers can interact with products and learn about all things beauty, skincare, haircare, and more. Guests will experience the type of access that Who What Wear editors have to the best beauty products, treatments, brands, and experts. The experience is complete with Instagrammable moments, master classes taught by experts in the field, influencer visits, and more, all in one fantastic space in L.A.”
Since The Lineup is an immersive experience that will showcase the can’t-live-without, editor-favorite products across skincare, makeup, and haircare that deserve a spot in everyone’s lineup, it only made sense for Who What Wear to partner with the very best in technology, Dyson. Guests at the event can expect to see a number of activations from the brand over the weekend, such as a one-of-a-kind photo op where attendees will be blown away (literally) by a life-size Dyson Supersonic™ hair dryer in a can’t-miss, made-for-Instagram moment. Plus, all day Saturday, Dyson will be hosting complimentary appointments at its Blown-Away Hair Bar, where guests who signed up in advance will get to pick from a menu of three hairstyles. In addition to these activations, Dyson is integrated throughout the various stations for guests to interact with the products firsthand.
As consumers journey through beauty stations grouped by category—It List, Eye Intensity, Lip Service, Brow Down, The Skin Ritual, Body Language, Good Hair Day, and Wellness Lounge—they will be able to explore recommended products from over 70 brands, including Dior, Pat McGrath, Urban Decay, Clé de Peau Beauté, Versed, Nudestix, Laura Mercier, and many more.
The Lineup will be open Friday the 13th and Saturday the 14th from 11 a.m. to 6 p.m. as well as Sunday the 15th from 11 a.m. to 2 p.m. While the lab is open to the general public, attendees must RSVP for master classes to reserve a spot. For more information about The Lineup and to reserve your spot for a master class, please visit https://www.thelineupbywww.com/. Can’t make it? Follow along on social via #thelineupbywww.
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