Beautycon is heading back to downtown Los Angeles on September 19, but this time it looks nothing like the sprawling conventions that once defined the brand. The rebranded Beautycon University is a single-day downtown Los Angeles event featuring masterclasses, conversations, demonstrations, and experiences.
The event's celebrity roster includes Cardi B, who represents her brand Grow Good, and Keke Palmer, who has been named Beautycon University's official dean of wellbeing and represents her line Practice by Palmer, according to Time Out. Sir John, known for his work as Beyoncé's makeup artist, holds the title of head of class and professor of face. Rounding out the faculty are Glamzilla as dean of art, Charlotte Cho — cofounder of Soko Glam and Then I Met You — as dean of history, and Cyndi Ramirez-Fulton, founder and CEO of Chillhouse, as dean of business.
A Brand Rebuilt From Foreclosure
The Beautycon name has been through a dramatic financial ordeal to get here. In September 2021, the company's brand assets were acquired out of foreclosure by an affiliate of Essence Ventures after Beautycon suffered financial troubles, mass layoffs, and pandemic-era event cancellations, according to TheWrap. The outlet reported the company had been preparing for bankruptcy before Essence Ventures stepped in to acquire its loans and assets.
Beautycon University is presented by Refinery29, per Time Out's reporting.
From Massive Convention to Intimate Campus
The scale-down is stark. At its height, Beautycon operated as a massive convention, according to TheWrap's coverage at the time. The 2026 staging pivots entirely to a one-day educational format.
Beautycon's return to downtown Los Angeles continues the brand's local history.
Beautycon's Los Angeles chapter isn't entirely new territory for Hoodline readers — we covered a Beautycon pop-up shop that opened at 333 La Cienega Boulevard in Beverly Grove back in 2018, when the brand ran an Instagram-friendly retail and photo experience during its convention heyday.
A Multi-Year Effort to Rebuild in L.A.
The 2026 university format builds on Beautycon's return to live events.
The curriculum theme runs through the entire day this year: Essence reports the September 2026 event organizes its schedule around a five-part curriculum covering art, business, history, science, and wellbeing, with Sir John serving as head of school. General admission tickets are on sale, and attendees can expect masterclasses, conversations, demonstrations, and experiences, per Time Out.
Why Media Companies Are Betting on Live Beauty Events
The reboot arrives as Beautycon returns to live events.
The live format places Refinery29 in the live-events space through Beautycon University.
That shift toward experiential marketing echoes comments attributed to Brooke DeVard in Time Out's report, who said audiences want to understand, participate in and learn from evolving beauty trends. Beautycon's identity has emphasized inclusivity and representation in beauty culture.
