About

Your blood begins to rush…

There is a quiet pleasure in this unexpected moment. NYC based Alina Grace Mahalic founded The Beauty Cult in 2019 with one pursuit at the helm of her vision- the pursuit of beauty.

Through her impressive vetted network of artist, fashion, lifestyle and cultural disruptor contacts and friends, she weaves heightened sensorial experiences that are not only curated, but compelling.

Inspired by “happenings” first coined by Allan Kaprow during the 1950s to describe a range of art-related events, Alina enjoys embellishing her event experiences with an uncompromising level of passion and thoughtfulness. Her attention to detail and broad knowledge across multiple sectors which span beyond art, fashion, music, lifestyle, food, and culture have earned her the honor of working with best in class artists and companies.

The Beauty Cult produces bespoke events that align with our company’s values of connectivity, activation, curiosity, and of course, the pursuit of all things beautiful.

It is our pleasure to welcome you to The Beauty Cult.