Leveling Up at MakeUp in Paris 2026
Leveling Up at MakeUp in Paris 2026
ICONS Beauty Group returned to MakeUp in Paris 2026, held at the iconic Carrousel du Louvre, to showcase our latest sustainable beauty packaging innovations.
Following our Paris debut last year, MakeUp in Paris 2026 marked another exciting opportunity to connect with European and UK audiences, share our newest packaging developments and highlight the formats shaping what comes next in beauty.
✨Level Up: Next-gen beauty packaging
Our “Level Up” concept continued to evolve at MakeUp in Paris, showcasing how beauty packaging is moving into its next generation where functionality meets sustainability, accessibility, and emotional engagement.
This year, our display focused on packaging that is:
- Sustainable — simplified materials, mono-material solutions, and scalable innovation
- Accessible — intuitive formats, ergonomic shapes, and inclusive usability
- Experiential — tactile finishes, playful forms, and designs that invite interaction
Rather than simply presenting products, the collection demonstrated how packaging can perform across every touchpoint, on shelf, in hand, and on screen.
The result is packaging that not only functions effectively but enhances the overall beauty experience and connects more meaningfully with today’s consumer.
Key Packaging Trends from MUPA 2026
🧴Sensory Application: Beauty You Can Feel
Innovative applicators, playful shapes, and tactile caps and closures continue to transform daily routines into more sensory beauty experiences.
At MakeUp in Paris, our Jelly Applicator Collection brought this trend to life across sticks and duo-end wands. Designed with smooth silicone tips, these applicators deliver a pillowy, gel-soft feel that makes application feel soothing, satisfying and easy to control.
From lip and cheek to face and hybrid beauty formulas, jelly applicators add a new layer of interaction to packaging, helping brands create products that feel as good as they look.
🫧Controlled Dispensing: Precision Meets Ease of Use
As skincare, hybrid beauty and on-the-go formats continue to grow, dispensing systems are becoming a key part of the user experience.
Our Push Button Droppers, Slow-Release Sprayers and Powder Spray Tubes demonstrate how controlled dispensing can make beauty packaging feel more intuitive and elevated.
The push button dropper supports clean, precise and mess-free application for serums, oils, boosters and targeted treatments, while the slow-release sprayer creates a softer, more gradual misting experience for hair, body and skincare products. Our Powder Spray Tube also offers a practical solution for powder dry shampoo and other spray product formats. Designed for convenient one-handed use, the tube is held upright and gently pressed to dispense.
These formats show how functional details can improve everyday use while giving brands a more premium and memorable application story.
🎀Playful Portability: Made to Carry, Share, and Show-off
Beauty packaging is becoming more portable, collectible and emotionally engaging, with formats designed to fit naturally into bags, routines and social moments.
Our heart-shaped formats and keychain-ready packs reflect this shift, turning packaging into something consumers can carry, show and repurchase.
These playful formats are ideal for mini routines, on-the-go touch-ups, gifting and limited editions, helping brands create products that feel fun, intentional and made to be shared.
🌍Sustainability & Foldable Formats
As PPWR continues to shape packaging decisions in Europe, brands are looking for formats that support recyclability, material efficiency and easier end-of-life handling, without losing the sensory appeal consumers respond to.
Our Collapsible Bottle brings this thinking into a distinctive foldable format, designed to scrunch down as product is used. This supports better product use-up and helps reduce empty-pack bulk, while creating a tactile squeeze experience that feels satisfying in the hand.
For brands, it offers a more visible and engaging sustainability story: a pack that feels different, functions intuitively and supports the move towards more practical, future-ready packaging across body care, hair care, personal care and refill-style concepts.
What’s Next?
MakeUp in Paris 2026 showed how closely beauty packaging innovation is now linked to future packaging requirements. Brands are not only looking for packs that create stronger first impressions and better application experiences, but also formats that support clearer sustainability claims, simplified material choices and PPWR-ready product development.
For ICONS Beauty Group, this means continuing to develop packaging that helps brands balance personality, performance and practicality with more future-focused sustainability solutions, from jelly applicators and controlled dispensing systems to collapsible bottles, keychain formats and mono-material spray solutions.
Thank you to everyone who visited us in Paris. It was a pleasure to share our latest innovations and connect with so many brands, partners and industry friends at the show.
Watch our video below to relive the highlights from our booth at MakeUp in Paris 2026.
To learn more about any of the products featured, contact info@iconsbeauty.com
