MakeUp in New York 2025

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.

FORMULATION/INGREDIENTS IT AWARD

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TOA INC

TOUCH-UP POWDER CREAM

An innovative cream-powder texture with a high concentration of skincare ingredients. Its hybrid natural formula provides a pleasant sensation of freshness and long-lasting hydration like a cream. It includes 10% distilled water from apple juice production.

Jury Comment
“Formulated with natural and natural origin ingredients, offering non-sticky application and a refreshing finish without a greasy effect.” – Luisa Oliva
“Very soft on application, it provides an intense sensation of freshness.” – Charlotte Marion

FULL SERVICE AWARD

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WECKERLE USA

WOOD BE GOOD PALETTE

A wooden palette that fills directly, eliminating the need for cups. Multifunctional, it includes a variety of textures for complete make-up: marble blush, watercolor eyeliners, highlighters and eyeshadows. Formulas are talc-free, vegan and cruelty-free.

Jury Comment
“Very interesting concept in terms of eco-design of container and contents, subject to wood processing”. Aïmara Coupet

PACKAGING AWARD

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ESSENTIA BEAUTY

NEW AGE PALETTE

A range of mono-material and refillable palettes designed with a very user-friendly sliding system and a double refill capacity with two interior compartments. One is dedicated to frequently used colors and the other to seasonal/trend shades. The removable lid allows for renewing desirability by changing the decoration at will thanks to a new 3D Metamorphosis printing technology of fabric coatings.

Jury Comment
“Desirability and personalization being essential to the success of refillable packaging, several decoration possibilities are available thanks to innovative combined techniques called MetamorphosisTM.
From three-dimensional effects to special finishes and textures, the aim is to transform the packaging into an object of desire.” – Daniel Saclier

BEAUTY YAURIENT COSMETICS ACCESSORIES CO.LTD - DETACHABLE BRUSH - NO GLUE DESIGN

A kabuki brush featuring a diamond-inspired, three-sided design complete with a handle. Its original design enables one side to be used for contouring and the other side for applying blush.Makeup brush made from 100% recycled materials and free of chemical glue, with easily detachable components and a brush that comes in multiple shapes for all uses.

Jury Comment
“Eco-designed; interchangeable and easy to use.” – Charles-Emmanuel Gounod

HEDI PRESENT INCORPORATED - ANTIBACTERIAL & QUICK DRYING BAMBOO BRUSH

A puff designed with an air-infused, sandwich-like structure that mimics a marshmallow. With a fabric side on the hand side that is antibacterial, it can be used dry or wet.Traditional brush made entirely of bamboo with antibacterial brush bristles and enhanced drying efficiency.

Jury Comment
“Traditional single-material brush enriched with a new functionality.” – Christophe Delrive

HNB CORPORATION - BOTANICHICTM KABUKI BRUSH & POUCH

Charming and virtuous makeover of the brush with a handle made of plant-based leather and a brush made of corn-derived fibers.

Jury Comment
“Interesting use of plant-based leather, aesthetic object.” – Emmanuelle Dumas

B KOLOR MAKEUP & SKINCARE - SENSOREAL Light Catching Powder

A baked powder with an ultra-light texture, chalky to the touch, creamy to hold, and evanescent upon application. Its formula includes silica to control excess sebum and synthetic mica to enhance color transparency and purity. It leaves a luminous and radiant complexion that looks natural and healthy.

Jury Comment
“The innovative formulation creates a texture that feels like chalk to the touch, creamy to hold, and evanescent upon application. This unique texture allows for smooth and effortless blending, facilitating the achievement of a flawless finish.” – Luisa Oliva

IMINE CO. - GLU-LAGEN HYDROGEL MASK

A surprising whipped gel that transforms from a fine, watery texture to a richer consistency upon application, deeply hydrating the skin and enhancing makeup preparation. This gel cream provides a sensory experience of fresh, smooth, and silky skin. Its moisturizing benefits are delivered through hyaluronic acid, while its vibrant turquoise hue and antioxidant properties are derived from malachite extract.This hydrogel mask is thinner than those already on the market for better adhesion. It thins and lightens quickly as 98% pure glutathione and low molecular weight collagen essence penetrate. It gives the skin more firmness, brightness, and radiance.

Jury Comment
“Comfortable to leave on. Moisturizes well and leaves skin plumped and smooth. The thinness of the mask is well felt, it does not slip & adheres very well to the face.” – Héloise Lefebvre

JO COSMETICS CO. LTD. - COOLING CLEAR GEL CLEANSER

A gel texture designed to easily remove waterproof makeup with a single wipe. Its RSO-certified formula contains 83% water and carefully selected absorbent polymers to remove makeup without rubbing. It leaves the skin clean without a sticky effect.

