Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
MakeUp in Los Angeles 2027 is a vital event for professionals in the beauty industry, focusing on the latest trends and innovations in skincare and makeup. Scheduled for 23-24 February 2027, this trade show will be held at the Los Angeles Convention Center, bringing together suppliers, brands, and trendsetters.
Attendees will have the opportunity to explore new products, engage in workshops, and network with industry leaders. MakeUp in Los Angeles 2027 takes place in Los Angeles, United States.
TL;DR
- 1Dates and Venue: 23-24 February 2027, Los Angeles Convention Center in Downtown Los Angeles (confirm hall, entrance and daily opening hours on makeup-in.com before travelling).
- 2Sector Focus: a supplier-side beauty show covering colour cosmetics and skincare formulation, pigments and actives, primary and secondary packaging, applicators and turnkey manufacturing for brand teams.
- 3Who Should Attend: brand founders, product developers, R&D chemists, packaging and procurement leads, quality and regulatory staff, and retail buyers building 2027-2028 launch calendars.
- 4Format: an exhibition floor plus a scheduled programme of talks and workshops published at makeup-in.com/en/schedule; visitor registration runs through the official site.
Why visit
Visitors will gain insights into the latest beauty trends and innovations, network with key industry players, and discover new products and suppliers. Dates and Venue: MakeUp in Los Angeles 2027 takes place on 23-24 February 2027 at the Los Angeles Convention Center. Buyer Authority: Attendees include brand owners, suppliers, and trendsetters in the beauty sector.
Why exhibit
Exhibiting at MakeUp in Los Angeles provides brands with direct access to influential buyers and decision-makers in the beauty industry. Buyer Authority: Attendees include brand owners, suppliers, and trendsetters in the beauty sector. Meet qualified buyers and partners including Skincare manufacturers showcasing new formulations, Makeup brands presenting innovative products, Packaging suppliers offering sustainable solutions. Position your offer across skincare products.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Brand founders and general managers of indie colour-cosmetics and skincare labels sourcing manufacturing partners for 2027-2028 launches
Product development and R&D managers specifying formulas, pigments, actives, textures and long-wear performance
Packaging engineers and procurement leads comparing compacts, lipstick mechanisms, tubes, droppers, pumps and refillable formats
Quality and regulatory affairs staff reviewing stability data, compatibility reports and US labelling documentation for new SKUs
Retail buyers and merchandisers from beauty chains, pharmacies and e-commerce platforms assessing supplier capability and lead times
Marketing and brand teams hunting launch-ready concepts, sampling formats and in-store display packaging
Independent formulators, product consultants and design agencies supporting beauty brand development
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Contract manufacturers and turnkey beauty suppliers offering formula development plus filling, assembly and kitting
Colour-cosmetics formulators specialising in lip, eye and face products, including long-wear, clean and hybrid textures
Skincare and hybrid beauty labs supplying serums, creams, essences, SPF and tinted skincare
Ingredient houses and pigment suppliers presenting effect pigments, pearls, emollients, film formers, preservatives and actives
Primary packaging converters producing compacts, stick cases, tubes, pumps, droppers, jars, sifters and refillable systems
Secondary packaging, decoration and POS suppliers offering cartons, hot foil, metallisation, labelling and display units
Applicator, brush and component makers supplying doe-foot applicators, flocked tips, sponges, mirrors and brush sets
Testing, regulatory and laboratory service providers supporting stability, compatibility and US cosmetics compliance
Beauty accessories and sampling specialists supplying discovery kits, sachets, spatulas and travel formats
Product categories
Key solution areas showcased across the event.
