If you'll be at MakeUp in LosAngeles next week, co-located with Luxe Pack Los Angeles at the LA Convention Center, don't miss the IT Awards Presentation on opening day. 

This year, the competition will showcase 31 finalists representing product and packaging innovations. Three winners will be announced, plus the winner of the first-ever Ocean Beauty Award.

If you'll be at the show, plan to attend the IT Awards presentation on February 12th at 9:30 am in the conference area. 

Three of the finalists are shown above: 

• Crystal Jam Skin Glazer by ArtCosmetics, a Formulation/Ingredient Finalist
• Water Wise Pea-Sized Power Face Cleanser by Colep Consumer Products, a Full-Service Finalist
• Clipped Wiper by HCP Packaging, a Packaging Finalist

All the IT Awards Finalists will be featured in an exhibit on the show floor—so stop by to take a look. 

How are the IT Award winners chosen?

To qualify, exhibitors submitted a video pitch and answered a detailed questionnaire. Participants were asked to describe the added value of their innovation as compared to existing products—based on the following criteria:

• Sensory experience
• Utility
• Components and/or Materials
• Environmental/Sustainable Impact
• Technology
• Color and Effects
• Design and Processes 

Show organizers made the first cut after reviewing every submission. Next, a jury reviewed the innovations that made it to the second round—and voted to choose the finalists and winners.  

Take a look at all the 2025 IT Award finalists here.