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So imagine if Goop, Teen Vogue, SXSW, and BeautyCon all had baby, but like IRL, that baby would be POPSUGAR Play/Ground.
At this point, this has to be at least our 6th or 7th “beauty festival” so it can become increasingly difficult to differentiate one from another, but I feel POPSUGAR Play/Ground definitely leans more into wellness than makeup.
Back for a 2nd year, POPSUGAR Play/Ground touched down in New York City, the weekend of June 22nd and 23rd at Pier 92/94, highlighting health and wellness as a key focus. To start Popsugar brought its Sugar Studio fitness and wellness programming to the festival, with boutique offerings like Tone it Up, ‘The Class’ by Taryn Toomey and Body by Simone taking to the main stage and leading over 15,000 attendees in group wellness activities. Additionally, Popsugar partnered with Samsung Galaxy on “Soul Space,” in immersive experience where visitors got to participate in workshops and classes focused on spirituality, stress relief, sleep and crystal healing. They had a lot of wellness offerings available including chakra balancing and energy healing with Erika Santora, which we weren’t expecting at all.
We also got to experience activations from brands including: Under Armour, Dr. Barbara Sturm, Lush, Amore Pacific and even Popsugar’s own Beauty by Popsugar cosmetic line, which launched in March 2018 with Bonafide Beauty Lab at Ulta.
We also were pretty excited to see one of our personal favorite indie lifestyle brands Alexandra Wimbush.
Another highlight of the festival, were the keynotes and panels. We attended a live episode of the Almost 30 podcast, where Founders Krista Williams and Lindsey Simcik interviewed Alisa Vitti, Founder of FLO Living. The conversation was around hormones and how it affects us, it completely blew our minds! We were also really excited about Issa Rae’s keynote. She spoke about her career and passion, all while being funny, of course! And lastly, the one and only Chrissy Teigen who we all know is a hoot! Chrissy was joined by best friend and hairstylist Jen Atkin (and daughter Luna!) where she discussed everything from her rise to social media stardom, upcoming cookbook and marriage to John Legend. We were able to take something away from each panel/keynote we attended.
All in all, this was a great and well put together event. If you’re a millennial, health conscious person living in NYC, it’s highly recommended that you attend POPSUGAR Play/Ground next year!
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