IT AWARDS - Innovation & Trends Contest

The Best of Skincare & Makeup Innovation
MakeUp in LosAngeles has been spotlighting beauty innovations since 2014. Each exhibitor can pitch up to two products in four key categories: 

  • Ingredients
  • Contract Manufacturing/Private Label/OEM/ODM
  • Packaging
  • Accessories

A jury of experts in each category scans every submission for real innovation and trend‑setting potential. 

The standouts become finalists, and the most innovative win the award, a powerful label that marks industry leadership.

New this year: the Ready to Market IT AWARD, celebrating game‑changing products built to hit the market fast. Agility, trend alignment, and execution, this prize is made for rising indie brands ready to scale.

At the heart of the show, discover a exhibition featuring all finalists and winners, a curated selection of the most exciting trends, innovations, and technologies shaping the future of beauty.

Winners of the 2026 MakeUp in LosAngeles IT AWARDS

Pure Needle Nose Tube - FUSIONPKG

Featuring a PE one-way valve derived from FusionPKG’s air-less-pump technology, this tube offers unrivaled airtightness compared to standard tubes. The collapsing valve body enhances stability and protects sensitive, activerich formulas while ensuring extreme precision. A rare, differentiating packaging solution on the market.


Jury's comment: Efficient, precise, and hygienic.

Born to be slide lipgel - ITOBE GROUP

Based on a new, robust wax-free technology, this lipstick delivers an exceptionally lightweight feel, effortless glide and optimal comfort. At the forefront of hybrid innovation, its formula enhances the emotional performance of coated pigments through a pre-blend of ester gelling agents combined with natural esters derived from the recycling of olive by-products.

Jury’s comment: Unique and highly aesthetic appearance, even application, outstanding technical level.

Finalists of the 2026 IT AWARDS - Innovation & Trends

Discover the 2026 Contract Manufacturing / Private Label / OEM / ODM Finalists 🆕

The jury selected five finalists out of the 54 products entered in this category and awarded the prize to the most innovative one. They especially appreciated the high technical performance of the gel formula, which enhances the sensory experience while improving the formula’s overall effectiveness.

Cleansing balm - SHERO COSMETICS

Formulated with several highquality, ECOCERTcertified oils of various densities, weights, and textures, this cleansing balm redefines luxury skincare. Initially firm, it melts into a silky, mousselike cream, turning cleansing into a moment of pure indulgence. It removes makeup while deeply nourishing the skin and delivering a spalevel experience.

Jury's comment: Highly effective, beautiful sensoriality, enveloping and sculpting effect on the skin.

Born to be slide lipgel - ITOBE GROUP

Based on a new, robust wax-free technology, this lipstick delivers an exceptionally lightweight feel, effortless glide and optimal comfort. At the forefront of hybrid innovation, its formula enhances the emotional performance of coated pigments through a pre-blend of ester gelling agents combined with natural esters derived from the recycling of olive by-products.

Jury’s comment: Unique and highly aesthetic appearance, even application, outstanding technical level.

Jelly foil eyeshadow - TREND COLOR

This eyeshadow contains more than 50% water. Its formula, developed from a new red algae, forms a solid, elastic, and transparent gel with film‑forming properties. Versatile, it can also be used as a complexion highlighter. Its refreshing, bouncy gel texture delivers a buildable finish, ranging from pearly to metallic.

Jury's comment: Unique, beautiful appearance; even application; excellent technical level.

Fragrance gel hair mist - TOA INC

This gelbased hair fragrance stands apart from traditional perfumes. Formulated with apple water from Aomori, Japan, instead of standard water, it extends scent longevity while delivering longlasting hydration. Its low alcohol content reduces irritation and minimizes hair damage.

Jury's comment: An innovative gel fragrance spray.

Fusionique™ – CHROMAVIS SPA

A nextgeneration multiphase balm that melts instantly, blending skincare benefits with a natural, luminous wash of color. Its POLYPHASE technology stabilizes a dual texture: a radiant gel enriched with microreflective particles paired with a creamy CC base. Both phases contain functional actives supporting longterm skin health.

Jury's comment: A technically accomplished, refined texture.