MakeUp in LosAngeles 2026: shifting industrial models

The 2026 edition, held on March 12–13 alongside Luxe Pack LosAngeles, highlights a shift in the beauty industry’s operating models. With 5,470 visitors (+11% vs 2025) and 148 exhibitors, the event reflects a market driven by speed-to-market and the integration of expertise. The growth of full-service players (26%), alongside contract manufacturers (46%) and packaging specialists (44%), indicates a shift in value toward comprehensive offerings capable of rapidly industrializing innovation. In this context, the evolution of the IT Awards (94 innovations) – now including ʺReady-to-Marketʺ and ʺFull-Serviceʺ categories – illustrates a change in benchmarks: innovation is now also assessed by its ability to reach the market efficiently.

The international scope of the exhibitor base (United States (36%), South Korea (13.5%), Italy (11.5%), China (10.1%)) further confirms the show’s role as a platform connecting Western and Asian innovation hubs in an increasingly interconnected industry.

The next edition will take place on February 23–24, 2027, at the Los Angeles Convention Center (LACC).