Freebies, anyone? If you've never been to a beauty convention like Sephora's Sephoria, Ipsy Live (previously Gen Beauty) or Beautycon, you're totally missing out. Admission to these events grants you access to masterclasses with industry experts, activations set up by brands, and of course, so many free products. Going to a convention not only connects you with fellow beauty lovers like yourself, but it also gives you the opportunity to try out products that you might have otherwise.
Another recent trend has been brands hosting pop-ups all over the country. They set up activations in existing stores or open up temporary storefronts so that you can experience the brand IRL and often meet the founders of the brand. This is an especially valuable experience with brands that are direct to consumer (and aren't sold in any physical retailers), because it's often the only times that you can actually interact with the product and know whether or not you'll actually like it. Plus, pop-ups often give away free gifts with purchase or mini samples to take home with you.