According to MakeUp in NewYork (MUNY) organizers, more than 4,800 cosmetic aficionados gathered at Javits Center in the heart of Manhattan on September 18-19, eager to see what was new in the beauty arena, from formulations to packaging. There was a lot to learn, with 150 exhibitors (including ingredient suppliers, formulators, packaging experts, accessory innovators, and full-service providers), and dozens of industry experts sharing their experiences and predictions via a vibrant educational program over the two days.

At the conclusion of this 13th edition of MUNY, Sandra Maguarian, Co-Founder & Show Director of MakeUp in Events, told Beauty Packaging, “The show was filled with sparkle, bringing together friends and beauty industry rockstars, including Estée Lauder, The Lipstick Lesbians, and Patrick Ta Beauty, all in a jam-packed conference room and vibrant beauty agora. I couldn’t have imagined a more satisfying experience for our exhibitors and happy visitors.”

Show Floor Talk & Trends

One trend noticed among exhibitors was a focus on “clean” ingredients. A number of formulators had increased or added active and exotic ingredients to their products, including prickly pear cactus and shitake mushrooms. Many packaging suppliers touted an expansion of 100% PCR, mono-materials—anything that makes it easier for the consumer to recycle. The Made in North America “trend” continues to grow, with an increased number of packaging suppliers opening plants in the U.S., Canada, and Mexico, to meet regional demand and to satisfy time-to-market considerations.

Related: How the Cosmetic Industry is Redefining 'Clean Beauty'

Many attendees and suppliers noted “a slow rebound in the U.S. in this half of the year. Mood-boosting packaging—colorful & shiny—pointed to optimism and joy, a growing theme directed at the cosmetics industry as we approach the holiday season and gift-giving sales.

Turnkey solids, from fragrance to sunscreen have seen a steady rise over the last couple of years. Some said that the trend grew during Covid, when they saw a change to skincare in solids, moisturizers in balms, and the like.

MUNY featured a number of suppliers who had taken the packs to a new level, ranging from circular and flat-sided tottles to mini-sized packs that fit in a small purse—and can even travel-leak-proof in a pocket. More standard forms, which used to primarily serve as home to deodorant, have become more elegant, with many replacing dials with push-up and other interesting dispensing actions. Tottles have also grown in popularity for creams, with unusual shapes added to the traditional forms.


Sustainable solutions are moving along at record speed, even though it seems that some suppliers and consumers have currently disengaged from the movement. Still, legislation will dictate, and in Europe, it’s happening more quickly.  Several suppliers told Beauty Packaging that recycling technology is improving in both the U.S. and elsewhere, with the collection of small parts becoming a reality. Some sorters now use magnets to collect metals out of the recycling stream.

Sustainable luxe & quick-to-development turnkey stock items—that need to add only the brand name or minimal deco—are growing in popularity. There is also a multitude of new wand tips (metal to PCR) for consumer attraction and smooth application. Some suppliers can now provide clients with “a real sense of carbon output” for each pack.”

Bringing a “healthy” mindset into cosmetics, some suppliers were speaking about “self-help” color collections that allow you to “accept yourself,” and embrace your imperfections.
Business-wise, there was talk about global and economic insecurity and its impact on the market, as well as the decline of travel retail, overstocked goods, and the effects of private equity management, “which can sometimes make decision-making longer and more drawn out.”

Up Close with Exhibitors

Following is a rundown of some of the suppliers and highlights we spotted on the show floor. Companies are arranged in alphabetical order:

Alder Packaging

At Alder Packaging, Jerome Fraillon told Beauty Packaging about the company’s capabilities in sustainable packaging, including aluminum, glass, and mono-materials. The company also represents WWP and Axilone on the East Coast. 

APC Packaging

At MUNY, APC Packaging announced the launch of their new Mono-Material Color Cosmetics Collection. Erin Gallagher, Director of Marketing, told Beauty Packaging that this collection showcases APC Packaging’s commitment to sustainability by utilizing either 100% PET or PP materials across the entire product range. The collection includes the following pieces: 100% PET 3.5g Lip Stick; 100% PET 5.2ml Lip Balm; 100% PP 5g Stick (bottom fill); 100% PP 1.3g Twist Pen; 100% PP 1.8g Lip Stick; and 100% PP 0.06g Twist Pen.


Each product in this collection can be designed with up to 50% PCR (PP 5g Stick is capable of 100% PCR), enabling beauty brands to reduce their environmental impact without compromising quality or aesthetics. The use of mono-materials such as PET and PP ensures that the packaging aligns with global sustainability goals.

