Leveling Up at Makeup in New York 2025
Leveling Up at Makeup in New York 2025
ICONS Beauty Group returned to MakeUp in New York for their 2025 exhibition with our ICONS America Level Up themed booth. The event was held September 17–18 at the Javits Center, attracting 4,765 visitors and more than 160 exhibitors. This year, we introduced our Level Up theme, spotlighting the future of packaging that goes beyond function to deliver interactive, multi-sensory, and sustainable beauty experiences.
🎥 Watch our post-show video below to relive the highlights!
✨Level Up: Next-gen beauty packaging
The Level Up theme captures the shift we’re seeing in beauty packaging today: consumers want more than just functionality, they want packs that are interactive, intuitive, and inspiring. Our collection at Booth C12 brought this to life with a focus on tactility, multifunctionality, and eco-innovation.
🎯Tactile, Interactive & Playful
Squishy pillow-shaped applicators are quickly becoming a rising sensation in beauty, thanks to their playful feel and interactive design. At our booth, visitors experienced our latest pillow applicator formats, including:
- Duo-end slant tip lipstick
- Duo-end pencil
- Slimline wand pack
Each incorporates a soft “pillow” tip applicator that creates a blurring effect, transforming beauty routines into fun, sensorial moments. Designed to engage through both touch and sight, these packs merge functionality with delight – tapping into the growing consumer demand for experiences that feel as good as they look.
- Innovative Doefoot Applicator Packs – New cosmeceutical-style formats combine cooling, sculpting, and precision for an enhanced on-the-go experience.
🧴Multi-functional & Space-saving
Evolving lifestyles call for smarter, space-saving packaging. At MUNY, we introduced two new families designed for versatility and convenience:
- The “Multini” Mini Tottle Family – Compact PE tottles with PP caps in 7.5ml–15ml sizes, available with multiple applicator options. Perfect for travel, sampling, or on-the-go beauty.
- Mix & Match Duo-End Family – Interchangeable, removable and washable brush & sponge applicators across a range of packs, including the D30 tube, chubby duo-end PET panstick, and 30ml duo-end PET wand. This collection delivers hygiene, reusability, and versatility across skincare and color formulations, bringing flexibility and creativity to brands and consumers alike.
🌍Eco-friendly Innovation
At ICONS|America, sustainability is not just a buzzword but embedded in our company culture and the variety of products we develop. At MUNY, we showcased:
- 100% Mono-Material IML Tubes – Manufactured in our North Carolina ICONS America HQ facility, these PP tubes combine low-carbon sustainability with maximum visual impact through 360° decoration from shoulder to crimp.
- Refillable PP Jar with Built-In Spatula – A thoughtful 100ml mono-material jar with a reusable spatula housed in the inner cap. Designed for daily skincare routines, this jar ensures hygienic application while supporting longevity and refillability.
- EcoRefill Powder Pot – Our award-nominated EcoRefill loose powder pot is 100% PP mono-material, refillable, and recyclable. With its optimized click-lock design, it makes sustainable beauty simple, seamless, and consumer-friendly.
💡A Hub for Innovation & Connection
MakeUp in New York is always a highlight on our calendar, not just for showcasing our latest designs, but for the conversations it sparks. With 160+ exhibitors and thousands of visitors, the show provided an incredible platform to connect with both long-standing partners and fresh innovators shaping the future of beauty.
What’s Next?
We’d like to extend a heartfelt thank you to everyone who visited us at Booth C12. It was inspiring to share our newest innovations and see firsthand the excitement around Level Up.
✨ Couldn’t make it to New York? You can still explore our collection and discover how ICONS America can help elevate your brand’s packaging. Contact us at info@ics-world.com or info@iconsbeauty.com
