What Happened to IMATS?
The International Make-Up Artist Trade Show (IMATS) was once the world’s most famous makeup and SFX trade show, with events held in cities such as Los Angeles, New York, London, Toronto, and Sydney.
After the COVID-19 pandemic, many of the international shows stopped operating regularly, and IMATS became far less active than during its peak years in the 2000s and 2010s.
While the brand itself has not been officially discontinued, it no longer runs at the same global scale it once did.
What Is IMATS?
The International Make-Up Artist Trade Show (IMATS) is one of the most famous events in the makeup and special effects (SFX) industry. Created for professional makeup artists, students, and fans, IMATS became known for its live demonstrations, industry education, product launches, and networking opportunities.
The show attracted some of the biggest names in makeup artistry, including Academy Award, BAFTA, and Emmy Award-winning artists from film, television, theater, fashion, and special effects makeup.
IMATS also became famous for:
- live makeup demonstrations
- SFX and prosthetic showcases
- vendor booths from major makeup brands
- the IMATS Museum exhibitions
- and the Battle of the Brushes student competition
Battle of the Brushes gave makeup students the chance to compete in timed makeup challenges and display their skills in front of industry professionals.
The History of IMATS
Before IMATS launched, there were very few trade shows created specifically for makeup artists. Recognizing the need for an event focused entirely on makeup artistry, Emmy Award-winning makeup artist and publisher Michael Key created the first IMATS show in Los Angeles in 1997.
The event quickly became popular because it combined:
- professional education
- live demonstrations
- hands-on product access
- and direct interaction with leading artists and makeup companies
Unlike traditional beauty expos, IMATS focused heavily on film makeup, creature effects, prosthetics, fantasy makeup, and industry-level techniques.
IMATS Expansion Around the World
After the success of the Los Angeles event, IMATS expanded internationally.
Major IMATS events included:
- Los Angeles
- New York
- London
- Toronto
- Vancouver
- Sydney
- and Atlanta
IMATS London launched in 2002 and helped introduce the show to European makeup artists. In 2009, Make-Up Artist magazine acquired the Canadian Makeup Show and launched IMATS Toronto. IMATS Sydney also debuted in 2009, followed by Vancouver in 2010 and New York in 2011.
For many years, IMATS hosted multiple events annually and became one of the most important networking and education platforms in the global makeup industry.
IMATS and the Makeup Industry
IMATS played a major role in connecting makeup artists, students, brands, and educators. Many companies used the event to launch new products, demonstrate techniques, and meet professional artists directly.
The show became especially important within:
- special effects makeup
- prosthetics
- creature design
- cosplay makeup
- body painting
- and film makeup education
Many well-known artists taught seminars or appeared at IMATS throughout the years, helping inspire a new generation of SFX and beauty artists.
Is IMATS Still Active?
IMATS is not officially discontinued, but the event is much less active today than during its peak in the 2000s and 2010s.
After the COVID-19 pandemic, several international IMATS events stopped operating regularly. While the IMATS brand still exists, many former yearly locations no longer host active annual shows.
Today, much of the makeup industry has shifted toward:
- online education
- YouTube tutorials
- social media creators
- digital workshops
- and smaller specialized conventions
Even so, IMATS remains an important part of makeup industry history and helped shape modern professional makeup and SFX education worldwide.