MakeUp in World

2025 February, 12 & 13

LA Convention Center

Badge Request


The Beauty Tank

Beauty Tank Mula 2024

Since our mission is to support all beauty brands, from concept ideas to the implementation of the project, development and growth, MakeUp in LosAngeles is showcasing ‘The Beauty Tank’, a competition dedicated to upcoming beauty brands. We believe that indie brands are a major part of today’s beauty industry, and we want them to be able to grow and flourish with the possibility of becoming the next superbrand!

The competition is open worldwide to all beauty entrepreneurs with ideas for a skincare or makeup brand at any stage from concept to pre-launch ready.

The first stage of the selection will unveil 10 finalists who will be able to present their project/brand in front of the Beauty Committee and an exclusive audience of brand owners, beauty investors, strategic partners, manufacturers and beauty influencers.

Each finalist will have 3 minutes to pitch to share their project/brand on stage + 3 minutes Q&A with attendees and the Beauty Committee.

During the show, the Beauty Committee will judge live each concept, scoring each presentation within the following criteria : Brand Story/Creativity/Brand Concept, Target Consumers, Product roadmap / Ingredients / Certifications / Strategy & Packaging & Sustainability; resulting in a winner in each category.

Beauty Tank Jury 2024

Ana Allen – Beauty Guru & Product Developer / Consultant & Partner, AccessBeauty / MakeUp in LosAngeles Ambassador

Leah Vairo – Vice President, Founder, & Advisor, Filterbaby (Makeup and Skincare)

Daniela Ciocan – CEO at Access Beauty Insiders / Unfiltered Experience (Makeup and Skincare)

Kristina McInnis – Influencer, Blogger, & Founder of KCMCONNECT (Makeup and Skincare)

Madeline Leonard – Owner/Director & Brand Consultant, Cloutier Remix (Makeup and Skincare)

Chiraz Bouaziz – Expert in Cosmestics Regulation & Business Development, EGIDYA (Makeup and Skincare)

Raquel Wong – Director of Marketing, Skindinavia (Skincare)

Michelle Delorenzo – Professional Makeup Artist (Makeup)

Chris Kolodziejski – Founder, Chella (Makeup)

Check Out Our Winners From MakeUp in LosAngeles 2024!

2024 Makeup Winner

BIOTECHBEAUTY – Alanna Tran, Founder & Chief Scientist (

Instagram : @biotechbeautyus

Skincare enriched makeup, so you don’t have to choose.Inspired by our founder’s green chemistry background and love for clean formulas, BiotechBeauty brings cutting edge actives and microbiome health to the forefront of color cosmetics. Thoughtfully crafted in California—from sustainable packaging to ethically sourced vegan ingredients. Discover clinically proven, cruelty-free products that strengthen your skin for a healthier, hotter you.

Biotech Beauty

2024 Skincare Winner

OUI Beauty – Kimberly Currie Dunn, Founder/CEO/Clinical Skin Professional (


At OUI Beauty, our mission is to redefine beauty standards through accessible, high-quality, vegan luxury products. We are committed to transforming ordinary days into high-vibe moments with our powerful, yet affordable beauty solutions. Our meticulously curated products boast simple, real, and highly concentrated ingredients that dramatically improve the skin and face. We believe in inclusivity; hence, our range caters to everyone, regardless of skin type or complexion.

Oui Beauty