MakeUp in NewYork reveals beauty innovations with record breaking edition

MakeUp in NewYork, which was held on 17-18 September in the Big Apple, was the biggest edition to date, in number of visitors and exhibitors. The event was buzzing. From NewYork-based make-up artists like Daneyssa Mericks or Katie-Jane Hughes - with each of their eponymous colour ranges - walking up and down the corridors, to beauty teams from Huda Beauty, to L'Oréal, M.A.C., la crème de la crème of beauty was at the Javits Centre.

Beauty but bolder

From biotech beauty to transforming formulas and bold colours, beauty is no longer about the clean girl aesthetic, but about colour, playfulness, and the enjoyment of the beauty routine. The frugal years are behind us. It's time for self-expression and creativity.

Notable innovations, as seen in the IT Awards, included a mattress jelly or even a whipped jelly, a solid facial mask that transforms into milk, a chromatic powder and a packaging that incorporates lumino-therapy, as well as a roller ball that acts as a skin mattifier.

Innovations seen at MakeUp in NewYork - Video HERE

Mattress Jelly Balm by Imine is a nourishing and firming balm with innovative elasticity, ideal for targeted skin massage. Appearing firm like butter but scooped like elastic jelly, its surprising texture is based on a formula containing HumaColl21 — a 100% vegan collagen — combined with a blend of polymers and wax. The Jury noted the highly moisturising effect with a captivating mattress-like texture, which is well-suited to the U.S. market. It literally looks like a mini-mattress! link above of our Instagram video, 2nd innovation presented on camera.

The Iconic Filmless Whipped Jelly Powder by TJ Enterprised, which is playful in appearance, stands out from traditional bases that use synthetic film-forming agents by incorporating ions that adhere to the skin through positive-negative attraction. Composed of 96% natural ingredients, it contains 75% water and is enriched with active ingredients derived from upcycled local rice. Its texture transforms twice — from a soft jelly to a light cream, then into a smooth, velvety powder. It's an innovative transformative texture — jelly to powder — with a beautiful wet-look effect.

The Next Chrome Glaze by Red of View is The three-dimensional effect and dynamic movement of this holographic highlighter are made possible by innovative raw materials and a patent-pending process that uses magnetism. Solid and nail polish-like in appearance, its formula contains magnetic beads with a chromatic effect that interact with a luminous base composed of pearlescent pigments. Packaged in a sustainable mono-material container, its fine texture is applied with the fingertips, leaving a multi-chrome wet-look finish on the skin. The Jury voted for its visual appeal, with a pleasant lightweight texture and beautiful luminous effect.

Nuon was also a finalist with the compact Lip Treatment Device. A device which integrates precision LED beads that emit targeted wavelengths, a rechargeable battery, skin-safe materials, and a patented applicator design. Its construction ensures effective light activation, durability, and safe, efficient lip care with superior formula absorption. Combining treatment and application in a single, contemporary device, it minimises packaging and supports sustainable beauty routines. This innovation was voted for its innovative design, functionality, and ease of use.

The PeaceOut Instant oil Control roller W/ Hallosyte Clay by Element Packaging is a Dragonite™ clay bead, one of the purest halloysite clays in the world, effectively cleanses pores, absorbs excess sebum and impurities. Housed in an ergonomic and compact post-consumer resin packaging, it is refillable and easy to use. It's a new accessory that is sensorial, practical, and effective.

From the Indies

The conference's program included an Indie Beauty talk that revealed the next trends in makeup. The talk highlighted several key beauty insights for 2025, including the increased "skinification of makeup" where skincare-grade ingredients are expected to reach every makeup category, also evolved "inclusivity 2.0" focusing on undertones and cultural nuance, such as beauty for latina with Beauty Creations Cosmetics led by Esmeralda Hernandez , as well as the rise of "minimalism as a statement" with no-makeup makeup led by Anastasia Bezrukova, founder of MINORI. Also"bootstrapped innovation" driving product decisions and brand loyalty.

The talk also mentioned the "second-wave K-beauty" with the interpretation of K-Beauty for Western markets by MIXIK skin a Koreano-American beauty led by bi-cultural founders - including Lena Park, and a "French clean aesthetic" coming to set a new standard for elegant, minimalist, high-performance beauty.

These trends reflect a beauty consumer market that values personalisation, purpose, scientific credibility, cultural resonance, and deliberate inclusivity.

All in all, in the current unstable political, economic and environmental climate, it was great to see - at MakeUp in NewYork - that beauty is a resilient sector that knows how to bring colours into a dull world.