Beauty Tank

The Beauty Tank by MakeUp in

The Beauty Tank is growing — bigger, bolder, and more immersive than ever!

Our mission is to support all beauty brands, from concept ideas to implementation of the project, development and growth, helping emerging brands gain exposure. We believe that indie brands are a major part of today’s beauty industry, and we want them to be able to grow and flourish with the possibility of becoming the next superbrand! For the 3nd time at MakeUp in NewYork, we will showcase ‘The Beauty Tank’, a competition dedicated to upcoming beauty brands at our next edition in September!

This year, The Beauty Tank expands to include three categories of finalists: Skincare, Makeup, and Miscellaneous (haircare, bodycare, accessories).

Alongside the competition, we’re launching The Indie Bloom Hub — a dedicated space where finalists and participants can connect, showcase products, network, and build meaningful industry relationships. The Hub will also feature a stylish photo area and interview lounge, perfect for capturing your brand story before and after sessions.

How It Works

Open to all beauty entrepreneurs with ideas in skincare, makeup, or miscellaneous beauty categories, The Beauty Tank provides a platform to pitch your brand, gain exposure, and connect with industry leaders, investors, and influencers at MakeUp in NewYork. Whether you’re in the concept phase, pre-launch, or have launched within the past 6 months, this is your chance to put your brand in front of the people who can help you grow. Take advantage of this unique opportunity!

Categories & Schedule

Skincare (hosted by Ewelina Aiossa)
Day 1, Sept 17 @ 11:30 AM
Miscellaneous - Haircare, Bodycare, Accessories (hosted by Ewelina Aiossa)
Day 1, Sept 17 @ 2:00 PM
Makeup (hosted by Ana Allen)
Day 2, Sept 18 @ 11:00 AM

Finalist Presentations

Each finalist will have 5 minutes to pitch their brand and vision on stage, followed by a Q&A session with the jury.

The Jury Evaluation

Brands will be judged on:

Brand story & creativity
Concept & target consumers
Product roadmap & ingredients
Certifications & sustainability
Packaging & overall strategy

What Else to Expect (Stay tuned for the program)

Alongside the pitch sessions, The Beauty Tank will host quick, insightful workshops covering:

Building a beauty brand
Marketing & branding essentials
Choosing suppliers
Growth strategies and more

Showcase & Network

Finalists will receive space in The Indie Bloom Hub to showcase their products, meet fellow entrepreneurs, and connect with industry insiders — plus access to photo and interview setups.

Apply Now!

Applications are now open! Submit yours by September 5th, 2025 for a chance to join this exciting opportunity at MakeUp in NewYork.

CLICK HERE TO SUBMIT YOUR APPLICATION!

List of expert jury members to be announced...!

For any questions, please contact Logan Tharpe: logan.tharpe@infopro-digital.com

Ewelina Aiossa

Ewelina Aiossa is a beauty industry expert and product innovator with 15+ years of experience in scientific skincare. She’s led growth at top brands like L'Oréal SkinCeuticals and Obagi, founded the clean dermaceutical line TOPICAL SKIN, and co-founded Clinical Skin. A trusted advisor to beauty startups and investors, she’s known for translating science into award-winning products and speaking at top industry events.

Ana Allen

Ana Allen is a seasoned beauty industry expert with nearly 20 years of experience in product development, branding, and marketing. She began by launching her own product line and beauty school, building deep insight into consumer behavior. As founder of Approved by Ana, she helps emerging brands grow through strategic guidance, product development, and investor connections. Known for her expertise in live selling and digital strategy, Ana is a trusted voice in beauty.

Skincare Category: Wanderluxe

Founder: Kimberly Currie

A first of it's kind, clean beauty product, Wanderluxe is a dissolvable skin care petal that is made to help you Glow on the go. Just add water to reactivate iconic products that will keep your skin care routine pristine wherever you may be!

Contact:

www.wanderluxeskin.com

Insta: @wanderluxeskin

kim@wanderluxeskin.com

www.linkedin.com/in/kimberly-currie

Makeup Category: Wisnewski

Founder: Lisa-Rose Wisnewski

Through the Science of Dry Brushing, use our Patented and Patent Pending Brow Treatment Tool to increase the growth, density, and shine of your brows in 1 minute at night for 3 weeks. To further enhance growth, apply our Overnight Brow Mask after brushing. Our ritual is like nothing in the world. Discover for yourself!