Beautycon Is Back — and Kelly Rowland Is Headlining! (Exclusive)

Rowland tells PEOPLE "beauty has always played such an integral role" in her life as she prepares to take the stage as the keynote speaker at Beautycon on Sunday

<p>Courtesy of Kelly Rowland</p>

Courtesy of Kelly Rowland

After a four-year hiatus, Beautycon is returning to Los Angeles this weekend — and its bringing some serious star power.

PEOPLE can exclusively reveal that Kelly Rowland is headlining this year's event, taking the stage as keynote speaker on Sunday, Sept. 17.

The singer, 42, tells PEOPLE she's excited to be part of the brand’s revival.

“Beauty has always played such an integral role in both my personal and professional life — and it’s been incredible to watch how the landscape has shifted and changed to be more inclusive for all,” Rowland tells PEOPLE. “I look forward to sharing the stage for Beautycon’s triumphant return in LA,” she adds.

The two-day "celebration” is taking place Sept. 16 and 17 and will include a range of opportunities to engage with celebrities, influencers and creators who encourage inclusivity and empowerment in the world of beauty, according to the press release.

Related: 7 Beauty Essentials Kelly Rowland Can't Live Without

Rowland will be speaking to attendees on Beautycon's second day to provide "motivation" by sharing her "personal beauty diary and journey." Throughout the event, people will hear about the importance of all aspects of beauty, from self-love to the latest beauty hacks.

“Beautycon is building a safe space for open and honest conversations where individuality is not just welcomed but celebrated, which is so important to me," Rowland shares.

<p>Lexie Moreland/WWD via Getty</p>

Lexie Moreland/WWD via Getty

Rowland has long been a trailblazer for inclusivity in the industry — in 2022, she partnered with Walmart for Unilever's Embrace Y.O.U (Your Own Uniqueness) campaign to promote the importance of appreciating your natural beauty.

“There is beauty in getting to knowing yourself, and loving yourself, and embracing all of the qualities it is that you have to offer everyone,” she told PEOPLE at the time.

Other talent that will be participating in Beautycon 2023 include Alabama Barker, Sabrina Elba, Saucy Santana and Marsai Martin, who is leading a “fireside chat” about her new brand Mari by Marsai.

<p>Manny Hernandez/Getty;  Axelle/Bauer-Griffin/FilmMagic; Jeff Spicer/Getty </p>

Manny Hernandez/Getty; Axelle/Bauer-Griffin/FilmMagic; Jeff Spicer/Getty

Related: La La Anthony Says Kelly Rowland Is a Self-Care Expert: ‘She Has It All Figured Out’ (Exclusive)

Attendees can enjoy meet and greets, masterclasses, musical performances and even a “Beauty playground,” with options for virtual attendance available as well. There will also be glimpses into what goes on behind the scenes of some memorable looks, with makeup artists to the stars like Rihanna's pro Priscilla Ono sharing their secrets.

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“Beautycon is about bringing people together under the ideology of beauty as a space for connection," Sophia Dennis, Head of Programming for Beautycon, shared in a press release ahead of the event. "For us, it’s not just about executing campaigns or showcasing certain people on social media — it's about actually creating opportunities and a space that ultimately highlights the content creators, entrepreneurs, and artists making the beauty industry what it is today and what it will be tomorrow."

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