About MakeUp in™
MakeUp in™ , Where the Beauty Industry Builds What’s Next
The Art of Bringing Beauty Excellence Together
Since its creation in 2010, MakeUp in™ has become the go-to confidential event for skincare and makeup professionals. More than a trade show, MakeUp in™ is a signature experience, designed to inspire, connect and transform.
Our DNA is built on: innovation with the IT AWARDS, all-inclusive service for exhibitors, refined hospitality for visitors, business generated between brands and manufacturers, inspiring content, trends shared by top agencies, and a human approach that fosters meaningful exchanges.
MakeUp in™ embodies a strong GLO.CAL strategy: an international vision of beauty, enriched by the cultural specificities of each market.
Each show is designed to reflect local expectations while contributing to a global dynamic. In Paris, elegance and French innovation. In New York, business energy and cosmetic creativity. In Los Angeles, Californian boldness and the influence of indie brands.
This approach allows exhibitors and visitors to enjoy a tailored, relevant and inspiring experience.
In recent months I have listened, met with our partners and taken the pulse of our industry. One message stood out: beauty needs a true meeting point, a place where the entire product-development value chain can work together with clarity, speed and impact. MakeUp in™ is that place.
A business platform where brands, labs, packaging experts, ingredients suppliers, OEM/ODM partners and innovators collaborate to build the next generation of skincare and makeup.
A marketplace designed for targeted meetings, qualified leads and strategic conversations that accelerate product pipelines. We are not simply hosting an event, we are bringing together an ecosystem.
A federation of the industry’s essential players. The ones who shape categories, drive transformation and respond to rapidly shifting consumer expectations.
As I step into my role leading MakeUp in™, I am ready to reinforce this mission: strengthen our marketplace, increase business value and amplify the connections that move our industry forward. And throughout this evolution, we keep French flair with global pragmatism. The elegance of our DNA combined with the discipline and efficiency required on a global stage.
MakeUp in™ remains a rare environment in the business world: intimate, warm and rooted in trust. A place where conversations turn into partnerships and ideas into launches.
Each edition is crafted as an exclusive space, inspiring, refined and designed to elevate our ecosystem while delivering measurable outcomes.
With commitment,
Asmaa Cherraf-Bonneville
MakeUp in™ Show Director