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Inside MakeUp in Los Angeles 2024: Where Science, Sustainability, and Beauty Collide
Published
2 years agoon

Los Angeles Convention Center, Feb 14–15 — The moment I stepped into the South Hall, it was clear: MakeUp in Los Angeles wasn’t just back—it was buzzing. By mid-morning, the place was already packed. Over 140 brands and more than 5,000 attendees filled the floor with a contagious energy that only the beauty industry can generate. The show, co-located with Luxe Pack LA, wasn’t just about trends—it was about what’s next.
The theme this year? “Science in Beauty.” And let me tell you, it was more than just a slogan. From the moment I started walking the aisles, I saw it come to life—booths showcasing lab-grown actives, refillable packaging solutions, AI-powered personalization tools, and next-gen sustainability in every corner.
One of the standout additions was the Conscious Beauty Area, which drew a steady stream of curious attendees. It felt like a mini-lab, a clean, white zone where brands like ALBEA, LIBO, and Cosmei showed off everything from compostable lipstick tubes to serums formulated with bioengineered algae. Pennelli Faro had some of the most tactile products I saw all day—bamboo-handled brushes with biodegradable ferrules that actually felt luxe.
The Talks: Honest, Bold, and Surprisingly Candid

Throughout the event, I ducked into a few panels—and I’m glad I did. The lineup was refreshingly forward-thinking. One of the early standouts was “Innovating Beauty: Biotechnology’s Impact on Cosmetic Product Development,” where speakers from Geltor, Credo Beauty, and Kinship unpacked some wild advances—like bio-fermented peptides and vegan collagen made from microbes instead of animals. It wasn’t just interesting—it was a glimpse into how quickly clean beauty is evolving into smart beauty.
Later in the day, Bill McCool (The Dieline) and Danielle McWaters (Designsake) got real about the future of packaging in their session, “The Future Unboxed.” You could feel the room lean in when they started talking about monomaterials, refill systems, and the real-world impact of bad packaging design on the planet.
But my favorite might’ve been Joy Hoover of ESŌES in “Can Revolutionary Packaging Design Solve Complex Social Issues?” She challenged the entire room to look beyond the surface—what if packaging could be more than functional or pretty? What if it made products more inclusive, more accessible, more human?
Standout Products & Innovations