APC Packaging’s Precision Powder Doser was named as a Finalist at MakeUp in New York’s IT Awards. Designed for simplicity, APC says it achieves consistently accurate and reliable dosing with a simple hand gesture, and “it is fully customizable to your desired dosage and seamlessly assembles to SPI neck finishes for convenience.”

Axilone

At Axilone, Lucie Ray-Lalanne, Marketing, and Communication Director, showed Beauty Packaging what she said is “the first complete full-aluminum range for eye makeup, with a full-metal luxury look.” It’s also sustainable—and offers endless customization options, with a wide range of applicators to choose from. The cap, stem, and tip are all aluminum. A full array of decoration and finishing techniques are available, as are customization features on the wand. Also on view at Axilone were fully recyclable stock lipsticks.

Bayport Laboratories

Bayport Laboratories specializes in hybrids—color cosmetics formulations with skincare benefits. Eye products include shadows, pencils, liquid eyeshadows. Long-wearing concealers start with skin tints. Ingredients include prickly pear to reduce redness, while extracts with shitake mushrooms can be vegan.

Brivaplast

Brivaplast offered 3D applicators made with metal material and smooth curves everywhere. They can be used for cooling effects for undereye, or to segue to skincare. Valentina Manera, Marketing Director at the cosmetic manufacturer, told Beauty Packaging that they are working with lots of different materials—and “can do whatever brands want.” Brivaplast has an inventory of 600-700 fiber brushes. Beauty in Balance by Brivaplast is a makeup collection that celebrates “a holistic well-being approach, which benefits our complete self, and includes practices like mindfulness & meditation to help de-stress, calming both body and mind and positively impacting our everyday life.”


The matte metallized finish of the packs is reminiscent of the colors of the minerals used to protect our energy, like Quartz, Amethyst, Agate, and Jade.

This makeup collection includes Lash&Brow Serum, Eye Contour, Lip Butter, Serum Foundation, Colour Cheek, Creamy Eyeshadow, Liquid Light, and a Natural Mascara, to make skin bright with a “lit-from-within glow.”

Compax

Nick Kleidon, Director of Marketing, at Compax, told Beauty Packaging that they are offering a lot more mono-material packaging to meet customer demand. Also popular are refillable glass airless bottles & jars. Kleidon says that refillable jars are their most popular offering: “It’s the first segue package for those that want to go the refillable route. Mono-materials are less of a risk—and less education [is required] for the consumers.”

Related: Why Mono-Material Packaging is a Win-Win for Beauty Brands & Consumers

Cosmopak

At Cosmopak, owner and CEO Walter Dwyer explained that the company has 3 divisions: accessories, bags, and boxes; turnkey; and packaging. He told Beauty Packaging that turnkey solid fragrance has been a trend, saying, that he expects solid fragrance will double by 2028—in both stick and jar—as it’s “a good opportunity for brands to extend their lines.” It’s especially good for Indie brands, as it’s clean, quick to market, and has low MOQs.

Dwyer also mentioned other trends such as an eco-forward movement including biodegradables, metal, paper, wide-mouth aluminum cans, tubes with integrated caps, and items that take up less shelf space.

Also noted: new concepts in turnkey, in which it’s almost like private label—speed-to-market private label; a package that’s ready to go and the client can customize everything. In line with this trend, one feature at Cosmopak was a set of 8 turnkey mascaras—all with different brushes—and all ready to go.

Crystal Formulation & Packaging

Crystal Formulation & Packaging’s Stephen Fisher, Senior Vice President of Business Development, showed us the company’s latest innovation—a shock-absorbing compact. The patented shock-absorbing system prevents products from breaking during shipping—or when the user drops it.


“It allows you to produce softer, higher-performing formulas that are able to pass all drop-testing requirements,” said Fisher.  “As more beauty brands work with Amazon, drop-testing has become increasingly difficult to pass. Plus, raw material changes make the structure of each formulation different,” he said. “Our shock-absorbing compact opens up new development possibilities by creating a system that allows you to create softer formulas that will still pass even the most stringent testing.”

The shock-absorbing compact required several years of development, and Crystal has patents to protect its design. “No one has anything like this. There are other similar patents, but they aren’t used for the same functionality,” Fisher explained.

Derik Industrial

At Derik Industrial, Rick Persons, President, Derik USA, told Beauty Packaging, “It’s all about mono-materials and ocean plastics. He displayed a collection of 100% PET lipsticks and compacts available in mono PET; and mono PP, and a stackable compact in mono PET and mono PP.

