Makeup in New York

MakeUp in New York returns on 16–17 September 2026 at the Jacob K. Javits Convention Center in New York City, bringing together the entire international cosmetics industry for two days of innovation, networking, and discovery. With more than 160 exhibitors, attendees can connect with formulators, ingredient suppliers, packaging experts, contract manufacturers, and accessory specialists from across the beauty value chain. Designed as an immersive sourcing and learning experience, the event provides opportunities to explore emerging trends, compare solutions, gain expert insights, and discover breakthrough innovations shaping the future of beauty. It is the ideal destination to connect, collaborate, and inspire new product development.

Session title: Beyond K-Beauty: Understanding the Rise of C-Beauty

Session description: Chinese cosmetics exports have grown for three consecutive years, with brands like Florasis and Flower Knows moving beyond cross-border e-commerce into mainstream retailers like Ulta. But the picture outside China is mixed. Growth has been strongest in Southeast Asia, where geographic and cultural proximity give Chinese brands a natural advantage, while entry into Western markets has been slower and harder to convert into lasting traction, with brands like Mao Geping finding an early overseas retail debut in Hong Kong met with limited fanfare. Western consumers also remain more skeptical of Chinese-made beauty than they are of Korean or Japanese alternatives, a perception gap brands are working to close by leading with product performance rather than country of origin. The conversation asks whether C-Beauty's momentum is genuinely built to cross into the US market, or whether its strength for now remains closer to home.

Date and time of the Euromonitor session: 17 September 2026, 14:15–15:30

Euromonitor speaker: Olivia Stelmaszczyk, Consultant