United Makeup Artist Expo 2024

March 23rd, 2024

March 23rd, 2024

The 2024 United Makeup Artist Expo is taking place this weekend, on Sunday 24th and Monday 25th March. Whether you are a professional or aspiring makeup artist, sculptor, hair stylist, wig maker, mold maker, special effects artist, etc., UMAE has it all.  The UK-based show, hosted this year in The Hilton Liverpool City Centre, is dedicated to supporting artists and their industries through education, networking and professional productsThrough seminars, demos and face-to-face chats with industry professionals, UMAE provides an environment in which you can learn, network and further your own business and career.  Both professional and students will be showcased across the weekend, as well as numerous retail opportunities to expand your kit



This year Warpaint is running the UMAE Competition across both days of the show, with five categories open to both professional MUAs and students alike.

Sunday 24th March  

Bodypainting – Hallucination  

Hosted alongside Samantha Helen, owner of Essentials by Samantha Helen, this year’s Bodypainting Category is themed ‘Hallucination’.  Both pros and students are briefed to design a character or expressive creative makeup look, infusing body art and makeup design.  This category encourages participants to think creatively and outside the box, with their research, preparation and skill highlighted both in their work and in an accompanying mood board.  


Monday 25th March 

Monday sees the competition’s four other categories take place. 

Bridal – Modern Bride 

Entrants are tasked with creating a look for real brides in a modern world.  They have two hours to complete their look, with judges focusing on application, technique and the ability to bring out the model’s natural features, amongst other criteria.  Pros and students alike are encouraged to think worldwide and take inspiration from the 2024 runways.


Character – The Films of Ridley Scott 

From Gladiator to Napoleon and Alien to Blade Runner, participants in the Character Category are charged with creating a design inspired by the repertoire of director, Ridley Scott.  The result must be a physical makeup and the work of artists’ own hands – see specifications here. 


Creative – Typography 

The theme for the Creative Category is typography, with the design needing to be well-researched and incorporate colour and strong images.  With endless inspiration in the form of fonts and typeface, skill and creativity with makeup will ultimately win the day, although preparation is also key as each participant’s mood board being worth up to 10% of their final marks.


Fashion – House of Schiaparelli 

The final category running on Sunday 25th is the Fashion Category.  As a tribute to Elsa Schiaparelli, entrants are tasked with paying homage to the continuing influence and creativity of the House of Schiaparelli.  As with the other categories, research, preparation, interpretation and attention to detail are key and entrants will be able to showcase these skills throughout the competition. 


UMAE promises an exciting line-up of speakers across the two days of the show.


Sunday 24th

Education Room 

11:30-12:30 Victoria Louise Makeup Artistry, creating a Great Gatsby inspired look 

12:30-13:15 Jackie Sweeney & Helen Masters, Career Support 

13:30-14:15 Helen Masters & Laura Watson, Careers in a Crowd Room 

14:30-15:15 Stuart Bray, Back to Basics 

15:30-16:15 Mandi Rochelle & Caroline Greenough, Transfer to Working in Film & Television 

16:30-17:15 Claudia Dale, The Art of Colour Theory in Make-up for Fashion 

Board Room  

11:30 – Jackie Sweeny chats about the role of period hair and make-up departments on sets .

14:00 – Lisa Nield & Julia Townend host a BECTU round table session aimed at educators to discuss what the industry wants to see from recent graduates. 


 Monday 25th

Education Room 

9:45-10:30 Antonia Knight & Taibah Roberts, Abstract Impressionism 

10:30-11 Tracy Whittaker, The Importance of Skincare 

11:00-11:45 Stuart Bray, Back to Basics 

12:00-12:45 Samantha Helen, Commercial Body Art 

13:00-13:45 Kim Freeland & Helen Masters, Running a Crowd Room 

14:00-14:45 Teresa Cataldo, Looking Good! 

15:00-15:45 Dominic Mombrun & Gary Archer, Making it Snappy 


Board Room  

10:00 – Info session to highlight schemes offering career support. 

14:00 – Lisa Nield & Julia Townend host a BECTU round table session aimed at educators to discuss what the industry wants to see from recent graduates.

For the full schedule, see here.


Live Demos 

In addition to the competition and fabulous line-up of speakers, attendees will have the opportunity to watch artists work on live demos.  The programme includes demos from the likes of Glow Up contestants Alex A D Brown, Kris Cannon, Sarah Agbiji and Ryan Beaumont, as well as industry leaders including Lucy Hart, Stuart BrayTaibah Roberts, Brian Kinney, Dominic Mombrun and many many more.  For the full schedule of live demos, see here 




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By Emma Rutherford

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