Inside Allure’s Best of Beauty Live VIP Evening Celebration

Allure celebrated the 30th anniversary of its Best of Beauty Awards with a VIP evening session on October 19th at Halo Twenty Eight, Manhattan’s Financial District location. The event ran from 5 p.m. to 7 p.m., hosting editors, content creators, founders, and beauty insiders for a two-hour cocktail experience. Eight servers presented champagne flutes upon arrival, while signature cocktails included a vodka-based Rouge Affair and a Silver Oak martini combining gin and wine. Silver Oak wines circulated throughout the evening alongside passed hors d’oeuvres.

The 319 Best of Beauty Award winners drove much of the evening’s draw, with booth stations showcasing products across skincare, makeup, hair care, and fragrances. Joey Healy, creator of the seven-time Best of Beauty-winning Joey Healy Luxe Brow Powder, mingled through the crowd. “We’re having so much fun,” Healy said, reflecting the energy across the floor.

What Attendees Took Home

VIP guests received curated gift bags valued at over $850 each, assembled from Allure’s 2026 Best of Beauty Award selections. The contents reflected breadth across beauty categories.

Skincare and Treatment Products

Dr. Idriss Major Fade Flash Mask addressed hyperpigmentation concerns, while Heretic Parfum Black Salt brought fragrance to the mix. EltaMD’s UV Clear Blemish-Prone & Oil Balancing SPF 50, a sunscreen formulated for acne-prone skin, was a standout inclusion from the brand’s award-winning lineup.

Hair and Color

Wella Professionals Ultimate Repair 5-in-1 Protective Leave-In served as a multi-tasking treatment, while Ouai Detox Shampoo offered clarification for color-treated or product-buildup hair. Both brands delivered on repair and maintenance, key priorities for those with compromised or styled hair.

Makeup

Makeup By Mario’s Ethereal Eyes Palette rounded out the makeup component, offering multiple finishes and shades in a single curated selection.

Beauty Services and In-Person Experiences

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L’Oréal Paris operated a glam station, allowing attendees to experience the brand’s products and artistry firsthand. Those opting for VIP+ tickets gained access to injectable appointments through SkinSpirit. A representative reported nearly 65 appointments throughout the full day’s programming.

Meeting the Beauty Industry’s Leading Innovators

One of the evening’s main draws was proximity to beauty founders reshaping the industry. Charlotte Palermino, founder of skincare brand Dieux Skin, commanded particular attention among attendees. Jacqueline Kovalcin, 25, attended the session with her sister Margaret Kovalcin, an influencer, and prioritized meeting Palermino. “She’s a huge inspiration to me as someone who works in the skin-care industry,” Kovalcin said. “To be able to meet her was a dream come true. I would have never gotten that opportunity outside of the Allure live beauty event. It was literally the coolest night ever.”

Palermino was one of four industry founders in attendance. Anastasia Soare, known for her eyebrow expertise, Danessa Myricks, a makeup artist and brand founder, and Octavia Morgan, an industry innovator, were also present, giving attendees rare access to multiple category leaders in a single venue.

Entertainment and Interactive Moments

The EltaMD booth was an entertainment hub at the event. Brand representatives handed out UV Clear Blemish-Prone & Oil Balancing SPF 50 while dancing to “I Love It” by Icona Pop and “Run The World (Girls)” by Beyoncé, creating an energetic focal point on the floor.

The Allure Beauty Box station drew consistent crowds around a prize wheel. Attendees could spin for various rewards, ranging from subscription discounts to full monthly boxes with curated assortments of products hand-selected by Allure editors. Avantika Vandanapu spun the wheel and secured 40 percent off a beauty box, while her guest won an entire box outright.

Remarks from Leadership

At approximately 6 p.m., Jessica Cruel, Allure’s editor in chief, addressed the assembled crowd. “We are really thrilled to celebrate all of the amazing brands that have won Best of Beauty this year, and all the industry leaders, and all the researchers, and all the supply-chain management people,” she said. “All of you deserve a big round of applause because it’s your work that gets the Best of Beauty seal.” Her comment reframed the awards as recognition of collective effort across product development, research, and operations, not just marketing or sales visibility.

The Lasting Impression

By 7 p.m., event staff had to encourage attendees to exit the floor. The consensus was clear: no one wanted the evening to conclude. Kovalcin summed up the sentiment: “It was my first Best of Beauty Live, but definitely not my last.” The combination of curated products, direct access to industry titans, and professional beauty services created an experience that justified the VIP investment for attendees across multiple segments of the beauty industry.

Source: Allure