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.

FUTURA – AVANT LAB - PENNELLI FARO – STAND K33

Based on 3D resin printing, FUTURA showcases a new manufacturing process for applicators that requires no molds and generates no waste. This method allows for greater customization, functionality, and sustainability.

Jury’s opinion: A new approach to applicators — flexible, digital, and personalized.

FOLDING COMBINATION BRUSH – BEAUTY YAURIENT – STAND K11

A versatile makeup brush featuring a foldable and flexible structure.

Jury’s opinion: Unique and original design.

AIRY TOUCH FOUNDATION – TOA INC. – STAND E13

A multifunctional balm formulated with oil and no water, which transforms upon application into a powdery texture. It offers UV protection and hydration, and can be used as a foundation or finishing powder.

Jury’s opinion: Fresh and lightweight, it applies easily and creates a beautiful, even film on the skin.

WATER ADDICTION - ANCOROTTI GROUP – STAND A25

Frais, formulé à base d’eau avec 96% d’ingrédients d’origine naturelle, il laisse sur la peau un film léger, hydratant et sans transfert. Sa texture rebondie s'estompe sans effort en laissant un fini éclatant.

Jury’s opinion: Fresh and lightweight, it applies easily and creates a beautiful, even film on the skin.

TALC-FREE FOREVER STAY ADAPTIVE BLUSH – MILOTT LABORATORIES – STAND L45

A two-tone pressed powder blush combining a pH-reactive dye with powder pigments to create personalized shades. Lightweight and breathable, it delivers a smooth, soft, and comfortable finish.

Jury’s opinion: Highly sensorial texture with an interesting color payoff.

BLOSSOM BLUR Skin Perfector – ART COSMETICS – STAND J19

A skin perfector with a silky texture, formulated with an innovative PEG-free emulsifier and a Korean elastomer gel. It provides a blurring and mattifying effect, suitable for use as a primer or for touch-ups.

Jury’s opinion: Natural formula, smooth texture, and beautiful radiance.

3SYNCH – Color Care & Radiance – CHROMAVIS FAREVA – STAND A31

Three highly active natural formulas, each over 90% natural, housed in a multi-textured hot-poured format that combines primer, skincare, and radiance.

Jury’s opinion: An interesting hybrid trio with a very striking visual appeal.

MELLOW GLOW Primer – ART COSMETICS – STAND J19

Three formulas composed of 96% natural-origin ingredients, presented in a multi-textured hot-poured format. Enriched with glycol, natural sugar, and prickly pear extract, they create a 3-in-1 hybrid product that hydrates and brightens the skin.

Jury’s opinion: Natural formula with a transformative texture and an attractive visual effect.

UBI Oléoactif® - SYTHEON HALLSTAR – STAND L61

Inclusive oil-based ingredient introducing a new mechanism of action targeting the ubiquitination process to rejuvenate skin cells. It is enriched with birch bark extracted from rapeseed oil using a patented Olea-Eco-Extraction technology.

Jury's opinion: An innovative active ingredient suitable for all skin types.

FLUFFY SUN CREAM SPF50+ – SICAF COSMETIQUES – STAND J28

A daily SPF 50+ care cream formulated with 100% organic filters and silica. Enriched with prebiotics and a beetroot-based active ingredient, it blurs imperfections, hydrates, and evens out the complexion while protecting the skin against aging.

Jury’s opinion: Lightweight and transparent texture for a high SPF, with a beautiful finish.

PURE C ILLUMIN8ER – COSMAX – STAND D13

A hydrating and refreshing oil/water cream formula infused with 8% pure, unaltered vitamin C at 99% purity, stabilized through an innovative technology using 100% biodegradable cellulose.

Jury’s opinion: An interesting formula with a high vitamin C content that is easy to apply.

VELVET WEAR MATTE LIPSTICK – AIRCOS PASCUAL – STAND J28

Formulated with coated pigments and blurring powder, this lipstick offers a comfortable mousse-like texture that glides on smoothly and, once set, leaves a fine, velvety powder finish.

Jury’s opinion: Very comfortable velvety texture, beautiful finish, and excellent wear.

NON-TRANSFER CRYSTAL-WATERY LIPSTICK- A&H COSMETICS -STAND M50

Formulé avec une technologie brevetée de double film à base d’huile et de cire qui scelle la couleur et la brillance, Sa texture douce et fondante glisse facilement sur les lèvres en créant un fini brillant et cristallin.

Avis du jury : très beau, non collant et de longue durée pour un glossy.

HYDRAHARMONY 2-IN-1 – ITIT COSMETICS – STAND J11

A 2-in-1 biphasic neurocosmetic mist for skin and hair that enhances the skin-brain connection. Easy to use in a compact packaging, it hydrates, nourishes, and soothes.

Jury’s opinion: Interesting concept with a playful and original two-tone formula.

SEA FOAM CARESS PRIMER – GOTHA COSMETICS – STAND K19

A primer formulated with 98% natural-origin ingredients and marine actives. Its mousse texture transforms upon application into a silky milk that, once absorbed, leaves a transparent and radiant veil on the skin.

Jury’s opinion: Beautiful concept with a remarkable evolving texture.