Colour cosmetics formulation and manufacturing: lipstick, lip gloss, mascara, eyeliner, foundation, concealer, blush, eyeshadow, pressed and loose powders
Skincare and hybrid beauty: serums, creams, essences, SPF and tinted skincare for makeup-skincare crossover launches
Primary packaging: compacts, stick and lipstick cases, tubes, pumps, droppers, jars, sifter packs and refillable formats
Secondary packaging and POS: folding cartons, labels, hot foil, metallisation, decoration and retail display units
Applicators and components: brushes, sponges, flocked applicators, doe-foot applicators, mirrors, closures and mechanisms
Ingredients and actives: pigments, pearl and effect pigments, emollients, silicones, film formers, preservatives and fragrance
Full-service and turnkey: formula development, regulatory support, filling, assembly, kitting and short-run versus mass production
Testing and compliance services: stability, compatibility and challenge testing, US FDA MoCRA documentation and labelling review
Beauty accessories and sampling: discovery kits, sachets, spatulas, mixing tools and travel formats
Location & Facilities
Venue
Los Angeles Convention Center
Los Angeles, United States
Facilities
Parking
Los Angeles Convention Center in Los Angeles typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: Los Angeles Convention Center in Los Angeles typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Los Angeles Convention Center for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
Infopro Digital US
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Los Angeles, United States
Why it matters
Attending MakeUp in Los Angeles 2027 on 2027-02-23 to 2027-02-24 in Los Angeles lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · USD
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Los Angeles International
The main international gateway, with the widest choice of long-haul nonstops into Los Angeles. Rideshare pickup is handled through a dedicated lot served by a shuttle from the terminals - confirm the current procedure on arrival. The FlyAway coach runs to Union Station for onward Metro connections
approx. 18 mi / 29 km
to venue
30-60 min depending on traffic
by car
Hollywood Burbank
Smaller airport north of Downtown, useful for domestic connections and a quicker kerbside experience than LAX. Road access via the I-5 freeway; a taxi or rideshare to the convention center is usually shorter than from LAX
approx. 12 mi / 19 km
to venue
25-45 min
by car
Long Beach
Compact regional airport south of Downtown Los Angeles, mostly domestic. Accessible via the I-710 and I-110 freeways; allow extra time in the afternoon peak and confirm rideshare availability at quieter hours
approx. 25 mi / 40 km
to venue
35-55 min
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
STILE Downtown Los Angeles
4-star
Downtown Los Angelesapprox. 0.7 mi from the Los Angeles Convention Center to venueOutdoor pool, restaurant, bar and fitness center; a Google Hotels capture flagged a 15 percent discount versus its usual rate. Mid-tier choice for brand and supplier teams who want a walkable commute to the halls.
City Center Hotel
2-star
Downtown Los Angelesapprox. 0.8 mi from the Los Angeles Convention Center to venueBudget-friendly base with free Wi-Fi, free parking and breakfast included; a Google Hotels capture flagged a 36 percent discount versus its usual rate. Useful for exhibitor staff who drive in and want parking bundled.
Local transport
Get around the city with these convenient transport options.
taxi / rideshare
Estimated costApprox. USD taxi/rideshare from LAX to venue (estimate; confirm before travel)
Best forLos Angeles International (LAX) to Los Angeles Convention Center
Roughly 18 mi and 30-60 min depending on traffic; the afternoon peak on the I-110 is the slowest window. Rideshare pickup at LAX uses a dedicated lot reached by shuttle.
taxi / rideshare
Estimated costApprox. USD taxi/rideshare from BUR to venue (estimate; confirm before travel)
Best forHollywood Burbank (BUR) to Los Angeles Convention Center
About 12 mi via the I-5 freeway; usually the shortest airport run to Downtown Los Angeles and a good option if your domestic connection lands at BUR.
taxi / rideshare
Estimated costApprox. USD taxi/rideshare from LGB to venue (estimate; confirm before travel)
Best forLong Beach (LGB) to Los Angeles Convention Center
About 25 mi via the I-710 and I-110; allow 35-55 min and more in the evening peak. Check that a rideshare is available at the terminal for late arrivals.
airport coach + metro
Estimated costApprox. USD 10 for the FlyAway coach plus approx. USD 1.75 LA Metro single fare (confirm both fares before travel)
Best forLAX FlyAway coach to Union Station, then Metro A or E Line to Pico Station
The cheapest way into Downtown if you travel light. Union Station connects to the A and E lines; Pico Station is roughly two blocks from the convention center.
metro
Estimated costApprox. USD 1.75 per single ride with a TAP card; daily fare caps apply (confirm current caps at metro.net)
Best forMetro A Line or E Line to Pico Station (Downtown Los Angeles)
Pico Station serves both the A Line and the E Line and is a short walk from the Los Angeles Convention Center. Useful for hotel-to-venue hops and for reaching Downtown dining.
walking
Estimated costNo fare - approx. 10-18 min on foot depending on the property
Best forFigueroa Corridor hotels to Los Angeles Convention Center
Hotels along Figueroa and around LA Live are walkable to the halls; pavements are wide but crossings at Figueroa and Pico are busy during show mornings.
parking
Estimated costApprox. USD 20-40 per day per vehicle, event rates vary (confirm with the venue before driving)
Best forLos Angeles Convention Center on-site parking structures
Pay on entry or at a machine depending on the event; queues build before opening. Prefer arriving 45 minutes early on day one, and note that oversized vehicles may not fit older structures.
