Mar 31, 2015

IMATS NYC 2015 | The Preparation!!!

The Preparation!!!

It's here again for the in NYC - IMATS 2015!!

WHERE: Pier 94 @ 55th Street and the West Side Highway in NYC
(Chelsea Piers)

WHEN: Friday (Pro-Card Event) 3 p.m. to 7 p.m. 
Saturday (General Admission) 9 a.m. to 5 p.m. 
       Sunday (General Admission) 10 a.m. to 5 p.m.

The International Make-Up Artist Trade Show is the make-up world’s biggest gathering. Thousands of make-up artists, exhibitors and enthusiasts discuss, display and collect the best the industry has to offer. Make-up pros from fashion and film (including Oscar, BAFTA and Saturn award winners) provide education and demonstrations at IMATS, and new products often debut there. IMATS also features a make-up museum and the Battle of the Brushes student make-up competitions, where international make-up students race to create winning looks.

Before IMATS, there were no trade shows specifically designed for make-up artists, although cosmetic companies had expressed a desire for such an event. In response, Emmy Award-winning make-up artist and Make-Up Artist magazine publisher Michael Key held the first IMATS in August 1997 in Los Angeles. It allowed artists to customize what they wanted to see and it offered a diverse mix of products, demonstrations and education from industry leaders.

IMATS expanded to Europe in 2002, with the debut of IMATS London. Continuing this commitment to artists around the world, Make-Up Artist magazine acquired the Canadian Makeup Show in 2009 and launched IMATS Toronto. That same year IMATS Sydney launched, and in 2010, IMATS Vancouver, British Columbia debuted (which was previously part of CMS).

Like Make-Up Artist magazine, IMATS continues to educate and connect make-up artists from around the world. The show is held six times annually—in Los Angeles; New York; London; Vancouver, B.C.; Sydney; and Toronto.


I am not an expert on makeup shows but I can share a little insight on what to expect and how to prepare for the big day(s). 

What should you EXPECT?
Crowds, long lines and lots of waiting. Pack your will be a long day for sure. Get there as early as possible to get the most out of the show. Be early for any shows/classes/demos you may be interested in seeing because they will fill up fast.

Expect the unexpected. Many companies debut new products at these shows. The products may not be available to the mass market for months and you will be able to take advantage of the preview.

Do your RESEARCH beforehand
Make sure to check the IMATS - NYC Website for a complete list of exhibitors and classes/events that are scheduled for the show. Most of the exhibitors have website which are linked through the IMATS exhibitor list. Do the research and check out any companies that peak your interest. Remember that some of these companies are new and relatively unknown but may have great products available.

Create a LIST/PLAN
The best advice I can give you is to create a LIST and take with you. Your list should include
  The companies you want to browse
  The specific products you want to check out
The shows/demos/classes to want to attend

Study the FLOOR PLAN
Grab a copy of the Floor Plan from the IMATS website and highlight the booths that you are interested in visiting. This will help to minimize the time spent walking around in circles or searching for a specific booth or company.

Be prepared to pay CASH
Cash will be the preferred form of payment at these types of events. I know not all of us are comfortable carrying cash around, especially a lot of it, but be prepared to pay in cash for your purchases. Many of the smaller booths may not have a system to process credit/debit card purchases so cash will be the only available way to purchase items. Also, the credit/debit card systems can crash and leave you with a list of wants but no way to pay.

Besides, having cash will definitely keep you on budget since once it's gone it's gone!

But be sure that most vendors will still accept Visa, MasterCard, American Express and Discover cards.

Will DISCOUNTS be offered at the booths?
Discounts are offered at the discretion of each exhibitor. Discounts are not guaranteed and may not be offered so do not be disappointed. Many of the smaller 'indy' companies may not offer a discount but may offer great deals and bargains. The larger companies may only offer discounts to PRO members. But overall, there will be great buys available for you to take advantage of. Bear all this in mind when considering what to purchase.