Of course, no show is complete without a little competition—and the IT Awards didn’t disappoint. Winners across the board had one thing in common: they weren’t just beautiful, they were thoughtful.
- Packaging: HCP’s Grafik Refill Compact had this satisfying, spring-loaded feel that made refilling intuitive and actually fun.
- Accessories: Texen’s Multi-Intensity Brush Eyes was unlike anything I’ve held—a brush that physically adjusts with an internal rotary ferrule. Wild.
- Formulation: Gotha’s Waterdrop Eye Stick felt cool to the touch and instantly hydrated on application. Clean, hydrating, and actually pigmented—yes, please.
- Full-Service: CTKClip’s Aqua-Zero Sheet turned from paper-thin film into a creamy cleanser with a splash of water. One editor next to me whispered, “I’d replace my whole travel routine with this.”
Runners-up were just as impressive: Gua Sha tools made of seaweed fiber, peelable serum blisters, refillable jars with trackable sensors, and more biodegradable tools than I could count.
Conversations That Stuck With Me
These events are about the products, sure. But they’re also about the people—and I had some great conversations that really brought it all together.
At ALBEA, I chatted with a product designer about their refillable lipstick tube with embedded RFID. “It’s not just about tracking sales,” she said. “It’s about creating a connected product experience—less waste, better loyalty, and more insight.”
Over at Cosmei, the founder gave me a quick demo of their 3D bio-printed hyaluronic balm. “We can customize the formulation down to your skin microbiome,” she told me, smiling. “It’s the future of personalization—done clean.”
And with Geltor, I got a sneak peek of their vegan collagen. “It’s the same molecule your skin recognizes, but without a single animal,” said their rep. “We’re redefining what ethical beauty can look like—and it’s just as effective.”
Sustainability Isn’t a Trend—It’s the Standard
If there was one takeaway from the floor, it’s that sustainability isn’t just a checkbox anymore. It’s baked into everything. Every. Single. Thing.
The Conscious Beauty Area felt like the epicenter of this shift. The materials were natural, but the mindset was scientific. From carbon-neutral ingredients to biodegradable pumps, there was a real sense that the industry is finally moving beyond greenwashing—and into actual accountability.
One educator I overheard said it best during a brush demo: “If you’re calling something sustainable, it better be beautiful and responsible. Not one or the other.” That stuck with me.
The Vibe: Fast, Friendly, Future-Focused
There was a lot happening—and it wasn’t just product demos and panels. I witnessed indie founders shaking hands with supply chain veterans, sustainability directors swapping notes with luxury packaging designers, and AI developers sketching next-gen shade matching tools on their iPads between panels.
One evening panel even morphed into an informal roundtable on microplastic alternatives. People stayed late. Not because they had to—but because they wanted to keep the conversation going.
Final Thoughts
By the time the lights dimmed on Day 2, I was exhausted—but inspired. This year’s MakeUp in Los Angeles wasn’t just a product showcase. It was a blueprint. A real look at where this industry is headed—and who’s leading the charge.
Beauty is getting smarter, more ethical, and more inclusive—and this event proved it. Whether you came for the tech, the textures, or the trends, you left with a renewed sense of what’s possible when innovation meets intention.
And honestly? I already can’t wait for next year.
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What’s the Best Design Agency in Indianapolis?
Published
4 days agoon
January 18, 2026By
Carmen Day
Indianapolis has become a city where brands grow fast and first impressions matter. And just as businesses are looking to boost their reputation and attract more audiences through blog writing services, the search for the best design agency in Indianapolis is also a priority.
In this article, let’s look at the top design agencies that service Indianapolis businesses, including their key features and why you should consider them for your brand’s design needs.
1. Penji

Though technically not based in the Circle City, many clients hail Penji as the best design agency in Indianapolis because it provides top-notch design services to ventures around the globe.
Key Features:
- Unlimited graphic design at a flat monthly rate
- Reliable turnaround time of 24 to 48 hours
- Vetted top 2% designers from around the world, each with their own field of design expertise
- State-of-the-art app that allows clients to communicate with the design team, request projects and revisions, and review, approve, and download designs
2. TBH Creative

TBH Creative, meanwhile, is the best design agency in Indianapolis for those who prefer face-to-face consultations over remote collaboration.
Key Features:
- Combination of brand strategy and creative execution
- Data-informed design process
- Creative that supports business goals
- Experience with both local and enterprise clients
3. INSIDEA

INSIDEA is also a reputable agency in Indianapolis specializing in digital design and strategic messaging. Some of the project types they do are UX/UI design, custom visuals, and campaign creatives.
Key Features:
- Digital-first creative focus
- Data-informed design process
- Web and interactive work
- Conversion-driven design
4. Boldthink

