Singapore, 20 March 2025: Portfolio company ICONS|America exhibit at MakeUp in New York 2025.
ICONS Beauty Group is excited to share the success of its portfolio company, ICONS America, at MakeUp in New York 2025. Held on 17–18 September at the Javits Center, the exhibition welcomed 4,765 beauty professionals and more than 160 exhibitors, providing a vibrant platform to showcase the latest innovations shaping the future of beauty packaging.
This year, ICONS Beauty Group introduced our Level Up theme, reflecting the next generation of beauty packaging that goes beyond functionality to deliver interactive, multi-sensory and sustainable experiences. Throughout the exhibition, visitors explored innovations designed to elevate product performance, strengthen consumer engagement and support evolving sustainability goals.
Watch our company video to see the highlights from the show:
Level Up: Next-Generation Beauty Packaging
The Level Up theme reflected the shift taking place across the beauty industry, where brands are increasingly seeking packaging that enhances product performance, elevates the consumer experience and supports more sustainable product development.
ICONS America showcased a range of innovations designed to meet these evolving needs. Standout products included:
- Pillow Applicator Collection – Featuring duo-end lipsticks, pencils and slimline wand packs with soft pillow-tip applicators that create a unique blurring effect while delivering a tactile, sensorial application experience.
- Innovative Doefoot Applicators – New cosmeceutical-inspired applicator formats combining cooling, sculpting and precision to enhance product performance and on-the-go convenience.
- Multini Mini Tottle Family – Compact PE tottles available in sizes from 7.5ml to 15ml with multiple applicator options, ideal for travel-size products, sampling and everyday portability.
- Mix & Match Duo-End Collection – Interchangeable, removable and washable brush and sponge applicators across a range of packaging formats, offering greater flexibility, hygiene and reusability.
- Sustainable Packaging Solutions – Including 100% mono-material IML Tubes manufactured in the USA, the Refillable PP Jar with Built-In Spatula, and the award-nominated EcoRefill Powder Pot, supporting brands with packaging designed for a more circular future.
What’s Next?
This year’s exhibition provided another valuable opportunity to strengthen relationships with existing customers, introduce ICONS Beauty Group to new beauty brands, and connect with product developers and packaging professionals from across North America and beyond.
The conversations throughout MakeUp in New York reflected the industry’s continued focus on creating packaging that balances innovation, functionality and sustainability, values that continue to drive the mission of ICONS Beauty Group.
Thank you to everyone who visited us at MakeUp in New York 2025, and congratulations to the ICONS America team for another successful exhibition.
