Experience the Most Iconic Skincare and Makeup Event on the West Coast!

February 23 & 24, 2027, from 9 AM to 5 PM at the Los Angeles Convention Center

Two days. The entire beauty creation chain. From formula to packaging, the full picture.

Exhibitors to meet: ingredients, formulation, contract manufacturing, packaging, accessories, beauty tech, services and agencies. Here, the formula talks to the packaging, trends flow from one expertise to another and every partner brings their piece of the puzzle, so you can move fast and decide right.

California boldness, the Innovation & Trends Awards and new ways to experience the show, to be unveiled in the coming weeks.

Exhibitors

Countries represented

Innovation & Trends Awards Submissions

Visitors

MakeUp in LosAngeles × LUXE PACK Los Angeles

On February 23 & 24, 2027, at the Los Angeles Convention Center, two shows bring the whole picture together.

From the inside out, from the formula all the way to LUXE PACK’s premium and secondary packaging, serving beauty as well as other luxury markets (fragrance, wines and spirits, gourmet food, jewelry, lifestyle…).

With a shared conference program, so you can settle a formula, a container and a launch timeline in the same day.

Innovation & Trends Awards Competition

Are you looking for innovations?

Every year, the Innovations & Trends Awards spotlight the most outstanding innovations in the cosmetics industry.
Breakthrough ingredients, unprecedented textures, and packaging that reinvent the gesture: these exhibitor innovations are a true barometer of tomorrow’s cosmetic trends.

During the two days of the show, the finalists and winners will be visible at the entrance of the show.

LEARN MORE

Sunday, September 13, 2026

Men’s Cologne Is Defying the Fragrance Slowdown

Agency (communication / marketing / trends / digital/AI)

Fragrance has been one of beauty’s most closely watched categories, fueled by new launches, expanding formats and growing interest from younger consumers. But as the category evolves, performance is becoming uneven across different types of fragrance. Understanding where growth is occurring, and where value is concentrating, requires looking beneath overall category performance.

Saturday, September 12, 2026

Peptides as the New Beauty Intelligence

Agency (communication / marketing / trends / digital/AI)

The beauty industry is entering a new peptide era in which peptides are evolving beyond traditional anti-aging claims to become multifunctional tools relevant to the makeup–skincare convergence.

Friday, September 11, 2026

Makeup’s Shelf Is Softening, But Some Categories Are Holding Stronger Than Others

Agency (communication / marketing / trends / digital/AI)

Makeup is one of beauty’s most dynamic categories, shaped by a constant cycle of new product launches and shifting consumer trends. With more brands and products competing for attention, understanding where demand is actually moving requires looking beyond the performance of the category as a whole.