The International Make-Up Artist Trade Show, or IMATS, is the world’s largest celebration of makeup artistry. Pro leaders from fashion and film (including Oscar, BAFTA and Saturn award winners) provide education and demonstrations at IMATS, and new products often debut there.

Before IMATS, there were no shows specifically designed for makeup artists, although cosmetic companies had expressed a desire for such an event. In response, Emmy Award-winning make-up artist and Make-Up Artist magazine publisher Michael Key held the first IMATS in August 1997 in Los Angeles. It provided artists a diverse mix of products, demonstrations and education from industry leaders.

IMATS continues to educate and connect makeup artists from around the world. The show has been produced in Los Angeles; New York; London; Vancouver, B.C.; Toronto; and Atlanta.