MakeUp in NewYork 2025 has concluded, drawing 4,765 visitors and showcasing a range of innovations.
This year's IT Awards recognized top exhibitors across several categories. Winners included Element Packaging for its Peaceout Instant Oil Control Roller in the Accessories category and for the Caliray Come Hell Or High Water Mascara in the Ocean Beauty category. TJ Enterprise took home the award for Formulation/Ingredients with its Ionic Filmless Whipped Jelly Powder, while Red of View SRL won in the Full Service category for NEXT Chrome Glaze. In the Packaging category, FusionPKG BeautyLab was honored for its Verve Airless Freeform+.
The event’s talks program featured influential voices from the industry, exploring the future of beauty through topics like hair care, nutricosmetics and nail care. Two major themes emerged from the discussions: the "silver economy" and the continued influence of K-beauty.
Experts highlighted the growing importance of the silver economy, urging brands to address the needs of older consumers who possess significant purchasing power and brand loyalty. The conversation centered on providing effective skin care, makeup, and hair care solutions to make aging a more positive experience.
K-beauty was also a key focus, with speakers emphasizing its lasting impact. Described not as a trend but as a permanent and strong segment within the beauty industry, its second wave is said to be sparking renewed creativity.
The next event on the calendar is MakeUp in LosAngeles, scheduled for March 4-5, 2026.
