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.

Hydro Jelly Face Mist - INTERCOS

Booth E11

A formula enriched with a natural, sugar-based gelling gum, whose texture is strong enough to suspend particles and supple enough to be sprayed. Filled with skin-care active ingredients, it transforms on application into a light mist that envelops the skin in a light, non-sticky veil of plumping hydration with high luminosity.

Jury comment

“Moisturizes and stays soft, practical in spray format. Can be used as a bonus and over makeup. Very nice result with an effect sought after by American women”. Aimara Coupet

Over the Rainbow Lip&Cheek - ARTCOSMETICS

Booth G7

A 2-in-1 blush, gloss and highlighter for lips and cheeks. Its triangular shape makes it easy to hold and apply. Thanks to molding technology, the 3 formulas, in compliance with Sephora and Ulta Beauty CLEAN guidelines, retain their sensoriality and uniqueness. Its multi-functionality means you can create a complete look with just one tool, making it perfect for those who are always on the go.

Jury comment

“Innovative and different. What's more, the hybrid, multi-tasking, super dewy effect on the skin has a lot of potential.” - Julia Challes

Paperfoam Twist Up Stick - TOLY GROUP

Booth D7

The result of extensive design and testing, the PaperFoam Twist Up Stick uses an innovative paper-based twisting mechanism typically only possible with plastic. In fact, all the sticks on the market which allow retraction are either made of plastic or in a mixture of plastic and paper. The PaperFoam Twist Up Stick overcomes a significant difficulty with current paper sticks by introducing a retractable feature, providing consumers with a high-performance and functional alternative to traditional plastic mechanisms, without compromising ease of use.

Jury comment

"Bold use of cellulose with a spiral injected into 2 pieces. Breakthrough innovation" - Jean-Louis Mathiez

The Dream Ring - IMEI DIVISION

A ring-shaped facial massage ring that's easy to wear and use.

Booth D37

More Than Gold - Face Cryo Ring Roller - IMEI DIVISION

An easy-to-use ring-shaped Cryo Roller whose cold effect helps deflate eyes and reduce dark circles.

Jury comment

“An interesting concept, infinitely adaptable"- Thierry de Baschmakoff

Booth D37

Hydro Jelly Face Mist - INTERCOS

A formula enriched with a natural, sugar-based gelling gum, whose texture is strong enough to suspend particles and supple enough to be sprayed. Filled with skin-care active ingredients, it transforms on application into a light mist that envelops the skin in a light, non-sticky veil of plumping hydration with high luminosity.

Jury comment

“Moisturizes and stays soft, practical in spray format. Can be used as a bonus and over makeup. Very nice result with an effect sought after by American women”. Aimara Coupet

Booth E11

Moisture-Boost Splash Cream - JO AMERICA, INC.

A gel-cream formulated with Splash technology and a Japanese fermented ingredient that improves various skin conditions such as dryness, dullness, acne, wrinkles, enlarged pores and irritation. The formula features a two-layer structure, with 80% serum encapsulating the beauty ingredients. On application, they burst onto the skin like a splash of water, transforming the gel-cream into a fluid.

Jury comment

“Beautiful visual appearance. Very light, very watery texture, good presentation.” Dany Sanz

Booth L7

E-Lixir Gloss - BEAUTYCROMIA

A melting texture that glides effortlessly over lips, enveloping them in a nourishing veil. Its formula, which includes 92% vitamin E, improves health,lip elasticity and radiance. Its gelling system, which transforms into a semi-liquid layer on contact with the lips, combines the convenience of a solid format with the silky feel of a gloss. Combined with a click pen for precise application, it combines the radiance of traditional glosses with advanced lip care.

Jury comment

“Ultra-sensorial application, very shiny, rich but not sticky.” Aurélie Banco

Booth H7

EVOLHUE Triple pH Stick - CHROMAVIS

The formula incorporates three distinct pH-reactive active ingredients in gradual concentrations, for adaptable, customizable color effects. This innovative gradient design delivers three shades of blush in a single product, with a darker band for subtle contouring. Usable for both lips and cheeks, it creates customized, layered or blended looks with ease Packaged in two sizes - 12.7 mm for lips and 18 mm for face and lips.

