Thousands of excited beauty enthusiasts descended onto Philadelphia’s Fillmore Hotel for a three-day beauty extravaganza filled with free swag, mini facials, demos, Insta-worthy set ups and the opportunity to rub elbows with social media stars and celebrities. Welcome to QVC’s Beauty Bash, an immersive beauty experience designed by the retailer to make its on-air brands and personalities accessible consumers in real life. The event, which took place from June 7 to June 9, featured more than 40 vendors who displayed their products in artfully designed booths, creating a beauty wonderland over the span of three floors. Brands included Laura Geller, Sunday Riley, Dyson, Peter Thomas Roth, Beauty Bio, Tatcha, Elemis, Tarte, NuFace – to name a few.

Ryan Seacrest made a special appearance to kick off the event and promote his 3-piece men’s skin care set, co-created with Dr. Harold Lancer, which debuted on QVC on June 8 for $45. Other notable speaker sessions included Jamie Kern Lima, Co-founder and CEO of IT Cosmetics; Mally Roncal, Founder of Mally Beauty; and, TLC’s What Not To Wear makeup artist Carmindy, who revealed her soon-to-launch private-label cosmetics brand, Carmindy Beauty, developed in partnership with QVC and Batallure Beauty.

In addition to facetime with industry stars, the show floor had no shortage of opportunities destined for social feeds. Becca Cosmetics transformed its pressed highlighter into human-sized swings, Beekman 1802 brought in baby goats for photo opts, and Josie Maran Cosmetics engulfed the second level with a jaw-dropping fresh flower display.

While most beauty festivals cater to Millennials and Gen Z, QVC’s event was especially created for its core consumers – women over 45 – who selected from two ticket tiers, Sapphire for $125 and Ruby for $225, to gain access to all the festivities. The goal of the event was to connect with these consumes in a meaningful way, foster brand loyalty and bring together a community of beauty enthusiast to network, discover and shop QVC brands. All attendees received gift bags filled with full sized products totaling in value of over $600.

(Photos by Astrid Stawiarz/Getty Images for QVC)