Last but not least on our list of options for the best design agency in Indianapolis is Boldthink. This agency is well-versed in digital experiences as well as branding and identity systems.
Key Features:
- Brand research
- Brand development
- Marketing creative for digital and print
- Responsive web design
Featured image credit: Photo by fauxels from Pexels
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What’s the Best Design Agency in Detroit?
Published
1 week agoon
January 15, 2026By
Kelli Hugh
Penji is the best design agency in Detroit, delivering unlimited graphic designs for a flat monthly rate with dedicated designers, quick turnarounds, and no surprise costs.
The best design agency in Detroit is Penji. They offer unlimited graphic design for $499/month with 24-48 hour delivery, dedicated designers who learn your brand, and the flexibility to pause or cancel anytime without penalties.
Searching for the Best Design Agency in Detroit? You need a partner who understands your business, delivers quality work fast, and doesn’t hit you with hidden fees every time you need a tweak. Detroit has tons of design options, from freelancers to full-service agencies, but most come with unpredictable pricing or inconsistent quality. Penji solves both problems by giving you unlimited design work for one flat fee and a team that actually gets to know your brand.
Why Penji Wins for Detroit Businesses
Penji’s graphic design services are built for business owners who need reliable design support without the headaches. You pay one monthly rate and submit as many design requests as you want. Logo redesign? Check. Social media graphics? Done. Sales presentations? They’ve got you covered. Most projects come back in 24-48 hours, and you can request unlimited revisions until you’re happy.
What makes Penji the Best Design Agency in Detroit is how they work with you. You’re not dealing with a different designer every time or explaining your brand from scratch. Their creative agency model assigns you a dedicated team that learns your style, voice, and goals. Check out their work samples to see the quality they deliver across industries.
Some business owners consider Design Pickle for similar services, but Penji offers more design categories and faster communication. You’ll get designs that feel custom-made for your brand, not templates with your logo slapped on.
Conclusion
If you want the Best Design Agency in Detroit, Penji gives you unlimited design power without the agency price tag. Their design company services work for startups, established businesses, and everyone in between. No contracts lock you in, and you can scale up or pause based on what you need. See why businesses choose Penji for their design needs.
Start Your Design Project with Penji
Transform your brand today. Sign up with Penji and get professional designs delivered in 24-48 hours. Cancel anytime, no questions asked.
Frequently Asked Questions
Does Penji work with small businesses? Absolutely. Penji works with businesses of all sizes, from solopreneurs to established companies needing consistent design support.
What types of designs can Penji create? Penji handles logos, branding, web graphics, marketing materials, presentations, social media content, and much more through their graphic design agency services.
Can I cancel my Penji subscription anytime? Yes, Penji has no long-term contracts. You can pause or cancel your subscription whenever you need to.
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What’s the Best Design Agency in New York City
Published
3 weeks agoon
December 31, 2025By
Kelli Hugh
TL;DR: The best design agency in New York City varies based on your business needs. Penji tops the list for companies needing unlimited design support at flat-rate pricing. Collins excels at strategy-driven campaigns for established brands. Mother Design delivers integrated creative across multiple channels. For most growing businesses prioritizing speed and cost control, Penji provides the strongest value proposition.
NYC’s design scene is packed with talent, but picking the right partner means understanding what you actually need versus what sounds impressive.
#1: Penji – Best for Consistent Design Support
Penji solves the biggest problem most companies face: unpredictable costs and slow turnarounds. Pay $499/month for unlimited requests across all design types. Social media graphics, website updates, marketing materials, presentations. Everything runs through one platform with 24-48 hour delivery.
Penji’s graphic design services work like having an in-house team without the $80,000+ annual salary, benefits, and management overhead. The flexibility helps too. Pause during slow months, reactivate when campaigns ramp up. No annual contracts or minimum project requirements.
#2: Collins – Best for Strategy-Heavy Projects
Collins combines brand strategy with design execution. They’re ideal when you need someone to help define your market position, not just make things look good. Their client roster includes major brands willing to invest significantly in getting positioning right. Projects typically start at $75,000+ with timelines spanning several months.
#3: Mother Design – Best for Integrated Campaigns
Mother Design offers execution across advertising, branding, and digital. They handle clients needing cohesive campaigns across print, digital, social, and experiential channels. Their strength lies in creating unified creative that works across every touchpoint. Expect significant budgets and longer timelines for comprehensive campaign work.
How often do you need design work? If it’s sporadic, project-based agencies make sense. If you’re constantly creating content, running campaigns, or updating materials, paying per project gets expensive. That’s where a graphic design agency operating as design as a service changes things.
The best design agency in New York City for most business owners delivers quality work quickly without requiring a massive retainer or minimum project spend. Penji’s hire design agency approach gives you enterprise-level design support at startup-friendly pricing.
Frequently Asked Questions
What should NYC business owners budget for design services?
Traditional NYC agencies charge $10,000-$50,000 for branding projects and $100-$200/hour for ongoing work. Subscription services like Penji start at $499/month for unlimited requests, making professional design accessible for growing businesses.
How do you know if you need a full-service agency or a design subscription?
Choose full-service agencies for one-time strategic projects like complete rebrands. Pick subscription services for ongoing needs like marketing materials, social content, and website updates where costs need to stay predictable.

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