The Beauty Tank by MakeUp in
Our mission is to support beauty entrepreneurs at every step of their journey, from the spark of an idea through product development, launch, and long-term growth. We are passionate believers in the power of indie beauty brands and their ability to leave a strong impact on the industry. The Beauty Tank, exists to help founders turn bold ideas into thriving brands, and ultimately, the next beauty superbrands.
Our track record speaks for itself. Previous Beauty Tank participants have gone on to be featured by ULTA’s MUSE Accelerator, Credo Beauty, Beauty Matter, L’Officiel, The Cut, The Los Angeles Times, Formes de Luxe, and the French TV series “Qui veut être mon associé ?”, along with many other leading global media and retail platforms. The Beauty Tank is not just a competition; it’s a proven launchpad for standout beauty brands.
Now in its 4th edition at MakeUp in LosAngeles, The Beauty Tank will return this March with a live, high-impact pitch competition dedicated to discovering the most promising new skincare and makeup brands.
How Does it Work?
The Beauty Tank is open worldwide to beauty entrepreneurs with skincare, makeup, haircare, bodycare, or accessories concepts at any stage, from early idea to recent launch. From all applications, 15 finalists will be selected (5 per category) and invited to pitch live on stage in front of the Beauty Tank Jury and an exclusive audience of beauty founders, strategic partners, manufacturers, industry media, and influencers.
Each finalist will receive:
- 5 minutes to present their brand or concept
- 3 minutes of live Q&A with the jury and audience
Projects will be evaluated based on:
- Brand story, creativity & concept
- Target consumer & market potential
- Product roadmap, ingredients & certifications
- Strategy, packaging & sustainability
The highest-scoring brand in each category will be crowned a Beauty Tank Winner.
Please note: applications will not be accepted for brands that have been on the market for more than 12 months.
For any questions, please contact Logan Tharpe: logan.tharpe@infopro-digital.com
Applications for the Beauty Tank 2026 are now open, please submit your entry by February 6th, 2026!
Beauty Tank Schedule 2026
- Friday, February 6th – Beauty Tank Application Submission Deadline (If chosen, finalists will be notified within the week)
- Wednesday, March 4th at 11:30 am – Skincare Category
- Wednesday, March 4th at 2:30pm - Makeup Category
- Thursday, March 5th at 11:30am – Miscellaneous Category (haircare, bodycare, accessories)
The Beauty Tank Competition will take place in the Beauty Talk Corner.
Beauty Tank: Skincare Jury Members
-Kimberly Currie - Founder, CEO, Clinical Skin Professional - Wanderluxe Beauty / OUI Beauty
-Jessica Tarangioli - President, Marketing & Turnkey, FusionPKG
-Tera Peterson - Founder, SKIN/SET
-Stephanie Gendron - Editorial Director, Formes de Luxe
-Independent Beauty Association (IBA) Member
Beauty Tank: Makeup Jury Members
-Leah Vairo - Chief Brand Officer, Filterbaby
-Rachel Richman - Director of Merchandising, VIOLET GREY
-Rachel Bryan - VP of Strategic Marketing, Chromavis
-Alanna Tran - Founder & Chief Scientist, BiotechBeauty
-Independent Beauty Association (IBA) Member
Beauty Tank: Miscellaneous Jury Members
-Aziza El Wanni - Founder, The Potion Studio
-Independent Beauty Association (IBA) Member
More jury members to be announced soon!
This Edition is in Partnership With
Founded in 1974, the Independent Beauty Association (IBA) is a non-profit trade association representing more than 600 entrepreneurial companies operating in the U.S. IBA fosters the success of independent cosmetic and personal care businesses through advocacy, education, community, and business resources. Its diverse membership spans the entire beauty ecosystem – from brands, contract manufacturers, raw material and packaging suppliers to retailers and service providers in legal, regulatory, technical, and operational fields.
Check Out Some of Our Past Participants!
The Beauty Tank 2025 Winners, Where Are They Now?
Makeup Winner: Lady Rogue Beauty
Founder: Shalini Hernandez
Lady Rogue Beauty is redefining luxury beauty by combining AI technology with Ayurvedic ingredients to create makeup for South Asian and Indo-Caribbean skin tones. Their flagship liquid foundation comes in 6 inclusive shades, 90% natural, vegan-friendly, and cruelty-free, blending modern color science with traditional skincare benefits. Founded by Shalini Hernandez, Lady Rogue Beauty is closing the shade gap, celebrating cultural heritage, and setting new standards for inclusive beauty.
Get in touch!
IG: @ladyroguebeauty
Skincare Winner: The Spell Collective
Founder: Tara Bogna
Spell Collective is a skincare brand that blends the wisdom of nature with cutting-edge science to create transformative products. Their debut lineup includes Magnetic Appeal (water-binding cleanser), Magic Maker (revitalizing face serum), and Daylight Dew (water cushion moisturizer), all powered by their signature Exo-Vitae formula. Focused on renewing, repairing, and restoring, Spell Collective celebrates real skin and real beauty.
Get in touch!