Precision Packaging, Transformative formulas at MakeUp in Los Angeles.

MakeUp in Los Angeles, held at the LA Convention Centre, welcomed 5,470 visitors, representing an 11% increase over 2025. Innovations included new make-up packaging with full-tin refillable palettes, a transparent foaming pump, transformative & colourful formulas, and innovative design.

We cover the world of innovation to showcase the latest beauty trends, all for inspiration. Have a look at our Instagram to see these innovations in videos.

Glow Between Moments

At MakeUp in Los Angeles, Geka released the Glow Between Moments collection, which brings together a new packaging format with a curated range of lip and face applicators. The collection includes five dedicated lip and face applicators, developed for applications including blush, lips, and concealer. Each applicator is carefully engineered to support effortless precision and intuitive use, ensuring that both colour and texture are applied smoothly and evenly.

One of the highlights of the collection is its use of magicLUMINA – the newest format in GEKA’s modular range of colored cosmetic packaging solutions. Featuring a glass-like design, magicLUMINA delivers a premium look and feel while still enabling precise, controlled dosing. magicLUMINA comes with a line of new applicators for lip & face application, further strengthening GEKA’s high-precision product portfolio for makeup. 

Lumina is a New standard in Geka’s range, with a round glass-like bottle (round for lips and face), a heavy wall, and a higher neck, which allows the product to be filled a bit higher in the tube (no need for a cheater band). The cap is made of PP, and the bottle and step are made of PET. The wiper is a GEKA patented bi-injected 2k Wiper. It is also possible to get a PCR version for the cap, the bottle, and the wiper.

Formulas made according to market prediction + full plastic foaming pump

Innovative Beauty Group (IBG) has developed a catalogue of formulas using its new Intelligence tool, "IBG Scout," which delivers market forecasts for specific products by combining data from market figures, social listening, and industry reports. The proprietary AI tool provides future market scoring of the product's potential.

From these insights, IBG has developed a catalogue of formulas centred on “matcha mode,” following the trend toward matcha-related wellness.

As an example, a formula with a 147% PGR (Predicted Growth Rate) has been developed and is called "Bubble Tea Gel-ly Scrub". A jelly cleanser, which is the fastest-growing cleanser format at +83.6% year- over-year, and the bubble tea aesthetic (with tapioca-pearl-like cleanser inside a green jelly format) is one of the most shareable visual trends in beauty.

It is a Gel scrub that whips into bubbles, lifting away dullness while drenching skin in cushiony moisture.

The formula was developed by analysing:

• Signal: Jelly and gel textures are
  booming as social‑friendly ‘foodie beauty’ trends spread across TikTok and Instagram,
• Demand: Consumers want fun skincare that performs. Gentle exfoliation in a playful, photogenic format drives trial, while visible results drive repurchase.
• Whitespace: Jelly cleansers are growing, but the bubble tea scrub texture remains unclaimed — a unique intersection of trending format and trending aesthetic.

Another formula included a clay cleanser in the form of a solid clay (similar to Play-Doh) that transforms into a mousse when mixed with water. Another one was a Coconut swirl jelly glow, made with silica, for a buildable, non-creasing texture, with a 67% predicted growth rate based on their data insights.

On the packaging front, IBG has developed a foaming pump made of full plastic for full recyclability and has made it translucent to demonstrate its action.

Designed to be entirely metal-free, this sustainable solution offers exceptional foaming capabilities without compromising on form or function. The mono-material pump can be more easily recycled at the end of use. This innovative technology can be adapted to work with a variety of shapes, sizes and designs.

On the ‘IT’ awards side, the winners of each category

For Formula, the Italian company Itobe Group won for its “Born to be slide lipgel”. Based on a new, robust wax-free technology, this lipstick delivers an exceptionally lightweight feel, effortless glide and optimal comfort. The hybrid innovation, with a formula that enhances the emotional performance of coated pigments by pre-blending ester gelling agents with natural esters derived from the recycling of olive by-products. This innovation offers “unique and highly aesthetic appearance, even application, outstanding technical level,” said the Jury

On the Packaging Front, American company FusionPKG won for the “Pure Needle Nose Tube”; a full PE one-way valve derived from FusionPKG’s airless-pump technology; this tube offers airtightness compared to standard tubes. The collapsing valve body enhances stability and protects sensitive, active-rich formulas while ensuring extreme precision. A rare, differentiating packaging solution on the market. It offers efficient, precise, and hygienic application to sensitive formulas.

For Full-Service, Ancorotti won with the “Blush Crush”. A multiuse blush stick with a silky, ultralightweight texture that blends easily and delivers buildable colour on cheeks, lips, and eyes for a natural finish. The formula includes natural ingredients such as Murumuru butter and mineral powders. It is free from microplastics, alcohol, PEGs, mineral oils, and talc. In a sustainable approach, it features smart packaging that dispenses the right amount of product.

And in the Ready to Market Category, Trendcolor won the award with the “Airy balm”. A water-based lip balm embodying key market trends. Its airy consistency, soft, lightweight texture, and sheer matte colour deliver a refreshing, tingling sensation that stimulates microcirculation for a plumping effect. It leaves a comfortable film on the lips with a blurring effect that smooths fine lines. It is a beautiful finish that encourages reapplication.