What COMPANIES should you see?
I know you all want to know which companies to check out from the current Exhibitor List and I want to say that this is subjective. It will depend on what you are interested in. I would advise that you check out companies that are not easily accessible to you first off and grab products that are hard to find. Then check out the well-known companies for products you need to stock up on or products you just always wanted to try.

My Suggestions:

Make Up For Ever – Make Up For Ever debuted great eyeshadows last year that are a must have in my book. Not to mention the new primer line up and highlighter/bronzer duos that is sure to be a hit. Also, there are awesome holy grail products – foundations, concealers, powders – available so be sure to stock up on your faves!

Anastasia Beverly Hills – Hello awesome! Anastasia Beverly Hills is known for great brow products, their contour powders and creams, new eyeshadows and now their lip products. Great time to check the products out in person if you haven’t been able to see them in person before.

Hakuhodo – Great brush line…my favorite in fact! I recommend checking these out in person (warning you will fall in love) and picking up a few that suit your fancy.

BeautySoClean – Specializes in products used to sanitize makeup without altering the texture or formula. Great for makeup pros and those of us who live for great hygiene.

Sigma Beauty, Sugarpill, Sedona Lace, Morphe Brushes, Dose of Colors – There are numerous Instagram/Twitter/YouTube famous brands that are only available online that will be at the show. So now is a great time to check the products out in person.

Alcone, Graftobian, Zuca – If you are a makeup artist or aspiring to be one, here is your chance to grab pro-perfect kit items – BeautyBlenders, spoolies, disposable applicators, spatulas, palettes, etc. at a discounted price.

Lashes, Lashes and more Lashes – There will be lot of lashes available – from mink to synthetic. Mink lashes can be very expensive and a lot of these brands are only available online….so it is your chance to see these in person and figure out if you want to take the plunge.

Take advantage of the chance to play around with the products while you can.

I think the BATTLE OF THE BRUSHES: BEAUTY/FANTASY AWARDS SHOW (Saturday) and BATTLE OF THE BRUSHES: CHARACTER/PROSTHETIC AWARDS SHOW (Sunday) will be a great hit so maybe plan on attending that show at 3:15 pm both days.

Watch as the stars of tomorrow face off in the student make-up competition. Models will present the final make-up creations of make-up students, who are competing for cash and prizes. This year’s beauty-category theme is Historical Beauty Trends.

What to TAKE with you?
Enthusiasm, patience, excitement, your love of makeup...but you probably already knew that. But to be more practical, here are a few things that are essential:

      Be sure to bring your e-ticket, a copy of your receipt and picture ID. General Admission tickets are SOLD OUT so tickets will NOT be available for sale at the door. Tickets available for Pro-Card holders.

      Your pre-written LIST/PLAN and highlighted FLOOR PLAN.

      Watch or cell phone to keep track of the time. You wouldn't want to miss the shows would you? And set alarms for shows you don't want to miss!

      Professional documentation if you wish to sign up for any PRO ONLY programs offer by companies at the show. Typical documentation includes: Composite Card, Business Card with name and specific profession, Editorial Page with name credit, Union Card, Professional License, Diploma/Certificate, Publication Masthead, Program/press Materials with name, Contract on Production Company Letterhead, Crew/Call List on Prod. Co. Letterhead, Professional Letter of Reference of Employment.

       For PROs, remember to carry Business Cards. This is your time to network so be prepared to hand out many business cards and receive many in return.

       A snack and a bottle of water. You will get hungry and you may even forget to eat lunch. But we need our strength as we 'oooh' and 'ahhhh' at all the pretty makeup.

      Wipes. A must-have for me since you will be getting your hands dirty!

      Hand Sanitizer. You will be swatching and touching A LOT of products that others will have their grubby hands all over…so better safe than sorry….pack some sanitizer.

      A camera to capture great memories and experiences, awesome swatches and products, people you meet and just the overall euphoria of it all. Go ahead and pack a back-up battery is you have one too!

      Pack light! You will be carrying around a lot of products once you start purchasing so make sure your hands are mostly empty to start with. A big empty (comfy) bag may actually be a good choice to take with you as well.

