MakeUp in LosAngeles 2027 Conferences

Beauty universe is entering a new chapter in Los Angeles. Here is our take on what’s happening.

Over two days, the MakeUp in LosAngeles conference program brings together the voices that matter in beauty: international experts, founders, AI and retail specialists, journalists and trend agencies. Each session offers a different reading of the market, from science to culture, from formula to business.

10 sessions structured around three major tracks, designed for decision-makers shaping the future of skincare, makeup, and haircare. On the agenda: the breakthroughs reshaping formulas and packs, the culture that now writes the brief, and the new rules every brand must master to launch well and keep growing.

February 23 and 24, 2027, Los Angeles Convention Center. 
Tracks
Conferences
Days
Beauty Experts

SCIENCE & TECH

From the formula to the finished pack.
Everything that makes up a product is changing at once. A new US sun filter, biotech actives with proof to show, connected devices, AI in the lab and on the packaging line, new materials and technologies for the pack: innovation now runs from the ingredient to the last layer of packaging. 
Which breakthroughs deliver, and which ones are worth the wait?

NEXT-GEN PACKAGING 
AI IN THE LAB 
SUN FILTERS 
BIOTECH DEVICES 

CULTURE & CREATIVITY

Culture writes the brief.
Hollywood, Mexico City, social media and the makeup counter: culture decides what people want to feel, wear and keep, and design turns it into products and packs. How do brands turn culture into products, colours and objects people love?

HOLLYWOOD GLAM 
LATAM BEAUTY 
SOCIAL FIRST BEAUTY 
CULTURE TO PRODUCT 
COLOUR & DESIGN 

MARKET & RULES

New markets, new rules.
The brands that last are built from the inside out. New rules for formulas and packaging, from MoCRA to extended producer responsibility, founders whose brands are recognised before the box is even opened, and the routes that take a product from launch to shelf: the decisions that make a brand last start with the very first batch. 
What does it take to launch well, and keep growing?

MOCRA & REGULATION 
PACKAGING 
FROM LAUNCH TO SHELF 
BUILT TO LAST