The Gems of The Makeup Show in Houston

The Makeup Show has just started its 2026 season in NYC, so I wanted to share my experience from the last Makeup Show I attended in Houston, TX, which took place in September 2025 and celebrated the brand’s 20th anniversary.

The Makeup Show is more than just a two-day event—it’s an experience that brings together everyone passionate about beauty. Whether you’re a professional makeup artist, hair stylist, salon owner, a student, or simply a beauty enthusiast, you will find something for yourself. During the event, you will learn about the artistry and business tips from industry legends, explore the latest product launches and top-performing professional beauty supplies, and have countless opportunities to connect and forge meaningful relationships.

If you crave inspiration and connection in the world of beauty, with exposure to local artists, brands, and salons, The Makeup Show event should be on your must-visit list.

One of the main reasons I love The Makeup Show is that, first and foremost, I was welcomed at a professional event as a beauty enthusiast who wanted to build a career in the beauty industry but wasn’t sure where to start. The platform offered exposure to different areas of the industry and helped me gain perspective on the direction I wanted to take in my career.

I still remember my very first Makeup Show in Houston back in 2019, which was a pivotal moment for me. I realized my true passion wasn’t just in the artistry itself, but in the storytelling, even though the two are inseparable. That’s why, even though I’m not striving to become a makeup artist or hairstylist, you’ll always find tips, tricks, and glimpses of artistry on my channels, learned and adapted from professionals.

When I received an invitation to attend the next Makeup Show in Houston—this time as a member of the press—it felt like life had come full circle. Six years had passed since that first transformative experience, and now I was returning with a new perspective and a new role. What made it even more special was the chance to interview one of the keynote presenters. Seeing Danessa Myricks listed among the panelists again felt like a sign; I’d mentioned her in my previous post, as her story and presentation inspired me a lot six years ago.

Coincidentally, I’m launching a podcast (coming soon), and it felt like a perfectly aligned moment to sit down and speak with Danessa to learn more about her career and approach to life and success. 

The launchpad for emerging brands

Beyond meeting renowned professionals, The Makeup Show is also a launchpad for emerging beauty brands. Discovering new products and connecting with passionate founders are among my favorite parts of these events, especially with local brands. There’s something exciting about witnessing the beginnings of a brand’s story and being part of its journey from the very start.

This time, I had the pleasure of meeting in person the founders of two emerging beauty brands: Alena Tofil, with a namesake brand, and Dorina Rotari, founder of DR Promakeup Brushes. Coincidentally, both founders spoke Russian, so, as a Russian-speaking immigrant myself, I was happy to connect with them both.

Alena Tofil

Alena Tofil is a makeup brand based in Woodlands, TX. The founder was joined by her family at the Makeup Show: her two daughters and her husband. Originally founded in Ukraine in 2018, the brand had to be restarted in Woodlands, TX last year, with the lab rebuilt from scratch after the family had to move across the world because of the war. 

Originally, the brand worked closely with makeup schools in Ukraine, developing formulas based on students’ feedback. Alena Tofil currently offers cream-to-powder eyeshadows and mousse eyeshadows along with a reviver. I love that you can try and swatch products at the makeup show and even purchase them. I was pleasantly surprised by the quality of Alena Tofil eyeshadows, and I also love the shade selection.

Alena gifted me a couple of her eyeshadows to try, so I will be sharing more about them on my socials.

DR Promakeup Brushes

I also had the pleasure of meeting Dorina Rotari, a makeup artist and founder of  DR Promakeup Brushes, a female-immigrant-founded company based in LA. The brand sources the finest natural hair worldwide, sorts and cleans the materials, handcrafts the bristles, and assembles the brush head by hand with a durable handle. 

I had the chance to attend her presentation, where she demonstrated her makeup brushes in action while doing makeup on a model. After the presentation, I had a quick chat with Dorina that brought back childhood memories. 

Growing up, I was into traditional arts, and I had a small collection of natural-hair art brushes. 
I remember they were very expensive, so I really treasured them and used them for special projects. I could really tell the difference between synthetic and natural brushes in my art. Touching 
DR Promakeup brushes at the booth revived such great childhood memories that I had to get one for a review, even though I already have a big collection of makeup brushes, especially blush brushes. Dorina personally recommended trying the 106R HIGHLIGHTER BRUSH, which can be used as a blush brush. Compared to other blush brushes in my collection, this one from DR Promakeup Brushes is small enough for precise application yet fluffy enough to blend the blush out, and it is so soft it feels like a dream on your skin. Natural hair bristles need special care, so I also got a special soap designed by the brand.

According to the founder, the brushes are ethically produced and are cruelty-free.

What I Left The Makeup Show With

I love that the Makeup show offers brands an opportunity to showcase their products, which attendees can purchase with a professional discount. Last time, I got beauty blenders in bulk, and I still have a few left from that purchase because I don’t use foundation that often and one lasts me a while.

This time, I got the makeup brush I mentioned above, and a Cinema Secrets Makeup Brush Cleaner for quick, rinse-free cleaning. Cinema Secrets pioneered in creating this formula years ago, and it is considered the best on the market and is trending on TikTok.

As a VIP press member, I was pleasantly surprised by a generous goodie bag filled with products to try—a fun bonus that added to the event’s magic.

Seeing some friends and familiar faces made the experience even richer. And of course, interviewing Danessa was a true highlight; her insights and presence left me deeply inspired. I can’t wait to share our conversation on the podcast soon.

I was about to leave the makeup show when I witnessed the most beautiful thing: Danessa Myricks went shopping to support emerging brands and stopped by the Boss UP Cosmetics counter, a Houston-based beauty brand. The founder of the brand, Aaliyah Arnold, who started a company at 14, was also there. Danessa took her time swatching a few products from the brand, including the viral lip oils, secured the bag, and then gave her a shoutout on socials. Women supporting women is my favorite thing to see, and it left a lasting and warm impression on me. 

Thanks to The Makeup Show for inviting me to the event, and I hope we will have more shows in Houston in the coming years.