It was a celebratory week in Los Angeles. The originator in allergy-free makeup, Physicians Formula marked 80 years with a birthday party celebrating natural beauty. The Halloween parties have begun as Jessica and Jerry Seinfeld hosted a family fun day to benefit needy families in the city. And the new shopping mecca Westfield Century City slowly unveiled its L.A. hotspots, including the first ever Moleskine outpost, the brand’s 14th U.S. shop.

Physicians Formula 80th Anniversary Bash

Photo Credit: Physicians Formula

Guests including Kate Mara, Michelle Monaghan and Chloe Benet came out to Hollywood to celebrate the 80th Anniversary of Physicians Formula makeup. Created in 1937 by Dr. Crandall, Physicians Formula has paved the way for sensitive beauty, with a hypoallergenic, fragrance-free line that is free of 150+ skin irritants. The celebs sampled The limited edition 80th Anniversary makeup collection. Mara revealed that her favorite Physicians Formula product is its liquid lipstick for a completely natural look.

Jessica and Jerry Seinfeld’s GOOD+ Halloween Party

Photo Credit: GOOD+ Foundation

Jessica and Jerry Seinfeld‘s GOOD+ Foundation raised nearly $300,000 for Los Angeles families in need at their 2nd annual Halloween bash. The all-ages party welcomed guests including Gwyneth Patlrow, Ike Barinholtz & Erica Hanson, Jordana Brewster & Andrew Form, Lisa Ling, Sarah Michelle Gellar and Freddie Prinze Jr., and Baron Davis. Families enjoyed carnival artists, booths and games, and a toddler activity area throughout the afternoon. “The Halloween Bash is always one of our favorite days of the year because it allows families to spend a fun afternoon together while supporting our work to provide for families here in Los Angeles,” said Jessica Seinfeld.

Moleskine Opens First L.A. Store

Photo Credit: Moleskine

The famous little black notebook has been spotted in the hands of everyone from Angelina Jolie to Victoria Beckham to Heidi Klum. Now the famous Milan papermaker has finally open an L.A. outpost at the New Westfield Century City, which just completed a $1 billion renovation as an outdoor luxury shopping destination. The L.A. shop will feature notebooks, sketchbooks, and planners, as well as recent limited edition products like the Rolling Stones and Keith Haring collections. Moleskine isn’t the only Italian shop coming to Century City. The New Westfield will also be home to L.A.’s very first Eataly.