MakeUp in LosAngeles 2025 - PRESENTATION OF THE IT AWARDS

A selective competition

The “IT Awards” are awarded by a two-round vote, involving all the jury members in four innovation categories: Accessories, Formulation/Ingredients, Complete Product and Packaging.

In order to guarantee a representative panel of skincare and makeup innovation, the competition is open free of charge to all our exhibiting suppliers who can submit up to three innovations.

The evaluation process includes two rounds.

Finalists’ selection

The first selection stage is based on a video pitch and a detailed questionnaire in which exhibitors describe the added value of their innovations compared to existing products in the following different criteria: sensory experience, utility, components and/or materials used, environmental/sustainable impact, technology, color and effects, and design and process.

On this basis, each international expert in cosmetic innovation member of the jury assesses the overall innovative character of the products presented and awards them a score of /20.

Products are also tested in the Formulation and Complete Product categories.

At the end of this evaluation, the top 5 products registered in each Innovation category whos have the best notation are selected as finalists.

Jury for the IT Awards in each of the innovation categories

In the second stage, all the members of the jury meet to test all the finalist products and assess each of the innovation criteria.

After summing up their scores, the judges deliberate, drawing on each person's expertise and experience and on passionate debate, to award an IT prize to one of the highest-scoring products in each category.

IT Awards ceremony

The winners of the competition will be announced at an awards ceremony on the first day of the show and the winners of each of the 4 innovation categories will receive a trophy.

The winning and runner-up products will be displayed in the Innovation & Trends area of the show.

Discover the IT Awards 2024!

The most innovative cosmetic products will be presented at the heart of the show. Be sure to stop by to source the latest innovations!

DISCOVER THE LAST WINNERS

What if you won an Award?

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Take part to the contest and try your chance to see your products displayed in the heart of the show in a dedicated area, with a guaranteed visibility!

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SUBMIT YOUR INNOVATION(S)

Our expert committee members

Each new product is evaluated by our international jury. Our experts, selected for their expertise in skincare and/or make-up, and specialized in the relevant field, formulate their opinion by considering

The ability of the submitted products to meet emerging and future beauty trends.
The innovation degree compared to existing products on the market.

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.