As the global cosmetics market flourishes, brands and suppliers have a lot to keep up with, including pricing, tariffs, supply chain, materials, and the number of SKUs to produce.

Adding to anxiety about tariff percentages, suppliers say that regulatory measures imposed by the EU are hampering global development. Suppliers and brands hasten to meet criteria via new regulations for both “clean beauty” and packaging.

All were topics of conversation at MakeUp in NewYork 2025 (MUNY), where more than 52 exhibitors gathered on-site at Manhattan’s Javits Center. Exhitors included international suppliers specializing in Formulations & Ingredients, Distribution, Accessories, Contract Manufacturing, and Packaging. 

In its own way, MakeUp in NewYork reinvented itself this year, aligning with a new theme that the show organizers say aims to ignite growth throughout every sector of the beauty and packaging industries. “This edition is all about ‘blooming’—a new cycle of creativity and optimism that we hope will inspire the entire beauty industry,” says Asmaa Cherraf-Bonneville, the new Director of the MakeUp In shows.

Participants in the event told Beauty Packaging that “the show kicked right off and was busy from the start.”

Show Floor Talk

Additional topics at the show included production & distribution, Made in USA, refillables, mono-materials, and glass. Much progress has been made in these areas. Suppliers said brands are eager to meet consumers’ growing requests for eco-friendly packaging.

However, a few suppliers told Beauty Packaging that some brands are cutting back, posing the question: Why launch now—if formulas and/or packaging may have to change due to regulations? 

Others said brands are now launching 5 new products, instead of 10-15, as in the past. They’re going with best-sellers and re-vamping existing molds.

While a number of stands displayed signs highlighting manufacturing and distribution locations and capabilities, conversations about tariffs had subsided a bit from previous shows, even though the topic seemed to be on everyone’s mind. Exhibitors were focusing more on formulation and material trends, new technologies, colors, and other aspects of cosmetic packaging. One supplier told Beauty Packaging that with so many variables in the supply chain, “The amount of quotes required from brands is becoming difficult to keep up with.”

Fragrance and sunscreen continue to be ‘hot’ categories, as does turnkey. Multiple suppliers introduced packs that monitored UV coverage. More red-light therapies are incorporated into skincare packaging.

Decoration—from shape to color—is becoming increasingly important to consumers. Brands and packaging suppliers say beauty lovers ‘just want to have fun’ with cosmetics.

Sprays and various sprayer shapes and mechanisms were available from many exhibitors. One corporate executive commented, “Spray is our new airless.” They said that spray is often favored by Gen Z’ers who like the ease and directional target of spray. Another trend: matching very specific applicators to various skincare and makeup formulations. Continuous sprayers made a splash at several stands.

Also on the formulation side, metallic powders, glittery sprays, solids, sticks, and on-the-go sizes were more popular than ever. Key rings, charms, and brightly colored accessory bags were also “hot.” 

Up Close with Exhibitors

Following is a rundown of some of the beauty packaging suppliers at MakeUp in NewYork 2025. Here are the highlights, spotted on the show floor.

Anisa International

Brush supplier Anisa International featured its SoftSweep Collection. It’s termed as a “modern reinvention of the paddle brush, engineered for beautifully smooth, streak-free coverage and precision application.” 

Inspired by the intuitive motion of traditional paddle brushes, SoftSweep features a soft radian and increased depth. The design allows each brush “to gently hug facial contours and deliver seamless application across every zone.” Each brush is purposefully designed for a specific use and finish, and each is suitable for use with multiple formulations.

“While traditional complexion brushes often rely on buffing or patting techniques, SoftSweep embraces the art of sweeping,” said Anisa Telwar Kaicker, Founder and CEO of Anisa International. “This collection modernizes the paddle brush with thoughtful design enhancements that elevate both performance and experience.”