FALTE - Fusion Art Layering Tech – CHROMAVIS FAREVA – STAND A31

A patent-pending process that combines in a single stick the sensorial feel and adaptability of a pH-reactive gel with the intensity and structure of a core rich in reactive pigments.

Jury’s opinion: Beautiful texture and technology delivering a new visual impact in makeup.

SEAMLESS POWDER TECH – ANCOROTTI GROUP – STAND A25

Produced using a seamless injection process, this single pan offers the sensory contrast of two textures: one with a matte, clay-like feel, and the other with a pearly, gel-like finish.

Jury’s opinion: Innovative injection process with stunning textures and strong visual appeal.

ECO FORMELT MULTI-PENCIL – COSMAX – STAND D13

A zero-waste, all-in-one makeup pencil made from recycled materials and plant-based waxes. It delivers transfer-resistant application with textures ranging from glossy to matte. The upcycled cap is made from recycled PETG, and the transparent label is crafted from corn starch.

Jury’s opinion: Highly innovative all-in-one concept, very pleasant texture, and beautiful color payoff.

HANDLY N°1 – FR & PARTNERS SA – STAND L34

A compact PET case designed to enhance accessibility of cosmetic products with an intuitive “press-to-open” system that allows one-handed use.

Jury’s opinion: Introduces a new way of handling and is very practical.

100% ALUMINUM COMPACT -LIBO Cosmetics-STAND L46

Compact case made of 100% aluminum, including the mirror, featuring pinless hinges. Elegant with a scratch-resistant anodized finish, and laser engraving that eliminates the use of inks and chemicals.

Jury’s opinion: Outstanding all-aluminum design, mirror included.

SMART LIGHT THERAPY SKIN ANALYZER – NUON LCC – STAND A20

Combines skincare cream, red light therapy, and skin analysis for a personalized application. Its smart cap brings a new dimension to cosmetic packaging.

Jury’s opinion: Introduces a groundbreaking advancement in cosmetic packaging.

CHEEKY LIPSTICK - LA FRENCH COMPANY & CAP INNOVATION-STAND M14

Patented lipstick that is 100% recyclable, fully customizable, and refillable, with a bullet that does not crush. Designed to be made from recycled single-materials, it is also adaptable to various materials such as aluminum, glass, and more.

Jury’s opinion: Innovative concept that is practical, sensorial, and aesthetically pleasing.

ECOFORM MOLDED PULP REFILL WITH TAB CLOSURE - KNOLL PRESTIGE PACKAGING-STAND G7

A sustainable packaging solution refined since 2018, made from renewable bagasse and sugarcane fibers. Featuring a secure tab closure, it is 100% recyclable, customizable, and can reduce CO₂ emissions by up to 70% compared to plastic.

Jury’s opinion: Compact, sensorial, and well executed.

WATERBURST DAZZLE TOP COAT - GOTHA COSMETICS-STAND K19

The waterburst dazzle top coat - An all over stick, with wet-effect sparkling results, thrills and inspires creativity and self-expression.

The waterburst dazzle is so fresh/cool at application and the colour rendering with golden pigment is so strong. It glides easily as it mimics the skin's natural sugar using polysaccharide extracts from red seaweeds, bringing elasticity to the formula. Another level of satisfaction with this texture in an innovative stick format - and monomaterial for added sustainability attributes.

DREAMIX COMBO - iTiT Cosmetics-STAND J11

A luminous, 97.7% natural blush highlighter, infused with a marine active that enhances skin tones for a radiant complexion.

Jury opinion: Very soft texture, a mix of powder and cream-like texture with a marine active ingredient. It is very gentle to apply and gives a nice finish without the need for a professional touch. Very enjoyable application.

BE MILD BLUE MIND CLAY-IN FOAMING WASH - INTERNATIONAL LABORATORIES-STAND J50

From sea to skin: a white powder-to-blue clay-to-foam cleanser with marine-derived ingredients.

Jury opinion: loved the galenic and the actives inside. A proof that solid formulations don't need to be boring!

HYDRAHARMONY 2-IN-1 – ITIT COSMETICS-STAND J11

A 2-in-1 neurocosmetic biphasic mist for skin and hair, enhancing the skin-brain connection.

Jury opinion:Fun galenic and use of coloured phases, nice pack and novel usage! Loved it

ICE-BLUR PRIMER - COSMETICS ATELIER & MARSCHMALLOW,-STAND E18

A first-of-its-kind ice-slush primer that melts on contact, combining sensorial cooling with four algae-powered skin benefits: blur, control, repair, and defend.

Jury’s opinion: Exceptionally original visuals and textures, with impressive color, matte effect, and overall cosmetic finish.

BLUEGUARD FOUNDATION - INTERNATIONAL LABORATORIES -STAND J50

An instant lifting foundation with a algae film and encapsulated phytoplankton for intense hydration.

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.

Philippe Bonneyrat

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

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.

Luisa Oliva

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

Julia Challes

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

Jean-Louis Mathiez

Expert in packaging, founder of the agency Cinqpats.

Florence Bernardin

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

Dany Sanz

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

Daniel Saclier

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

Charlotte Marion

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

Charles Emmanuel Gounod

Expert in B2B international trade in the beauty sector.

Aimara Coupet

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

Priscille Charton

Co-Founder

Eclo Beauty

Eva Lagarde

Founder

re/sources

Marie Drago