• Beauty,  Los Angeles,  New York,  San Diego,  WorldWide

    Who What Wear Debuts First Beauty Experience in Los Angeles

    Who What Wear, an international media and product company with a mission to change the way women feel about fashion and beauty by continuing to champion the idea that style is inclusive and attainable by all, is launching The Lineup.

    The Lineup is an IRL beauty experience with editor-curated products for consumers to test and take home. After touring the experience with the guidance of brand ambassadors and industry experts, visitors will leave with a bag of samples chosen just for them, customized swag, and a deeper understanding of the best beauty products available. The event will also include master classes from leading beauty and skincare professionals such as Anastasia Soare, Kelsey Deenihan, Justine Marjan, and more.

    “We’re so thrilled to bring Who What Wear beauty content to life with first installment of The Lineup in our hometown of L.A.,” said Hillary Kerr, chief content officer and co-founder of Who What Wear. “The event is a personalized beauty journey where consumers can interact with products and learn about all things beauty, skincare, haircare, and more. Guests will experience the type of access that Who What Wear editors have to the best beauty products, treatments, brands, and experts. The experience is complete with Instagrammable moments, master classes taught by experts in the field, influencer visits, and more, all in one fantastic space in L.A.”

    Since The Lineup is an immersive experience that will showcase the can’t-live-without, editor-favorite products across skincare, makeup, and haircare that deserve a spot in everyone’s lineup, it only made sense for Who What Wear to partner with the very best in technology, Dyson. Guests at the event can expect to see a number of activations from the brand over the weekend, such as a one-of-a-kind photo op where attendees will be blown away (literally) by a life-size Dyson Supersonic™ hair dryer in a can’t-miss, made-for-Instagram moment. Plus, all day Saturday, Dyson will be hosting complimentary appointments at its Blown-Away Hair Bar, where guests who signed up in advance will get to pick from a menu of three hairstyles. In addition to these activations, Dyson is integrated throughout the various stations for guests to interact with the products firsthand.

    As consumers journey through beauty stations grouped by category—It List, Eye Intensity, Lip Service, Brow Down, The Skin Ritual, Body Language, Good Hair Day, and Wellness Lounge—they will be able to explore recommended products from over 70 brands, including Dior, Pat McGrath, Urban Decay, Clé de Peau Beauté, Versed, Nudestix, Laura Mercier, and many more.


    Discover an immersive experience that showcases the very best in beauty, as curated by our editors.

    • Sign up below to enjoy complimentary beauty services.

    • Get personalized, expert guidance on the best products for you.

    • Test, swatch, and play with the products, and then walk away with a complimentary pouch of samples you pick, aka your lineup of new favorites.

    • Sign up below for master classes taught by industry leaders.

    free and open to the public


    From hairstyling to makeup and skin consultations, treat yourself to a variety of beauty services, offered by appointment below unless offered every day.