Why the Best Beauty Events Might Be the Smallest Ones

In the beauty industry, bigger has become the norm. Bigger launches, bigger venues, bigger guest lists. With more creators entering the space and brand events becoming an increasingly sought-after part of the industry, it makes sense that brands are finding ways to bring more people into the room. However, I think there is something worth considering: when everyone is invited, how much time do you actually get to connect with the brand?

There is a difference between attending an event and genuinely getting something out of it. You can walk away with beautiful photos, a goodie bag, and a camera roll full of content without necessarily learning anything about the brand or the product they are launching.

And in an industry where we are constantly being introduced to new products, I have come to appreciate the experiences that offer something beyond the usual event format.

One of those experiences was a Vike Beauty masterclass hosted with Lidav Beauty, a Manhattan hair studio, where eight creators were invited to learn the art of the viral Vike Twins pin curl. Yes, eight. In a city like New York, where beauty events can mean packed rooms and schedules that leave little time for conversation, the smaller setting immediately felt different.

The masterclass was led by the team at Lidav Beauty, and rather than simply admiring the finished look of the pin curl, we got to learn the technique from the people who actually do it. We could watch closely, ask questions, and try it ourselves, with someone there to guide us through the process.

Trust me, I needed the help.

I was very happy to have a stylist right there to walk me through it. That kind of attention might seem like a small detail, but it completely changed the experience for me. I wasn't just watching someone demonstrate a hairstyle which I would see once and never try on myself. I was actually learning how to do it.

That is what I think gets overlooked when we talk about beauty events. The value of a smaller gathering is not just that it feels more exclusive. It is that there is room for you to participate and become educated. You can ask the question you might otherwise save for later, get help when something isn't working, and have a conversation without feeling like you need to compete with everyone else in the room for a moment of someone's time.

Both the Vike Beauty founders and the founder of Lidav Beauty connected with each and every guest. The atmosphere felt welcoming from the start, and no one was left on the sidelines. Of course, there were goodies to take home, which is always appreciated, but what stayed with me was the experience itself.

As a creator, I receive more beauty products than I know what to do with. And while I am incredibly grateful to be introduced to so many brands, the reality is that there is only so much you can realistically try. Products can pile up quickly, and not everything makes it into your routine. If I don't understand what a product does, why it is different, or how it might work for my hair, there is a good chance I won't reach for it. Having a product sitting on my shelf does not automatically mean I am going to use it.

This is where in-person education makes such a difference. You can read about a product online, look through its ingredients, and watch a dozen reviews, but hearing directly from the people behind it offers a different kind of understanding. You can ask questions, get context, and learn how a product is meant to fit into your routine. I have found that all it takes is that conversation to make everything click.

I have a personal example of this with Vike Beauty. My first masterclass with the brand was in October 2025, and I have continued using its hair products ever since. I am particularly selective about hair care, so finding products that I genuinely want to keep using is not something I take lightly. That first experience gave me the opportunity to understand the brand beyond its products and build a relationship with the founders as well.

That connection has stayed with me long after the masterclass ended. I am not using the products simply because I was introduced to them at an event. I understand them, I know more about the people behind them and how much time and effort was put into creating it. Therefore, it has earned a place in my routine. Had I not attended that first session, I honestly don't know if I would have discovered the brand and grown to love it in the same way.

And to me, that is the difference between creating an impression and building a relationship.

I don't think larger beauty events need to disappear. There is always something exciting about a major launch and the energy that comes with bringing an entire community together. But I do think there is room for brands to be more intentional about the experiences they create. Not every event needs a bigger venue or a longer guest list to be successful.

Sometimes, just a few people in a room can accomplish more than a hundred people moving through one. Not in terms of reach or impressions, but in terms of what people actually remember, what they learn, and what they take with them after they leave.

For me, the best beauty events are the ones that give you a reason to keep thinking about the brand once the event is over. In a space that can sometimes feel like it's all about the brand being seen, there is something refreshing about an experience that makes YOU feel seen as well.