Weather
Late February is the tail of the Los Angeles winter: cool, often overcast mornings that burn off to mild, bright afternoons, with rain arriving in a few storm episodes rather than steady drizzle. Climatological averages for Downtown suggest daytime highs near 19-21 C (66-70 F) and overnight lows near 10-12 C (50-54 F), with roughly 70-80 mm of rain across the month. The weather page captured for this listing returned only national US headlines, so treat these as seasonal bands and check the National Weather Service Los Angeles forecast in the final week before travel.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
US mobile networks (Verizon, AT&T, T-Mobile) cover Downtown Los Angeles well, including 5G in the convention center district; visitors from abroad should arrange a travel eSIM or local SIM before landing because airport SIM kiosks charge a premium. Wi-Fi is generally offered in convention center public areas and in the hotels listed here, but do not rely on it for live demos - bring your own hotspot if your stand depends on connectivity. Power is 120 V at 60 Hz with Type A/B plugs, so European, UK and Australian devices need an adapter and, for anything with a motor or heating element, a voltage converter.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Business dress
Los Angeles business casual rules: smart trousers or dark jeans with a blazer, open-collar shirts and comfortable shoes. Beauty-sector meetings are style-conscious but not formal - a suit and tie will look out of place on the show floor.
Greetings and names
A handshake and first names are standard, including with senior suppliers. Keep small talk brief and get to the formula, MOQ and lead-time questions quickly; US meetings move fast and end on time.
Tipping and payment
Restaurant tipping runs 18-20 percent on the pre-tax total, and counter-service cafes often prompt for 15 percent or more. Cards and mobile wallets are accepted almost everywhere; carry a little cash for valet and small purchases.
Traffic and timing
Distances in Los Angeles are measured in time, not miles. Build 45-60 minutes of buffer for any cross-city appointment between 07:30-09:30 and 16:00-19:00, and confirm rideshare pickup points at large venues before you leave.
Downtown after dark
The convention center district is busy during events but quietens quickly a few blocks east. Stay on lit main streets such as Figueroa and around LA Live after the show closes, and take a rideshare rather than walking long stretches at night.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: LAX
Captured Google Flights searches for 23 February 2027 departures show nonstop service to LAX from Tokyo and Dubai, and same-day nonstops from New York JFK at about 6 hr 18 min. Sydney routings mostly connect via Auckland or Dallas. Fare totals were not rendered in the capture, so compare live USD prices, set a price alert and book a flexible fare where possible. For the show itself, arriving on 21 or 22 February gives a buffer day for badge pickup and supplier meetings, and departing on 25 February avoids the post-show evening rush at LAX.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Los Angeles International (LAX): 30-60 min depending on traffic; Hollywood Burbank (BUR): 25-45 min; Long Beach (LGB): 35-55 min. Allow road or rail time to Los Angeles Convention Center; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Los Angeles Convention Center: Downtown Los Angeles: STILE Downtown Los Angeles; Downtown Los Angeles: City Center Hotel.
Ride-hail: Uber and Lyft both operate across Los Angeles and are the default way to reach the convention center from the airports and hotels outside walking range. At LAX, rideshare pickup is handled through a dedicated lot reached by a shuttle from the terminals - follow the signs on arrival and confirm the current procedure in the app. At the venue, use the designated rideshare zone rather than flagging a car on Figueroa; expect surge pricing around opening and closing times and pre-book if you have a tight supplier meeting.
Public transit: LA Metro connects Downtown well. The A Line and E Line both stop at Pico Station, roughly two blocks from the Los Angeles Convention Center, making rail a practical hotel-to-venue option if you stay along either route. The base single fare is an approximate USD 1.75 with a TAP card, and daily fare caps apply - confirm current caps at metro.net. From LAX, the FlyAway coach reaches Union Station, where you can transfer to the A or E Line. Trains run frequently but not 24 hours on every line, so check the last service if you stay out after the show.
