MakeUp in Paris 2025

MakeUp in Paris has been celebrating the excellence and creativity of its exhibitors since 2012 through an innovation competition. Each exhibitor has the opportunity to present up to three new products in four categories:

Accessories
Formulation & Ingredients
Full-Service
Packaging

A jury of experts, composed of about ten specialists in makeup and skincare innovation, evaluates the submitted products. They examine the product's ability to meet emerging and future beauty trends, as well as its degree of innovation compared to existing products on the market.

The most innovative products become finalists in their category, and the most innovative among them is awarded the IT Award.

Winners and finalists are distinguished by a label attesting to the recognition of their innovation by professional experts: IT Aaward. This label is a mark of quality and innovation, highlighting the most innovative products in the sector.

This year, the competition is enriched with a special transversal prize, the Ocean Beauty IT AWARD. This award recognizes innovations that contribute to improving the environmental impact of beauty products on the oceans. Criteria include the use of marine-derived ingredients, such as algae and other oceanic plants, as well as the incorporation of materials from recycled marine waste, such as fishing nets and water.

As soon as you enter the show, discover an exhibition dedicated to the winning and finalist new products from the competition.

This exhibition showcases the best of our exhibitors' innovations, offering an exceptional display of trends and technological advancements in the sector.

ACCESSORY AWARD

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HNB CORPORATION

VASE MAKEUP BRUSH

A set of three brushes expertly crafted for applying foundation, powder, and concealer. The handles, inspired by the shape of a vase, are designed to improve grip. The brush heads, offering control similar to that of fingertips, are handcrafted from recycled corn fibers.

FORMULATION AWARD

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B.KOLORMAKEUP & SKINCARE S.P.A. GRAFFITI Luminous Spray

A refreshing, hydrating liquid spray blush that revolutionizes makeup application. This colored mist, designed to sculpt and illuminate the face, is sprayed onto a sponge or brush and then softly blended into the cheeks. The color seamlessly melts into the skin, creating a luminous finish. Its formula features natural esters, a polyethylene glycol-free emulsifier, micronized mica pigments, and a mix of natural pearls.

FULL SERVICE AWARD

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CHROMAVIS FAREVA

CARTE BLANCHE

Your Own Story Palette (on-the-go makeup card)
A groundbreaking concept in portable makeup: the first water-activated makeup powder presented on paper. This unique, patent-pending technology is a reengineered version of a patented formula, delivering an authentic product without traditional packaging. The blank card format allows unlimited creative opportunities for brands to captivate their customers. Ideal for travel and lightweight, it is fully customizable in terms of product type, design, and available in various shapes. The prototype is showcased on FSC (Forest Stewardship Council) certified paper.

PACKAGING AWARD

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PPK & MORRAMA

MAYA REFILLABLE LIPSTICK PACKAGING

A refillable lipstick case made of aluminum, with the refill made from a material composed of bamboo pulp and bagasse resembling paper. Combining luxury with sustainability, its casing offers a velvety, smooth texture and an ergonomic shape that comfortably fits in the hand. Ingeniously designed, the refill smoothly slides into the case with a simple twist. Each lipstick case can be personalized.

AMBASSADOR'S FAVORITE

CHROMAVIS FAREVA

MOTIF Addictive Bare Foundation

A powder foundation tailored for those who typically shy away from traditional foundations. Upon application, its melting texture transforms into a flexible, creamy, and nourishing layer that offers a natural finish. It blurs imperfections while preserving the skin’s natural look. This naturally-sourced formula is enriched with a complex of ceramides to diminish wrinkles and enhance skin elasticity.

BEAUTY YAURIENT COSMETICS ACCESSORIES CO., LTD - DIAMOND HANDLE KABUKI BRUSH

A kabuki brush featuring a diamond-inspired, three-sided design complete with a handle. Its original design enables one side to be used for contouring and the other side for applying blush.

SHANDONG QIUPAI COSMETICS CO., LTD - MARSMALLOW PUFF

A puff designed with an air-infused, sandwich-like structure that mimics a marshmallow. With a fabric side on the hand side that is antibacterial, it can be used dry or wet.

GNG GROUPE - MILKY POUCH

A pouch crafted from milk casein, an eco-friendly material produced by extracting fibers from milk and transforming them into fabric through a natural process. It is printable and can be made in any shape and color.

HNB CORPORATION - VASE MAKEUP BRUSH

A set of three brushes expertly crafted for applying foundation, powder, and concealer. The handles, inspired by the shape of a vase, are designed to improve grip. The brush heads, offering control similar to that of fingertips, are handcrafted from recycled corn fibers.

ITIT COSMETICS - AIR-LIGHT ENCAPSULATED LOOSE POWDER

A translucent, colorless loose powder that delivers a blurring, matte, and soft effect. Its silky, ultra-light texture effortlessly blends into the skin to reduce shine. The formula is enriched with micro-encapsulated actives that hydrate, smooth, and enhance skin elasticity and radiance. Infused with essential peppermint oil, it provides a news and refreshing sensation upon application.

