Mixing business with pleasure isn’t a new concept, but prestige beauty sampling firm Glossybox is putting their own spin on how lifestyle and beauty influencers network with their invite-only monthly mixer platform, Glossyhour.

On Wednesday evening, Glossybox held its second Glossyhour, attracting more than 80 guests between 6 pm and 9 pm to its sleek Tribeca headquarters located at 401 Greenwich Street. Attendees, who ranged from junior- to senior-level executives, were greeted with music that streamed throughout the loft-like office space, and treated to an open bar and appetizers. A photographer on site took mini polaroids of guests, who were encouraged to post the pics to their social media platforms with the #GLOSSYHOUR hashtag. The gist is to connect various stakeholders, have them post their experience on social media, and let the network begin without all the formalities of a buttoned-up event.

“We invite a mix of editors, bloggers, internet partners, investment execs and brands,” said Elian Pres-Gurwits, President and Managing Director, Glossybox North America. “No one wears name tags, there’s no formal networking agenda. People just come to have fun, be themselves and the business part of networking happens naturally.”

The debut Glossyhour took place April 20 and hosted more than 100 people. Guests lingered well past 9 pm, Elian said, and he had to gently let people know the event was winding down.

“The first event took place on a Friday so we took a risk in having it on a night when people tend to want to go home and get to their plans. But Glossyhour became their main event for the evening!”

Among the companies represented at Wednesday’s soiree were Butter London, Ardency Inn, Gilt, Essence, Gawker, Fusion Brands and Edelman Public Relations.

To be considered for attendance to the next Glossyhour, which will be held June 4, email Shayna Marcos at [email protected].