Parking: The Los Angeles Convention Center operates on-site parking structures serving the halls, with event-day rates that change by show - budget an approximate USD 20-40 per vehicle per day and confirm the current rate on the venue site before driving. Queues build before opening, so arrive 45 minutes early on day one. Accessible spaces are available near the entrances; check clearance heights if you drive a tall van, and note that exhibitor freight uses separate loading areas from visitor parking.
Weather
Plan and pack for the event climate.
Month: February 2027 (late winter in Los Angeles)
Temperature: Climatological late-February band for Downtown Los Angeles: daytime highs around 19-21 C (66-70 F), overnight lows around 10-12 C (50-54 F). Morning marine layer is common; treat these as averages and confirm the actual forecast in the week before travel.
Seasonality: February sits in Los Angeles' cooler, wetter half of the year, with roughly 70-80 mm of rain across a handful of storm days rather than constant drizzle; most days stay dry and bright. The captured weather page returned only national US headlines, so no event-specific rainfall figure is published here - check the National Weather Service Los Angeles forecast before packing.
Packing: Pack layers: a light jacket or knit for cool mornings and air-conditioned halls, a compact rain shell for the occasional February storm, and business-casual pieces that work for both show-floor meetings and Downtown dinners. Bring comfortable shoes for concrete halls, sunscreen for the bright lunchtime walk to LA Live, a Type A/B power adapter and a power bank for scanning-heavy days.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at MakeUp in Los Angeles 2027 usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
T-1
Confirm your registration on makeup-in.com, check the hall and opening hours, and download your badge confirmation to your phone and email.
T-2
Build a shortlist of exhibitors by category - formula labs, packaging converters, applicator makers, ingredient houses - and note the specific briefs you want to discuss.
T-3
Book flights into LAX, BUR or LGB and reserve a Downtown Los Angeles hotel with free cancellation; check whether the property is walkable to the convention center.
T-4
Draft one-page briefs for your priority projects (product type, texture, claims, target cost, market, pack format) so suppliers can respond with real capability rather than brochures.
T-5
Check the schedule page for talks you want to attend and block calendar slots; leave at least two unbooked hours per day for the aisles.
T-6
Sort travel documents: passport, ESTA or visa, event confirmation, hotel booking, and a printed list of supplier meetings in case mobile data fails.
T-7
Check the National Weather Service Los Angeles forecast and pack layers plus a light rain shell; late February mornings are cool and afternoons mild.
T-8
Pre-book rideshare or plan your Metro route to Pico Station, charge devices and a power bank, and confirm the badge pickup location and earliest entry time.
T-9
Walk the floor by category, capture supplier contacts and sample photos, ask about MOQ, lead time, testing data and US labelling support, and note follow-up actions the same evening.
T-10
Send follow-ups within 72 hours with your brief attached, request quotes against a defined volume, and log sample requests so nothing stalls in a supplier inbox.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Los Angeles Convention Center
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2MakeUp in Los Angeles 2027 registration concourse
Los Angeles Convention Center
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Los Angeles Convention Center
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights$300.00
- Per diem × 2$150.00
Estimated total$450.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether MakeUp in Los Angeles 2027 fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
What is your primary role?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Skincare products including creams and serums solutions and benchmarking suppliers at MakeUp in Los Angeles 2027 in Los Angeles.
Min. budget
$600.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Skincare products including creams and serums products who need qualified meetings with the event's trade audience.
Min. budget
$2,700.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Los Angeles show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
FAQs & glossary
Answers
Frequently asked
When and where is MakeUp in Los Angeles 2027?
The edition runs 23-24 February 2027 at the Los Angeles Convention Center in Downtown Los Angeles (1201 S Figueroa St). Check makeup-in.com for the exact hall, entrance and daily opening hours closer to the date.
Is MakeUp in Los Angeles trade-only or open to the public?
It is built as a business-to-business beauty supplier show: formulators, manufacturers, packaging and ingredient companies meet brand and retail teams. Registration is handled on the official site, and a badge is required for entry.
How do I register as a visitor?
Use the visitor registration link on makeup-in.com. Registration usually asks for your company, role and sourcing interests; keep your confirmation email handy because you may need it at the badge desk.
What is actually exhibited at MakeUp in Los Angeles?
