As beauty brands face growing pressure to back up their claims with solid evidence, MakeUp in New York is making science and market intelligence the focus of its 2026 edition on September 16-17 at the Javits Center.

The show is expected to welcome around 4,800 industry professionals and will bring together more than 160 exhibitors across formulation, contract manufacturing, packaging, and ingredients.

A major draw will be the Beauty Talks program, featuring 14 expert-led sessions on the show floor covering the industry’s hottest topics, from scalp care efficacy, active delivery, retail readiness and AI visibility to GLP-1, and regulatory compliance.

The speaker lineup will include Leïla Rochet (Cosmetics Inspiration & Creation), Florence Bernardin (Asia Cosme Lab), Luisa Oliva (LO Consulting), Axel Bracquemond (Lessonia) and Kim Baker (Glamazon), among other industry experts.

The event will also spotlight one of beauty’s biggest shifts: the rising demand for substantiated claims.

Under the theme Science You Can See, organizers will highlight how clinical data, measurable results and ingredient transparency are overtaking marketing hype, as increasingly stringent US regulations raise the bar for cosmetic claims.

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Source: Premium Beauty News (https://www.premiumbeautynews.com/)

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