APC Packaging

Supplier APC Packaging debuted its new red-light technology, “seamlessly incorporated” into existing molds to elevate both skin-care performance and user experience. Examples include the EcoLux Dropper. It combines the benefits of red-light therapy with the supplier’s patented mono-material dropper and luxurious glass bottle. Another is the Airless Refillable Jar, now enhanced with red light integration to help amplify formulation efficacy. Additional light options and smart technology are available for integration.

APR Beauty Group

APR’s new plant in Evansville, IL, specializing in injection blow molding, injection molding, and extrusion, is up and running. Deco abilities include silk-screening and hot stamping. The company’s Thailand facility, which is more focused on glass and metallization, will open in a couple of months.

Arcade Beauty

Lindsey Khosla, Marketing Director, Arcade Beauty, shared details of the Mind Games fragrance line, which they filled at their Dayton, NJ, facility.

For the project, Arcade Beauty manufactured the glass for the mini sprays. The supplier also provided complete fill and assembly services for samples, sets, and full-size retail bottles.

Arcade also just produced a second recycle-ready paper packette for Origins. 

Bayport Labs

At Bayport Laboratories, which makes and fills formulations, Bryson Manalong said the Houston, TX-based R&D and manufacturing firm with an Innovation Hub in Aventura, FL, was buzzing with customers looking for Made in USA products. He said metallic powders were especially of interest.

Brivaplast

Brivaplast’s Tilted Lash mascara brush has a slanted design that makes it easy to lift and separate lashes right from the root for a dramatic, wide-eyed look. The brush has a conical shape and sharp tip. The design allows you to easily define lashes in the corners of your eyes and coat the tips for extra length.

Made with flexible, hollow fibers, the brush is soft and gentle. Its low-density design ensures great bulk pick-up. It delivers a perfect one-stroke application, and its small diameter adapts to all eye shapes.

Brivaplast’s Avocado Lover APP686 applicator will transform a lip routine. It offers the sensation of a perfect glide, profound comfort, and a flawless finish. The unique avocado shape ensures ultimate comfort and control in application. And for an extra touch of pampering, it has a massaging sphere—the “pit” of the avocado. It gently preps your lips, enhancing circulation and promoting a feeling of extreme comfort.

Cosmopak

Cosmopak’s Walter Dwyer, CEO and owner, showed Beauty Packaging their wide array of products. Everything from fragrance to lip balms was on display. Plus, their new full-service plastic lipstick is made entirely in the U.S. Dwyer explained that they are an indie brand partner and a specialist in products that can be quickly commercialized. The company offers solutions “for people who want to get reasonably priced cosmetics into the market.” 

Derik Industrial 

Derik Industrial’s Rick Persons showed us their PET compacts with custom inserts, including leather and laser-cut designs. The supplier’s eye makeup collection was also on display, which included a refillable palette. “These are some of our best-sellers,” said Persons, showing us the color-coordinated packaging for different types of products. “We offer an easy way to create a complete collection,” he said.

Fusion PKG, an Aptar Beauty company

One of Fusion PKG’s latest innovations at MUNY is the Verve Airless FreeForm+ package. It was developed with Fusion’s patent-pending Airless FreeForm+ technology. The design eliminates the need for a cylindrical piston or a double-wall. This innovative package delivers true airless protection and nearly 100% product evacuation. The format is fully recyclable, and mimics the prestige look of glass without compromising sustainability.

Alexander Kwapis, Global Head of Innovation, R&D, and Engineering for FreeForm, said, “The Freeform collection is the next evolution of airless technology.” He added, “Verve Airless FreeForm+ redefines what’s possible in beauty packaging. It delivers true airless “protection, nearly 100% evacuation, and limitless design freedom, all in a fully recyclable format. It’s not just innovation, it’s a breakthrough.”

GPI Beauty

GPI Beauty unveiled its latest collection, Nights Like This. The collection is inspired by the trend “Emotional Glamour,” a movement that celebrates beauty that’s felt, not just seen. 

