MakeUp in LosAngeles celebrated the winners of its IT — “Innovations & Trends” — Award winners during a presentation on February 12th at the Los Angeles Convention Center. The MakeUp in LosAngeles show was co-located with Luxe Pack Los Angeles, and took place at the LA Convention Center from February 12th – 13th, 2025.

This year, the competition showcased 31 finalists in a display on the show floor, representing product and packaging innovations.

Here are the three winners—plus the winner of the first-ever Ocean Beauty Award:

Best Packaging—Toly Group’s PaperFoam Twist Up Stick

• Toly Group’s PaperFoam Twist-Up Stick package (shown above, far right) is 100% cellulose, even the twist mechanism.

Full-Service Winner—Art Cosmetics’ Over the Rainbow Lip & Cheek Stick

• Art Cosmetics’ Over the Rainbow Lip & Cheek Stick (shown above, second from left) features three distinct formulas that are separated in one multipurpose stick—a blush, gloss, and highlighter.

Formulation Winner—Intercos’ Hydro Jelly Face Mist

• Intercos’ Hydro Jelly Face Mist is (shown above, far left) A gel facial mist that transforms into a spray upon application.

Ocean Beauty Award—IBG-Roberts’ Beauty

• IBG-Roberts Beauty won the first-ever Ocean Beauty Award for its Eco Flat Spout Pour Cap (shown above, second from right) molded in Oceanworks reclaimed plastic. 

How are the IT Award winners chosen?

To qualify, exhibitors submitted a video pitch and answered a detailed questionnaire. Participants were asked to describe the added value of their innovation as compared to existing products, based on the following criteria:

• Sensory experience
• Utility
• Components and/or Materials
• Environmental/Sustainable Impact
• Technology
• Color and Effects
• Design and Processes

Show organizers made the first cut after reviewing every submission. Next, a jury reviewed the innovations that made it to the second round—and voted to choose the finalists and winners.  

Congratulations to the winners and finalists!

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