The Beauty Tank by MakeUp in
A competition dedicated to emerging beauty brands and presented in the Beauty Agora
Our mission is to support all beauty brands, from concept ideas to implementation of the project, development and growth, helping emerging brands gain exposure. For the 2nd time at MakeUp in Paris, we will showcase ‘The Beauty Tank’, a competition dedicated to upcoming beauty brands at our next edition in June! We believe that indie brands are a major part of today’s beauty industry, and we want them to be able to grow and flourish with the possibility of becoming the next superbrand!
How Does it Work?
The competition is open worldwide to all beauty entrepreneurs with ideas for a skincare or makeup brand at any stage from concept to pre-launch. The first stage of the selection will unveil 10 finalists who will be able to present their project/brand in front of the Beauty Tank Jury and an exclusive audience of brand owners, beauty investors, strategic partners, manufacturers and beauty influencers.
Each finalist will have 3 minutes to pitch to share their project/brand on stage + 3 minutes Q&A with attendees and the Beauty Tank Jury. During the show, the jury will judge each concept, scoring each presentation within the following criteria : Brand Story/Creativity/Brand Concept, Target Consumers, Product roadmap / Ingredients / Certifications / Strategy & Packaging & Sustainability; resulting in a winner in each category.
(Applications will not be considered if your brand has already been on the market for over 12 months, or if you submit projects from the following categories: haircare, supplements, hygiene, feminine wellness, oral health, or fragrance)
Applications Are Open! Deadline: June 1st, 2025!
Beauty Tank 2025 Competition Schedule:
June 1st, 2025 - Application deadline
June 6th, 2025 - Announcement of finalists
June 18th, 2025 @ 12:15pm - Beauty Tank Skincare
June 19th, 2025 @ 12:15pm - Beauty Tank Makeup
List of expert jury members to be announced very soon...!
For any questions, please contact Logan Tharpe: logan.tharpe@infopro-digital.com
2024 Winners
Skincare Category: Substance of Light
Founder: Clara Nentille
Substance Of Light® revolutionizes skin protection with innovative, easy-to-use products for your daily routine. Inspired by light—both essential and harmful—these formulas defend against UVB, UVA, blue light, and pollution, which accelerate aging and skin damage. They make daily sun protection effortless with high-performance, practical, and sensorial products designed for seamless reapplication, indoors or outdoors.
Contact:
www.substanceoflight.com
Insta: @substanceoflight
clara@substanceoflight.com
www.linkedin.com/in/clara-nentille
Makeup Category: The Island Cosmetics
Founder & CEO: Sarra Vencatachellum
The Island Cosmetics is the first French natural sun makeup brand, dedicated to making sun protection a simple and effortless part of daily beauty routines. A 3-in-1 product: High UVA/UVB SPF 50 protection, up to 8 hours of hydration, and available in 10 shades to suit all skin tones. Developed with the expertise of two French laboratories—one specializing in sun care formulation and the other in natural makeup formulation. A formula made with a minimum of 98% naturally derived ingredients.
Contact:
www.theislandcosmetics.com
Insta: @the_island_cosmetics
sarra@theislandcosmetics.com
www.linkedin.com/in/sarra-beldi-vencatachellum
Beauty Tank 2024 Photo Gallery
