MakeUp in World

18 & 19 September 2024

From 9am to 5pm - Javits Center

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The Beauty Tank: Submit Your Brand Concept Before August 16th, 2024!

Muny Beauty Tank

Do you or someone you know dream of presenting a brand concept to a group of beauty industry experts? Now is the chance! 

That’s right… you guessed it! After it’s incredible success, we’re bringing the Beauty Tank to MakeUp in NewYork for the 2nd time! We’re on the lookout for visionary founders of makeup and skincare brands to showcase their unique concepts or recently launched brands in a ‘Shark Tank’ style pitch session at MakeUp in NewYork, September 18 & 19, 2024!

During the show, 10 selected finalists will have the opportunity to gain supportive partnerships and access to mentorship from industry leaders.

Interested in Participating?


How Does the Competition Work?


We begin the selection process by reviewing your detailed application questionnaire to evaluate your concept. Open to entrepreneurs with ideas for skincare or makeup products and brands at any stage from concept to pre-launch!


The top 10 finalists will pitch their projects/brands to the esteemed Beauty Tank Selection Committee and an exclusive audience. Each finalist will have

3 minutes to present their brand and engage in a 3-minute rapid-fire Q&A session.


At the end of the session, the judges will announce the winner live. You will have the chance to receive expert guidance, network with fellow entrepreneurs, and, of course, the winner will take home the MakeUp in NewYork Beauty Tank award!

Join us for this exciting opportunity to gain exposure and potential partnerships! Learn more about the Beauty Tank and check out the winners from 2023, HERE.

Honorary Jury Member: Ewelina Aiossa

Ewelina 1

Ewelina is a prominent beauty authority with over 15 years of experience in brand management and business development. She has led marketing for renowned brands like SkinCeuticals and Eau Thermale Avene and founded Topical Skin, a clean cosmeceutical line. Known for her expertise in skincare research and product innovation, Ewelina offers sought-after strategic consulting. Hailed as a “CMO Psychic” by, her visionary insights and business acumen make her a standout in the beauty industry. Learn More