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Wednesday, August 12, 2026

Before MakeUp in NewYork 2026: 5 more exhibitors take the floor

AccessoriesContract Manufacturing (OEM/ODM)IngredientsPackagingTurnkey solutions

Before MakeUp in NewYork 2026: 5 more exhibitors take the floor

Motivations, strategy, vision: they speak out before meeting you on September 16 & 17.

Two days before the opening of MakeUp in NewYork 2026 at the Javits Center, we are once again giving the floor to those who make this event what it is: our exhibitors.

Five of them, Loyal participants who have been part of the story for years and Performers setting the standards, each answered the same three questions we put to the first wave. The result is a direct and sincere exchange about the problem they set out to solve, what has changed in their market, and the kind of brand that brings out their best work.

Discover their voices before meeting them in person.

✦Loyals

They keep coming back. And here’s why.

These exhibitors have been building MakeUp in NewYork with us, edition after edition. They share the challenge they set out to solve, what has shifted in their market, and the kind of partnership that brings out their best work.

Cosmetic Group USA (USA)

Contract Manufacturing

Beyond the same trend report

Interview with Karen Quimby, Creative Director

Q1- What problem were you trying to solve?

One of the biggest challenges in beauty today is that everyone has access to the same trend reports, AI tools, and market intelligence. While those resources are incredibly valuable, they often lead brands toward the same ideas and the same “next big thing”. We wanted to challenge that cycle by creating products that feel genuinely original rather than simply trend-driven. For us, innovation means looking beyond the data and developing formulas that solve real consumer needs in unexpected ways.

Q2- What changed in the last 18 months that made this possible?

The rise of AI and market intelligence platforms has made information more accessible than ever, but it has also created a landscape where many brands are innovating from the same insights. We believe the future of innovation comes from combining technology with human expertise. That’s why we take a more hands-on approach by building relationships with emerging ingredient suppliers, sourcing inspiration directly from raw material innovators, leveraging the diverse experience and instincts of our formulation, manufacturing, and marketing teams, and listening closely to consumers. The goal isn’t to chase trends, it’s to solve real problems and create products that feel fresh, purposeful, and truly differentiated.

Q3- What kind of brand do you do your best work with?

Our best work happens when a brand comes to us with a challenge rather than a finished formula. We love collaborating with teams that are willing to think differently, explore new technologies, and push beyond what’s already on the market. Whether it’s reinventing an everyday category, combining unexpected benefits, or developing an entirely new product concept, we’re at our best when creativity, science, and strategic thinking come together to create something consumers haven’t seen before.

Red of View (Italy)

Formulation

Twenty years of adapting

Interview with Marta Grace, Marketing

Q1 - What problem were you trying to solve?

The challenge we faced was how to continue delivering reliability and flexibility in a rapidly evolving industry. As sustainability requirements, packaging regulations, and global economic pressures increasingly transformed the cosmetics landscape, we recognized the need to strengthen our foundations and prepare for the future. Rather than simply responding to change, we chose to embrace it by investing in our people, nurturing a strong company culture, and reinforcing our organizational processes. This approach has enabled us to build a resilient and responsible growth model, ensuring we can continue creating long-term value for our clients while remaining a trusted partner in an increasingly complex market.

Q2 - What changed in the last 18 months that made this possible?

What changed was not a single event, but the increasing urgency of the challenges facing our industry. Sustainability expectations, regulatory requirements, and market dynamics have evolved rapidly, making adaptation a business priority. At the same time, we had developed the skills, processes, and organizational strength needed to turn those challenges into opportunities for growth and innovation.

Q3 - What kind of brand do you do your best work with?

Celebrating 20 years of RED OF VIEW is not only an important milestone, but also a testament to our ability to adapt, innovate, and grow in step with an ever-evolving industry. We express our value at its best when working with clients who see collaboration as a shared journey, built on trust, mutual understanding and a long-term vision. In an increasingly complex market, our role is to help navigate change, turning challenges into opportunities and building lasting relationships that grow over time.

✦Performers

They set the standards. Here's how they approach the show.

These exhibitors are raising the bar for what visitors can expect. They share the challenge that drives their innovation, the shift that made it possible, and the kind of brand they create the most value with.

Pennelli Faro (Italy)

Accessories

From brush maker to development partner.

Interview with Alessia Bernardi, Marketing

Q1 - What problem were you trying to solve?

