This year’s co-located show drew nearly 5,000 attendees, introduced targeted packaging innovations, and sparked complex state-of-the-industry conversations.
The latest West Coast edition of the popular 2-in-1 co-located B2B event, held at the LA Convention Center on February 12th and 13th, drew 4,928 visitors—a showing of continued vibrancy in the industry. Billed as “the premier trade show for creative packaging, innovation, and trends across premium industries,” Luxe Pack LA showcased more than 80 international primary and secondary packaging suppliers and manufacturers (including 20 new experts).
MakeUp in LosAngeles brought together an international lineup of legacy suppliers, as well as more than 30 new exhibitors.
A dynamic educational program added to the two-day experience, with speakers and panels addressing prominent industry issues and trends.
MakeUp In’s exciting IT innovation awards were also an event highlight (see here for the full awards list.)
Show Floor Talk
While exhibitors, creatives, and brands discussed new projects, and sat in on scheduled appointments, there was also an undercurrent of emotions at the show, with industry executives discussing what they feel is a somewhat uncertain year ahead.
Some suppliers told Beauty Packaging that “brands don’t know what to do” as far as going ahead with sustainable packaging, due to new laws, cost, consumer demand, etc. Others spoke about differences between the European and U.S economies.
Pending tariffs were a notable topic of conversation. The European perspective was that there would be more complexity with China, as China will compete more in Europe.
One supplier said, “People are now accustomed to crazy geopolitical events. If tariffs stay at 10%, it will be doable.”
A long-time exhibitor mentioned, “From our perspective, packaging represents one part of the value chain.”
Additional remarks were: “Hand labor is too expensive in the U.S. and Europe,” “It’s a vicious cycle;” “No one wants to pay tariffs.” “Clients are all on edge;” and “No one can agree on refillables or sustainable materials…”
One packaging exhibitor summed up the confusion, saying, “I haven’t the faintest idea of what 2025 will bring.”
Packaging Trends
Packaging at the dual-show ranged from ultra-premium to mass-convenience, all with consumer delight in mind, whether with gorgeous palettes and artistic wells, or convenient pumps for viscous products. As usual, many suppliers offered sustainable options, including mono-materials, glass, refillables, and deco.
‘On-the-go’ novelties appealed to Gen-Z consumers—such as chains, mirrors, and charms—that were attached to tubes, sticks, and bottles. In a nod to luxury, several palettes and lipsticks snapped shut with a satisfying “click.” More tubes were apparent, a number of them capped with various scrubber and applicator heads. Buy a new tube of cream; keep the head—or swap for a different head.
Numerous partnerships—especially between domestic packaging companies—had been created to develop easy-to-access, quick-to-market stock items that can be produced in the U.S. A growing demand for turnkey packaging with support from start to finish was also evident.
Many suppliers spoke about where products were made, decorated, and shipped from. Some suppliers showed collections specifically and entirely made in the USA, including Albéa and Geka.
New gestures, threaded-screw-like packs from lipsticks to bottles, and false bottoms for light weighting also showed up on the exhibit floor. Sticks continued with their ease-of-use and portability aspects. Several mascaras stood out with new features. Overall, there was a move to more glass and mono-materials. Customized stock products were also attracting a lot of interest.
Up Close with Exhibitors
Following is a rundown of some of the suppliers and highlights we spotted on the show floor. Companies are arranged in alphabetical order:
ABA Packaging
At Luxe Pack Los Angeles, 40-year-old ABA Packaging unveiled their new Idea Book. This pocket-size booklet showcases a curated selection of their premier packaging components. The mini catalog not only provides customers with a good overview of all that ABA can offer, but it also highlights how they can transform stock packaging into unique, standout solutions that are perfectly tailored to each brand’s needs.
ABA also introduced their innovative Aluminum Bottle Stocking Program—which Liana Cook, ABA’s recently appointed Vice President—said, is “a game-changer for brands seeking sustainable, versatile packaging.” This program offers three popular aluminum bottle sizes, each with a standard GPI 24/410 neck finish that is adaptable to various pump options for product flexibility. In addition, each bottle features a food-grade BPA-NI internal lining, making it an eco-friendly and reliable choice for various formulations.