B. KOLORMAKEUP & SKINCARE S.P.A. - GELEGANT Water Whip Moisturizer

A surprising whipped gel that transforms from a fine, watery texture to a richer consistency upon application, deeply hydrating the skin and enhancing makeup preparation. This gel cream provides a sensory experience of fresh, smooth, and silky skin. Its moisturizing benefits are delivered through hyaluronic acid, while its vibrant turquoise hue and antioxidant properties are derived from malachite extract.

R&D COLOR SRL - BUBBLE JAM

Distinctively original and playful, this product features a rubbery texture that feels bouncy and elastic, much like jelly candies. It can be applied to the lips or cheeks for a refreshing effect and vibrant color. Stable and easy to blend, its vegan formula is composed of 95% natural-origin ingredients and is free from PEG, cyclopentasiloxane, talc, mineral oils, and silicones.

B. KOLORMAKEUP & SKINCARE S.P.A. - GRAFFITI Luminous Spray

A refreshing, hydrating liquid spray blush that revolutionizes makeup application. This colored mist, designed to sculpt and illuminate the face, is sprayed onto a sponge or brush and then softly blended into the cheeks. The color seamlessly melts into the skin, creating a luminous finish. Its formula features natural esters, a polyethylene glycol-free emulsifier, micronized mica pigments, and a mix of natural pearls.

CHROMAVIS FAREVA - MOTIF Addictive Bare Foundation

A powder foundation tailored for those who typically shy away from traditional foundations. Upon application, its melting texture transforms into a flexible, creamy, and nourishing layer that offers a natural finish. It blurs imperfections while preserving the skin’s natural look. This naturally-sourced formula is enriched with a complex of ceramides to diminish wrinkles and enhance skin elasticity.

COSMOTEC SA - PHOTOBRIGHTENING CREAM

A gel cream that activates the skin’s natural microbiome barrier to fight photo-aging. It targets specific microorganisms that produce protective, anti-aging, and brightening post-biotics when exposed to UV rays. With a light and easily absorbed texture, this non-sticky gel cream offers a refreshing and soothing effect. Its formula is free from controversial raw materials.

COSMAX - THE INNOCENT CLEAR LIP

A clear balm that hydrates and enhances the natural color of the lips. This vegan and cruelty-free formula is free from microplastics and made with water, hyaluronic acids, pigments, and oils. Its light and refreshing texture applies smoothly, providing a comfortable feel and a lasting shiny finish.

3DUST - ANGEL SHIMMER

A powder texture formula that is safe and free from harmful ingredients, suitable for use on the eyes, face, décolleté, and shoulders. It is crafted using an innovative makeup powder technology that employs a freeze-drying process. This process maintains the original color and glossy effect of the products while enhancing their stability and longevity. Notably, this technology avoids the use of solvents or high temperatures.

MKTG INDUSTRY - BLOOMING BEAUTY BUTTER

A gentle, fragrant cleansing butter featuring a vegan formula made up of 99.6% natural-origin ingredients. Upon contact with water, it transforms into a nourishing milk. This sensory experience is complemented by innovative packaging: a PCR- PP jar equipped with an advanced rotation system for an unconventional dispensing method.

GOTHA COSMETICS - BUBBLE GUM FAMILY

A hybrid blush that combines the lightness of a powder with the melt-in-your-skin quality of a cream. Its playful texture is reminiscent of modeling clay or bubble gum. Easy to apply, it delivers a velvety, soft finish with buildable and layerable color. Formulated with sustainable esters and RSPO-certified raw materials, it is free of silicone and microplastics.

CHROMAVIS FAREVA - CARTE BLANCHE

Your Own Story Palette (on-the-go makeup card). A groundbreaking concept in portable makeup: the first water- activated makeup powder presented on paper. This unique, patent-pending technology is a reengineered version of a patented formula, delivering an authentic product without traditional packaging. The blank card format allows unlimited creative opportunities for brands to captivate their customers. Ideal for travel and lightweight, it is fully customizable in terms of product type, design, and available in various shapes. The prototype is showcased on FSC (Forest Stewardship Council) certified paper.

GOTHA COSMETICS - LUSH-IOUS SKIN BALM

A poured balm featuring an anhydrous, creamy, and comfortable formulation. Easy to apply with fingertips and gentle to the touch, it provides buildable coverage from light to medium with a youthful, rosy finish that evokes porcelain. Housed in a compact casing free of ABS, its formula contains over 90% natural-origin ingredients.

TECNOCOSMESI S.P.A. - STARKISS

A lipstick with a gummy texture that glides on like ultra-fine powder, delivering a blurred, soft finish. Enhanced with silicone resin, it coats the lips in intense color and an ultra-matte, glamorous finish that endures. Its hybrid formula, enriched with retinoic acid esters, boosts the firmness and softness of the lips while diminishing the appearance of wrinkles and fine lines.

BRIVAPLAST GROUP - CERAMIC APPLICATORS FOR HYBRID FORMULATIONS

Three applicators that incorporate ceramics, recognized for their antibacterial properties and cooling effect, setting a new standard for applying color cosmetics or hybrid formulas. Available in three designs: a long spatula for the face and neck, a spoon-shaped tool for the eye contour, and a deer foot applicator to target imperfections on the skin.