Today’s increasingly sophisticated formulas require applicators designed as an integral part of the product, not as standalone tools. In a recent project with a U.S. beauty brand, we developed a tailored fibre solution that allowed a foundation formula to fully express its performance, improving coverage, consistency, and sensoriality. By collaborating with brands from the earliest stages of development, we create application systems where formula and applicator work seamlessly together. This approach has transformed our role from brush manufacturer to trusted development partner.

Q2 - What changed in the last 18 months that made this possible?

The market has changed significantly over the last few years. Consumers are more informed than ever, and brands themselves have invested heavily in educating them about textures, application techniques and product performance. As a result, applicators are no longer perceived as accessories but as an integral part of the beauty experience.

Q3 - What kind of brand do you do your best work with?

We create the greatest value when working with brands with an international outlook that see product development as a collaborative process.

Beautycromia (Italy)

Formulation

Where skincare and make-up meet

Interview with Anna Danesi, Marketing and Business Development

Q1 - What problem were you trying to solve?

Today, brands are looking for much more than an innovative formulation: they want distinctive products that tell a story through texture, sensoriality, and performance. True innovation lies in balancing clean ingredients, effective yet consumer-friendly actives, and delivery systems that enhance the overall user experience. With two dedicated laboratories specializing in skincare and make-up, Beautycromia innovates at the intersection of these two worlds, developing products that combine the benefits of both.

Q2 - What changed in the last 18 months that made this possible?

Beautycromia was established with a next-gen formulation mindset, where sustainability, transparency, and compliance with the most stringent ingredient blacklists are already the standard. This has enabled us to build our formulation approach around new raw materials and innovative technologies, creating products that combine performance and regulatory compliance without compromise.

Q3 - What kind of brand do you do your best work with?

Whether they are established international companies or ambitious indie brands, the most successful partnerships are built on openness, technical dialogue and a shared ambition to innovate.

Quadpack & Texen (France)

Packaging

Creativity, ready to explode

Interview with Pierre-Antoine Henry, Senior Director Marketing, Innovation and Strategic Development.

Q1 - What problem were you trying to solve?

Our Creative Hub innovation platform is currently focused on addressing pain points and challenges through application or dispensing systems. We build these into desirable solutions that create a visual and user experience impact. All of our innovations target a specific need in different ways, whether it’s simplifying drop-per-drop dispensing (our Dropify range), enabling cold touch and depuffing for serums (our Mahina tottle), exact loading and precise application of high pay-off formulas (our Ace applicator on our lip gloss packs), or enhancing pleasure with ASMR through custom-extrusion dispensing (our ShapeUp range). On the technology side, our Research and Innovation Lab works on the delivery systems within the packs. It also addresses sustainability challenges in research themes such as process efficiency in thick-wall PET moulding, styrene-free soft and functional materials with high formula compatibility, PCR transformation and decoration technologies.

Q2 - What changed in the last 18 months that made this possible?

The beauty market has stalled in the last few years, to the point where creativity has been bottled up, but now it’s ready to explode. Pre-COVID standardisation, followed by high inflation and market volatility, has led brands to push back launches of bold and strongly differentiated product solutions. But beauty is all about being unique. It’s about self-expression and self-indulgence. Consumers are craving it once again and brands need innovation to meet that demand, retain mindshare and be the preferred choice. Evolving sustainability regulations are creating opportunities to rethink how packaging is designed and what materials are used. Redesigning for compliance also creates space to bring novelties to market: if you need to repackage your product, you might as well do it in style!

Q3 - What kind of brand do you do your best work with?

Our two brands serve different needs of the market. Quadpack mostly serves the middle market (brands below $1bn) with fast, agile product solutions, including standard, ready-to-go packaging, personalised for each launch, but also custom developments with unique designs the customer owns. Service and partnering are key success factors for these brands, so Quadpack helps define the brief to find the best solution. Texen’s expertise is geared towards mature, global brands who invest in their own tooling to create bespoke solutions. They typically require high volumes, regional manufacturing and a high level of technical and manufacturing excellence.

Now, it's your turn to meet them.

These 5 exhibitors are just a glimpse of what MakeUp in NewYork 2026 has in store. With 150+ exhibitors present at the Javits Center on September 16 & 17, this edition promises to be one of the most strategic rendez-vous of the year for the global beauty industry.

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