Colour cosmetics and skincare formulas, pigments and actives, applicators, compacts, tubes, droppers, airless and refillable packs, cartons and decoration, plus turnkey manufacturing, testing and regulatory services for beauty brands.
Do finished consumer brands exhibit, or only suppliers?
The floor is dominated by suppliers to the beauty industry - labs, contract manufacturers, ingredient houses, packaging converters and component makers - plus service providers such as testing labs and regulatory consultancies.
Is there a conference or talks programme?
Yes, the show publishes a scheduled programme of talks and workshops alongside the exhibition. The current agenda is listed at makeup-in.com/en/schedule; session times are set by the organiser, so confirm them there.
How do I get from LAX to the Los Angeles Convention Center?
Rideshare or taxi is the simplest option: roughly 18 miles and 30-60 minutes depending on traffic, with fares as an approximate band only, so confirm live pricing. Cheaper: the FlyAway coach to Union Station, then a Metro A or E Line train to Pico Station, two blocks from the venue.
Are there hotels within walking distance of the venue?
Yes. Downtown Los Angeles has a cluster of hotels along Figueroa and around LA Live, several within a 10-20 minute walk of the convention center. February is quieter than the summer convention peak, but book early and check cancellation terms.
What should international visitors prepare for US entry?
Eligible passports can usually travel on the Visa Waiver Program with an approved ESTA; other nationalities typically need a B-1 business visitor visa. Carry your registration confirmation, hotel booking and a return ticket, and verify current rules with the US Department of State before booking.
Is parking available at the convention center?
The Los Angeles Convention Center operates on-site parking structures with event-day rates that change by show. Arrive early on day one, expect queuing at the gate, and confirm the current rate and accessible spaces on the venue site before you drive.
Glossary
- Turnkey (full-service) supplier
- A manufacturer that develops the formula, sources packaging, fills and assembles the finished product, so a brand can launch without owning a lab or filling line. Turnkey capability is one of the main reasons brand teams walk the MakeUp in Los Angeles floor.
- MOQ (minimum order quantity)
- The smallest batch a manufacturer or packaging converter will run for a given formula or component. Asked in nearly every meeting in Los Angeles, where indie brands need low MOQs and larger labels plan volume across 2027-2028.
- Bulk and fill
- Bulk is the finished cosmetic mass shipped in drums or totes; fill is the operation that doses it into the primary pack. A supplier may quote bulk only, or bulk plus filling and assembly.
- Primary packaging
- The pack that touches the product: lipstick cases, compacts, tubes, pumps, droppers and jars. Judged on compatibility, decoration options, mechanism reliability and refill potential.
- Applicator
- The delivery component inside a pack, such as a doe-foot applicator, flocked tip, sponge, brush or roller. Applicator choice changes pay-off, precision and the sensory experience of mascara, gloss and concealer.
- Formula brief
- The written specification a brand gives a lab: product type, texture, finish, claim set, colour targets, cost ceiling, compliance market and pack compatibility. Clear briefs shorten sampling rounds discussed at the show.
- Effect pigment
- A pigment engineered for visual effect rather than flat colour, including pearls, interference, metallic and bismuth-based options. Central to the colour and glow claims traded in the colour-cosmetics aisles.
- Stability and compatibility testing
- Accelerated and real-time testing that checks whether a formula holds its colour, odour, viscosity and micro quality over shelf life, and whether it interacts badly with its pack. Exhibitors in Los Angeles often present test summaries alongside samples.
- MoCRA
- The US Modernization of Cosmetics Regulation Act, which introduced facility registration, product listing, serious adverse event reporting and safety substantiation for cosmetics sold in the United States. Relevant to every brand planning a US launch from meetings at this show.
- Refillable / mono-material pack
- A pack designed so the inner cartridge or cup can be replaced, or built from a single material stream to simplify recycling. A frequent talking point with packaging converters at Downtown Los Angeles.
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Also known as
Alternate names and search phrases for this event.
- MakeUp in Los Angeles 2027
- MakeUp 2027
- MakeUp Los Angeles 2027
- Los Angeles United States
- Beauty Trade Show Los Angeles 2027
- Beauty Trade Show Trade Show Los Angeles
- Skincare products including creams and serums
- Makeup items such as foundations and lipsticks
- Packaging solutions for beauty products
- Cosmetic ingredients and raw materials
1 more alternate names hidden
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.