Beauty’s biggest night came back bigger than ever this week, as more than 500 guests packed Lavan Midtown in New York on October 20 for our third-annual BeautyPass Live, themed Balance, Beauty & Beyond. The evening brings our invite-only BeautyPass club to life with brand activations, on-the-spot treatments, expert chats and a gift bag worth more than $1,500. VIPs got an exclusive first look starting at 5 p.m., and by the time general-admission doors opened at 6:30, the room was buzzing. Here’s what you missed.
The Brands, Stars, Products and More That Made Up BeautyPass Live 2026
Star Power
Our host Lara Eurdolian kept the energy up all night, and the guest list delivered. Real Housewives of New Jersey stars Dolores Catania and Margaret Josephs mingled with model KhrystyAna and Candice Kumai, Erica Taylor signed books for a steady stream of fans and celebrity stylist Phillip Bloch took the mic. The expert bench was just as stacked. Chicago facial plastic surgeon Steven Dayan, MD, who moderated The State of Aesthetics Roundtable the night before, and New York dermatologist Jane Yoo, MD, were both spotted making the rounds.
Booths, Treatments and Glow-Ups
Merz Aesthetics set up its Xperience+ Rewards Lounge, complete with a Belotero bar and live Ultherapy device demos, while Sofwave hosted its PureImpact Body Talk activation. Artemis performed live T-Shape treatments right at its booth, and Xtressé rolled in a branded trailer with AI hair assessments from a trichologist. Over in skin care, EltaMD handed out branded cookies and spotlighted its UV Daily Hydration+ SPF 50 (one of our 2026 Readers’ Choice Award winners), while No7 and Marini SkinSolutions drew crowds to their booths and KaramMD Skin passed out chocolate protein cookies with samples. Motiva challenged guests to “Guess the Implant,” and Color Street kept fingertips camera-ready with on-site manicures.
NB100 Beauty Bar and the Cover Shoot
Our NB100 beauty bar made a return, too, this time stocked with thousands of samples from seven of our 2026 winners: Hydrinity, ERLY, DAISE, being, MONDAY Haircare, Xtressé and LYS Beauty. Before heading out, guests stepped into our photo booth to star on their very own magazine cover.
One of our favorite moments of the night? Catching Margaret Josephs and Lexi Barbuto at the CareCredit mocktail cart, where they toasted their mocktail line, Soiree, while guests mixed up drinks of their own.
A huge thank you to everyone who came out to celebrate with us. If you missed it this year, you can still shop everything from our gift bag, and keep up with all things BeautyPass here so you’re the first to know about next year’s event.
