Live at Luxe Pack and MakeUp in Los Angeles
Celebrating the 2025 MakeUp In LA IT Award Winners
The judges chose the winners among 31 finalists—here they are below.

By: Marie Redding
Senior Editor

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.
This year, the judges chose the winners among 31 finalists representing product and packaging innovations.
See the winners pictured above. They are:
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.Congratulations!