IT Awards Contest
The Best of Skincare & Makeup Innovation




MakeUp in LosAngeles has been celebrating the excellence and creativity of its exhibitors since 2014 through an innovation competition. Each exhibitor has the opportunity to present up to three new products in four categories:
- Accessories
- Formulation & Ingredients
- Full-Service
- Packaging
A jury of experts, composed of about ten specialists in makeup and skincare innovation, evaluates the submitted products. They examine the product's ability to meet emerging and future beauty trends, as well as its degree of innovation compared to existing products on the market.
The most innovative products become finalists in their category, and the most innovative among them is awarded the IT Award.
Winners and finalists are distinguished by a label attesting to the recognition of their innovation by professional experts: IT Aaward. This label is a mark of quality and innovation, highlighting the most innovative products in the sector.
This year, the competition is enriched with a special transversal prize, the Ocean Beauty IT AWARD. This award recognizes innovations that contribute to improving the environmental impact of beauty products on the oceans. Criteria include the use of marine-derived ingredients, such as algae and other oceanic plants, as well as the incorporation of materials from recycled marine waste, such as fishing nets and water.
As soon as you enter the show, discover an exhibition dedicated to the winning and finalist new products from the competition.
This exhibition showcases the best of our exhibitors' innovations, offering an exceptional display of trends and technological advancements in the sector.
Finalists of the 2025 IT Awards
19 new skincare and makeup products were nominated for this year’s MakeUp in LosAngeles Innovation & Trends (IT) AWARDS, from over 133 products entered in the competition, including 3 in the accessories category, 69 in the formulation/ingredients category, 34 in the full service category and 27 in the packaging category.
11 international experts, members of the jury, met in December to test these nominated products and give an IT Award to the most innovative and trendsetting accessory, formula, full service and packaging product in each category. In addition to our original jury members, we have also added Ewelina Aiossa as a recurring member!
The winners of the IT Awards, which will be announced at the show’s Awards Ceremony on February 12th, 2025 at 9:30am in the Beauty Agora.
11 international experts, members of the jury, met in December to test these nominated products and give an IT Award to the most innovative and trendsetting accessory, formula, full service and packaging product in each category. In addition to our original jury members, we have also added Ewelina Aiossa as a recurring member!
The winners of the IT Awards, which will be announced at the show’s Awards Ceremony on February 12th, 2025 at 9:30am in the Beauty Agora.
Winners of the 2025 MakeUp in LosAngeles IT Awards
Discover the 2025 Accessory Finalists
2 daring jewel-like accessories to massage the face at any time.
Discover the 2025 Formulation/Ingredient Finalists
Make-up or skincare formulas based on natural active ingredients and vitamins that moisturize the skin while giving it a fresh, luminous, wet look. Translucent or melting, textures transform and subtly stimulate the senses before, during and after application.
Discover the 2025 Full Service Finalists
Innovative molding technologies that visually reinvent blush and pencil design. Formulas enriched with innovative vegan active ingredients in practical, precise tubes, sticks or sprays, combine skincare and make-up with ever greater elegance.
Discover the 2025 Packaging Finalists
Breakthrough or detailed innovations that improve dosage, explore ever further the potential of materials like cellulose and break new ground for personalization.
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