MakeUp in World

2025 February, 12 & 13

LA Convention Center

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Conscious Beauty Reshapes the Beauty Sphere

Conscious Beauty Reshapes The Beauty Sphere

Clean Beauty has established itself as a new benchmark for the beauty industry, and today’s environmental challenges are driving a new commitment from companies in the sector. This trend is reshaping the future of beauty: welcome to the era of Conscious Beauty.

What is Conscious Beauty?

“Conscious Beauty” integrates all the dimensions of a cosmetic product, from its safety and benefits for the consumer to its environmental and ethical impact.

“Conscious Beauty” is not a regulated term and does not really have a fixed definition; its frame of reference can vary according to the regions of the world and the different players. For US retailer Ulta, Conscious Beauty is defined by non-controversial (“clean”) ingredients, cruelty-free and vegan products, sustainable packaging and positive impact. Generally speaking, for beauty companies, Conscious Beauty is above all an awareness of the impact their products have on consumers, the environment and society. It’s a desire to have a positive impact, or, as far as the environment is concerned, as little negative impact as possible. The Conscious Beauty area at MakeUp In Los Angeles, Paris and New York, which highlights companies committed to this approach, is organized around three themes: raw materials, green chemistry and eco-design.

Choosing Natural, Renewable Raw Materials

For consumers, the choice of ingredients is a fairly obvious lever: natural ingredients are highly sought-after, even demanded. But what about sustainability? Because that’s the real issue with Conscious Beauty: getting away from the easy marketing argument of natural ingredients, and delving into the origins of raw materials and the processes used to obtain them. Sustainability and the renewable nature of resources are the new imperatives. Favoring natural raw materials, yes, but in an ethical way: no food competition, not depleting the resource or preferring renewable biomass, for example.

So it’s hardly surprising to see more and more ingredients and materials coming onto the market as a result of upcycling. This is the valorization of co-products or waste, such as the manufacture of ingredients from invasive algae or cider apple pomace, or alcohol from co-products of the manufacture of legume proteins for food. 

Beyond Naturalness, the Purification of Green Chemistry

As natural ingredients have their limits, it is sometimes necessary to resort to synthesis. It’s counter-intuitive for the general public, but sometimes it’s more sustainable than natural! All the more so with the rise of green chemistry, also known as sustainable chemistry. It aims to develop synthetic/chemical products and processes that consume fewer resources and produce less waste and toxic substances. Based on 12 fundamental principles, it takes into account the entire life cycle of a chemical substance, for a synthesis that is more respectful of the environment and individuals.

Scientists and companies involved in green chemistry in the beauty industry are working to develop innovative, sustainable alternatives to hazardous and polluting substances and processes. Biosourced solvents, renewable resources, rationalization of energy and water consumption, waste reduction… The list of possible sustainable levers in the life cycle of a cosmetic product is long. Because it’s no longer possible to look at things from the smallest angle: Conscious Beauty is a global approach.

Towards a Global Approach: Eco-Design

This global approach to Conscious Beauty is embodied in the eco-design of products. Its aim is to reduce the environmental impact of products throughout their life cycle: raw materials, production, distribution, use and end-of-life. The notion of life cycle is fundamental to this approach, and product life cycle analysis (LCA) is the central tool. Each stage in the value chain is assessed to improve its environmental and ethical profile. Here again, naturalness is no longer enough to ease one’s conscience: a product that is natural but made from raw materials from the other side of the world, extracted with polluting solvents, is not really sustainable… Eco-design must therefore be a real commitment, not just a marketing argument (or a regulatory compliance measure!).


For Conscious Beauty Area exhibitors, commitment to Conscious Beauty means making the choice to do better. Better for people, but also for the environment. Communicating this commitment is nonetheless complex, as it’s easy to fall into the trap of greenwashing, which current and future regulations aim to curb. But it’s important not to wait for perfection before doing so, because for consumers, what isn’t shown doesn’t exist. And as the saying goes, better done than perfect.

Written by: Marie Dehlinger

Check out the exhibitors and products that were featured in the Conscious Beauty Area during MakeUp in LosAngeles 2024 below.


Showcasing environmentally conscious choices in cosmetic formulations, packaging, and accessories. From recycled materials to glue-free assembly, explore sustainability across the entire product lifecycle.

Pennelli Faro

SOLO® is the one material brush made from post-consumer waste water bottles.
For the first time the brush is made from 100% recycled and recyclable grinded plastic

SOLO®Xchange is Pennelli Faro’s latest design innovation that allows users to change the
brush heads in one intuitive, quick gesture.

ECOSOPHY® 2life is the cosmetic brush coming from recycled packaging waste.


ECO-BALANCE by Lumson is the collection with the perfect synergy between aesthetic with monomaterials and recycled materials.

Two 50ml jars in PCR GLASS, standard and refillable, combined with a monomaterial cover

Eco-Balance is completed by a 30ml Circus bottle in PCR GLASS (20%) combined with a
monomaterial dropper in 3 fully PP components.


The PP aesthetic has been redefined with MONO collection!
100% PP cosmetic packaging.

Rounded shaped mono-material packaging.
100% PP face stick and refill case.

The meaningful simplicity of Pphilosphy takes PP on a new level of sophistication, exploring
soft curves and perfectly rounded shapes.


Designed to be easily use without compromising on aesthetic and premiumness, Twirl is the perfect refillable jar with two versions: an outer jar in PET or in glass and a PP cup.

Perfect for skincare, body care and haircare, Ella is fully recyclable (100% PP) and is made with the EBM technology, a technology now available in our plan in North America.

Using up to 60% PCR in the bottle, this collection is an excellent demonstration of our
brush’s expertise in North America. With Albea Tips Studio, we can create the brush of your


Iconic makeup and skincare packages, refreshed in eco-conscious material PET&PP, easy to recycle and available in mono material options.

Reduce carbon footprints, no compromising on texture and general appearance, balanced
choice to sustainable journey.


Chic leather clutch palette with timeless design, diamond patterns, and customizable
gold-tone logo for iconic brand recognition.


This biodegradable paper pulp compact is made of renewable sugarcane byproduct and certified FSC paper.

Arcade Beauty

Our 93% Paper BeautiPod® is an easy-to-use, recyclable sample
offering a full product application.

Art Cosmetics


  • Handly eraser
  • 97% of natural origin ingredients
  • Silicon-like sensoriality, without silicons
  • Easy to apply
  • 3 colors, 3 effects.


Arbelle Shade Finder
Precision meets inclusivity: Arbelle’s Virtual ShadeFinder for eco-friendly beauty.


Showcasing advanced research and sustainable alternatives to harmful cosmetic ingredients and polluting
manufacturing processes. From pioneering active ingredients to cold formulation techniques without water, explore cutting-edge solutions with a focus on biodegradable raw materials.

Cosmetics Atelier

Natural mineral pigments, no talc. Light weight. With plant extracts to provide moisture function.