Two years have passed since my last visit to UMAe or to break down its acronym, the United Makeup Artists Expo (UMAe). The weekend just gone, I found myself on the steps of the Business Design Centre in London’s Islington, eager to see what was going on inside.
As the UK’s leading aspiring and professional hair and makeup artist trade show, UMAe is a great opportunity to come face-to-face with the industry’s exceptional and leading brands, artists and of course pick up some precious products discounted generously.
On my first and last visit in 2013, there was a noticeable difference with the foyer buzzing with groups of students and once inside, I could see it was busier than before but not to the point to send you into a panic attack.
UMAe is smaller and more focussed but I find that is a good thing as too much activity can be overwhelming. A few favourite exhibitors were there including London Brush Company, Illamasqua, Inglot, Precious About Make-Up (PAM) and Love Make-Up as well as Krylon and Make-Up Designory (MUD).
I decided to get a feel of things first by walking around the hall before making any purchasing decisions and was really pleased to see David Horne from House of Glamdolls at the Love Make-Up stall demonstrating the GlamBase wheel as well as hosting a class.
I’ve noticed the GlamBase wheel pop up a lot on social media but I’m not been sure how to take advantage of it so I seized the moment to jump in the hot seat and allow David to work his magic from the wheel. In just a few simple strokes he had taken my half-woken face to a full-on glow. (Sorry, I forgot to take a photos so you’ll have to just take my word for it.)
Created by David (the genius behind Illamasqua’s Skin Base), the GlamBase Wheel contains 6 shades that have been blended for easy complexion perfection every time. It conceals, contours and illuminates, and judging by the shades, you could do your entire face from it. And it’s so compact! Definitely the most exciting purchase I made at UMAe and I was being exceptionally careful not to buy things I knew I would not end up using.
It was also good to stock up on some Make-Up Forever HD foundation as well as see their new range of 10 different primers from PAM. I also made a beeline for Zoeva’s brushes at Love Make-Up, which were generously discounted.
I know IMATS gets all the attention but UMAe has every reason to stand proudly on its own two feet. I feel it has a more organic approach to supporting the industry by handpicking the right names but I also find the show itself has a different kind of atmosphere, one that leaves me smiling and inspired. It’s wonderful to see faces you admire mingling and chatting with everyone on the floor – so informal and relaxing. I sincerely hope UMAe will remain this way; it really is something else.
The show is over for another year but you can still catch up with what went on at www.umae.co.uk, and perhaps put a reminder in your calendar for 2016’s show. See you next year, UMAe.
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