Cook added, “With many customers asking for smaller production quantities, this program offers the ideal solution. No longer do you need to meet large minimums of 10,000-20,000 units to access sustainable packaging. We’re excited to bring affordable, sustainable primary packaging options to brands of all sizes—because every brand deserves a packaging solution that’s as unique and environmentally conscious as their products.”
ABA is also the exclusive partner of metals packaging supplier Envases, in the United States.
Albéa
In alignment with the Ellen MacArthur Foundation’s recommendations, Albéa Tubes has committed to reducing its consumption of virgin plastic by 20% by 2030, compared to 2019 levels. As part of this initiative, the company launched several solutions on the American market.
In LA, Albéa Tubes launched the Metamorphosis paper-based tube, paired with the Ecofusion top. Made with up to 50% paper and produced at Albéa’s Queretaro plant in Mexico, Albéa says this tube addresses the growing demand for local sustainable packaging solutions.
In addition, the range of low-profile caps has added the Slight Cap, which offers a 17% weight reduction compared to standard flip-top caps. The EcoTop family also premiered on the NA market in LA.
Albéa’s Cosmetics & Fragrance team introduced Polaris, a mono-material PP and refillable jar with a fully new concept for maximum ease of use: The cap is attached to the base with an invisible hinge, thus solving any cap issue and providing full access to the formula. Polaris is refillable with the TWIRL system.
Anisa International
Anisa International always has something new to show. In LA, it was the Hexagon Collection, an innovative hexagonal brush design that offers 6 degrees of application. It features 3 unique fibers that work perfectly with powder or liquid, and a sleek, modern brush head shape that ensures “versatility for buffing, blending, and sculpting. The shape features flat edges and fine points for targeted product placement.
Anomatic
The Anomatic stock line 2-Piece Jar Cover is fully recyclable and can be produced using any of their eco-alloy offerings, including 100% recycled aluminum Evercycle. This offers a more sustainable solution for the beauty packaging industry and helps brands reduce their environmental impact while maintaining a high-quality finish. Available in 15-, 30-, and 50-ml, it supports anodization and various customization options, making it perfect for skincare, cosmetics, and personal care products.
APC Packaging
APC Packaging showcased the “EcoReady Refillable Airless Jar,” which the supplier says is a symbol of “modern sustainable packaging.” This jar combines an elegant center dispensing design with an airtight, double-wall structure, “ensuring the preservation of product integrity and an extended shelf life.” The system also includes refillable inner cups that are offered with a pressure-sensitive closure or service cap. The jar is ideal for high-viscosity formulations.
Arcade
Front and center at Arcade Beauty was a showcase of sustainable paper-based solutions that are 80% paper, and recycle-ready. Scent seal, open seal, peel seal—all reduce plastic use. Lindsey Khosla told us they are ideal for both e-commerce and counter distribution.
Options include a 63% Paper Packette/Sachet, with 55% less plastic and 67% less C02 emissions than a standard packette; 48% Paper ScentSeal with 9% less plastic and 34% less C02 emissions than Arcade’s standard ScentSeal; a 90% Paper BeautiPod, with 60% less plastic and 61% less C02 emissions than their standard BeautiPod.
Arcade recently launched a new product, the 80% Paper Packette, which was developed in collaboration with Origins. Khosla explained, “This is an iteration on the traditional foil packette and is the first recycle-ready mono-dose sampling solution for skin, hair, and color.
Asquan
Michelle Wong at Asquan, a full-service supplier, showed us their best-selling Natural Brow Flick and Perfect Lines pens—free of any harmful ingredients. Wong told Beauty Packaging, “Asquan grew last year unlike many other companies.”
Club Kuma
Club Kuma was thrilled to participate in MULA for the first time since opening their doors in Fall 2023. They’ve been hard at work on several exciting projects, prioritizing speed to market through an agile approach. Their turnkey services and flexible global supply chain allow them to navigate current industry challenges while delivering fresh, forward-thinking solutions. With rapid growth on the horizon, they’re expanding their team to support their ambitious vision.
