IT Awards: Beauty Innovation at MakeUp in NewYork

MakeUp in NewYork has been celebrating the excellence and creativity of its exhibitors since 2012 through an innovation competition. Each exhibitor has the opportunity to present up to three new products in four categories:

Accessories
Formulation & Ingredients
Full-Service
Packaging

A jury of experts, composed of about ten specialists in makeup and skincare innovation, evaluates the submitted products. They examine the product's ability to meet emerging and future beauty trends, as well as its degree of innovation compared to existing products on the market.

The most innovative products become finalists in their category, and the most innovative among them is awarded the IT Award.

Winners and finalists are distinguished by a label attesting to the recognition of their innovation by professional experts: IT Aaward. This label is a mark of quality and innovation, highlighting the most innovative products in the sector.

This year, the competition is enriched with a special transversal prize, the Ocean Beauty IT AWARD. This award recognizes innovations that contribute to improving the environmental impact of beauty products on the oceans. Criteria include the use of marine-derived ingredients, such as algae and other oceanic plants, as well as the incorporation of materials from recycled marine waste, such as fishing nets and water.

As soon as you enter the show, discover an exhibition dedicated to the winning and finalist new products from the competition.

This exhibition showcases the best of our exhibitors' innovations, offering an exceptional display of trends and technological advancements in the sector.

Nominees of the 2025 IT Awards

52 exhibitors took part in the IT AWARDS MakeUp in NewYork 2025 competition, presenting a total of 101 makeup and skincare products, including 7 in the Accessories category, 49 in the Formulation category, 25 in Full Service, and 23 in Packaging. Among the new products submitted in these categories, 21 were also competing for the Ocean Beauty Award, a special prize introduced as part of the Ocean Beauty focus of the 2025 edition of the MakeUp in™ trade shows. This award recognizes innovations developed using marine-based ingredients or materials.

PeaceOut INSTANT OIL CONTROL ROLLER W/ HALLOYSITE CLAY - ELEMENT PACKAGING

A Dragonite™ clay bead, one of the purest halloysite clays in the world, effectively cleanses pores, absorbs excess sebum and impurities. Housed in an ergonomic and compact post-consumer resin packaging, it is refillable and easy to use.

Jury’s opinion: A new accessory that is sensorial, practical, and effective.

FOLDING COMPACT MAKEUP BRUSH - BEAUTY YAURIENT

A makeup brush with a unique design, easy to use and carry thanks to its compact case that includes a mirror.

Jury’s opinion: Convenient to use, with an innovative compact format.

FLUFFY PRIME - ANCOROTTI GROUP

A primer with a vivid blue liquid texture, containing suspended luminous pearls, transforms when shaken and applied to the skin into a light, pearlescent, sparkling mousse. The airy texture leaves the complexion incredibly soft, smooth, dry to the touch, and naturally radiant. Sensorial and innovative, this makeup base deeply hydrates, strengthens the skin’s microbiome, and restores balance and glow. Its benefits stem from a formula enriched with natural betaine, prebiotics and postbiotics, as well as Centella Asiatica leaf extract.

Jury’s opinion: A “wow” product — innovative with three transformations: pearlescent liquid, crackling sensation, and mousse texture.

HONEY MASK - CAPSUM

A mask formulated with 2% concentrated acacia honey, known for its healing, hydrating, and antioxidant properties, combined with a bioactive beta-glucan complex that delivers the benefits of hyaluronic acid and collagen, and 5% Limnanthes oil for its nourishing and softening effects. Its serum-like texture, developed using the patented Reobulle™ microencapsulation technology, transforms upon application into thousands of melting microbubbles.

Jury’s opinion: Exceptional sensoriality, a beautiful product with a visually stunning texture.

MATTE GELÉE - ANCOROTTI GROUP

A hybrid talc-free formula that combines the practicality of a compact, the performance of a cream, and the comfort of a powder. Its matte jelly texture is solid and compact, yet melts upon touch. It blends easily and offers buildable coverage with a matte, powdery finish and optimal color payoff. The formula includes OTS-treated pigments, MICA MATT — a 100% natural alternative to talc — and a silicone elastomer gel that plays a key role in sebum control and delivers a refined blurring effect.

Jury’s opinion: A lightweight texture with very intense color payoff.

MATTRESS JELLY BALM - IMINE CO., LTD.

