Beautycon is an annual makeup lover's wonderland, filling the main floor of the L.A. Convention Center with colorful activations, giveaways and promotions, driven by makeup trends and brand-focused fun. It always sells out, and its success has spawned a second event going down for a full month (Nov. 16-Dec. 16). This year, for the first time, the event expands to a more immersive, retail-style experience with Beautycon POP. Featuring eight gallery-like environments, all with different themes and partnerships behind them (including Laneige's Dream State, Lime Crime's Inner Goddess and the Confidence Runway from Macy's). The experiential, selfie-ready pop-up aims to be a social media–driven hub for pictures, posing, products and, of course, purchasing.