Jury Comment
“Superb product that lives up to its promises of effectiveness and has a very pleasant texture.” – Aïmara Coupet

PASCUAL/ANJAC - SKIN FEELING BALM FOUNDATION

A 3-in-1 balm foundation that combines high coverage sensory benefits and skincare. Its ultra-melting buttery and gliding texture transforms into a silky light powder finish. Its 95% natural formula includes plant-based waxes and natural origin soft-focus powders.

Jury Comment
“Melts into the skin upon application with a beautiful makeup result.” – Charlotte Marion

R & D COLOR - PEEL MAGIC

A powder foundation tailored for those who typically shy away from traditional foundations. Upon application, its melting texture transforms into a flexible, creamy, and nourishing layer that offers a natural finish. It blurs imperfections while preserving the skin’s natural look. This naturally-sourced formula is enriched with a complex of ceramides to diminish wrinkles and enhance skin elasticity.A fun patch mask composed of two gel phases to be mixed with a spatula. Applied for 10 to 15 minutes, it gives the delicate skin around the eyes a soft and fresh sensation. Its formula contains over 90% natural ingredients, including recycled Tamarind seed gum.

Jury Comment
“Playful and keeps its promises of freshness, really nice.” – Charlotte Marion

SYMRISE - SYMFEEL QUAT GREEN®

A natural, easily biodegradable ingredient derived from white beet molasses that replaces Polyquaternium 7 and Polyquaternium 10 in personal care formulations such as shampoos, conditioners, and cleansers.

Jury Comment
“Unprecedented plant ingredient, made in France.” – Luisa Oliva

TOA INC - TOUCH-UP POWDER CREAM

An innovative cream-powder texture with a high concentration of skincare ingredients. Its hybrid natural formula provides a pleasant sensation of freshness and long-lasting hydration like a cream. It includes 10% distilled water from apple juice production.

Jury Comment
“Formulated with natural and natural origin ingredients, offering non- sticky application and a refreshing finish without a greasy effect.” – Luisa Oliva
“Very soft on application, it provides an intense sensation of freshness.” – Charlotte Marion

BEAUTYCROMIA - FOAM FUSION SKIN TINT

An easy-to-use tinted moisturizer that combines the usefulness of a foundation with the sensorial experience of a skincare mousse, for a just-applied, fresh make-up look. The finish is matte but comfortable, and it’s suitable for all skin types.

Jury comment
“Interesting mousse formula, easy-use” – Emmanuelle Dumas

COLEP CONSUMER PRODUCTS - SKIN FENDER MELT AWAY MAKEUP REMOVER & CLEANSER

The mousse texture of this cleanser transforms upon application into an oil that effortlessly dissolves makeup and impurities while leaving the skin nourished and revitalized. Its container is made of 100% post-consumer recycled aluminum.

Jury Comment
“Innovative formula with a very pleasant texture transformation that lives up to its promises, contained in an attractive and eco-designed packaging.” – Aïmara Coupet

COLEP CONSUMER PRODUCTS - SKIN FENDER CRYO-FUSION PATCH & MASK

COLEP CONSUMER PRODUCTS - SKIN FENDER CRYO-FUSION PATCH & MASK

Combines the benefits of a cold gel for the skin and a rinse-free facial mask. Its fluid formula at room temperature is used in a reusable food-grade silicone mold placed in the freezer to form a cryogenic eye mask. When frozen, it transforms into a soft and solid hydrogel that melts completely on the skin without leaving any residue.

Jury Comment
“A very innovative and unprecedented zero waste and DIY concept that announces the cryo-cosmetics of tomorrow.” – Emmanuelle Dumas & Charlotte Marion

MARSHMALLOW MAKEUP - DOUBLE CHAMBER REVITALIZING ANTI-AGING LOTION

A minimalist formula for three-dimensional care designed for post-medical, post-sun, and sensitive skin that demands a simple, highly safe formula. It notably contains bifida, squalane, and firming peptides. The double-chamber container keeping oil and water separated until use ensures maximum ingredient efficacy.

Jury Comment
“A very innovative and unprecedented zero waste and DIY concept.” – Florence Bernardin

TONNIE COSMETICS - WATER JELLY HIGHLIGHTER STICK

A highlighter that stands out from the more creamy and oily ones on the market with a light and transparent water-based formula with moisturizing ingredients. Its bouncy effect texture melts on the skin with a sensation of freshness, leaving a dewy glow and shine.

