The Beauty Tank by MakeUp in

Our mission is to support all beauty brands, from concept ideas to implementation of the project, development and growth, helping emerging brands gain exposure. We believe that indie brands are a major part of today’s beauty industry, and we want them to be able to grow and flourish with the possibility of becoming the next superbrand! For the 4th time at MakeUp in LosAngeles, we will showcase ‘The Beauty Tank’, a competition dedicated to upcoming beauty brands at our next edition in February!

How Does it Work?

The competition is open worldwide to all beauty entrepreneurs with ideas for a skincare or makeup brand at any stage from concept to pre-launch. The first stage of the selection will unveil 15 finalists (5 for each category) who will be able to present their project/brand in front of the Beauty Tank Jury and an exclusive audience of brand owners, beauty investors, strategic partners, manufacturers and beauty influencers.

Each finalist will have 5 minutes to pitch to share their project/brand on stage + 3 minutes Q&A with attendees and the Beauty Tank Jury. During the show, the jury will judge each concept, scoring each presentation within the following criteria : Brand Story/Creativity/Brand Concept, Target Consumers, Product roadmap / Ingredients / Certifications / Strategy & Packaging & Sustainability; resulting in a winner in each category.

(Applications will not be considered if your brand has already been on the market for over 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.

List of expert jury members to come....!
Submit My Application!

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!

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!