This is the second annual competition for YouTube vloggers, and it was launched by NYX Cosmetics to support rising beauty stars.
"We're here to open doorways to a career in artistry, as well as offer a surefire way to boost audiences and get recognized by peers," said Toni Ko, NYX founder and chairwoman.
The public is invited to watch the six finalists perform their toughest makeup challenge onstage from 5:15 to 6:15 p.m. at Siren Studios, 6062 W. Sunset Blvd., in Hollywood. The contestants are vying for $25,000, consultations with pro makeup artists and a year's supply of NYX Cosmetics.
Finalists come from a broad range of backgrounds, such as Sarah Burgett, a high schooler from Ohio, and Missy Lin, an active duty Air Force member. One contestant, Alexys Fleming, is popular for complete body paint and makeup tutorials in which she has transformed herself into an avatar and the Joker.
These dynamic contestants will be judged by the likes of celebrity makeup artist Billy B. and Racked Los Angeles Editor Natalie Alcala. Emcees are actress Amy Paffrath and P'Trique from the Platform. [Updated 5:36 p.m. Aug. 23: Late Friday, NYX announced that due to a last-minute switch, makeup artist William Lemon will replace Billy B. as a judge.]
The awards are taking place during BeautyCon, a convention for beauty enthusiasts, at Siren Studios.
Tickets for the FACE Awards are free, but to attend the show RSVP to firstname.lastname@example.org.