Why Bethany Mota and Kandee Johnson Hang Out at Beautycon's Offices

THR Moj Mahdara_Shot_01_0052o - H 2016
Hussein Katz

THR Moj Mahdara_Shot_01_0052o - H 2016

CEO Moj Mahdara, whose recent Beautycon drew 15,000 attendees, says the 40-person company already has outgrown its Hollywood digs — "a full-blown community center" — and is leasing another building next door.

It's not uncommon to find one of YouTube's biggest beauty stars — like Bethany Mota or Kandee Johnson — working inside the Hollywood offices of digital media firm Beautycon Media. "It's a full-blown community center," says CEO Moj Mahdara, whose company has worked with both beauty vloggers on subscription e-commerce boxes, which they pack with goodies that they think their fans will like.

The 5-year-old Beautycon, which counts Mota, CAA, Hearst Ventures and Roc Nation's Jay Brown as investors, has expanded from beauty-centric events (its recent L.A. confab drew 15,000 attendees) into a media and e-commerce business, and the rapidly expanding office reflects the broader mission of the company. In fact, the 40-person firm already has outgrown its space since moving into the Vine Street office in May and plans to hire another 15 people within the next few months, so Mahdara, 38, is leasing another building next door. Many of her peers operate from the Westside, but, says Mahdara, "everything still happens in Hollywood and Beverly Hills."

About 40 people work out of BeautyCon's Hollywood office 

On a recent Wednesday afternoon, the space was especially lively as the Beautycon team prepped for the upcoming Los Angeles event. But Mahdara says there's always an energy in the space, in large part because of the studio that creates 50 to 100 pieces of content a month for Facebook, Snapchat and Instagram.

Mahdara's own energy contributes significantly to the work environment. While she has a desk in the brick-adorned building's upstairs loft, she says she spends about 90 percent of her time lounging on the brown leather couch nearby with her laptop or roaming the rows of desks downstairs. Given the youthful, creative nature of the brand, she says she likes the office environment to exude a similar vibe. "It's vibrant, it's feisty, it's vivacious, it's eccentric, it's colorful," she adds. "The office has to be a reflection of that."

Stacks of Beautycon boxes, which retail for $99 for a year subscription

The upstairs loft where Mahdara spends much of her work day

Mood boards give a taste of what Beautycon has planned for its upcoming events

The studio where Beautycon makes as many as 100 pieces of content a month for Facebook, Snapchat and Instagram

Employees prep for Beautycon L.A., which attracted 15,000 people

The bathrooms at Beautycon's headquarters are inclusive to all

A version of this story first appeared in the July 22 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.