Jury comment

Visually beautiful. Beautiful transparency and color division. Pleasant texture, easy to apply .Luisa Oliva

Booth H11

Crystal Jam Skin Glazer - ARTCOSMETICS

A primer with a bouncy feel and a glass-skin effect that gives a sensation of freshness. It's formulated with a unique Japanese hydrogelling agent to give a transparent, crystalline texture that's as flexible as a glaze. This texture is also enriched with a functional dose active ingredient, which reduces the depth of wrinkles and enhances skin radiance. Applied to bare skin or over make-up, it gives the complexion a rosy glow, illuminated from within, and skin looks refreshed, youthful and radiant.

Jury comment

Very bouncy texture, pleasant feel, non-sticky texture, completely transparent, amazing. Proven formulation and results. Aimara Coupet

Booth G7

Palisades Powder Primer - COSMETIC GROUP USA

A cold-pressed product with a soft-focus finish that creates a soft, blurred effect on the skin and smoothes imperfections to enhance the complexion. Its formula contains vitamin C and hyaluronic acid to brighten and moisturize skin, giving it a spongy, almost moist effect.

Jury comment

“Beautiful, silky texture. Beautifully domed with a bouncy effect whose surface remains beautiful after application.” Aurélie Banco

Booth D1

Water Wise Pea-Sized Power Face Cleanser - COLEP CONSUMER PRODUCTS

Contained in an aluminum tube, this waterless face cleanser is made with 95% natural ingredients, without microplastics or unnecessary additives. Its balm texture transforms into a creamy milk on contact with water, cleansing the skin thoroughly. Soap-free and enriched with gentle oils, its concentrated formula preserves the skin's natural balance.

Jury comments:

“Durable, ideal format and beautiful texture” Florence Bernardin

Booth F1

Refillable Twisted Sculpt Brow - TOKIWA COSMETICS INTERNATIONAL, LLC

An eyebrow pencil whose twisted lead, the result of a new molding technology, enables fine lines to be drawn with a consistently clean edge. Its formula is based on RSPO-compliant, vegan raw materials. Elegant and luxurious, its container is based on separable components, including a metal shell and a styrene-free, recyclable mono-material refill.

Jury comment

“The twisted aspect of the formula is innovative and practical for shaping and filling in eyebrows” Dany Sanz

Booth H32

Over the Rainbow Lip&Cheek - ARTCOSMETICS

A 2-in-1 blush, gloss and highlighter for lips and cheeks. Its triangular shape makes it easy to hold and apply. Thanks to molding technology, the 3 formulas, in compliance with Sephora and Ulta Beauty CLEAN guidelines, retain their sensoriality and uniqueness. Its multi-functionality means you can create a complete look with just one tool, making it perfect for those who are always on the go.

Jury comment:

“Innovative and different. What's more, the hybrid, multi-tasking, super dewy effect on the skin has a lot of potential.” Julia Challes

Booth G7

Here Comes the Sun Palette - NECOS

A patented, metal-component-free pack that simultaneously conjures up a removable mirror as well as hot-cast contouring and pressed highlighter in a single gesture. The talc-free, cruelty-free and vegan-friendly formulas contain recycled ingredients derived from corn starch, sugar cane and olive. Containers are made from mixed or recycled paper, virgin paper from FSC-certified sources, post-consumer hazelnut waste and biodegradable liners.

Jury comment

“Interesting components used, ingredient profile and packaging technique”. Julia Challes

Booth G11

KeMist - BEAUTYCROMIA

Moisturizes and protects thanks to a light formula whose milky texture transforms into an ultra-fine mist when the spray pump is activated. Its formula contains over 98% ingredients of natural origin, plus a PEG-free emulsifier. Its moisturizing effect is enhanced by a humectant derived from the bio-fermentation of sugarcane and manioc. Enriched with a vegan active ingredient inspired by kefir, it strengthens the skin barrier and protects against daily stress.