Related: Beauty Refillables That Overcome Challenges

Essentia Beauty

Essentia Beauty’s New Age Palette was the Packaging Winner this year at MakeUp in NewYork’s IT Awards. The New Age Palette is a part of the supplier’s range of mono-material and refillable palettes with a user-friendly sliding system. It has a double refill capacity, featuring two interior compartments. One is dedicated to frequently used colors, and the other to seasonal/trend shades. The palette also has a removable lid, which allows the user to change the decoration due to Essentia Beauty’s trademarked 3D Metamorphosis printing technology that uses fabric coatings.


Daniel Saclier, jury member for the IT Awards, commented on the palette, saying, “Desirability and personalization are essential to the success of refillable packaging...from three-dimensional effects to special finishes and textures, the aim is to transform the packaging into an object of desire.”

FusionPKG

At MUNY, FusionPKG, a part of the Aptar Beauty segment of AptarGroup, Inc., presented a wide range of packaging and formula solutions for the beauty industry. The “total solutions provider” specializes in integrated turnkey formulation capabilities through its in-house formula lab, and offers full solutions in skincare, complexion, and custom development. Recently, they have been doing a lot of “very complex” development with nozzle size, and with PET droppers that look like glass. They were also highlighting sprayers and misters, with various patterns and options. In the spirit of speed-to-market, Fusion recently premiered a new 14-piece turnkey collection for Indie brands to launch a “quality concierge collection.”

The company has also expanded its tottle line with valve technology, so “no drips, no water.”

GPI Beauty

California-based GPI Beauty specializes in custom packaging and turnkey solutions, with a strong commitment to advancing sustainability. Reformation, GPI Beauty’s latest turnkey color cosmetic and skincare collection, draws inspiration from the transformative power of “self-renovation.” Just as home renovations embrace the chaos and mess of change, Reformation encourages the acceptance of life’s “messy middle” as a necessary and beautiful part of personal growth.


According to Megan Gunn, Senior Director, Strategic Marketing, GPI, “In its celebration of simplicity and imperfections, the Reformation collection invites users to find strength in the unfinished, to embrace a look that is seemingly incomplete yet deliberately crafted. It’s a journey of self-discovery through minimalist beauty, where true essence is revealed by stripping away the excess.”

The Collection includes Color Cosmetics and Skincare lines. Color Cosmetics is inspired by renovation materials, and features a neo-chic palette of dusty blue and rust, accented with reflective gold and deep burgundy. These shades symbolize self-discovery and the beauty found in unfiltered moments, making each application a step toward embracing your true self.

The Reformation Skincare Collection is designed to renew and redefine your routine. Infused with key ingredients like Biosaccharide Gum-1 and Opuntia Ficus-Indica Stem Extract, these products offer “soothing, hydrating, and firming benefits while promoting skin health.” They are packaged in eco-friendly solutions.

Hakuhodo Japan

Hakuhodo Japan, a Japanese brush manufacturer, with expertise in brush heads, offered a wide range of options. All are completely assembled by hand “for high-prestige brands.” Made of different types of natural materials, the heads are only first-cut for better performance.

Related: Makeup Applicators & Brushes Designed for Superior Product Performance

HCP Packaging

HCP Packaging showcased its latest sustainable, eye-catching, and sensory packaging innovations—high-performance solutions for skincare and cosmetics brands, including refillable compacts, lipsticks, jars, portable tottles, airless systems, and advanced applicators.


The “Color Capsule” is a production-ready new design. It is a sleek, flexible tottle with a cool aluminum cap “crafted to elevate skincare and complexion products.” Not only does it offer a premium look and tactile feel, it boosts product appeal and is convenient for on-the-go use.

HCP’s ‘Twist Tottle’ features a unique one-handed twist dispensing gesture, eliminating the need for a separate cap and enhancing user convenience. It is designed for travel with a squeezable design and compact size, making it an ideal choice for liquid skincare and complexion formulations applied on the go.

ICONS/ICS

International Cosmetic Suppliers, Ltd. (ICONS|ICS) presented tottles that you can take along in your pocket. They are available as recyclable and/or refillable.

The company’s EcoRefill Powder Pot made finalist at IT Awards MakeUp in New York 2024, in the packaging category.


The EcoRefill Powder Pot is a premium product with a sleek, low-profile design. It is 100% recyclable PP and refillable from the base. According to ICONS|ICS, the pack is “unlike any other refillable product on the market, as it features a twist & lock base and a unique mess-free design.”

