YouTube adds shoppable experience to Beauty Festival

Sophie Smith

13 June 2022

YouTube has announced its second annual Beauty Festival, taking place on 16 June 2022. The returning festival will this year feature a new shoppable experience for the first time.

Hosted live from Los Angeles, the online event will feature live makeovers, surprise guests, product drops, how-tos, reviews, performances and Pride celebrations.

The festival will also host a 'Shoppable Shorts Challenge' for the launch of Glossier's new No. 1 Pencil eyeliner. Exclusively on YouTube Shorts from 8 June, consumers can use the hashtag #WrittenInGlossier to participate in the challenge.

From 8-16 June, the pencil will be available for purchase via YouTube Shorts and on the #BeautyFest livestream.

YouTube's Beauty Festival line-up will feature over 30 celebrities and creators including Ashley Graham, Gwen Stefani, Hailey Bieber, Isamaya Ffrench, Manny MUA, Winnie Harlow, Arnell Armon, Brad Mondo and Kehlani.

New this year, YouTube is partnering with 40 beauty brands for on-site activations and programming live on YouTube, including exclusive product drops from Glossier, Olaplex, Brad Mondo’s XMONDO, CAY SKIN by Winnie Harlow and Tracee Ellis Ross’s Pattern Beauty.

In addition, consumers can access live shopping from brands including Dyson, Lancôme and NuFace, and partnerships with Beachwaver, Black Girl Sunscreen, Dr. Barbara Sturm, Fenty Beauty and UOMA Beauty.