Introduction to MakeUp in New York

MakeUp in New York is one of the most influential B2B events in the global beauty industry. Known for connecting leading cosmetic brands with top-tier packaging, formulation, accessories, and design suppliers, it plays a crucial role in shaping innovation trends in the North American beauty sector. Hosted annually in New York City, this show brings together professionals, experts, and decision-makers from across the globe who are shaping the future of makeup and skincare.

Whether you are a brand looking for the next big product innovation or a supplier aiming to showcase your cutting-edge technologies, MakeUp in New York provides an unmatched platform to collaborate, learn, and grow.

venue details and event timing

MakeUp in New York is held at the iconic River Pavilion – Javits Center, located at 429 11th Avenue, New York, NY 10001. This spacious, centrally-located venue is easily accessible by public transportation and offers stunning views of the Hudson River, making it the ideal place for a high-caliber industry event.

• Event Dates: September 18–19, 2025
• Timings: 9:00 AM to 5:00 PM on both days
• Entry Cost: Admission is free of charge for industry professionals, but pre-registration is mandatory.

product categories featured

MakeUp in New York covers a broad spectrum of product categories within the beauty and cosmetics industry. Attendees can explore new launches, innovative concepts, and high-quality materials across the following segments:

• Skincare Formulations
• Color Cosmetics
• Cosmetic Packaging (Primary & Secondary)
• Makeup Accessories (Brushes, Applicators, Tools)
• Sustainable Beauty Solutions
• Contract Manufacturing & Private Label Services
• Fragrance and Wellness Add-ons

This diversity makes the show a must-visit for product developers, innovation managers, packaging engineers, and marketing professionals.

expected visitor count and participant profile

MakeUp in New York consistently draws a high-caliber crowd. The 2024 edition saw over 4,000 visitors and 150 exhibitors from more than 25 countries. The 2025 edition is expected to surpass these numbers due to growing interest in clean beauty, sustainability, and AI-powered product development.

Key participant categories include:

• Brand Owners (Luxury, Indie & Mass Market)
• Product Development Teams
• Packaging Designers & Engineers
• Cosmetic Scientists & Formulators
• Retail Buyers & Trend Forecasters
• Regulatory Consultants and Sustainability Officers

benefits of attending

Attending MakeUp in New York offers numerous advantages for professionals in the cosmetics space. Whether you’re a start-up or a heritage brand, the show can help you stay ahead in the competitive beauty industry.

• Networking Opportunities: Meet top beauty executives, trendsetters, and international suppliers all under one roof.
• Trend Zones and Innovation Hubs: Explore curated displays showcasing the most groundbreaking product innovations.
• Live Demonstrations and Talks: Attend workshops and keynote sessions delivered by leading industry experts and influencers.
• Beauty Tech Focus: Gain insight into how AI, biotech, and sustainability are reshaping beauty solutions.
• Product Sampling and Testing: Engage directly with textures, formulations, and prototypes to aid in sourcing decisions.

nearby accommodation options

Being held at the Javits Center in Manhattan, there is no shortage of convenient and comfortable lodging options near the venue. Some of the best hotel choices include:

• Equinox Hotel Hudson Yards – A luxury option directly adjacent to the Javits Center, perfect for exhibitors and senior executives.
• YOTEL New York Times Square – Stylish and efficient rooms with modern amenities, just a short walk away.
• Element New York Times Square West – Eco-conscious hotel with extended-stay facilities, ideal for overseas visitors.
• The New Yorker Hotel – A historic Art Deco hotel located about 10 minutes from the venue by foot.

All of these options offer quick access to the venue, restaurants, and key landmarks in Midtown Manhattan.

transportation and accessibility

The Javits Center is well-connected via subway, bus, and taxi services. The closest subway station is 34th Street – Hudson Yards (Line 7), just a few minutes’ walk from the venue. The location is also accessible from Penn Station, which connects to Amtrak, Long Island Rail Road, and New Jersey Transit. For international visitors, LaGuardia Airport, JFK Airport, and Newark Liberty Airport are all within a 1-hour commute.

special features and experiences

MakeUp in New York distinguishes itself with interactive spaces and specialized content zones, offering a more immersive experience for attendees.

• IT Products Innovation Zone: Featuring the most forward-thinking product innovations selected by an independent jury of professionals.
• Indie Beauty Section: Dedicated space for up-and-coming indie brands to showcase creative, disruptive beauty concepts.
• Expert Talks & Roundtables: Includes regulatory updates, clean beauty formulation insights, packaging sustainability discussions, and future beauty forecasts.
• MakeUp Trends Walkway: A curated visual path highlighting major design and marketing trends.

perks for attendees and exhibitors

The event provides exceptional added value through personalized services and curated matchmaking:

• Business Meeting Scheduler: Helps attendees pre-book one-on-one meetings with exhibitors.
• VIP Buyer Program: Offers select buyers exclusive access to networking lounges and private sessions.
• Sampling Stations: Freely available for visitors to experience hundreds of textures and materials in real-time.

who should attend

MakeUp in New York is perfect for anyone involved in the beauty product development chain. This includes:

• Cosmetic Brand Executives
• Product Development and R&D Managers
• Packaging and Innovation Consultants
• Entrepreneurs and Indie Brand Founders
• Procurement and Sourcing Professionals
• Beauty Influencers and Media

If your role touches product ideation, formulation, or packaging, attending this show will directly benefit your business or project.