From Hollywood to Sephora, a world of innovations at MakeUp in Los Angeles

Seen at MakeUp in Los Angeles

The 2025 edition of MakeUp in LosAngeles has just wrapped up. The main product trends that we’ve identified were about multipurpose make-up formulas with 3 or 2 in 1 products, as well as gels in all its forms for skin care or make-up applications. And in packaging a particular attention to dispensing gesture for an intuitive delivery. And last but not least Ocean Beauty with a dedicated award.

Celebrating Ocean Beauty

The trade show focused on a special award of the IT awards to beauty, focusing on innovation from the ocean. The aim was to raise awareness of sustainability attributes of beauty innovation while supporting the preservation of the sea.

The jury focused on judging awards using key ingredients for formulation sourced from the marine environment, including invasive algae species, micro-organisms, and bio-farmed ingredients. It was also the question of looking at eco-friendly packaging solutions incorporating upcycled materials, such as recycled ocean plastics or recycled marine waste (fishing nets, etc.) while ensuring packaging is recyclable or reusable, or even packaging materials made from marine ingredients such as algae, micro-organisms and more.

The finalists of the Ocean Beauty were 

• Sea wave cleansing powder by Tecnocosmesi. A Water-activated cleansing powder with a waterless and ultra-fresh texture, formulated to remove impurities and make-up, featuring algae-based complex to hydra-restructuring and redensifying action and Spirulina Blue for color benefits, plus antioxidant and skin protecting properties.
• Oyster Cascade Brush by HNB. A brush and plate with a terrazzo pattern on a matte finish, made from biobased resin and oyster shell with corn-derived fibers, offering a soft, delicate touch.
• Marine Layer Sleeping Mask by Jo America. A hydrating and revitalizing overnight result-driven gel mask enriched with brown algae and more.
• Seabreeze Spicule Serum by CTKclip. A formulation that utilises the first-ever upcycled seaweed-derived emulsifier combined with a pickering emulsion system.
• Glassy Jelly Serum Glow by Weckerle USA. An innovative ocean-inspired serum that delivers instant hydration and a radiant glow.

The winner was IBG/Roberts Beauty for its Oceanworks Eco Flat Spout Pour Cap. A Cap combines a sleek, minimalist design with a unique twist-to-open functionality for powder dispensing, offering a sustainable packaging solution made from up to 100% Oceanworks reclaimed ocean plastic, addressing both user convenience and environmental impact.

All about gels

The finalist on the main IT awards for formulation and full service included a lot of gel like effect, with multi-tasking properties. 

Art Cosmetics won the full-service category with a 3-in-1 lip and cheek product, displaying a gel-like stick with three differet coloured layers for pink, brown or shiny application.

Intercos Americas won the formulation categrory with its hydro jelly face mist, a gel-like formula dispensed over a spray for a light and water-like effect on the skin.

Other gel like formulas included Chromavis EvolHue Triple PH stick, a full transparent stick with 3 colours for added benefits and layering, and Crystal Jam Skin Glazer by Art Cosmetics a gel-like primer.

Precision Packaging

In packaging, it was all about precison delivery with Klicky Dropper Pen by Cosmei, a dropper made in a click pen, whe each click delivers a drop of formula. Eco Precision Tip Tube by IBG/Roberts Beauty where the 75% Ocean PCR plastic tube is closed with a conic head made with a simple hole for dispensing, while pressing on the tube body - the hole being in different size to adapt to different formula viscousity.

Clipped Wiper by HCP (patented), a wiper  developed by precision-moulded brush experts SIMP, designed to revolutionise mascara performance for enhanced formula control for a precise and mess-free application, optimised wiping performance, ensuring the perfect amount of product on the applicator.

The winner of the packaging solution was TOLY for its Paper Twist stick with a full paper mecanism, for a full paper stick with a precision delivery of the formula with a lipstick-like gesture, instead of a push from the bottom.

MakeUp in LosAngeles was full of innovations thanks to its 153 exhibitors and the aisles were boasting with skincare and make-up fever with the presence of famed make-up artist and beauty influencers like Jeffrey Star, Xende Zomnir or The Lipstick Lesbians and representatives from Rare Beauty, Haus Lab, Danessa Myricks Beauty and many more.

Well done for another great edition!