MAC Cosmetics glamorizes TwitchCon 2019


Over this past weekend, TwitchCon 2019 took over the San Diego Convention Center to celebrate not only its biggest stars but also its millions of streamers and viewers. The expo floor was flooded with attendees and vendors showing off the latest in PC gaming. But there was one vendor that most wouldn’t expect to be at TwitchCon, and that was MAC Cosmetics.

This was the first time that a globally recognized makeup brand made an appearance at TwitchCon, let alone a convention that embraces the “nerd culture.” And as many scratched their heads pondering as to why they were there, it didn’t take long for attendees to find out why. As a platform that requires plenty of time in front of the camera, MAC was opening up streamers and viewers to the numerous possibilities that you can express yourself while on camera.

The MAC booth was filled with artists that came to glamorize any willing attendee during the convention, and there were plenty of guests who took the opportunity. But it was more than just putting makeup on faces, MAC held meet-and-greets with some of Twitch’s biggest stars, showcased body painting, and did some live-streaming. But most importantly, they educated those who wanted to expand their makeup horizons. 

The MAC booth quickly became one of the most popular destinations on the expo floor. Prominent streamers even found their way to MAC to get quick touch-ups before having to get in front of the camera. Faces of men, women, trans, and everyone alike was drawn to the cosmetics maker as this was an opportune moment to doll yourself up in ways you’ve never even considered, making it the perfect way to break out of your comfort zone.

Personally, I’ve never really given that much thought to makeup, as it was something I never needed. But standing in the MAC booth, watching the artists work their magic gives you a different perspective and appreciation for the craft. The MAC booth acted as a safe place for people, giving them a chance to share their insecurities and concerns with the makeup artists. It was fascinating to hear some of the attendee’s stories of how they never considered to wear certain shades or even use certain products, or how all they’ve known is just to add a little bit of this or a little bit of that and call it a “look.” These MAC artists left every face not only looking glamourous but also left them inspired. 

Twitch has transcended to more than just streaming video games. People now use the platform for daily chats, cosplay crafting, and even makeup tutorials. But it has also built a strong community of support and acceptance. It’s where streamers can be their true selves in front of their fans, which is the same adage that MAC represents. 

Creativity, community, and individuality foster our self-expression, but yet, a few people feel that they still need to hide who they are. With MAC’s presence at TwitchCon, it was an open invitation to those who shield themselves. It was to let them know that even if you feel like you need to hide behind a mask, you can hide behind the one that embodies who you are and what you believe. Proving that even a little bit of makeup can go a long way.

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Arvin Santiago
Arvin Santiago 337 posts

Photo/Video Enthusiast and Escape Room "Semi-Professional"