Jury comments:

“Very pleasant, beautiful mixture and remarkable use of kefir” . Florence Bernardin

Booth H7

Oceanworks Eco Precision Tip Tube - INNOVATIVE BEAUTY GROUP

Tube with an exceptionally precise tip nozzle, allowing users to control formula distribution to easily create straight lines, swirls or other intricate designs. It also features 75% Oceanworks® resin, a revolutionary PCR material, and a seamless design that combines exceptional environmental responsibility with robust functionality.

Jury comment:

“Good point, eco-friendly and practical concept. Renews the aesthetics of the tube. » Thierry de Baschmakoff

Booth G27

Clipped Wiper - HCP PACKAGING

SIMP & HCP have combined the best aspects of NBR and PE to create the Clipped Wiper's two-component design. It combines a flexible NBR scraper with a durable PE top section, ensuring secure assembly into any bottle without specialist equipment. This universal fit accommodates different stem and bottle diameters, allowing for precise formula loading and efficient application of lash, brow, lip and complexion products

Jury comment:

Interesting because 2 materials are not bi-injected but assembled. Allows you to differentiate yourself and improve your dosage in a very competitive market. Technical innovation in detail. Philippe Bonneyrat

Booth H42

Paperfoam Twist Up Stick - TOLY GROUP

The result of extensive design and testing, the PaperFoam Twist Up Stick uses an innovative paper-based twisting mechanism typically only possible with plastic. In fact, all the sticks on the market which allow retraction are either made of plastic or in a mixture of plastic and paper. The PaperFoam Twist Up Stick overcomes a significant difficulty with current paper sticks by introducing a retractable feature, providing consumers with a high-performance and functional alternative to traditional plastic mechanisms, without compromising ease of use.

Jury comment:

Bold use of cellulose with a spiral injected into 2 pieces. Breakthrough innovation. Jean-Louis Mathiez

Booth D7

Klicky Dropper Pen - COSMEI S.R.L.

A brand new click pen with a modern, sleek design, featuring a special dropper tip. Thanks to its cartridge structure, it stands out for ultra concentrated textures, which can be used in small quantities avoiding the stress of numerous clicks before using the product. Its cartridge tip made of PP material is refillable.

Jury comment:

Precise, rechargeable, and use with stable mechanism. Charles-Emmanuel Gounod

Booth E21

Verve Airless FreeForm+ - FUSIONPKG

Double-walled packaging that features a large, customizable injection-blow molded PET design. It achieves ultra-luxurious deep coating effects with an opaque inner layer and an overmolded clear outer layer. Brands can design ultra-prestigious thick walls and customizable components available in translucent, opaque and custom colors, with a variety of caps and actuators.

Jury comment:

“A blown injection pocket airless. Very interesting.” Jean-Louis Mathiez

Booth D21

ID Lipgloss – CTKCLIP

Traditional gloss applicators are purely functional. However, the ID Lip & Concealer innovatively incorporates an engraved design on the applicator, which fills with product upon opening. This design conveys the brand message in an intuitive and sensory way. The laser engraved design, in harmony with the color of the product, enhances the visual components, giving a fun user experience.

Jury comment:

Clever marketing concept engraved in the mold. Daniel Saclier

Booth H21

Thierry de Baschmakoff

Designer and Creative Director at La French Company, collaborating for 35 years with top luxury brands in the perfume and cosmetics industry.

Julia Challes

True innovator and strategic thinker with +15 years' experience in the Beauty Industry across global corporations SMEs and start-ups.

Aimara Coupet

MakeUp Expert, Melanted Skin Specialist, Founder BE+RADIANCE Healthy Skin Makeup

Leila Rochet

Leïla is the CEO of Cosmetics Inspiration & Creation, a Paris-based beauty consultancy. She collaborates with top brands and speaks at global industry events.