Dave Thompson, Director of Technical, ICONS|ICS, said, “The EcoRefill Powder Pot is one of our best designed and engineered products to date, requiring months of robust testing to ensure an ultra-smooth and easy refill experience for the customer.”

iTiT Cosmetics

iTiT Cosmetics presented new technology for highlighter and shadow for eyes. It uses a type of clay. The wet powder clay technology offers a spongy feel, and a bouncy consistency with less product needed for a beautiful effect. You can mix and blend both large and small “pearls.”

Lady Burd

Samantha Burd showcased the company’s new modernized right-aligning look for stock labels. She said that hair gel has been an increasingly popular product.

Nuon LLC

Nuon offered a wide variety of skincare-enhancing tools, including their Phototherapy Skin Detector. The advanced skin-analysis device combines light therapy with precise skin diagnostics for enhanced skincare management. The device is designed to be conveniently housed within a cream jar, ensuring it is always available and neatly stored. Its innovative design allows for placement in the box in either orientation. The HD 115 features integrated light therapy, which aids in skin rejuvenation while analyzing key skin metrics. It provides detailed readings of skin moisture and oil levels, helping users tailor their skincare routines effectively. After just 3 seconds of contact with the skin, the device offers vibration feedback indicating that the analysis is complete and results are ready. Also available are warm/cool treatments; treatments that make sunscreen more visible—so you can be sure you didn’t miss a spot.


Alain Dijkstra—Nuon’s founder, and a leader in light therapy and medical devices—told Beauty Packaging that his goal is “to enhance the efficacy of cosmetic products, ensuring that end users experience superior results and improved skincare outcomes.”

Pennelli Faro

At MUNY, Pennelli Faro introduced their new 5-part collection, which “is designed to meet the evolving demands of future consumer trends.”

The Magnet-Eyes collection, is designed to captivate with applicators that blend, shade, and emphasize. The Hide and Seek collection offers seamless coverage. Pennelli Faro’s You’ve Got the Look collection, is designed to make a statement, with a focus on defining and maximizing eye and eyebrow makeup and definition. The Speechless collection celebrates the artistry of lip makeup, from precision outlining to flawless filling. The So Perfect, So Good collection is “tailored to embrace imperfections and enhance uniqueness.”

Pibiplast

At MUNY, Pibiplast focused on joy & happiness, and “playful beauty,” with two new collections developed to boost users’ mood. The two new collections—Color Fun and Crystal Gems—are inspired by the return of playful beauty, as a response to a growing consumer’s need, and are “set to captivate” with their vibrant designs, special effects, and “cutting-edge formulations.”


The Color Fun Collection is decorated with soft and bright contrasting colors, creating a playful and vibrant aesthetic. It uses metallization, lacquering, and screen-printing techniques for a “wow” effect.

The Crystal Gems Collection, in a mono-material PET pack, is inspired by the glossy transparency of glass and the brilliance of precious stones, and is designed “to create surprising and unexpected visual effects, perfect for the modern Gen Z aesthetic.”

According to the Italian supplier, “Today’s economic, political, and environmental challenges are causing people to actively seek joy, play, and happiness to help them escape from reality. In a world in need of lightness, a new impetus celebrates the carefree spirit of childhood as a source of joy. Playful beauty is back, with designs that are whimsical and vibrant in color.”

Precious Cosmetics

Precious Cosmetics showed us its newest product innovations, including a serum in a bottle with a pump, that delivers  skincare benefits—while also acting as primer for makeup. “It begins as a foam and when you rub it into your skin, it turns into a serum-like consistency. When it dries, it’s a primer that will grip your makeup,” said Chan Hernandez, Senior Chemist, R&D, at Precious Cosmetics.

Next, he demonstrated the same product, with added color—a skincare-foundation makeup hybrid product.” It’s a very sheer color for a glowy and shimmery look,” he said. “It dries to a slightly tacky finish to hold your other makeup.”

Pumtech

In an airy lounge adjacent to the show floor, I met with Pumtech’s Daniel Cha, Vice President Sales & Marketing, for what he says is “the largest cosmetic packaging company in Korea.” He told me that their large display area emphasized how Pumtech is driving innovation, with a wide range of products from skincare to makeup. Especially popular were airless blow bottles for skincare; makeup-color pencils, base makeup, and foundation. Cha told me, “K-Beauty is innovative and aggressive—and always searching to create new trends, new formulations, new packaging.”


