Recap: MakeUp New York 2021

By Chrstin Cupo

MakeUp New York         

September 22-23, Javits Center, New York City

After many, many months of postponements and cancellations, trade shows are back in NY.  To any that attended the MakeUp in New York show last week, it felt familiar yet very different than 2019 and pre-Covid.  The show itself was moved to a smaller venue within the Javits Center, and even then, the 30+ exhibitors seemed to be spaced social distance style to fill the area.   I arrived after 10am, and noticed immediately how light attendance was.  Traffic did pick up throughout the day, as former colleagues and customers caught up in person and met with suppliers for packaging and new formulations. 

Adrian Hook, VP of Sales for Brivaplast, thought the first day “Was well attended and a mix of indie and established larger brands.”  Eyes and brows are still the leading product categories in color cosmetics, and Brivaplast specializes in mascara and lip with a focus on specialty applicators. Brivaplast seemed to be busy most of the day, with 20+ visitors and a handful of meetings planned in advance. 

For the first trade show in nearly 2 years, I felt it was a comfortable start to get back in person.  I look forward to Luxepack NY also at the Javits Center, at the end of October.