Jury Comment
“Fresh and bouncy formula, easy to apply, leaving a very nice and subtle pearly effect.” – Dany SanzB

WECKERLE USA - WOOD BE GOOD PALETTE

A lipstick with a gummy texture that glides on like ultra-fine powder, delivering a blurred, soft finish. Enhanced with silicone resin, it coats the lips in intense color and an ultra-matte, glamorous finish that endures. Its hybrid formula, enriched with retinoic acid esters, boosts the firmness and softness of the lips while diminishing the appearance of wrinkles and fine lines.A wooden palette that fills directly, eliminating the need for cups. Multifunctional, it includes a variety of textures for complete make-up: marble blush, watercolor eyeliners, highlighters and eyeshadows. Formulas are talc-free, vegan and cruelty-free.

APC PACKAGING - PRECISION POWDER DOSER

Simplifies and secures the application of powder by precise dosing through hand and wrist movement. It relies on innovative dispensing technology in 100% PP material with a PCR option, eliminating the excess components needed for airless and atmospheric motors.

Jury Comment
“Intelligent dosing system combining simplicity and precision of dosage. Useful in the field of fragile powders.” – Daniel Saclier and Jean-Louis
Mathiez

COSMEI - POP STICK

A PET mono-material pack that combines a simple and immediate gesture with an attractive appearance thanks to a PUSH’N RELEASE system. Applying the product to the body and face becomes easier and more precise, avoiding sponges or other applicators.

Jury Comment
“A simple gesture allowing precise application of the formulation. The pack is in PET mono-material.” – Charles-Emmanuel Gounod

ESSENTIA BEAUTY - NEW AGE PALETTE

A pioneering adoption of post-consumer recycled PP material for mascara cases. This material complies with current European standards and is suitable for components that come into direct contact with the formula. Composed of at least 95% recycled materials, it delivers unparalleled color brilliance and maintains its visual impact. This innovation opens new possibilities for PCR-PP bottles for washable mascaras and other primary cosmetic packaging.A range of mono-material and refillable palettes designed with a very user-friendly sliding system and a double refill capacity with two interior compartments. One is dedicated to frequently used colors and the other to seasonal/trend shades. The removable lid allows for renewing desirability by changing the decoration at will thanks to a new 3D Metamorphosis printing technology of fabric coatings.

Jury Comment
“Desirability and personalization being essential to the success of refillable packaging, several decoration possibilities are available thanks to innovative combined techniques called MetamorphosisTM. From three-dimensional effects to special finishes and textures, the aim is to transform the packaging into an object of desire.” – Daniel Saclier

ICONS | ICS - ECO REFILL Powder Pot

100% polypropylene (PP) mono-material refillable and recyclable loose powder pot. Discreetly shaped with a smooth surface, it is designed from 2 ‘Click Lock’ elements on the base plate and the cap, providing intuitive and comfortable use.

Jury Comment
“Optimized piece assembly: click-lock positioning and sealing. A nice return of the loose powder pot.” – Jean-Louis Mathiez

TAEYANG RENEW INC - SEALPRO COSMETIC PEN

Designed to preserve the freshness of formulas by minimizing air exposure and ensuring precise and mess-free application. It stands out by dispensing larger pearl particles of over 300 micrometers, unlike classic pens that only dispense fine particles. It is thus ideal for glitter eyeliners and pearlescent cosmetics.

Jury Comment
“Improvement of an existing device to regularly dispense non-homogeneous formulas (glitter) without leakage.” – Jean-Louis Mathiez

Thierry de Baschmakoff

Designer and Creative Director at La French Company, collaborating for 35 years with top luxury brands in the perfume and cosmetics industry.

Philippe Bonneyrat

Packaging and Plastics Engineer, founder of Lion Vert Création agency.

Mario de Luigi

Creative Consultant, Beauty Strategist and Make-Up Artist is an internationally renowned authority on cosmetics and skin care. Over the last 35 years, he has achieved a highly respected, international reputation for his expertise and creativity in the beauty business.

Luisa Oliva

Founder of LO Consulting specialized in the design of make-up and skin care product formulations.

Julia Challes

True innovator and strategic thinker with +15 years' experience in the Beauty Industry across global corporations SMEs and start-ups.

Jean-Louis Mathiez

Expert in packaging, founder of the agency Cinqpats.

Florence Bernardin

Founder of Asia Cosme Lab, specialized in the analysis and deciphering of the Asian market trends.

Dany Sanz

Brand creator, Make Up for Ever, consultant in product development and formulation.

Daniel Saclier

Expert in product development and packaging sourcing (L’Oréal, Guerlain, LVMH).

Charlotte Marion

Beauty product and innovation specialist (Yves Rocher, Dior, Chanel) and project management.

Charles Emmanuel Gounod

Expert in B2B international trade in the beauty sector.

Aimara Coupet

MakeUp Expert, Melanted Skin Specialist, Founder BE+RADIANCE Healthy Skin Makeup

IT Awards Contest

Winners and nominees of the 2024 IT Awards

Discover the 4 winners 2024

2024 ACCESSORIES NOMINEES