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Who What Wear Debuts First Beauty Experience in Los Angeles

Who What Wear Debuts First Beauty Experience in Los Angeles

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 Can’t make it? Follow along on social via #thelineupbywww. 


FRIDAY NIGHT: 6:30 P.M. One Holiday Look 3 Ways With Kelsey Deenihan
You’ve probably seen her work on celebrities like Cindy Crawford and Millie Bobby Brown, or have spotted her glittery eye looks on Instagram, but now you can experience Kelsey Deenihan’s magic IRL as she shows us how to take one holiday look from simple to wow. 

SATURDAY MORNING: 10 A.M. Celeb-Inspired Beauty Looks With Top Makeup Artist Pati Dubroff 
Now you can learn everything you’ve ever wanted to know about flawless skin and makeup application. Iconic celebrity makeup artist Pati Dubroff creates Chanel beauty looks for some of the biggest stars—from Margot Robbie to Priyanka Chopra—and will show you how to get their looks as she takes you through her red carpet beauty process.

SATURDAY NIGHT: 6:30 P.M. Braided Hairstyles That’ll Take Your Holiday Looks to the Next Level With Justine Marjan
The woman behind the hairstyles of some of our favorite celebrities is here, and we can’t wait to put her to work. Justine Marjan is showing us how to create three different braid looks on various hair lengths and textures while incorporating accessories into each. 

SUNDAY MORNING: 10 A.M. 2020 Beauty Trends, According to 4 Female Founders
Panelists: Linda Wells (founder of Flesh Beauty), Suzi Weiss-Fischmann (founder of OPI), Lesley Thornton (founder of Klur), and Taylor Frankel (co-founder of Nudestix)

SUNDAY AFTERNOON: 2 P.M. Fireside Chat With Brow Queen Anastasia Soare of Anastasia Beverly Hills 
The queen of brows needs no introduction. Come learn from industry pro Anastasia Soare as she shows us how to achieve perfectly shaped brows using some of her cult-favorite products. Stay tuned after for a Q&A to get all your burning brow questions answered.

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