Shelly Taggar on Building a Beauty Community: The Vision Behind The Makeup Show LA 2026

Makeup: @eddieartistry Model: @ashleystrohlein Hair: @linhhair

Shelly Taggar is the driving force behind one of the beauty industry's most influential professional gatherings, The Makeup Show. As owner and co-founder, she has helped transform an idea into an international platform that brings together makeup artists, beauty brands, educators, and creative professionals. With a background in fashion, fine arts, and event production, Taggar has built more than a trade show — she has cultivated a community centered on education, creativity, collaboration, and professional growth. Through her leadership, The Makeup Show has expanded into multiple cities, creating opportunities for artists at every stage of their careers to connect, learn, and discover what's next in beauty.

Taggar shares her entrepreneurial journey, the evolution of The Makeup Show, and her vision for the future of the professional beauty industry.

Your Journey in Beauty:

Shelly, you’ve built such a strong presence in the beauty industry. Can you share what first inspired you to pursue makeup artistry and how your journey has evolved over the years?

ST: The beauty community is such a tight-knit community, and the way everyone supports each other is amazing, especially artist-owned brands lifting each other up. That was what inspired me to start this event and what inspires me every day to be part of such a strong community.

Over the last five years, the show has evolved to champion indie and artist-owned brands. We love seeing the innovation these brands bring and how much they push the entire beauty community forward.

The Makeup Show’s Impact:

The Makeup Show brings together artists, brands, educators, and beauty lovers. What was the vision behind creating this space, and how has that vision evolved over time?

ST: The vision was to create a space where makeup artists can come together, share ideas, get educated, and meet the brand founders and people who truly shape this industry. When you walk into our space, you feel the love and support, and you see how much this community lifts each other up. It's a space where a small, up-and-coming brand can get as much exposure as the heavy hitters in the industry.

The Future of Beauty:

We’re seeing so many changes in the beauty industry, from social media trends to AI and new beauty technologies. What do you think will have the biggest impact on the future of makeup artistry?

ST: I don't think we should be afraid of AI. I think we should find ways to make it work for us and make makeup artists' careers stronger. Even with AI, there will always be a need for makeup artists, and in some places maybe more than ever, because you can't replace an artist's touch with a computer. It's called makeup ARTIST for a reason.

Trends vs. True Artistry:

With trends changing almost daily on social media, how can makeup artists stay current while still developing their own signature style and artistic identity?

ST: We need to keep an eye on trends and what's in front of us, but I feel the most important thing is developing your own signature style and staying true to who you are, not looking left and right and getting confused. No one can do what you do better than you, and that is your style.

Opportunities for Emerging Artists:

For aspiring makeup artists who are trying to break into the industry, what advice would you give them about building their portfolios, networking, and finding opportunities that can take their careers to the next level?

ST: Go to events like The Makeup Show to get inspired, learn, and educate yourself. Any day you learn something new is a good day. Follow artists and brands, network with them, and make sure they notice you in the right way. Support the small, up-and-coming brands and give them a chance. Being part of a community helps you thrive, so find the people who support you and grow with you.

Inclusivity and Representation:

How do you see the beauty industry evolving when it comes to inclusivity, diversity, and representation, and what role does The Makeup Show play in encouraging that progress?

ST: The beauty industry has evolved so much over the last 10 years, and we're finally seeing brands step up and create real inclusivity, making this an industry where everyone feels represented. For us, we've always supported the indie brands that broke barriers from the start and helped shape this industry into what it is today, like Danessa Myricks Beauty.

The Personal Side of Beauty:

After working with so many artists and witnessing the evolution of the industry, what continues to excite you about makeup, and what legacy would you like to leave for the next generation of beauty professionals?

ST: For me, it's knowing that I helped and was part of this community, that I created a space where people feel safe and welcome, maybe got inspired, and found help in ways that could change their lives. I hope the next generation remembers and respects those who paved the way for them when it wasn't easy to do so.

Investing in Your Career During Downtime

When income is uncertain, artists have to be strategic about where they spend their money. What investments are genuinely worthwhile during a slow season, and what expenses or industry trends should artists be cautious about chasing?

ST: Invest in the right products for your kit, only what you truly need and use. Keep your kit tight and don't overspend when you don't have to. There are also so many free opportunities out there, so when it's slow, schedule tests, play with makeup, meet people, go to free events, network, and build relationships. That's the time to think outside the box about how you can create more streams of income.

Final Question

If you could give every makeup artist one piece of advice that could genuinely change their career, what would it be?

ST: Find your community, find your space, and stay true to who you are.

For information and tickets, visit https://themakeupshow.com/creative-experience/.

The Creative Experience LA
Dates: November 6–8, 2026
Location: California Market Center, Los Angeles, California

Hours: Friday 2:00 pm – 7:30 pm, Saturday 11:00 am – 6:30 pm, Sunday 11:30 am – 5:30 pm

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The Makeup Show Upcoming Events and Cities

• THE MAKEUP SHOP NYC: DEC. 12-13

• iARTIST 9.0: MAY 1, 2027

• THE MAKEUP SHOW NYC: MAY 2-3, 2027