What To Consider When Hosting a Virtual Beauty Event

Hey Beauties! In case you missed the memo, the beauty world has officially gone LIVE! From Instagram to Poshmark parties to fully-produced livestream shopping experiences that live on your own IP and socials, beauty pros are transforming the way we connect, shop, and share. And here in Vancouver, the game is next-level.

Vancouver – In on the Action!

Take Ana Allen, founder of Approved by Ana, for instance—a trusted beauty authority and brand developer who has now launched her own Live Shopping Channel in partnership with Dawn Chubai, National TV personality turned Live Shopping Strategist.

dawn chubai, ana allen, helen siwak, folioyvr, vancouver, live selling, livestream selling, yvr, bc — *Becca’s Bags exquisite luxury handbags featured on Approved by Ana live shopping episode.*

This channel allows brands to get their products in front of Ana’s engaged audience, with a direct way to purchase both in-show and on replay using live shopping integrated software and DM automation. With episodes broadcast LIVE across all social channels simultaneously, it’s no wonder brands are jumping in early.

Launched in July, Ana has already presented well-known beauty brands like Estée Lauder, and has attracted boutique favourites such as NENA Skincare, Evalina Beauty, and Skincare Junkie. Placements span all retail categories, keeping her weekly LIVE calendar full. This strategic partnership leverages both Ana’s established credibility in the beauty space and Dawn’s live shopping expertise working directly with brands and their representatives to turn them into confident, compelling on-camera sellers

So whether you are a newbie pressing “Go Live” on Instagram for the first time, hosting a closet sale on Poshmark, or using a polished professional service, know this: showing up digitally is no longer optional. It is the path to building a beauty business that lasts.

Set Your Intention: What Are You Really Here For?

Let’s be honest—hitting “Live” without a plan is like trying to do a cut crease without primer. Messy. Before you launch your virtual beauty event, get super clear on why you are doing it. Are you hyping up a new product? Building a loyal crew? Driving serious sales? When you know your why, your how becomes so much easier to figure out.

Want to boost awareness? Think pre-event teasers, influencer collabs, and countdowns that make your audience feel like VIPs. Trying to move products? Hello, exclusive livestream-only discounts and perfectly timed shopping moments. Avoid falling into the common myths surrounding event planning, such as believing the event naturally drives purpose without strategic thought; every detail must contribute to fulfilling your objectives.

Pick the Right Stage for Your Spotlight

Your platform is your runway, so make it count. For some, Instagram Live is the sweet spot—raw, interactive, and super accessible. For others, it is about levelling up to professional platforms that give luxury vibes with branded backdrops, personalized invites, and replay options. If you are selling, think Poshmark or integrated livestream shopping features that let viewers click and shop in real time.

Content Is Queen (And She Wears Lip Gloss)

Your event content has to slay. Think beyond a simple demo—this is your chance to entertain, educate, and inspire. Show off your artistry with guided tutorials (yes, that perfect red lip deserves its moment), bring in pre-recorded testimonials from people who adore your products, and add interactive moments that make viewers feel like part of the process.

Hype It Up Like a Pro

In beauty, hype is everything. Get people talking before you even go live. Use Instagram Reels, TikTok teasers, and behind-the-scenes peeks to build that “I need to be there” energy. Collaborate with influencers who share your vibe—they will help amplify your reach and bring in fresh eyes who love what you do.

Look (And Sound) Flawless

This is not the time for glitchy feeds or bad lighting. Your tech setup matters but Live SellingSchool’s Dawn wants to remind you that “you do not need anything fancy to get started. A good smartphone will do, soft flattering lighting, and crystal-clear audio. Oh, and solid WI-FI is a non-negotiable!”

Multi-camera angles? Sure, just “do not let the overwhelm of a complicated set up stop you from getting started. Your version of perfect will evolve but frankly it is the HUMAN in you that resonates best. Never be afraid of the bloopers. People LOVE them!” says Dawn.

Want to look like you belong on Sephora TV? This is where experts like Dawn can help you nail your on-camera presence, sales pitch (without sounding salesy) and make even first-time viewers feel like they are watching a seasoned pro.

Engage, Engage, Engage

This is not a monologue—it is a conversation. Take questions, offer shoutouts, and maybe even host live makeup sessions where people can follow along at home. The more you connect, the more people will stick around (and, yes, shop). “Your topic and expertise will have them tune in, the authentic conversation and community will have them converting,” according to Dawn. She should know…she has sold over $250M in products as a former TV Home Shopping Host!

Keep Growing Post-Event

Once the livestream ends, the work does not stop. Review your metrics—what worked, what flopped, what had people glued to their screens? Send out feedback surveys, repurpose your content for social, and start planning your next live.

Ready to Go Live?

Virtual beauty events are not just a trend—they are how brands build loyalty, expertise, and serious sales in today’s market. And if you are in Vancouver, take notes from the pros—Approved by Ana and Dawn Chubai are proof that with the right coaching and strategy, livestream shopping can feel luxe, exciting, and incredibly effective.

Author Profile

Helen Siwak, Luxury Lifestyle Observer: Helen Siwak is the founder of EcoLuxLuv Communications & Marketing Inc and publisher of Folio.YVR Luxury Lifestyle Magazine and PORTFOLIOY.YVR Business & Entrepreneurs Magazine. She is a prolific content creator, consultant, and marketing and media strategist within the ecoluxury lifestyle niche. Helen is the west coast correspondent to Canada’s top-read industry magazine Retail-Insider, holds a vast freelance portfolio, and consults with many of the world’s luxury heritage brands. Always seeking new opportunities and challenges, you can email her at [email protected].