MakeUp in World

2024 February, 14 & 15

LA Convention Center

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Presentation of the IT Awards


MakeUp in IT Awards is an international prize awarded by a jury that rewards and promotes the best in cosmetic innovation, formulation, turnkey services, packaging and accessories.

Praised by the cosmetics industry, this annual competition highlights innovation and trends, key components of the MakeUp in events DNA.

A selective competition

The “IT Awards” are awarded by a two-round vote, involving all the jury members. In order to guarantee a representative panel of skincare and makeup innovation, the competition is open free of charge to all our exhibiting suppliers, who can submit up to three innovations.

The evaluation process includes two rounds:

Nominees selection

The first selection stage is based on a video pitch and an in-depth questionnaire. Exhibitors describe the added value of their innovations compared to existing products on the market, regarding: sensory experience, utility, components and/or materials used, environmental/sustainable impact, color rendering, lighting, texture, design and processing.

As a result of this evaluation, there are four nominations in each of these categories:

  • Formulation
  • Full service
  • Accessories
  • Packaging

Tests and evaluations by the Jury

At the second stage, the Jury, composed of a dozen international experts in cosmetic innovation, meets for a one-day meeting to test and evaluate the new products.

At the crossroads of the expertise and experience of each member, the list of winners emerges through passionate exchanges and debates to grant an IT Award to the most innovative formula, turnkey solution, packaging and accessory.

IT Awards ceremony

The 25 nominated products are displayed in the heart of the show and the 5 winners are rewarded during the award ceremony on the first day of the show.

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Our expert committee members

Each new product is evaluated by our international jury. Our experts, selected for their expertise in skincare and/or make-up, and specialized in the relevant field, formulate their opinion by considering

  • The ability of the submitted products to meet emerging and future beauty trends.
  • The innovation degree compared to existing products on the market.

We are highly proud to work with the best international beauty experts!


Aurélie Banco

Founder of CO-LAB-ORA, a collaborative and ethical cosmetic laboratory.

Charles Emmanuel GOUNOD

Charles-Emmanuel Gounod

Expert in B2B international trade in the beauty sector.


Daniel Saclier

Expert in product development and packaging sourcing (L’Oréal, Guerlain, LVMH).


Luisa Oliva

Founder of LO Consulting specialized in the design of make-up and skin care product formulations.


Emmanuelle Dumas

Cosmetic Marketing Expert – Committed Beauty – Cleanbeauty – Wellness – Food Supplements Nutricosmetics


Philippe Bonneyrat

Packaging and Plastics Engineer, founder of Lion Vert Création agency.

Charlotte MARION SN

Charlotte Marion

Beauty product and innovation specialist (Yves Rocher, Dior, Chanel) and project management.


Dany Sanz

Brand creator, Make Up for Ever, consultant in product development and formulation.


Florence Bernardin

Founder of Asia Cosme Lab, specialized in the analysis and deciphering of the Asian market trends.

Jean-Louis MATHIEZ

Jean-Louis Mathiez

Expert in packaging, founder of the agency Cinqpats.


Julia Cornière

FashionSnoops  Europe Account Executive for consumer insights & trends forecasting.

Jean Claude LE JOLIFF

Jean-Claude le Joliff

Biologist, President of the Cosmétothèque, a conservatory of the sciences and techniques behind the creation of beauty products.

Discover the IT Awards 2022!

The most innovative cosmetic products will be presented at the heart of the show. Be sure to stop by to source the latest innovations!

What if you won an Award?

Take part to the contest and try your chance to see your products displayed in the heart of the show in a dedicated area, with a guaranteed visibility!