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: Rewriting the playbook: how legacy brands are evolving in a fast-changing and demanding market

Session description: Legacy brands have adapted fast to meet a new market on its own terms, building real presence in prestige e-commerce, leaning back into artistry and craft, and finding fresh ways to connect with what consumers actually want today. What does lasting success look like when the market keeps moving? Indie brands are part of the answer too, fueling creativity and pushing legacy houses toward healthy competition rather than complacency. Beauty leaders come together to unpack what these different approaches to reinvention reveal about staying at the top of an ever-changing and demanding industry.

Moderator: Katarina Wijkander, Founder – Sirka Labs

Date and time of the Euromonitor session: 17 September 2026, 09:45–10:30

Euromonitor speaker: Olivia Stelmaszczyk, Consultant