L’Oréal Paris Hosts Infall-A-thon Consumer Pop-Up in Los Angeles

L’Oréal Paris hosted an “Infall-A-thon” consumer pop-up at The Grove in Los Angeles on March 19, 2022 to mark one year since the brand’s Infallible Fresh Wear foundation went viral on TikTok. The all-day event consisted of a rotating lineup of live performances from top TikTok creators, makeup masterclasses and product giveaways.

The foundation is well known for its weightless powder texture and full coverage. According to the company, the makeup imparts a natural, matte finish that looks fresh hour after hour. The formula feels breathable and weightless leaving skin feeling comfortable for up to 24 hours, said the company. With a blurring effect and all day matte finish, this powder evens skin tone with no transfer. It is waterproof, heatproof and sweatproof. The foundation is available in 16 shades and suitable for all skin types, even oily skin and acne prone skin. It is non-comedogenic with no greasy feel and has been tested under dermatological control.

Attendees were encouraged to film their own Infallible TikTok videos inside immersive, larger-than-life content creation rooms. The full event streamed live on the brand’s TikTok channel @lorealparis so that consumers everywhere could join, according to the company. 

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L’Oreal Paris creative director and celebrity makeup artist Sir John, makeup artist and social media star Mikayla Nogueira, former “Dancing with the Stars” champion Witney Carson McAllister, contortionist Sarah Childs, cheerleader Gabi Butler, magician Anna DeGuzman, musician Melanie Amaro, actress and DJ Amy Pham, drag duo Sugar & Spice and Right to Be co-founder Emily May.