      Wear comfortable shoes and clothes for lots of walking and standing. Also, wear short sleeves to allow for lots of swatching all over your arms without getting your clothes messy.

     HAVE FUN!!!!!

Jan 28, 2015



Alphabetic List of my Foundations and Shade swatched in the video:

ARDENCY INN AMERICANA Custom Coverage Concentrate -- Medium-Deep Golden
ARDENCY INN AMERICANA Custom Coverage Concentrate -- Medium Beige

BECCA Ever-Matte Shine Proof Foundation -- Tobacco
BECCA Radiant Skin Satin Finish Foundation
-- Tobacco
BECCA Ultimate Coverage Complexion Crème
-- Amber

Bobbi Brown Natural Finish Long Lasting Foundation -- Golden 6

Buxom Show Some Skin Weightless Foundation -- Caramel Kisses

Chanel Perfection Lumière Foundation -- 64 Beige Ambre

Clarins Everlasting Foundation -- 116 Ginger

Dior Diorskin Nude Skin-Glowing Makeup -- Ochre 041
Dior Diorskin Forever Flawless Perfection Wear Makeup
-- Dark Beige 050

FASHION FAIR Fast Finish® Stick Foundation
-- Tan
FASHION FAIR Fast Finish® Stick Foundation
-- Honey
FASHION FAIR Fast Finish® Stick Foundation
-- Nutmeg
FASHION FAIR Fast Finish® Stick Foundation
-- Sable

Givenchy Teint Couture Fluid Foundation -- Elegant Amber 8

Guerlain Lingerie De Peau Invisible Skin Fusion Foundation --   24 Doré Moyen
Guerlain Lingerie De Peau Invisible Skin Fusion Foundation --   25 Doré Foncé

Hourglass Immaculate Liquid Powder Foundation -- Honey
Hourglass Veil Fluid Makeup Foundation -- Sable

It Cosmetics IT-O2 Ultra Repair Liquid Oxygen Foundation -- Rich

Josie Maran Argan Matchmaker Serum Foundation -- Medium/ Dark
Josie Maran Argan Tinted Moisturizer
-- Medium 2 - Desert

Kevyn Aucoin Sensual Skin Enhancer -- SX11
Kevyn Aucoin Sensual Skin Enhancer -- SX12

Lancôme Teint Idole Ultra 24H -- 460 Suede W
Lancôme Teint Idole Ultra 24H
-- 430 Bisque C
Lancôme Teint Idole Ultra 24H
-- 500 Suede W
-- 450 Suede C
Lancôme Teint Visionnaire Skin Correcting Makeup Duo
-- 450 Suede N

L'Oreal Magic Nude Liquid Powder Foundation -- Classic Tan
L'Oreal Magic Nude Liquid Powder Foundation
-- Soft Sable
L'Oréal True Match Lumi Healthy Luminous Makeup
-- Classic Tan/Cappuccino (N7-8)

MAC Studio Fix Fluid -- NC45
MAC Studio Fix Fluid
-- NC44
MAC Pro Longwear Foundation
-- NC45
MAC Matchmaster Foundation
-- 7.0
MAC Full Coverage Foundation
-- NC
MAC Studio Tech Foundation
-- NC
MAC Face & Body Foundation -- C6

MAKE UP FOR EVER HD Invisible Cover Foundation -- 173
MAKE UP FOR EVER Mat Velvet + Matifying Foundation
-- 70
MAKE UP FOR EVER Face & Body Liquid Makeup
-- 18

Marc Jacobs Beauty Genius Gel Super-Charged Foundation -- 82 Cocoa
Marc Jacobs Beauty Marvelous Mousse Transformative Foundation
-- 64 Fawn

NARS Sheer Glow Foundation -- Tahoe
NARS Sheer Matte Foundation
-- Tahoe
NARS Pure Radiant Tinted Moisturizer
  -- Seychelles

Revlon® ColorStay™ Makeup for Combination/Oily Skin -- Caramel

Smashbox Liquid Halo HD Foundation -- 7.0
Smashbox Studio Skin 15 Hour Wear Foundation
-- 4.1

Tarte Amazonian Clay 12-Hour Full Coverage Foundation -- Tan/Deep
Tarte BB Tinted Treatment
-- Tan

Stila Stay All Day® 10-In-One HD Bronzing Beauty Balm

Dec 2, 2014

REVIEW & SWATCHES | tarte Tartelette Amazonian Clay Matte Palette


Tartelette Amazonian clay matte Palette 

An all matte palette with 12 exclusive eyeshadows inspired by real tartelettes just like you.