Designed for the in-between moments when emotion takes the lead, Nights Like This offers a mood-driven lineup that “evolves with the night.” It starts with a soft-building bold, and ends unforgettable. Each formula pairs performance with sensorial finishes to reflect the transformative power of beauty that mirrors not just how you look, but how you feel.

The collection includes a face primer, cream highlighter, cream blush, cream eyeshadow, mascara, liquid eyeliner, and lip lacquer.

ICONS/America

ICONS/America unveiled its latest collection of beauty packaging, designed for an interactive consumer experience. It features new tactile, playful, multi-functional, and sustainable packaging designs.

For instance, Sue Nichols, Group CEO, said, “Squishy pillow-shaped silicone applicators are a standout trend in beauty. Sought after for their playful shape and fun tactile feel, they turn everyday beauty routines into an interactive experience.” ICONS/America showcased a range of packaging with silicone pillow applicators. Its range includes a new duo-end slant tip lipstick, duo-end pencil, and slimline wand pack. Each incorporates a “pillow” tip applicator that delivers “a soft blurring effect, merging functionality with fun.” Nichols said sustainability is designed into every product at ICONS/America.

ICONS/America’s Ellie Bunting showed us their range of tubes with applicator tips, in soft tactile materials, including PETG and silicone. “We’ve noticed there’s been a shift from minimal, sleek packaging to more playful and fun designs that aren’t so streamlined,” Bunting said. Other designs included a refillable PP jar with a spatula applicator attached to the inner lid. Another package, designed for face powders, features a removable brush head, making it easy to wash. A 2-in-1 makeup package featured both a bristle brush and wand applicator. The supplier also showcased its tube decorating capabilities. 

JPS Packaging

JPS Packaging exhibited a wide range of mono-refillable packaging, as well as aluminum tubes and bottles. A featured item was its 100% mono-PP refillable jar with a spatula. Jimmy Yang said the 100% mono-material pump can do more than 20,000 primes.

JPS Packaging’s Aria Tee and Jimmy Yang showed us its refillable jar. It’s designed with two compartments to hold two formulas, separately. It’s also a mono-material package, made in PP.

The jar’s screw-on cap opens to reveal another lid with a hinge in the middle. Each side flips up to open, while the other side can stay closed. The compartments pop out for easy refilling. The inner lid holds applicators, which snap securely into place on top. 

JPS also displayed its line of stick packaging, in various shapes. Plus, its numerous jars have airless pumps—all made with eco-friendly materials.

Also of interest was a refillable pouch used to refill bottles. A refillable and mono-material jar houses a dual product with room for two spoons on top. It’s ideal for day and night creams. 

Lady Burd

Lady Burd debuted three new Fall/Winter colors for its Lip Butter collection. Plum is a berry hue; Dragonfruit looks like fuchsia; and Mango is a coral shade.

The supplier is a three-generation family-owned contract manufacturer based on Long Island, in New York. The company offers a full range of color cosmetics and skincare products and provides contract manufacturing, filling, and custom formulation services.

Libo

Developed for the growing demand for soft minimalism in beauty packaging, Libo’s Tokyo Series reflects today’s shift in consumer expectations. According to Libo’s Shafina Dinani, “Beyond visual appeal, beauty consumers now expect packaging that conveys environmental responsibility, simplicity, and trust.” She says that the Tokyo collection meets this need with a refined design inspired by contemporary Japanese aesthetics, incorporating balance through asymmetry, soft curves, and a sense of movement to create packaging that feels elegant and purposeful.

Its signature flowing silhouette and white-and-clear PET construction offer a light, clean aesthetic that communicates purity, transparency, and sophistication. Dinani says, “More than a visual statement, Tokyo’s clean lines strengthen brand perception and signal a commitment to sustainability and modern values. Tokyo also enhances the consumer experience with its ergonomic structure and fluid contours. Comfortable to hold and intuitive to use, the design elevates tactile interaction and perceived value, building positive brand associations at every touchpoint. These subtle details leave a lasting impression and foster consumer loyalty.”

