Over 4,600 visitors are expected to attend this year’s edition of MakeUp in NewYork, which will once again take place at Manhattan’s Javits Center on September 17-18, 2025. There will be plenty of networking opportunities, as show organizers aim to foster new partnerships and encourage collaborations throughout various events.

MakeUp in NewYork is reinventing itself this year with a new theme that 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 Sandra Maguarian, Co-Founder of MakeUp in. 

Twelve trend agencies will present their latest reports at the show, hoping to inspire new ideas to “bloom.” Beautystreams, NielsenIQ, and Spate are a few of the agencies that will present their latest reports. 

Beauty Tank Is in the New Indie Bloom Hub 

Beauty Tank has expanded this year, and is open to brands in additional product categories. The Beauty Tank event supports entrepreneurs and up-and-coming indie brands. Similar to “Shark Tank,” experts listen to pitches and provide feedback. 

Beauty Tank will take place in a new section on the show floor—the Indie Bloom Hub. “The new space is dedicated to indie brands and will provide a networking area where finalists can showcase their products,” says Asmaa Cherraf-Bonneville, Director of MakeUp in shows.

Packaging on Display at MakeUp in NewYork

MakeUp in NewYork’s exhibitors will include companies specializing in Formulations & Ingredients, Distribution, Accessories, Contract Manufacturing, and Packaging. There will be 52 packaging exhibitors. 

The packaging exhibitors this year include: APC Packaging, Anisa International, Brivaplast Group, Cosmopak USA, GPI Beauty, NF Beauty Group, Pennelli Faro, Texen, WWP Beauty, and many more.

Attend a Workshop or Conference Featuring Expert Speakers

Education is always a focus at MakeUp in NewYork. This year’s conference track will highlight 15 presentations, while Beauty Agora will feature 14 workshop sessions. 

The Brand Building Workshop is a series featuring experts who will explain the “path-to-market” process. Step-by-step guidance will include tips on everything from marketing a startup beauty brand to choosing packaging. 

The conference topics will include K-Beauty, TikTok, U.S. tariffs, hair care trends, new developments in skincare, the beauty consumer’s shopping habits—and more. 

The IT Awards Will Showcase ‘Ocean Beauty’

MakeUp in NewYork’s IT Awards competition celebrates exhibitor innovations in Formulation, Full Service, Packaging, and Accessories categories. Once again, the winners and finalists will be on display at the show’s entrance.

The Ocean Beauty IT Award is a highlight this year. It aims to draw attention to “ocean-conscious” innovations designed to help preserve the ocean’s ecosystem. 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.

This year’s IT Awards presentation will take place on Wednesday, September 17th, 12:30 pm-1 pm. 

More Details About MakeUp in NewYork 2025

MakeUp in NewYork 2025 will take place at Manhattan’s Javits Center on September 17-18. The show is open from 9 am to 6 pm.

Request a badge at www.makeup-in-newyork.com to pre-print it, and skip the lines at the entrance.