WWDMAGIC Launches GLAM; Smashbox’s ‘Lip Editor in Chief’ Vlada Haggerty to Speak

In What's New, Industry News by Lauren Parker, Accessories Magazine

WWDMAGIC is about to get GLAM!

In response to the growing beauty category, the rise of indie brands and a heightened interest among fashion retailers to offer their customers more impulse, more beauty and more fun, WWDMAGIC is launching a new beauty area called GLAM.

Making its debut Feb 12-14 on the concourse at WWDMAGIC, GLAM sits in its own section adjacent to 550 ready–to-wear and accessories brands in young contemporary and women’s fashion (over 110 of which are new to the show).

“GLAM is a curated beauty essentials section,” says Kelly Helfman, VP of WWDMAGIC. “In the day of the beauty tutorials and influencers, the beauty industry has blown up and it is important for us to make sure we had an area for our retailers to shop this trend for their stores.”

While women of all ages utilize beauty products, the buzz is all in millennial beauty right now – affordable cosmetics, nail polish, lashes and more. Millennials use about 13 beauty products on their face daily, so it’s critical that RTW stores now add beauty products to their lineup.

Vlada Haggerty GLAM at WWDMAGIC

Makeup artist Vlada Haggerty. Photo: Davis Factor

Beauty is all abuzz in today’s retail landscape. Retailers that once only carried fashion brands are carrying lifestyle and beauty products. How has beauty found its home in fashion and retail, and where is it headed? We talk to beauty industry leaders on their take.

Tuesday, 11:30 a.m., WWDMAGIC Social House
Vlada Haggerty on The Intersection of Beauty and Fashion  
You’ve seen her incredible lip art, now come meet the artist and hear her speak as part of GLAM’s lineup of panels. Vlada Haggerty (@vladamua) will discuss her role as Smashbox Cosmetics’ “Lip Editor in Chief,” her upcoming projects, and how beauty and fashion are influencing each other.

GLAM’S beauty panels at the WWDMAGIC Social House are sponsored by matte black, with more to be announced.


In addition to added variety, functionality and quality, brands are also delivering with impulse-purchase packaging and powerful messaging. After all, if you can’t Instagram it, does it really exist?

A quick look at a select few of the brands exhibiting at GLAM:



B’Livinn features eco-friendly product and empowering packaging for a unique take on the nail polish industry. And the name? “Be and Live from the Inside.”   


Sarah Horowitz Parfums

Sarah, the owner and Chief Perfumer of Sarah Horowitz Parfums will be teaching guests about fragrance layering and will be doing some blending directly on people skin, helping them to “Find Their Perfect” from our Perfect Perfumes Collection.


Jesse’s Girl Cosmetics

Jesse’s Girl Cosmetics features high-intensity nail enamels, mineralized baked eye shadows, eye and lip liners with built-in sharpeners, high quality lip glosses, along with our perennially popular and highly sought after pure pigment eye dusts.


Exhibitors at GLAM will be selling both wholesale and cash-and-carry for anyone at the show, for those beauty pick-me-ups. In addition, there will be an on-site makeup artist doing makeup, so all attendees will be as GLAM as possible.

For more information, go to

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