A Non-Fashionista Goes To A Beauty Convention

I have to admit: I was intrigued by the idea of JamaloukiCon. For the better part of the past week, advertisements for this beauty convention kept popping up on all my social media platforms and on billboards around Beirut.

Now, I’ve never really been that fascinated by fashion or the latest trends. I can’t recall playing dress-up as a kid, probably because I was too busy reading. My hatred for shopping is notorious- unless I’m at Primark. It has always been all about comfort over style, sneakers over heels, messy hair over styled.

And yet, over the years, I’ve developed an interest in makeup. I still don’t know how this came to be but I’ve amassed quite the collection of eye shadow palettes, eyeliners, lipstick, and other beauty products, that I have a dedicated vanity at home.

So it seemed that making the trek out to BIEL wouldn’t be such a bad idea. Maybe I’d discover new products or pick up some tips and tricks to improve my daily routine. And if that didn’t pan out how I imagined it, at least I’d get to spend some time with my best friend Sarah.


The experience wasn’t all too bad. We had plenty of time to attend two workshops, scour the stands and make some purchases, and even get manicures. But it just wouldn’t be me if I wasn’t walking around and taking mental notes of everything.

Here’s a few of them:

  • People do dress to impress. I guess this is the place to see and be seen, so the occasion merits bringing out your Louboutins or Louis Vuitton handbag. If you’re attending straight from work, be prepared to feel very undressed for the occasion.
  • I had never felt so self-conscious until I walked into that exhibition hall. In my head, all I could think about was how smudged my eyeliner was, how tired I looked, how the concealer had worn off exposing my dark circles, how my hair always refuses to cooperate. Maybe it was all those bright lights, but I just didn’t feel so good about myself.


  • In what’s a surprise to no one, I learned that I have been applying lipstick wrong the whole time. No wonder it barely holds up.
  • The workshop on skincare was quite interesting, even though the main purpose behind it was to market that company’s products. Still, I couldn’t help but wonder who has all that time (and money) to spend on cleansing and applying lotions? Sometimes I commit the ultimate sin of sleeping with my makeup on and I don’t even feel a hint of guilt afterwards. 20170427_182310
  • I would’ve loved if more freebies were handed out. Come to think about it, I would’ve loved if there were convention-specific bundles or offers. I mean, what’s the point if I can just go to the nearest department store and get the things I need any other day?


  • The manicure stand was a Godsend! I’ve been too busy recently to a point that I’ve just forgotten to schedule an appointment with my manicurist, so my nails are in pretty bad shape. But that stand was exactly what I needed to feel a bit better. I didn’t even mind that I had to stand through the process. Anything for beautiful-looking nails.


  •  I didn’t completely understand the huge emphasis the convention placed on so-called fashionistas and beauty bloggers. Not everyone who puts together outfits and posts/writes about them online deserves to be held on a pedestal. I understand that they have amassed a huge following and how they market themselves has to be commended, but I just think that the time should’ve been given to industry experts.

All in all, we had a pretty good time, but I don’t think that I’ll be visiting if another edition were to be held.

At the end of the day, all the makeup and beauty products in the world are useless if you don’t feel good about yourself- and that’s the lesson we should all be taught.

PS: Does anybody know what’s the opposite of the word “fashionista?” I don’t and neither does the internet…

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