The Beauty Tank & Indie Bloom Hub
The Beauty Tank is growing — bigger, bolder, and more immersive than ever!
Our mission is to support all beauty brands, from concept ideas to project implementation, development, and growth, helping emerging brands gain exposure. We believe that indie brands are a major part of the beauty industry, and we want them to grow and flourish with the possibility to become the next superbrand.
For the 3rd time at MakeUp in NewYork, we showcased ‘The Beauty Tank,’ a competition dedicated to upcoming beauty brands at our September edition.
This year, The Beauty Tank expanded to include three categories of finalists: Skincare, Makeup, and Miscellaneous (haircare, bodycare, accessories).
Alongside the competition, we launched The Indie Bloom Hub — a dedicated space where finalists and participants could connect, showcase products, network, and build meaningful industry relationships. The Hub also featured a space perfect for capturing each brand’s story.
Applications for the Beauty Tank at MakeUp in NewYork 2026 will open June 2026. Stay tuned for more information!
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!
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 (Full program below)
Alongside the pitch sessions, The Beauty Tank will host quick, insightful workshops. Past sessions covered:
- 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.
For any questions, please contact Logan Tharpe: logan.tharpe@infopro-digital.com
Winners of MakeUp in NewYork Beauty Tank 2025 - Testimonials
Cyster - Founder & CEO, Anjali Natvar
LotiBloom - Founder, Daveena Mootoosammy
The Indie Bloom Hub Schedule 2025
Get an overview of our past sessions and speakers in the Indie Bloom Hub!
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.
2025 Beauty Tank Winners
Skincare Category: Cyster
Founder: Anjali Natvar
Our mission at Cyster is to empower women with PCOS by creating skincare solutions that address their unique needs with compassion and science. We are committed to reducing the stigma around facial hair and redefining beauty standards with products that are safe, effective, and inclusive. At Cyster, we exist to help every woman feel confident, understood, and in control of her skin.
Contact:
Insta: @cyster.skin
hello@cysterskin.com
https://www.linkedin.com/in/anjalinatvar/
Makeup Category: Jenn of Arch
Founder: Jenepher Reynolds
Jenn of Arch exists to help restore confidence with easy, eco-conscious brow products that make beauty effortless and sustainable for everyone.
Contact:
https://jennofarch.com/
info@jennofarch.com
Insta: @jennofarch
https://www.linkedin.com/in/jennofarch/
Miscellaneous Category: LotiBloom
Founder: Daveena Mootoosammy
LotiBloom was born from the discovery of lotus nut’s untapped potential, a botanical rich in compounds that can transform beauty and wellness. Starting with our hero hair growth oil, we create clean, effective solutions that nurture growth while building a sustainable platform rooted in science, heritage, and community impact.
Contact:
https://devxpressions.com/
dev@devxpressions.com
Insta: @lotibloom
https://www.linkedin.com/in/davena-mootoosammy/