INESSENS - DORURE DOUBLE VUE

A double-sided hot stamping technique that enables a golden finish on the back of the label, as opposed to the typical silver. This method boosts the visual appeal of the product, especially when it is transparent or clear enough to allow visibility through it. Additionally, it provides a larger surface for communication due to the printing on the back.

GEKA GmbH - FORMULATION COMPLIANT PCR-PP MATERIAL FOR PRIMARY PACKAGING

A pioneering adoption of post-consumer recycled PP material for mascara cases. This material complies with current European standards and is suitable for components that come into direct contact with the formula. Composed of at least 95% recycled materials, it delivers unparalleled color brilliance and maintains its visual impact. This innovation opens new possibilities for PCR-PP bottles for washable mascaras and other primary cosmetic packaging.

PPK & MORRAMA - MAYA REFILLABLE LIPSTICK PACKAGING

A refillable lipstick case made of aluminum, with the refill made from a material composed of bamboo pulp and bagasse resembling paper. Combining luxury with sustainability, its casing offers a velvety, smooth texture and an ergonomic shape that comfortably fits in the hand. Ingeniously designed, the refill smoothly slides into the case with a simple twist. Each lipstick case can be personalized.

OVERPRINT - LA SURIMPRESSION ÉCOLOGIQUE

A patented overprinting technique designed to correct errors on already printed and/or filled packaging materials, allowing them to be reintroduced into the supply chain and packaging facilities. This process effectively prevents the loss of millions of packages.

CTKCLIP - REFILLABLE PACT

A compact packaging solution for pressed powders or balm formulas, constructed from four PET components. It includes an innovative patented mechanism that tilts the lid back 180 degrees, to activate a movable block linked to the hinge, making the refillable pan easy to eject and replace. Its mono- material, minimalist design ensures ease of reloading and is suitable for users of all ages and genders.

HCP Packaging - TWIST TOTTLE 30ML

Compact and compressible, this bottle enables one-handed dispensing and application of liquid cosmetics and skin care products. It can be made from PCR or other materials to achieve the level of flexibility appropriate to the formula’s viscosity. The two-part cap can be reused on a refill bottle. Simple and contemporary, it is adaptable to all brands and market levels.

COSMEI SRL - STYLETTO

Slim, ultra-thin, lightweight lipstick case. Designed with an ingenious cap that nestles into the body for easy application. Secure, it opens and closes elegantly and offers a sensory experience. It is made of two waterproof materials, PETG and aluminum.

FR&PARTNERS SA - UNLIMITED PALETTE

A case that revitalizes the design of makeup sets with a playful element, encouraging creativity and imagination through diverse combinations of colors, shapes, and textures. Constructed from FSC-certified paper, its design is inspired by the Tangram logic game, making it an appealing, communicative, and modular tool. This case accommodates a complete makeup set on a single support while offering the flexibility of use with individual and independent palettes tailored to different application areas.

AXILONE - YSL ROUGE PUR Couture Slim Velvet - Chinese Valentine’s Day edition

A limited edition lipstick featuring a base, cap, and an aluminum shell, adorned with a superb decoration inspired by the iconic YSL zebra pattern—a real five-step challenge. The process includes clean anodization to prepare the aluminum for decoration, white luminescent lacquering that turns green at night, black screen printing to create the pattern, and a final clear protective varnish. Its slim design with a square bullet enables precise and controlled application.

Aimara Coupet

MakeUp Expert, Melanted Skin Specialist, Founder BE+RADIANCE Healthy Skin Makeup

Charles Emmanuel Gounod

Expert in B2B international trade in the beauty sector.

Charlotte Marion

Beauty product and innovation specialist (Yves Rocher, Dior, Chanel) and project management.

Daniel Saclier

Expert in product development and packaging sourcing (L’Oréal, Guerlain, LVMH).

Dany Sanz

Brand creator, Make Up for Ever, consultant in product development and formulation.

Florence Bernardin

Founder of Asia Cosme Lab, specialized in the analysis and deciphering of the Asian market trends.

Jean-Louis Mathiez

Expert in packaging, founder of the agency Cinqpats.

Julia Challes

True innovator and strategic thinker with +15 years' experience in the Beauty Industry across global corporations SMEs and start-ups.

Luisa Oliva

Founder of LO Consulting specialized in the design of make-up and skin care product formulations.

Mario de Luigi

Creative Consultant, Beauty Strategist and Make-Up Artist is an internationally renowned authority on cosmetics and skin care. Over the last 35 years, he has achieved a highly respected, international reputation for his expertise and creativity in the beauty business.

Philippe Bonneyrat

Packaging and Plastics Engineer, founder of Lion Vert Création agency.

Thierry de Baschmakoff

Designer and Creative Director at La French Company, collaborating for 35 years with top luxury brands in the perfume and cosmetics industry.

IT Awards Contest

Winners and nominees of the 2024 IT Awards

Discover the 4 winners 2024