Ahead of a hotly-anticipated gathering in New York City this weekend, events producer Beautycon has announced a collaboration with Black Entertainment Television (BET) on a new content series that aims to highlight inclusive beauty.

Beautycon, which hosts conferences for influencers, fans, and top cosmetics brands in Los Angeles, New York City, and London — that attract, on average 15,000 attendees per city — has sold out for the very first time this weekend, organizers say. Also for the first time, the New York event will be held at the Javits Center over the course of two days. Guests from the traditional and digital entertainment worlds are slated to include Paris Hilton, Lucy Hale, Laverne Cox, Kandee Johnson, Gigi Gorgeous, and Cassey Ho.

The BET partnership builds on Beautycon’s content business, and features tutorial-style clips headlined by black influencers and models with different hair textures and skin tones. Episodes (check out the series premiere below) will live on BET’s website and mobile app as well as its Facebook and Instagram accounts. The partnership also calls for a presentation on the Beautycon stage that will showcase a handful of the tutorials IRL.

“Working with Viacom Digital Studios and the team at BET on this project has been an incredible experience,” Beautycon CEO Moj Mahdara said in a statement. “Our mission at Beautycon is to make sure we are always representing our audience, mirroring back to them what they bring to us in support, meaningful connection, and community.”

In addition to the BET partnership, Beautycon will introduce two new activations at its New York event this weekend: a B-Well pavilion dedicated to health and wellness, and K-Town, a celebration of all things Korean Beauty.

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