Vanity fair

Anjali Jhangiani
Wednesday, 27 March 2019

India Make Up Show, to be held in Mumbai and New Delhi, will not only have some of the biggest names from the industry talking about techniques and trends, but will also kick off a talent hunt for hair stylists and make-up artists called Vanity Wars

April is going to be all about make-up and hair. The India Make Up Show, organised by the entertainment startup Brothers Incorporated, in Mumbai on April 12-13 and in New Delhi on April 20, will have big names from the industry such as Bobbi Brown, the founder of her eponymous cosmetics label, Cory Walia, who has 25 years of experience as a make-up artist under his belt, celebrated make-up artist Bianca Louzado, Bollywood make-up artist Mehera Kolah, and celebrity hair stylist Savio John Pereira, among others. 

The event is aimed at providing an all-encompassing community building forum where industry techniques, trends, and innovations are showcased and discussed. This apart, founders of Brothers Incorporated, Rahul Tuljapurkar and Ninad Shah, also want to develop this event into a platform to connect talent, brands and consumers. Attendees can catch live demonstrations, celebrity workshops, brand focus tutorials, new launches, networking seminars, ramp walks, various masterclasses, a talent hunt competition and exciting after parties. They can also indulge in a specially curated culinary experience or check out the shopping centre for special deals. 

“The fashion industry has grown leaps and bounds over the past two decades. With multiple IP platforms and the surge of e-commerce, not only have fashion designers and stylists garnered a massive recognition which has resulted in a boost for their businesses, but has also encouraged fashion platforms and brands to expand the market space and reach out to a larger consumer base. Amongst all this talent, hair stylists, make-up artists and skin care practitioners have always worked behind the scenes. They don’t have a single platform that allows them to network, meet, market themselves and showcase their work to the end consumer. Furthermore, the lack of knowledge at the consumer end, towards self grooming, beauty and the application of it creates a huge gap in the market. 

“India Make Up Show has been created to be a beauty and grooming carnival comprising workshops, tutorials, masterclasses, ramp shows open to all and the top brands showcasing, selling and rendering demos for people to get better acquainted. It is a platform for artists to bring to showcase the art they are actually capable of creating. Besides all this, the entire ambience is complemented with much excitement boasting gourmet food, cocktail and champagne bars, performance acts and entertainment throughout the two days. At the back-end our intent is to aggregate the industry and represent the talent in order to position the industry across India and globally,” says Shah.

Catering to an age group of 15-60 years, the event will also touch upon men’s grooming and natural/ organic cosmetics to maintain a heterogeneous appeal. “With the recent developments by the Indian government and the awareness that has been seeded at multiple levels for gender equality and preferences, the industry is becoming more inclusive. In our opinion, the consumer needs to be better exposed to the culture and possibilities that the industry has to offer. If they are more open to absorbing new trends, getting rid of social myths, and being open to having self grooming routines, the make-up and hair industry will have a wider playground,” says Shah. 

As part of a prelude to the main showcase, a talent hunt for hair stylists and make-up artists called Vanity Wars will also be hosted which will give aspiring professionals a chance to compete at the national level. Talking about the competition, Tuljapurkar says that it consists of two phases — the first will be executed on India Make Up Show’s digital and web-based platforms, and the second phase will be carried out at the main event. 

Along with a cash prize of Rs 50,000, and a full scholarship for a year-long course at Pearl Academy (where they can choose from an array of categories such as fashion styling, image makeovers, lifestyle blogging, contemporary photography, wedding planning and so on), the winner will also get a chance to intern with an industry stalwart for a month. “Vanity Wars will generate new openings and opportunities within the industry, and the opportunity to showcase deserving talent from different corners of the country,” he adds.

ST Reader Service
How to participate in Vanity Wars?
You can register on the website www.indiamakeupshow.com. Registrations end on April 1.

Round 1: The participant needs to submit three images of their work (hairstyling or make-up) based on the look guideline provided by the organisers. The eliminations will be carried out by an internal jury comprising members from Pearl Academy faculty and India Make Up Show. Only the top 50 shortlisted contestants will move on to the next round. 

Round 2: The shortlisted contestants are required to give auditions at the venue or through video conference. The internal jury shall further shortlist the contestants. The top 20 contestants (10 from each category viz hair and make-up) will be selected.

Round 3: The shortlisted contestants will be invited to the final event where they have to work on models. Each model will be shared between a hairstylist and make-up artist. A total of 12 contestants  will be shortlisted (6 for make-up and 6 for hair styling). The look created by these six pairs will be presented on the ramp to be judged by a jury of industry stalwarts and a public voting will be done to shortlist three hairstylists and three make-up artists on April 12. 

Round 4: The final contestants will create another look. The main jury will rate each one’s work and the final winner will be announced on April 13.  

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