Beauty partnership — LA Fashion Week
Backstage Beauty Bar.
An immersive beauty and creator environment inside SFWRUNWAY's LA Fashion Week production. The runway creates the moment. Your brand owns the beauty experience around it.
Saturday, October 17, 2026 · Downtown Los Angeles
The opportunity
Fashion Week is already a content engine. Right now nobody owns the beauty half of it.
Every designer on our runway brings models who need hair, makeup and skin prep. Every creator we invite is there to film. That happens whether a beauty brand is involved or not.
The Backstage Beauty Bar turns that existing activity into a dedicated beauty destination — built for product discovery, creator content, model integration and brand storytelling.
8,000 sq ft of backstage — not a logo wall
Glam stations
Hair and makeup integration on models and creators, in use all day rather than staged for a photo.
Skin prep
Pre-runway skincare, touch-ups and genuine product trial before anyone walks.
Creator studio
GRWM, tutorials, interviews and short-form content, with the lighting and space to shoot properly.
Gifting and discovery
Sampling, seeding and product storytelling to a room that came to document things.
VIP touch-up bar
A reason for invited creators to stay, engage and post rather than pass through.
Branded backstage
Visual takeover, signage and category exclusivity across the space.
Branded backstageYour product, in our robes
Product in useOn camera, on skin, all day
Runway looksBuilt with your palette
The call room30+ designers, 4 shows a year
Photographed backstage at SFWRUNWAY. Every image on this page is our own room, our own artists, our own designers.
Three partners. Three distinct experiences.
01
Makeup
Official Makeup PartnerRunway looks · creator touch-ups · tutorials
· product integration
02
Hair
Official Hair PartnerStyling studio · tools and products backstage ·
creator transformations
03
Skin
Official Skin Prep PartnerPre-glam rituals · skincare discovery · sampling
· creator content
One official partner per category — when a category is taken, it's closed. Optional extensions: fragrance, nails, wellness.
From backstage access to social distribution
1
Arrive
A creator enters a branded backstage environment.
2
Experience
Touch-up, styling, skin prep or product discovery.
3
Create
GRWM, tutorial, interview, BTS or product-first content.
4
Amplify
Content travels beyond the room through creator channels.
The goal is a space creators want to enter, experience and document — not a
sponsorship they're asked to pose beside.
A creator will film in this room whether you are in it or not.
What the brand owns
Category exclusivity
One official partner in your beauty category.
Physical presence
A dedicated footprint within the backstage environment.
Product integration
Product used on models and invited creators.
Content moments
Designed touchpoints for tutorials, GRWM, interviews and BTS.
Creator access
A culturally relevant setting to seed, sample and build relationships.
Runway association
Connection to SFWRUNWAY's LA Fashion Week programming.
Build the right level of presence
Presenting Partner
$25,000+
- Naming integration
- Dominant visual presence
- Premium footprint
- Creator programming
- Category priority
- Runway and backstage integration
Category Partner
$12,500+
- Exclusive makeup, hair or skincare designation
- Dedicated activation zone
- Product integration
- Content moments
- Gifting and seeding
Activation Partner
$7,500+
- Branded beauty touchpoint
- Sampling or service moment
- Creator access
- Content capture opportunity
Custom production, fabrication, talent fees and paid creator deliverables are scoped separately.
Start a conversation
Creators — apply for backstage access
You get the room. We get sixty seconds.
The Backstage Beauty Bar only works if the people in it are the people who make content for a living. That's what a beauty partner is buying, and it's why creator places are free rather than sold.
It's a straight exchange, and we'd rather be plain about it than vague.
What you get
- Backstage access for the full day — glam stations, the call room, the runway
- A seat at the show and access to the rooftop VIP mixer
- Product from our beauty partners, on you and to take home
- Time and space to film properly, with lighting, rather than snatched in a corridor
- Introductions to the designers and brands in the room
What we ask
- One video, 60 seconds or longer, from the day
- Posted publicly to your main channel within 72 hours of the show
- Tagging @sfwrunway and the beauty partner we introduce you to
- Permission for us to repost it, and to share it with that beauty partner for their own use
- That's the whole deal. No fee either way — this is access in exchange for content, not a paid partnership
Creator application
Places are limited and every application is reviewed — a creator seat is a seat that isn't sold, so we're selective about it. We reply to everyone either way. Follower count is not the only thing we look at; an engaged beauty audience beats a large disengaged one.
Make backstage
the destination.
Saturday, October 17, 2026 · Downtown Los Angeles · Categories close as they're taken.