VidCon is getting its very own beauty “salon” at this year’s event, with a new content slate for fans focused on lifestyle creators. In addition to global fashion and makeup trends, programming will underscore notions of entrepreneurship, self-esteem, and confidence — and, for the first time, panels will take place outside of the Anaheim Convention Center at the Anaheim Marriott hotel “to showcase this sophisticated sector,” VidCon said.

Highlights will include: Man Crush — Not Just Monday, a panel featuring male beauty gurus Patrick Starrr, Bretman Rock, and MannyMua;  Beauty Crossing Boundaries, featuring international creators Bubzbeauty, Mariale Marrero, Estée Lalonde, and Fleur De Force; and The Color of Beauty, featuring creators of different ethnicities, sizes, and sexual orientations, such as MissRemiAshten, Dulce Candy, and Teala Dunn.

All 20 of the beauty panels are being produced by industry veteran Chrystina Train, a marketing consultant and the former VP of communications for StyleHaul. In addition to high-profile YouTube stars like Rock, Starr, MyLifeAsEva, and Adelaine Morin — all of whom will be making their VidCon debuts –the beauty salon will be moderated by execs from Kin Community, PopSugar, People, Refinery29, and MTV.

“I’m excited that VidCon is recognizing beauty and fashion experts’ influence in the space by creating dedicated events for our community to learn from and share with each other,” the creator Dulce Candy said in a statement.

Beauty isn’t the only category on which VidCon plans to hone its focus this year. Last month, the event announced that an entire hall within the Anaheim Convention Center — as well as two stages sponsored by Snickers — will be transformed into a so-called “gaming hall” to spotlight the immensely popular category.

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