Beautycon Platform Returns Under New Management

Beautycon has returned after a four year hiatus and its acquisition by Essence Ventures, LLC in 2021.

The return of the platform marks its evolution to an always-on movement, existing both as an experiential and content-focused platform meant to amplify global beauty conversations and celebrate all identities, gender expressions, textures and backgrounds.

Beautycon kicks off with the brand’s first in-person experiences since 2019, starting at the 2023 Essence Festival of Culture presented by Coca-Cola in New Orleans from June 29-July 3, 2023. It will return to Los Angeles from September 16-17, 2023 at an event presented by Walmart.

As the exclusive retail partner for the Los Angeles event, Walmart will show up with a dynamic experience that features some of its most loved beauty brands and products, specially curated for Beautycon.

Beautycon’s new tagline, "rally the rising beauty rebels," is defined by a unified vision to collaboratively build a future that’s liberated from the status quo and archaic standards. Its new logo ties back to the brand’s new vision with the heart intentionally made as a beauty mark.

Caroline Wanga, president and CEO of Essence Ventures, said, "For far too long the beauty industrial complex has defined an unattainable and synthetic standard for what beauty is that permeates the spirits, bodies and souls of humanity and creates a dissonance that causes diminishing self-worth and value which has led to a global mental and physical health crisis, fueled by the pursuit of the unrealistic standards of what is beautiful. As we re-activate Beautycon, we fully intend to not only democratize beauty, but to also reverse the sequence of importance by returning the definition back into the hands of individuals and holding brands and the beauty ecosystem accountable to following the lead of the individual instead of perpetuating an aesthetic of attraction as the standard on how to exist."

Erika Bennett, CMO, Essence Ventures, said, "Much like the beauty landscape, the beauty consumer has also rapidly evolved over the last decade. Gone are the days where brands alone set trends and dictate the beauty standards. Now more than ever niche communities set the agenda for what's new, next and what’ll turn mainstream in beauty. That's why Beautycon’s new position in the market is that of a catalyst—helping creators and communities continue to push beauty boundaries, giving center stage to change agents in the beauty industry, and amplifying voices through our various channels. We’re excited to build upon our new brand vision—a future liberated from beauty standards—as our brand evolves.”

Jill Toscano, vice president, media at Walmart, said, "At Walmart, we aspire to be the most inclusive beauty retailer, from our store shelves to our digital aisles. Walmart ensures everyone has the tools to confidently express themselves and define what beauty means to them. By teaming up with Beautycon, we hope to create a celebratory space where everyone feels like they can fully embrace and express their whole self.”