On June 18 and 19, in the Carrousel du Louvre in Paris’s famed Louvre Musee, cosmetic exhibitors and attendees will step into a forum of beauty innovation, creativity, and connections, as MakeUp in Paris celebrates its 15th edition. Sandra Maguarian, Co-Founder and Show Director, MakeUp in Paris, tells Beauty Packaging why this special anniversary edition promises to be unforgettable.

Jamie Matusow: 2025 marks the remarkable 15th edition of MakeUp in Paris! What was your original intent behind launching this show?

Sandra Maguarian: When my partner Jean-Yves Bourgeois and I launched MakeUp in Paris 15 years ago, we intended to create a unique, intimate space dedicated entirely to the innovation, creativity, and collaboration driving the makeup industry. At the time, no event truly brought together all players—from ingredient suppliers and formulators to packaging designers and brand leaders—under one roof, with a clear focus on makeup. We saw a growing need for a platform where inspiration could flow freely and future trends could be born. MakeUp in Paris was created to be that catalyst, and it’s been incredible to see how the show has grown into a global reference point for beauty innovation.

JM: What features made the original MUP stand out from other Beauty Industry shows?

SM: From the very beginning, MakeUp in Paris stood out because it was created by beauty industry insiders for beauty industry insiders, with a laser focus on makeup. Unlike broader beauty shows, MUP was intentionally boutique in scale, fostering a more curated, immersive experience. We emphasized quality over quantity—featuring cutting-edge innovation, trend-driven content, and true networking opportunities. The show also broke the mold by integrating the entire product development chain, from ingredients to finished products, all within an inspiring and creative atmosphere. This made it not just a trade show, but a true incubator for trends and collaboration.

JM: How has the show progressed over the years? As far as the number of suppliers, visitors, categories…

SM: Over the past 15 years, MakeUp in Paris has evolved significantly—not just in size, but in depth and influence. While the number of suppliers and visitors has certainly grown, what we’re most proud of is the consistent rise in the quality of both. We’ve curated an increasingly selective mix of exhibitors, showcasing only the most innovative, forward-thinking players in the industry. The categories have also expanded—from a focus solely on makeup to embracing skincare and hybrid beauty solutions—reflecting how the industry itself is evolving. Content-wise, we’ve deepened our trend forecasting, added expert-led conferences, and maintained a strong focus on meaningful connection over mass exposure. The show today is a reflection of where beauty is headed: more intentional, more sustainable, and more collaborative.

JM: What has most surprised you over the years regarding exhibitors, attendees, special exhibits, and educational programs you offer?

SM: What has surprised—and truly inspired—us most over the years is the deep sense of partnership and mutual respect that defines the MakeUp in Paris community. From the beginning, we set out to create more than a trade show, and today we’re proud to see a genuine family has formed around it. Exhibitors, even those who are direct competitors, come together with a shared passion for innovation and creativity. 

There’s a remarkable level of respect among them, and it’s not uncommon to see collaborations sparked right on the show floor. The relationship between us, as organizers, and our partners has also evolved into something unique—we co-create the experience together. And our expert contributors continue to impress us with their dedication to our educational programs, helping make MUP not just a marketplace, but a hub of inspiration and thought leadership. That spirit of collaboration, trust, and respect is what makes this event truly special.

JM: Any special memories of the show?

SM: One memory that always makes me smile is the very first edition—held in the middle of an intense heatwave! We had exhibitors and visitors nearly fainting from the heat, but even then, the energy and excitement in the room were undeniable. That moment set the tone for what MakeUp in Paris would become: passionate, resilient, and full of life. Honestly, every one of the 15 editions holds a special place in my heart. Each year, I’ve witnessed incredible innovations, countless meaningful interactions, and so many smiling faces. It’s been more than just a show—it’s been a journey filled with friendships, creativity, and shared success. I couldn’t have dreamed of a more fulfilling professional achievement.

JM: What can we expect to see at this year’s event?

SM: This year’s edition promises to be one of our most exciting yet! We’re introducing a rich lineup of activities that reflect the evolving beauty landscape—like our Indie Brands Contest, which will spotlight emerging talents shaking up the industry. Our conference program is expanding into fresh territory with forward-thinking topics including hair care, pet care, and other new frontiers in beauty. One of the most special features this year is a collaborative surprise from our exhibitors: a custom makeup box filled with curated goodies for each visitor—a true expression of their shared passion and creativity. 

We’re also offering an exclusive private tour of the Louvre Museum to select participants, adding a touch of Parisian magic to the experience. And we’re thrilled to welcome the organizer of major makeup events in Africa, marking a powerful moment of global connection and exchange. In every way, this edition reflects the vibrant, inclusive, and innovative spirit of MakeUp in Paris.

JM: Anything else you’d like to tell us about MUP?

SM: What I’d really like to say is thank you. MakeUp in Paris has grown into something far beyond what we imagined 15 years ago, and that’s entirely thanks to the passion, creativity, and trust of our community—exhibitors, visitors, experts, and partners alike. MUP is not just an event; it’s a platform for connection, inspiration, and shared dreams. As the beauty industry continues to evolve, we remain committed to staying ahead of the curve while preserving the unique spirit that has always defined us. Whether it’s your first time attending or your fifteenth, we can’t wait to welcome you to this special edition and celebrate everything we’ve built—together.