A nourishing and firming balm with innovative elasticity, ideal for targeted skin massage. Appearing firm like butter but scooped like elastic jelly, its surprising texture is based on a formula containing HumaColl21 — a 100% vegan collagen — combined with a blend of polymers and wax.

Jury’s opinion: Highly moisturizing with a captivating mattress-like texture, well-suited to the U.S. market.

RECALM Stress Less Elixir Serum In Lotion Mist - COLEP CONSUMER PRODUCTS

This stress-responsive serum-lotion mist is based on advanced microemulsion technology. It penetrates instantly like a toner and soothes like a nourishing cream. Its formula features a neuroactive system that regulates the cortisol response, ceramides to strengthen the skin barrier, and licorice root extract known for its firming properties.

Jury’s opinion: Very pleasant texture with no residue, interesting neuroactive concept.

OCEAN HEARTS – TECNOCOSMESI

A single-use cleanser in the form of compact powder hearts that dissolve in water and transform into a creamy foam. Inspired by blue biotechnology, its formula is based on rice and corn starch, and includes firming Salicornia extract, a hydrating and remineralizing Caulerpa Lentillifera algae pearl, and a blue Spirulina extract-based antioxidant.

Jury’s opinion: Highly sensorial once diluted, with remarkable formulation based on rice starch.

IONIC Filmless Whipped Jelly Powder– TJ ENTERPRISE

Playful in appearance, this formula stands out from traditional bases that use synthetic film-forming agents by incorporating ions that adhere to the skin through positive-negative attraction. Composed of 96% natural ingredients, it contains 75% water and is enriched with active ingredients derived from upcycled local rice. Its texture transforms twice — from a soft jelly to a light cream, then into a smooth, velvety powder.

Jury’s opinion: Innovative transformative texture — jelly to powder — with a beautiful wet-look effect.

COSMOPOD® HIGH-PERFORMANCE SPF 30 Capsules- CATALENT BEAUTY

100% plant-based and biodegradable, these capsules made from red algae offer SPF 30 protection in a waterless, preservative-free formula enriched with mineral filters and vitamin E. Each single dose protects the active ingredients from air and light while ensuring clean, convenient, and precise daily application.

Jury’s opinion: A waterless SPF formula delivered in a biodegradable single-dose capsule with remarkable technical sophistication.

NEXT Chrome Glaze - RED OF VIEW SRL

The three-dimensional effect and dynamic movement of this holographic highlighter are made possible by innovative raw materials and a patent-pending process that uses magnetism. Solid and nail polish-like in appearance, its formula contains magnetic beads with a chromatic effect that interact with a luminous base composed of pearlescent pigments. Packaged in a sustainable mono-material container, its fine texture is applied with the fingertips, leaving a multi-chrome wet-look finish on the skin.

Jury’s opinion: Visually very appealing, with a pleasant lightweight texture and beautiful luminous effect.

LET IT MILK - R&D COLOR SRL

Protective, nourishing, and antioxidant, the formula of this solid facial mask contains a balanced blend of emollient oils, shea butter, and ceramides. It is enriched with vitamin E and Laminaria Hyperborea algae extract, which soothes the skin during application. Packaged in a jar equipped with a grinder, its solid texture is dispensed as thin sheets that melt upon contact with the skin and transform into a creamy milk when rinsed.

Jury’s opinion: A well-matched formula and packaging, with an interesting semi-solid texture.

ECOLUX PENCIL - TOKIWA COSMETICS INTERNATIONAL

A pencil made entirely from recycled paper, designed to improve the dryness often found in natural lip products made with traditional wooden barrels. Its 100% natural formula, based on amino acids, is enriched with moisturizing oils for deep and gentle lip hydration.

Lightweight, this pencil optimizes raw material usage — paper barrels require only one-tenth of the wood needed to produce traditional wooden barrels.

Jury’s opinion: A well-executed overall design with a soft and comfortable formula.

VERVE AIRLESS FREEFORM+ - FUSIONPKG BEAUTYLAB

An airless bottle developed using a patented manufacturing technology that enables near-total evacuation of its contents. With its sculptural, non-cylindrical shape, it breaks away from the mold of traditional airless systems, offering greater freedom in design, finishes, and bold color choices. It ensures smooth and controlled dispensing with each press. Its compatibility with PET and metal-free design allows for recycling through standard channels.

Jury’s opinion: Interesting extrusion-free manufacturing technology with efficient product evacuation.

