MakeUp in Paris 2026 once again confirmed the direction in which the beauty industry is moving.
Hybrid formulations, multifunctional products, skincare-infused makeup and funny fashionable packaging are no longer emerging trends but they are rapidly becoming the new standard.
Mktg Industry had the pleasure of welcoming many international beauty brands, resulting in a dynamic agenda filled with insightful meetings. The event provided a valuable opportunity not only
to strengthen relationships with long-standing customers, but also to establish promising new connections with brands looking for an innovative and reliable full-service development partner.
To respond to these evolving market needs, Mktg Industry presented a curated collection of more than 50 complete turnkey concepts, developed to interpret the latest beauty trends while
significantly reducing development time and complexity.
Among the concepts attracting the greatest interest were cross-category hybrid products combining advanced makeup performance with skincare efficacy. Consumers increasingly expect
cosmetics capable of delivering immediate visual results together with long-term skin benefits, making multifunctionality one of the strongest drivers of beauty innovation.
One of the standout concepts presented during the exhibition was On-The-Glow SPF30 Lip Gloss, perfectly embodying this new generation of hybrid beauty products. Designed as a playful, socialmedia-
friendly concept, it combines lip care and sun protection within a glossy lip treatment formulated with SPF30, peptides and hyaluronic acid to nourish, smooth and protect the lips
simultaneously.
Beyond the formula itself, the concept demonstrates how packaging has become an integral part of product innovation. An interactive UV-sensitive decoration changes colour when exposed to
sunlight, reminding consumers when additional lip protection may be needed, while the removable charm chain allows the product to be clipped onto bags and accessories, transforming
an everyday cosmetic into a fashionable lifestyle accessory. The concept combines functionality, emotional engagement and strong visual appeal.
The growing popularity of SPF-enhanced makeup and funny, playful-inspired concepts reflects consumers' increasing demand for multifunctional products that combine skincare benefits,
innovative packaging and engaging user experiences, an evolution perfectly embodied by the On-The-Glow SPF30 Lip Gloss.
Innovation at Mktg Industry also extends to sustainable packaging solutions. Among the concepts receiving significant attention was the new Glass Bottle Celebrity with Refillable Airless System,
developed to combine premium aesthetics with practical sustainability. Featuring a recyclable
glass outer bottle paired with an interchangeable PP refill cartridge, the system has been designed in line with the objectives of the PPWR while preserving formula integrity through advanced airless
technology. It represents a tangible example of how sustainability can become an integral part of premium product design rather than a compromise.
For Mktg Industry, the exhibition represented much more than a showcase for new product concepts. It was an opportunity to strengthen long-term partnerships, initiate exciting new
collaborations and reinforce its position as a strategic development partner for beauty brands worldwide.