Lumson

At MUP in New York, Lumson showcased its most innovative packaging solutions: from striking fragrance collections, distinguished by unique shapes, sizes, and accessories that give each bottle its own strong personality, to cutting-edge droppers, designed and produced in-house with “unchanging” accuracy, effortless comfort, and high performance, all without compromising aesthetics.

Lumson’s cosmetic droppers embody both precision and elegance. Engineered in-house to deliver perfectly measured doses, they blend functionality and refined design, elevating a simple gesture into a premium beauty ritual.

NF Beauty

Alex Park, Sales Director, NF Beauty, showed Beauty Packaging a variety of sticks and solids, many with a grinding mechanism on top to “shave” off some product. Park said that a lot of brands are launching products with solid formulations (and soft-touch tops) which are travel-friendly. Click a solid serum for just the right dosage. 

Nuon Medical

As always, Nuon Medical offered a wide variety of cutting-edge packaging with solutions for hair, skin, eye, lip, and more. The lip plumper device (shown) integrates precision LED beads that emit targeted wavelengths, a rechargeable battery, skin-safe materials, and a patented applicator design. Its construction ensures effective light activation, durability, and safe, efficient lip care with superior formula absorption. Combining treatment and application in a single, contemporary device, it minimizes packaging and supports sustainable beauty routines. As a finalist in MUNY’s renowned IT Awards competition, the jury ruled it “an innovative design and functionality, and easy to use.”

Pennelli Faro

Shape on Shape is Pennelli Faro’s new innovation—a tailored development approach (Hug Me Full Round brush and Origami^® Arco brush).

This new methodology redefines how applicators are developed, ensuring perfect synergy between formula, pan, and gesture. In collaboration with IL Cosmetics Group, they showcased two projects that exemplify this approach.

Pennelli Faro says, “We believe that every formula deserves its perfect applicator.” With Shape on Shape, they transform this belief into a methodology: applicators are not designed as generic tools, but as made-to-measure instruments, morphologically and functionally complementary to each formula and pan geometry.

Hug-Me Full Round, for example, is an ergonomic, concave applicator “designed to embrace the domed Rodio baked powder pan, optimizing pick-up and ensuring a zero-waste, fallout-free application.”

SR Packaging

SR Packaging highlighted their wide array of American-made beauty tubes, including UV-alarm tubes, UV-alarm EBM airless, refillable EBM airless, airless shuttles, jelly lip tubes (TPE-tip tubes), and easy-press pumps. UV Alarm, color-changing packaging is for UV-sensitive skincare and suncare products. Color-changing packaging refers to plastic components with photochromic dyes that can react to UV light exposure. SR Packaging offers color-changing UV-alarm tubes, bottles, and jars to remind users to reapply sunscreen or keep delicate skincare products out of sunlight.

While being innovative and visually appealing, the mono-material UV-alarm packaging is also recyclable post-use. Lip treatments—from balms and glosses to lacquers—can be a vital part of any brand’s lineup.

SR’s chemically compatible TPE tip for their tube applicator produces a unique sensation on delicate lips, “ensuring users enjoy the process during usage.”

Taesung

Korea-based Taesung introduced a new item—a refillable jar with a pop-up pot that locks in place. One model had a replaceable magnetic applicator on the lid. They also showcased all PP mono-material airless sticks.

UDN

UDN’s Jerry Ruud demonstrated the soft, bag-covered applicator tip “super soft tube” made of silicone, which is ideal for lip and/or treatment products.  

For brands looking for reflective designs, while offering additional barrier properties, UDN’s shiny silver tube is vacuum-metallized PET, and perfect for skincare or cosmetic offerings. It features an elongated nozzle applicator tip (the tip is available in PE or PET, as shown in the photo below). The VMPET tube can be silk-screened. 

UDN also showcased its latest headless tube offer with a lower profile. The lower profile continues to be a popular choice for eco-conscious brands looking to offer tubes with less plastic material, which lowers the carbon footprint.

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