DROPIFY PEN - TEXEN

A medical dropper designed for precise and intuitive use, thanks to the centrally placed button — ideal for both left- and right-handed users. The space between the tip and the face ensures accuracy, making the gesture easier, more inclusive, and technically optimized for control. Its PP cap and PET container ensure compatibility and transparency. Refillable and leak-proof, its patented dual-injection base simplifies assembly. It is adaptable to various sizes and colors.

Jury’s opinion: Improves dropper precision and eliminates contamination risks.

MIST TUBE - UDN INTERNATIONAL USA

Combining spray precision with a lightweight mono-material tube, this packaging is made entirely from high-density recycled polyethylene sourced from Ocean Bound Plastic — a pollutant plastic recovered from nature with a high risk of ending up in the ocean. Its thin-wall structure (0.31 mm) reduces plastic usage by 55%, while automated molding ensures a seamless design and full recyclability. It offers a luxurious, velvety feel thanks to its Soft Touch coating.

Jury’s opinion: A clever innovation, making it the simplest spray on the market.

100% MONO PP PUMP with ultra-durable spring - JPS PACKAGING

Made using a unique polymer injection process, this mono-material PP pump eliminates metal components while withstanding over 2,000 presses. Inspired by clutch mechanisms, its metal-free springless design reduces mold complexity and ensures smooth rebound, precise dispensing, and long-term storage stability. Designed to facilitate recycling, it is ideal for viscous formulas. Both its color and shape are customizable.

Jury’s opinion: Technically sophisticated and well-designed, very pleasant to use.

COMPACT LIP TREATMENT DEVICE - NUON LLC

This device integrates precision LED beads that emit targeted wavelengths, a rechargeable battery, skin-safe materials, and a patented applicator design. Its construction ensures effective light activation, durability, and safe, efficient lip care with superior formula absorption. Combining treatment and application in a single, contemporary device, it minimizes packaging and supports sustainable beauty routines.

Jury’s opinion: Innovative design and functionality, easy to use.

CALIRAY Come Hell Or High Water Mascara- ELEMENT Packaging

The secondary packaging of this mascara is made from 100% post-consumer recycled paper (FSC certified) and soy-based inks. Its discreetly designed tube is composed entirely of ocean plastic. The overall eco-design includes shipping boxes printed with algae-based inks and offers users the option to return empty Caliray packaging via a PACT mail-back program for reuse.

Jury’s opinion: Amazing execution for a 100% PCR - Ocean plastics packaging. Finish and decoration are astonishing.

OCEAN HEARTS – TECNOCOSMESI

A single-use cleanser in the form of compact powder hearts that dissolve in water and transform into a creamy foam. Inspired by blue biotechnology, its formula based on rice and corn starch contains firming Salicornia extract, a hydrating and remineralizing Caulerpa Lentillifera algae pearl, and a blue Spirulina extract-based antioxidant.

Jury’s opinion: Great idea, nice story around the Heart shape.

Non Nano Mineral UV Mist SPF50＋ - JO COSMETICS CO., LTD.

This mineral-based sun mist uses non-nano titanium dioxide. Thanks to advanced dispersion and emulsification technologies, its formula overcomes the typical “white cast” issues of mineral sunscreens, resulting in a clean, non-sticky, comfortable, and effective SPF50 mist.

Jury’s opinion: Love the idea of spray mineral SPF, which is really hard to find in the market.

AQUA AURA - NAYUE COSMETICS INTERNATIONAL

An ultra-fine sensorial mist featuring visible orange microbubbles and reef-safe SPF with patented marine actives. It delivers refreshing hydration and sun protection in one gesture, for both face and hair. The formula combines a 3:7 water-oil mist, marine filters, antioxidant-rich actives (Astaxanthin, Niacinamide), and ultra-fine spray technology for even application.

Jury’s opinion: A visually beautiful and sensorially innovative SPF mist, merging skin care, reef-safe sun protection, and hydration in a bi-phase formula with a fun texture.

SEA-CYCLE SALT POLISH – COREANA BIO CO., LTD.

A biodegradable rinse-off scrub formulated with upcycled Sargassum algae, K-Salt extracted from Korea’s clean, mineral-rich waters, and Hizikia fusiforme extract from the Yellow Sea. Its vibrant blue color comes from malachite, rich in monovalent copper (Cu⁺). Containing 65% glycerin and an algae-based emulsifier, it provides long-lasting hydration and skin-smoothing benefits.

Jury’s opinion: Finding a solution with Sargassum is truly amazing.