MakeUp in World

18 & 19 September 2024

From 9am to 5pm - Javits Center

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The Beauty Tank

Beauty Tank Banner

Our mission is to support all beauty brands, from concept ideas to implementation of the project, development and growth, helping emerging brands gain exposure. For the 2nd time at MakeUp in NewYork, we will showcase ‘The Beauty Tank’, a competition dedicated to upcoming beauty brands at our next edition in September! 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!

How Does it Work?

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. The first stage of the selection will unveil 10 finalists who will be able to present their project/brand in front of the Beauty Tank Jury 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 Tank Jury. During the show, the jury will judge 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.

“The Beauty Tank competition was created to elevate and support the beauty entrepreneur. This year’s competition will provide these up-and-coming beauty brands with broad industry exposure to possible strategic partnerships, media, and investors.

Participants will have an opportunity to foster partnerships with various vendors, make meaningful retailer connections, and engage with industry-leading decision-makers – all to help accelerate brand growth.

The competition is open to beautypreneurs from all sectors of the industry including prestige, mass, organic/natural/clean/green.” – said Ewelina Aiossa.

REGISTER ON OUR PLATFORM and SUBMIT YOUR BRAND for the Beauty Tank competition. We can’t wait to welcome you there!

(Applications will not be considered if your brand has already been on the market for over 12 months, or if you submit projects from the following categories: haircare, supplements, hygiene, feminine wellness, oral health, or fragrance)

For any questions, please contact Logan Tharpe:

Beauty Tank Schedule 2024

  • Friday, August 16th – Beauty Tank Application Submission Deadline (If chosen, finalists will be notified within the week)
  • Wednesday, September 18th @ 12:30 pm – Skincare Category
  • Thursday, September 19th @ 12:30pm – Makeup Category

The Beauty Tank Competition will take place in the Beauty Agora.

Beauty Tank Jury 2024

Ewelina Aiossa: Founder, Topical Skin – MakeUp in NewYork 2024 Ambassador (Makeup & Skincare)

Ginger King: Founder, Grace Kingdom Beauty (Makeup)

Colleen Mathis: Founder, absolute R relations (Makeup)

Kristi Moe: Founder, Zodica Perfumery (Makeup)

Liz Ritter: Executive Editor, NewBeauty (Makeup)

Stéphanie Gendron: Editorial Director, Formes de Luxe (Makeup & Skincare)

Mike Glaicar: Chief Executive Officer, NewBeauty (Skincare)

Stay tuned for the full list of the Beauty Tank Jury to be announced very soon!

Beauty Tank Winner 2023: Skincare

Wellness Brand Presentation Deck 1

Brand Name: Vacay Skin

Founder: Lorrie Feeser



Providing you and your skin with the ultimate convenience and protection while traveling anywhere in the world- all the while leading fulfilling, empowered lives.

Beauty Tank Winner 2023: Makeup

Jovy Logo 2

Brand Name: Jovy Cosmetics

Founder: Thai-Ling Cahow



To raise the standards for kids’ cosmetics by always providing full-label transparency with the cleanest, safest, and most effective formulations, one product at a time.