Soho Beauty sponsors Hollywood hair, makeup artist union


LOS ANGELES — SOHO Beauty was a sponsor of the quarterly Makeup Artists and Hair Stylists Guild I.A.T.S.E. Local 706 meeting held on June 3 in Burbank, Calif., and presented to the group its Professional Collection makeup brushes, the manufacturer announced.

I.A.T.S.E Local 706 is a guild in the entertainment industry representing makeup artists and hair stylists in feature films and television, commercials, “live” network television, all types of theatrical productions and Disneyland theme parks.  Members create characters and win Academy Awards, Primetime and Daytime Emmys, Saturns, BAFTAs and every other award for makeup and hair styling artistry.

The Professional Collection is a 15-piece collection. Featuring brush heads made from natural and synthetic hairs, the Soho Professional Collection makeup brushes feature an ergonomic brush handle designed to conform to the natural contours of the hand, allowing for a better grip and more controlled application. These key features prevent hand fatigue, a common occurrence among makeup artists spending long hours on the set and backstage creating looks for the entertainment industry.

The Soho Professional Collection makeup brushes include a powder, blush, angled blush, highlighter, foundation, angled blender, all-over shadow, blender, crease, tapered contour, concealer, smudge, small shader, eyeliner, angled eyeliner, brow bush and kabuki brush with stand. The line is available now and retails between $6.99 and $19.99.

Soho Beauty also showcased its spring/summer 2012 collection of cosmetic bags, hard-sided beauty cases and the new line of beauty organizers. Each attendee went home with a Soho Beauty gift bag that included three brushes from the Professional Collection.

Soho Beauty hard-sided cases, cosmetic bags, makeup brushes and beauty organizers are available nationwide at such retailers as Walmart, Target, Walgreens, Duane Reade and CVS.

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