“I felt the industry was lacking innovation so it’s been exciting to see our approach resonate with clients, and we’re eager to continue bringing new ideas and our unique perspective to the space,” says Tim Thorpe, CEO of Club Kuma.
Compax
Compax had a number of interesting packs, including twist-up airless, and various top lid jars that release for refills. The Compax team said that people are looking for interactive features like “click-to-open.”
Cosmopak
Cassandra Bouillon said demand is strong and growing for turnkey solid fragrance: clean, no alcohol, less irritating. Cosmopak offers quick-to-market development using standard scents or accessing their fragrance wheel to customize blends. Synthetics can be good, she noted. They can stretch an oil much further, and fill in non-leak-sticks or vials, or compacts. Key chains, charms, and other holders and novelties are also available.
Derik Industrial
At Derik Industrial, Rick Persons said, “Everyone wants PET jars and covers.” One jar at Derik had a self-sustained spatula in the top of the lid. They are available in 2 different sizes and refillable. A cream jar offered a “false bottom.” A whole line of mono-material PET lip balms had PP inserts. Another popular item at Derik: PET stackables without pins; they can be sold individually or “built” collectively.
Elcos
Elcos provided many “3R” (Reduce, Reuse, and Recycle) packaging solutions, including
Refillable, Recyclable, and Custom sustainable packaging options “tailored to customers’ needs.”
One standout example featured a “packaging family” of glass refillable airless jars customized with a unique “stone” finish.
FusionPKG
One highlight at FusionPKG was the expansion of their Space Max Collection, with 3 new profiles. The collection is engineered for brands looking to maximize retail efficiency while showcasing a diverse range of formulas and shades. Featuring a sleek, racetrack-style profile, these designs allow brands to optimize gondola and shelf space, enhancing visibility and consumer engagement. Each package in the collection offers extensive decoration customization options, enabling brands to craft standout packaging solutions tailored to their identity.
Additionally, FusionPKG presented its patent-pending FreeForm PET Technology, “a groundbreaking advancement in airless and atmospheric packaging that delivers ultimate design flexibility with unmatched clarity and performance.”
Geka
“Made in U.S.” collection.
Germany-based Geka, known for high-precision beauty application solutions, was celebrating its 40th anniversary. The supplier highlighted several products, including its first “Made in U.S.” collection—only available in the U.S. (Geka’s all-heavy-wall packaging is available only in the U.S.)
Geka’s new Ethereal collection, produced at its U.S. location, blends hot foil and shadow printing with energizing colors to create a visually striking effect. The collection was developed in collaboration with Weckerle Cosmetics.
Another highlight was the boombasticBRUSH tubing mascara, a high-performance formula that envelops each lash with innovative lash-plumping technology for a full-bodied effect. Designed for long-lasting wear, it provides dramatic volume while ensuring effortless removal with warm water.
Geka also showed a curling mascara with GEKA’s missCURL brush, which combines smudge-proof and waterproof properties with a formulation enriched with conditioning ingredients.
Both mascaras were presented as regular and travel-sized.
GPI Beauty
GPI Beauty introduced its latest innovation in turnkey formulation and packaging: the Coastal Glow Collection. According to Megan Gunn, Senior Director, Strategic Marketing, this curated skincare and color cosmetics line “captures the effortless beauty of coastal living, harnessing the revitalizing power of the sea to deliver a healthy, radiant glow.”
Inspired by the ocean’s vitality, the Coastal Glow Collection is designed to nourish the skin and enhance natural beauty through marine-powered formulations and lightweight textures. Each product is crafted with sustainably sourced kelp, celebrated for its deep hydration and rejuvenating properties, and paired with eco-friendly packaging solutions, offering a mindful approach to self-care and sustainable living.