Currently, said Cha, the sunstick is their most popular product outside of Korea. He explained that they have worked hard to premium-ize it, “working on removing the dials, which can be associated with deodorants.” With Pumtech’s new “very classy,” stick packaging, the user pulls the top off, and turns the bottom. Cha said that Pumtech is still moving forward with the next generation of dial-less packaging. Patents are very important, he noted.  And so, he said, are packages that are designed for easy recycling by the consumer.”

SHP Industry

Roberto Orozco, Industrial Designer at SHP Industry Co., showed Beauty Packaging their “Jetsetter” collection of minis and travel-size packaging. The collection includes a refillable mini stick package, a click-pen, mini dropper bottles, mini jars, and a mini compact. “We incorporate sustainability in everything we do,” said Orozco, noting that a brand can choose to produce the packages using PCR. 

SR Packaging

SR Packaging North America highlighted its Nozzle Tube options at MUNY. Customers can choose from ready-to-launch tubes with total customization services. Tubes come in a variety of shapes and aperture diameters, which have various uses and purposes to target specific areas.

SR Packaging’s Nozzle Tubes are matched with PE closures and the entire tube is mono-material and recyclable. According to the supplier, eye creams, anti-wrinkle serums, flawless concealers, acne treatments, and first-aid ointments, all benefit from the pinpoint application of nozzle tubes.

SR Packaging’s Eric Wu disclosed that they will soon be manufacturing tubes out of their new facility in Allentown, PA. Machines are now running—all D19 tubes from 5-20ml are available. The 75,00-sq.-ft. plant offers tube extruding, heading, capping, assembling, and decorating. Options include a variety of SP tubes. Customers can choose from ready-to-launch tubes with total customization services.

Related: From Jars to Tubes 

Sunglow Group USA

Sunglow Group USA, with 4 manufacturing sites in Shanghai, made its first-ever appearance at a U.S. trade show this year at MakeUp in NewYork. Sunglow says it has complete ownership of every aspect of its supply chain allowing them to easily integrate primary packaging, print packaging, and OEM/ODM beauty products.

Damien Dossin, General Manager of Sunglow USA, told Beauty Packaging, that the company does a lot of blow molding, and the factory is focused on pumps & packaging. Sunglow offers primary, secondary, and contract packaging. They also offer folding cartons & setup boxes. A refillable jar with a spatula on either the outside or inside of the cap was especially interesting.

In addition, Sunglow delivers flexibility and support in design, development, formulation, R&D, testing, and turnkey solutions. The company offers customized services tailored to clients’ needs “without the pressure of purchasing large MOQs.”

Texen

Texen invited visitors at MakeUp in NewYork to view its new Moon collection, a complete range of products that covers every step of a lash routine, including lash care, makeup remover, black mascara, and color mascara. According to Texen, the six multi-functional mascaras are designed to offer a unique experience for both lashes and brows while bringing a touch of innovation to the existing market. The collection features applicators to suit every need—a fiber brush, hybrid brush, synthetic brush, flocked applicator, brush & brush, and brush & liner.


Each of the six mascaras is designed to meet specific needs in terms of morphology or desired makeup results, whether to enhance lashes or structure eyebrows. According to Texen, Moon provides “a revolutionary gesture experience” thanks to original, ergonomic applicators, offering easy, precise application. The redesigned packaging contains no ABS, POM or POK, reducing their environmental impact. In addition, 4 out of 6 packs offer 2-in-1 functionality, helping to reduce waste.

UDN

UDN continues to meet the market’s demands for innovation, coming out with new applicators for their 19mm family. They now have three new “soft tip” options that provide different design looks to “surprise and delight” customers. Two versions have a soft tip, adding a tactile feature to the design.  Another new offering showcases a PETG head that has a sleek design, and can be manufactured with a tinted color to upscale a new product. With over 700 stock offerings, UDN says they will continue to offer unique applicators and styles to help you “win” on shelf.  According to the supplier, the building of custom tools is also increasing, as brands are searching for more unique packages to grab the “eye and wallets” of their valued clients.

Verla International

Verla International’s April Vignone, President of Product and Package Development, spoke to us about the supplier’s skincare offerings, which the company supplies turnkey. Options include self-tanners, cellulite treatments, and highlighting serums. Another highlight at Verla’s stand was its clean nail lacquer in vibrant colors and glitter options, with a “10-free” label. Verla is a full-service manufacturer that offers fast turnaround times for small to large orders, from 5k to over 100 million.

Visit our Live From Shows site see all the winners of this year’s IT awards.