MakeUp in World

18 & 19 September 2024

From 9am to 5pm - Javits Center

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The Beauty Tank

Beauty Tank

Do you have a new and unique beauty brand concept or a brand that is ready to be launched?

In the spirit of supporting beautypreneurs, Makeup in New York, in collaboration with Ewelina Aiossa, is launching The Beauty Tank, a skincare and makeup emerging brand discovery competition, shark-tank style.

We believe that indie brands are the driving force behind disruptive trends and often lead with innovation and we want to provide them with a podium to showcase their uniqueness. Our mission is to discover tomorrow’s love brands.

Seize the opportunity to test your brand idea or pre-launch concept, refine project details, practice your pitch, and build a network of potential partners. Grab the attention of prospects, retails, and M&A executives during your main stage pitch.

We are looking for founders of makeup and skincare brands to pitch their concept shark tank style to a panel of industry leaders for a chance to win supporting partnerships and mentorship.

Are you a startup brand with a great concept for a makeup or skincare product line? Would you like to validate your concept and hear feedback from seasoned industry experts?

Register on our platform and submit your application for The Beauty Tank competition.

Participation criteria:

The Beauty Tank competition is open worldwide to:

– Entrepreneurs with ideas for skincare or makeup products.

– Skincare and makeup brands at any stage from concept to pre-launch

(Competition is closed to brands in the following categories: haircare, hygiene, supplements, feminine wellness, fragrance, oral health)

How does the competition work?

You are asked to submit an application and fill out a comprehensive questionnaire accompanied by a brand concept deck.

All applications will be reviewed by The Beauty Tank Selection Committee with 10 finalists being selected to pitch their brand on the main stage at Makeup in NY: 3 minutes in a quick-fire round of presentations followed by Q&A with our distinguished judging panel.

During the show, the Beauty Tank judges will evaluate live each pitch, assigning scores to the following criteria:

  • Brand Story/Creativity/Brand Concept
  • Target Consumer
  • Product roadmap / Ingredients / Certifications
  • Brand Strategy
  • Packaging & Sustainability

“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.

Beauty Tank Winner 2023: Skincare

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 Jury 2023: Skincare

Robin Placke (VP Strategy & Motion – Base Beauty Creative Agency)

Amanda Schuler (Founder, Ember Wellness Co.

Kat Sheridan (AVP of Global Marketing,  NuFACE)

Ginger King (Cosmetic Chemist)

Klara Chrzuszcz, LE (Medical esthetician, founder of KLARA Beauty Lab™)

Dan Li (CEO and Co-Founder of Shypyard)

Ewelina Aiossa (General Manager, Topical Skin)

Beauty Tank Winner 2023: Makeup

Brand Name: Jovy

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.

Beauty Tank Jury 2023: Makeup

Alejandra Delcastillo  (Celebrity and Influencer Relations Manager – Base Beauty Creative Agency)

Lion Shirdan (Founder of UPRISE Media)

Ashley Kalen (Head of Digital, GXVE by Gwen Stefani)

Victoria Radford (Celebrity Makeup Artist, Founder of Radford Studio)

Audrey Napoleon (Founder of Gostrider)

Ewelina Aiossa (General Manager, Topical Skin)

If you think your concept has what it takes to be the next love brand, check out our submission form on our website and join the challenge. We can’t wait to hear from you!

Apply here!