Where passion meets expertise!
“MakeUp in™”, a universe, a mood, an inspiration source, a meeting place, MakeUp in events are all of this at once, and it is also where new skincare and makeup collections are imagined, invented, created.
Walking down an aisle, you will meet a formulator who will introduce you to the new textures of the influencer’s favorite primer, or a packaging engineer who will reveal the mechanism of this new refillable lipstick that will be seen tomorrow in every point of sale around the globe, and it’s on the neighboring booth that you will discuss with this ingredient supplier who will convince you to choose an organic pigment for your next eyebrow pencil.
“MakeUp in™”, since its first edition in 2010 and for the 15 years that followed, has accompanied the rapid rise of the beauty industry and more particularly makeup by positioning itself in promising markets such as Brazil, Korea, and undeniably the USA, Los Angeles, and New York, and of course Paris where it all began. Because trends are the driving force behind these events, it is naturally and mechanically that the offer is now extended to skincare, including skinification, mascaras promoting eyelash growth, hydrating foundation, and wrinkle-smoothing lipstick…
From the fusion of expertise, know-how, creativity, ingenuity, and passion, hundreds of innovations are born at each edition to serve the beauty of the future. The most accomplished ones, selected by a jury of experts, are presented at the heart of the event to facilitate their discovery and exchanges with their manufacturer, whether they are formulators, packaging manufacturers, ingredient suppliers, accessory makers, or full-service providers.
Dedicated to the emergence and growth of beauty brands (historical brands, independent brands, DNVB), MakeUp in™ events complement the exhibitor offer with cycles of conferences and workshops addressing current events, prospects, regulations, sustainability, new materials, manufacturing techniques, consumers, and trends.
But that’s not all, animations, exhibitions, lounges for visitors, and young brands enhance the extraordinary journey of our events. Our imagination is endless to welcome in the best conditions an industry that never stops reinventing itself.
Place to passion, beauty, its actors, and business!
Sandra Maguarian,
Co-Founder and Director of the salons
