MakeUp in LosAngeles is promoting ocean preservation this year with its new “Ocean Beauty” concept, also referred to as Blue Beauty.

Blue Beauty focuses on sustainability and preserving marine ecosystems, and is a rising trend in skincare and cosmetics. Unlike the broader “Green Beauty” movement, which emphasizes general environmental responsibility, Blue Beauty addresses how beauty products and their production impact the oceans, according to the show’s organizers.

The Blue Beauty trend also emphasizes eco-friendly packaging solutions, with a push towards recyclable, reusable, and biodegradable options to minimize plastic waste.

This year’s IT Awards will include an Ocean Beauty award category to recognize the MakeUp in LosAngeles 2025 exhibitors who are helping to improve the environmental impact of beauty products on the oceans.