HCP
As always, HCP Packaging displayed a wide variety of packaging solutions in LA. Particularly interesting was the “Ringo Stacker” by HCP, which is a customizable, portable, and space-saving beauty packaging solution that allows consumers to curate their routines by stacking multiple products into a single, compact unit. Ideal for foundations, primers, eye creams, and more, each stackable module ensures secure containment and easy access. This innovative design enhances convenience and personalization, catering to the dynamic needs of modern beauty enthusiasts.
IBG/Roberts Beauty
IBG/Roberts Beauty presented highlights from their “The Future of Beauty” tradeshow collection, which “represents a transformative era in beauty, blending cutting-edge science with intentional self-care—and is rooted in the neuro-cosmetic movement.”
IBG/Roberts was an Innovation Award finalist in the packaging category for their Eco Precision Tip Tube, made with up to 75% Oceanworks resin. A seamless tube structure ensures precise formula dispensing while reducing waste.
The supplier was an Innovation Award winner in the Ocean Beauty Category for its Eco Flat Cap Pour Spout, which is made from up to 100% Oceanworks resin for eco-friendliness. An innovative twist-to-open spout simplifies the dispensing of waterless powder formulas. It also replaces traditional flip-top caps “with sleek functionality.”
ICONS|ICS
ICONS|ICS and ICONS|America exhibited together at MakeUp in LA 2025, showcasing their “Bloom” theme, “a celebration of beauty’s transformation through sustainability, inclusivity, and innovation, blending playful colors with sensorial, tactile experiences.” As a leader in sustainable packaging and an EcoVadis Platinum medalist, ICONS|ICS featured versatile and sustainable packaging solutions perfect for trending hybrid formulations. Standout innovations included a curvy mono-material PP panstick; a flip-top jar family featuring a PET jar and an elegant, curved top-lip design in the PP flip-top cap; several 16mmD and 19mmD PE tubes with unique applicators; and ultra-fine mist sprayers with a rounded cap or base, available in 60-120ml fill sizes.
ICONS|America showcased new and innovative In Mold Label (IML) tubes with “virtually unlimited” decoration possibilities, providing a Made-in-USA solution, lower carbon footprint, and faster lead times for North American destinations. Designed to deliver full-size performance or more petite travel sizes, their 35mmD and 40mmD tubes offer fill capacities ranging from 30- to 160ml, ideal for primers, foundations, cleansers, and more. They are also available in 50mmD size for larger size needs.
Inoac
Inoac emphasized stock packaging at the show, expanding shapes “with smaller brands in mind.” With sustainability also a factor, they are looking into non-petroleum materials. They can now mold in PP and PET, and do extrusion. 3D direct texturized print on PET can be recycled. The supplier is moving more to lightweight PET, rather than double-wall.
Miron & Calaso
Calaso revealed a mono-material “wild” (recycled) glass apothecary jar. The bell-shaped Bubbles “cloche” jar with a recessed bottom “sets a new standard in sustainable luxury packaging, blending style, innovation, and eco-consciousness.” Utilizing advanced push-up technology inspired by wine bottles, the design achieves a 35% lighter solution compared to standard perfume bottles. The company says this reduction in weight not only lowers CO₂ emissions, but also enhances sustainability without compromising its luxurious aesthetic.
NF Packaging
NF Packaging displayed a wide array of packaging solutions, including glass pump injection-molded bottles. Originally plastic, they have now been converted to glass, and are available in different sizes. Tube sticks (a stick-in-tube hybrid) were popular at the show, according to Lina Park. She also told Beauty Packaging that they were adding cute accessories that are playful and fun, to capture Gen-Z interest—such as items that can be attached to belt loops, etc. Park said brands are using a lot of stock tubes that can be customized.
Nuon Medical Technologies
Nuon Medical had several booths at the LA show, where they displayed a wide assortment of specialty, medical-based cosmetic applicators, in addition to other beauty tools and solutions. The key to success for the 18+ year-old company is integrating advanced technology modalities directly into customers’ products, “significantly increasing their efficacy and performance.”
