Singapore, 24 March 2026: ICONS Beauty Group exhibit at MakeUp in Los Angeles 2026.
From 4–5 March, the global beauty industry came together once again at MakeUp in Los Angeles 2026, welcoming more than 148 exhibitors and 5,470 visitors to explore the latest innovations in beauty packaging, formulation and product development.
For ICONS America, this year’s exhibition marked an exciting milestone. Alongside showcasing the continued evolution of our Level Up theme, we were recognised as the exhibitor generating the highest number of visitor sign-ups to the show and received the Star Product Showcase award for our Tottle Collection, Mix & Match Applicator Pansticks and Made in USA In-Mold Label Tubes.
✨ Level Up: Next-Generation Beauty Packaging
Our Level Up theme reflects the changing role of beauty packaging, where innovation extends beyond functionality to embrace sustainability, accessibility and consumer engagement.
This year’s collection focused on packaging that is:
- Sustainable – simplified material choices, mono-material solutions and scalable innovation.
- Accessible – intuitive formats, ergonomic designs and user-friendly functionality.
- Experiential – tactile finishes, playful forms and packaging designed to encourage interaction.
Rather than simply presenting new products, the collection demonstrated how packaging can create value throughout the consumer journey, from first impressions on shelf to everyday use, while supporting brands as they respond to evolving market expectations.
Key Packaging Trends from MakeUp in Los Angeles 2026
🧴 Emotional Design
Beauty packaging continues to embrace softer forms, tactile finishes and playful silhouettes that create stronger emotional connections with consumers.
Our latest rounded tottle designs demonstrated how distinctive aesthetics and practical functionality can work together to create packaging that feels both premium and approachable.
🪀 Mini Formats & On-the-Go Beauty
Compact formats continue to support changing beauty routines, making products more accessible while encouraging trial, travel and everyday convenience.
Our latest mini packaging solutions highlighted how smaller formats can help brands drive product discovery without compromising functionality or consumer experience.
🫧 Decorative Tube Innovation
Decoration remains an important tool for helping brands stand out in an increasingly competitive marketplace.
Our Made in USA In-Mold Label Tubes showcased the creative possibilities of premium decoration, combining striking visual effects with a fully mono-material construction to support more sustainable packaging solutions.
💡 Interactive Applicators
Innovative applicators continue to redefine the beauty experience, enhancing precision, usability and consumer interaction.
Our latest applicator concepts demonstrated how thoughtful design can elevate both product performance and everyday routines.
🌍 Sustainable Simplicity
As sustainability expectations continue to evolve, brands are increasingly looking for packaging that balances recyclability with premium aesthetics.
Our Mono Material PET Compact Collection reflects this shift, offering simplified material structures that support curbside recyclability while maintaining the quality and design flexibility expected in today’s beauty market.
Looking Ahead
MakeUp in Los Angeles 2026 once again demonstrated the pace of innovation across the beauty packaging industry, with continued emphasis on sustainability, functionality and consumer-led design. Throughout the two-day exhibition, the ICONS America team welcomed beauty brands, product developers and industry partners from across North America to discuss the latest packaging trends and explore new opportunities for collaboration.
As the first exhibition in our 2026 calendar, MakeUp in Los Angeles provided a strong platform to introduce the latest additions to our Level Up collection and strengthen relationships with both existing and prospective customers.
Thank you to everyone who visited our booth, and congratulations to the ICONS America team on another successful exhibition.
Watch our video below to relive the highlights from MakeUp in Los Angeles 2026. To learn more about any of the products featured, contact info@iconsbeauty.com
