Before IMATS, there were no shows specifically designed for makeup 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 provided artists a diverse mix of products, demonstrations and education from industry leaders.
IMATS continues to educate and connect makeup artists from around the world. The show has been produced in Los Angeles; New York; London; Vancouver, B.C.; Toronto; and Atlanta.
The International Make-Up Artist Trade Show, or IMATS, is the world¡¯s largest celebration of make-up artistry.
Thousands come together at this make-up expo to discuss, display and collect the best the industry has to offer. Make-up pros from fashion and film provide education, make-up tutorials and live demonstrations, while beauty brands offer the latest trends and new products