From "Joyspotting" to "Adaptive Underskin", what’s new in the world of beauty trends will be a key theme at MakeUp in Los Angeles, while workshops and conferences will cover social media initiatives, start-ups and the hottest cosmetics ingredients. The IT Awards, a curated selection of innovations from exhibitors, has seen a particularly good crop of entrants this year, say show organizers.
“MakeUp in Los Angeles will be the event that kick starts the year. Exhibitors and visitors are really looking forward to meeting again in person and giving the beauty industry a boost,” says MakeUp in Co-founder and Director Sandra Maguarian.
Workshops new to the show will include Nature Power, a space where formulation consultant Luisa Oliva Pharm. D will spotlight selected plants and their function in cosmetics, with a focus on pared-back, effective formulas. Cosmetics Inspiration & Creation’s Inspiration Bar will feature the latest make-up and skincare product innovations reflecting the major trends for the year. The forecasting and consulting agency will be presenting four trends at the show – including Joyspotting (products that are fun and happiness-boosting) and Adaptive Underskin (potent skincare) – which it will explore during the Beauty Talks sessions.
Highlights from the conference program include Cosmetics Inspiration & Creation’s The Future of Clean Beauty – Major Shifts and Future Opportunities. This session will explore how clean beauty has evolved, changing consumer attitudes and the influence of social media on the segment. And with start-ups now accounting for 20% of the beauty industry, marketing company The Young Group’s panel discussion on the challenges and successes of new entrants to the beauty space is not to be missed.
The IT Awards are set to be a high point; product nominees will be on display at the entrance to the show, and winners revealed during the event. The Awards recognize the most innovative make-up and skincare products from show exhibitors across Accessories, Formulation, Full Service and Packaging.
MakeUp in Los Angeles is taking place at the LA Convention Center on February 23rd and 24th alongside LUXE PACK Los Angeles. More than 200 new and returning exhibitors are signed up across the two shows.
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