Product Performance: tarte is introducing an all matte eyeshadow palette featuring 12 never-before-seen shades to inspire, celebrate and empower real women to take on the day with confidence. The name says it all – this sleek, statement palette is all about the tartelette and features tarte’s signature Amazonian clay-infused, longwear eyeshadow in rich matte shades that are as beautifully diverse as the brand’s loyal fans:

  • free spirit (cream)
  • force of nature (nude)
  • dreamer (warm brown) 
  • multi-tasker (chocolate)
  • caregiver (pale pink) 
  • natural beauty (mauve) 
  • best friend (mulberry) 
  • bombshell (dark plum) 
  • super mom (ivory) 
  • wanderer (light brown) 
  • power player (taupe) 
  • fashionista (black)

Powered By:  
  • Amazonian clay: nature’s most perfect ingredient for better, longer, truer wear
  • vitamin E: natural preservative that also acts as an anti-inflammatory emollient and antioxidant
  • mineral pigments: soothe and soften skin 


Price: $44.00
Size: 1.50g / 0.053oz x 12 shadows

Launches January 2015 (Early access was offered through 11/21)


The tarte Tartelette Amazonian clay matte Palette will retail for $44.00 for 1.50g / 0.053oz x 12 (total 0.636 oz) of eyeshadows. 
The eyeshadows are the same size as the typical small eyeshadows on the market - think MAC and Urban Decay single eyeshadows. That means your are paying approximately $3.66 per eyeshadow.
While neutrals are not new for tarte, this is their first venture into the all matte, all neutral theme. Similar palettes on the market are:
  •   Stila Eyes Are the Window™ Shadow Palettes which retail for $49 for 0.051 oz x 12 of eyeshadows
  • Urban Decay Naked Palettes (1, 2 & 3) which retail for $54 for 0.05 oz x 12 of eyeshadows
  • Lorac Pro Palette which retails for $42 for 0.02 oz x 16 (total 0.32 oz) eyeshadows 
  • It Cosmetics Naturally Pretty Palette which retails for $42 for 0.028 oz x 14 + 0.064 oz x 1 (total 0.456 oz) of eyeshadows
As you can see, even though the tarte Tartelette Amazonian clay matte Palette costs $2 more than the cheaper palettes, it stills boasts a better value with more product overall almost 50% more than Lorac and 30% more than It Cosmetics). Since this is a palette filled with neutrals and one you should get lots of use out of (versus a colorful palette) then the size of the eyeshadows plays a major part in the overall value.

The Tartelette Amazonian clay matte Palette comes in at a great price point in the saturated neutral palette market and has the product size (read value) to back it up!


The Tartelette Amazonian clay matte Palette will be available for purchase online at tarte cosmetics as well as online at Sephora and Ulta starting January 2015 for the Spring 2015 makeup season. You will also find these in store at most Sephora and Ulta locations near you once the palette is officially launched. 

The palette was made available in limited quantities for 5 days through November 21 for tarte subscribers - which is how I got my hands on it! Of course anyone else will now have to wait for the official launch to grab it (or get it through slimey eBay scalpers).

The Tartelette Amazonian clay matte Palette comes packaged in a shiny gold and purple hard plastic palette with a snap-fit tab closure. The front of the palette is decorated in a brilliant purple with the Tartelette product name and tarte logo in gold lettering. Of course, although the shiny gold design is very pretty to look at initially, it is a magnet for fingerprints and smudges which in the end leave the palette looking dirty and grimey! Arrrghhhh.....when will we get scotch guard for makeup packaging?!

