South by Southwest, or SXSW as it’s more commonly known, is part tech conference, part film and music festival. The annual event brings together a dynamic global community of creative professionals, thought leaders, and innovators. With over 2,100 sessions and more than 700 official parties and special events, SXSW takes over every corner of downtown Austin, Texas, for a vibrant 10-day celebration. SXSW is also a mecca for experiential marketing and has become the preferred destination for creative agencies and brands to bring their most inventive ideas and products to life.Last year was the first year we saw beauty and wellness brands flock to the festival with experiential activations that reflected consumers' growing awareness of a shifting digital landscape. This year, for the first time, fashion and beauty was one of the 25 tracks of programming across various formats, including keynotes, featured speakers, panels, workshops, podcasts, and more. From a session on the problem of retail theft featuring Benefit Cosmetics CEO Christie Fleischer to a fireside chat on how brands can disrupt and breakthrough in the cluttered beauty industry hosted by DIBS Beauty co-founders Jeff Lee and Courtney Shields, SXSW 2024 was full of insights that will inevitably shape the future of the beauty.If you couldn’t attend SXSW 2024, here’s a recap of all the beauty sessions and activations that you missed:SXSW Beauty Sessions PanelsThe inaugural fashion and beauty track at SXSW 2024 featured 26 events, seven of which were solely focused on beauty. One panel centered on how experts are tackling the issues of retail theft and consumer safety.