Nuon’s founder and CEO Alain Dijkstra says success lies in the use of both active and secondary applicators. He explained, “These innovative tools integrate seamlessly into product packaging, enhancing the application process and allowing for technologies like microcurrent therapy, phototherapy, and other non-invasive treatments to be delivered directly to the skin. This dual approach—embedding active technologies within the products to support efficacy—ensures a holistic, transformative skincare experience.”
Precious Labs
Skincare, color, haircare—Precious Labs presented all bio-based formulations using green chemistry, to create clean, natural products, according to Mario Reyes, senior chemist.
Pumtech
Daniel Cha, VP Sales & Marketing, Pumtech, told us that K-Beauty is having a large impact on sales, and that the Korea manufacturer is growing double-digits every year thanks to both indie and legacy brands. Sunsticks, he said, are the fastest-growing products. In addition to pumps and other packaging, Pumtech offers a wide range of stick products of all sizes and shapes. Many are more premium, without the customary dial. Shapes have evolved from traditional round to narrow, dial-less styles with a slim face. With some, the user turns the whole bottom to dispense, causing a click—“a sign of quality,” said Cha. He also said that the market is shifting to GenZ in Europe and the U.S., as other countries “age out.”
Somang Glass
James Jin pointed out that Somang Glass is now using 60% PCR glass.
TaeSung
TaeSung’s Rocky Yoon showed us a glass jar with a magnetized spatula for a cooling effect. A pump compact locks. The TJACCO jar blends foundation.
Texen
Texen Beauty Partners now falls under the Quadpack umbrella. One thing shown—the Moon Collection, for mascara, features an innovative applicator with a new gesture for applying/removing the product.
Natasha Marquez showed us a new innovation for lashes, called Twice Eyes. Pull up and down on the handle on the cap to reach different areas. The user can adapt the brush from smaller to larger lashes, right to left eye, for exact coverage.
TriMas Packaging
Rachel Tao showed us a variety of products, including pumps, color cosmetic packaging, jars, caps, and airless systems. A new generation of mono-pumps are single-polymer, fully recyclable for skincare and hair care, and available in 2- and 4cc. A series of 4cc pumps is useful for foamers, sprayers, and trigger pumps. Tao said it’s a pump innovation “that’s been popular with a lot of global brands.”
UDN
With over 140 patents, UDN has designed a new tube that can offer an eco-friendly, non-aerosol option for the growing dry shampoo market. This mono-material package (either 100% PP or 100% PE) comes in a 30mm diameter option, which could hold between 30-80g of product. The mono-material tube also has less plastic than a conventional tube as it is “head-less,” with a lightweight closure design integrated directly onto the tube sleeve. While there is definitely a desire to “buy local” and “avoid tariffs,” Jerry Ruud, UDN representative, said “Many of the very innovative tube packages targeting the cosmetic and indie personal care brands come from China with many coming from the family-owned business at UDN based in Shenzhen.”
Verescence
At Verescence, Michel Levisse explained many of the supplier partnerships they had made, in order to develop stock items and achieve compatibility—with APG, Anomatic, and Axilone, with double-wall glass and a stock line of the Penelope jar.
A new lip gloss done with Axilone was glass with an aluminum rod and cap—and fully recyclable. For eye (and lip) products, Verescence partnered on glass mascaras with HCP and Alder.
Virospack
Virospack highlighted new rollerballs and tubular glass done in-house. Items were available with plastic caps and aluminum shells; different colors, sprays, etc.; steel or plastic balls; or ceramic for coloring effects. Virospack is also now returning to spatulas, re-designing PP spatulas. They are also commercializing mono-materials pumps. The same bottles used for dropper packages can be used for serums. Also available: a new high-dosage push-button dropper with increased capacity for hair and other applications.
Yuan Harng (YH)
At Yuan Harng, Irene Yan showed us their D40 comb with a rollerball. An on-off rotation system allows total control of delivery. She said the comb applicator & rollerball deliver the product and massage with a light touch, ideal for hair serum and scalp treatment. A detachable design enables the applicator to be re-used “in a sustainable way.” The sleeve is virgin PE, PCR, bioplastic, and variefoil.
See all the winners of this year’s MakeUp in LosAngeles’ IT Innovation Awards here.