The lid features a full-sized mirror and is hinged so it stays locked (can't be moved) at a 120°angle position. This may be handy for those of you who like to use the mirror in a palette during your eyeshadow/makeup application and need the lid to in place. 

I personally prefer a lid to lay flat and find the locked position a bit awkward for filming videos and taking photos. Of course this won't matter to the everyday consumer - but I thought I would mention that.

Inside the eyeshadows are embedded to the glossy gold slots which are highly reflective and the eyeshadow names are printed below each eyeshadow in purple text. This is a major change for tarte since typically they use transparent inserts with the names printed on instead of printed on the actual palettes themselves.

In this age of over-sharing and blogging/vlogging, the eyeshadow names are very handy when describing what you used in a look. Plus it's always great to put a name to an eyeshadow rather than a number or even worse - the dreaded blank. 

The packaging is sleek and pretty and is definitely a step up from tarte's usual cardboard packaging and flimsy inserts. It is thin and easy to store which is a bonus! Also, it is sturdy and secure which makes it great for traveling and touting around in a makeup bag. The closure holds up to tousling and even the accidental fall from (my) clumsy hands.

"This sleek, statement palette is all about the tartelette and features tarte’s signature Amazonian clay-infused, longwear eyeshadow in rich matte shades that are as beautifully diverse as the brand’s loyal fans"

The Tartelette Amazonian clay matte Palette features 12 neutral shades organized in cool, warm and neutral tone categories - 3 rows of 4 shades in each category. The colors range from light, medium to darker hues. 

It is the great assortment of neutral tones that will suit every skin tone and various looks. The eyeshadows can also be mixed to create the perfect shade to go with any look. The deeper shades are also versatile since you can use them for filling in eyebrows!

The eyeshadows in this palette are matte in finish with a smooth creamy finish. Typically matte eyeshadows have a powdery texture by virtue of being just that - matte. However, what I find key is how the powders bind together and blend on the skin. These eyeshadows applied evenly and smoothly without being patchy and creating too much fall out. They also blend very well with each other and other eyeshadows without losing their intensity - another issue with mattes.

The Tartelette Amazonian clay matte Palette has great pigmentation and color payoff - even the lightest shades. It is very impressive to have great pigmentation with light shades especially with a matte finish. Again, they blend nicely without the need to keep building up color to get great color payoff.


The eyeshadows apply nicely and stay creamy without much fallout. There is some loose powder but it is minimal especially with an eyeshadow primer. I didn't see any fading of the colors through 8 hours of wear.  

They blend evenly without getting patchy or blotchy and build color well. I found these really easy to work with - another typical matte failure - and they work well with other eyeshadows as well. 

One thing to note is that these can tend to go a bit darker with moisture (oils in the skin, moist primers, etc)  so I prefer to use them with a dry primer. But this also means you can apply these with a damp brush (I dampen my brush after picking up eyeshadow to avoid damaging the eyeshadow with water) and use them as an eyeliner.


The Tartelette Amazonian clay matte Palette is a great addition to the neutral eyeshadow palette market. In fact this is perhaps the best neutral palette to complement your collection. If you loves or neutral looks then this is a must have. These are amazing eyeshadows to use for highlighting, blending and adding depth to any look. You can also use these as liners and for your eyebrows. I recommend picking this up once it launches!

Grade: A

Did you pick this palette up?  Are you Interested?

free spirit (cream) - light yellow toned cream
force of nature (nude) - light peachy nude
dreamer (warm brown) - medium warm toned brown
multi-tasker (chocolate) - deep espresso brown

caregiver (pale pink) - light pale pink
natural beauty (mauve) - mid-tone mauve-y nude
best friend (mulberry) - medium purple brown
bombshell (dark plum) - deep rich berry purple

super mom (ivory) - light vanilla ivory
wanderer (light brown) - light caramel nude
power player (taupe) - medium gray-toned brown
fashionista (black) - dark sooty black