MakeUp in NewYork, where ideas come to life.

MakeUp in NewYork presents a curated series of conferences and animations tailored for beauty professionals, crafted to expand your expertise, spark creativity, and deliver practical solutions to meet your consumers’ evolving expectations.

Our Expert-Packed Conference Program

MakeUp in NewYork 2025 invited attendees to embark on a captivating journey through beauty trends and innovations. Topics explored included men’s grooming, ocean-sourced ingredients through biotechnology, and current regulatory challenges.

Innovation & Trends Awards

The IT Awards competition celebrated and highlighted the innovations of our exhibitors across the categories of Formulation, Full Service, Packaging, and Accessories.

Attendees were invited to join the IT Awards ceremony, where the most outstanding innovations were revealed. Throughout the two days of the show, the finalists and winners were showcased at the entrance of the event.

Meet with Trend Forecasting Agencies

In the ever-evolving world of beauty, certain agencies stand out for their exceptional contributions. At MakeUp in NewYork 2025, attendees had the opportunity to meet these leading agencies; trendsetters in beauty innovation, pioneers in forecasting, and experts in social intelligence and branding. Together, they helped decode the complex beauty landscape, offering invaluable insights into consumer expectations and shaping the future of beauty through creativity and innovation.

Beauty Agora Workshop Program

The MakeUp in NewYork 2025 workshop program offered attendees an immersive experience into a world of innovation, featuring dynamic and interactive exchanges. Participants had access to exclusive content, enabling them to collaborate with industry experts, nurture their passion for beauty, and contribute to redefining cosmetic trends.

The Beauty Tank & Indie Bloom Hub

We believe that independent brands are a vital part of the beauty industry. The Beauty Tank competition was created to support their growth and success, with the potential to become the next super brand.

MakeUp in NewYork 2025 made it a priority to support all beauty brands and welcomed them to the Indie Bloom Hub for a pitch session—5 minutes of presentation followed by 3 minutes of Q&A with participants and the jury.

The PopUp in Lab with Luisa Oliva

Upon entering the PopUp in Lab, MakeUp in NewYork’s ephemeral laboratory, attendees were welcomed into a creative and inspiring atmosphere where they had the opportunity to create their own cosmetic product.

They explored natural ingredients, emollients, emulsifiers, pigments, and gelling agents, discovering unique emotional textures. This immersive experience plunged them into the heart of bespoke formulation techniques. Each participant left with a personalized product—born of their imagination and effort—and a renewed appreciation for the art of cosmetics.

The Beauty Talk & Inspiration Bar

MakeUp in NewYork is proud to have continued its partnership with the international trend forecasting and consultancy agency, Cosmetics Inspiration & Creation, for a unique animation: The Forecasting and Innovation Corner (A48).

For the 2025 edition, the agency spotlighted 4 Beauty Trends, hosted 2 Beauty Talks, and presented their celebrated Inspiration Bar, featuring innovative products sourced from all around the world.

List of Expert Speakers

These experts shared their innovative ideas and unique perspectives, making the show a key destination for discovering tomorrow’s trends and drawing inspiration. The 2025 edition featured talks including top names like Jones Road Beauty, Acaderma, Beauty Creations Cosmetics, Veracity, Nutrafol, The Detox Market, Coty, and more!