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INTER VIEW

54 EDITIONS OF MAKE-UP SHOWS

ACROSS ALL DESTINATIONS

Interview with Sandra Maguarian, Co-founder of
MakeUp in and Asmaa Cherraf-Bonneville, newly

appointed Director of the MakeUp in trade shows

th
Now, on the eve of the 55 edition to return to cosmetics, to bring
worldwide, I am delighted to hand together my professional experience
over the torch to Asmaa. She is just with my passion, and to dedicate it all
as passionate about this industry to such inspiring events as MakeUp in.
as I am, and I am confident that
the legacy we’ve built will continue EM: Looking ahead, what changes
to flourish under her leadership. or improvements do you envision
implementing?
EXPORT MAGAZINE: Asmaa, you ACB: It’s still a little too early to share
are now the new Director of the concrete initiatives, but one thing is
MakeUp in trade shows. From what already crystal clear to me—something
I understand, both the events Sandra also emphasized: innovation
industry and the world of cosmetics and trendspotting are the beating heart
are already quite familiar to you. of these events. Everything we do must
ASMAA CHERRAF-BONNEVILLE: reinforce and amplify that focus. I saw
That’s correct. I actually began my this firsthand at MakeUp in NewYork.
career by organizing a cosmetics trade The IT Awards, the trend workshops,
show in Paris, and for many years I the conferences—all of these moments
continued to develop my expertise generated genuine excitement among
SANDRA MAGUARIAN,
within the exhibition and events visitors and brands. My goal is to ensure
CO-FOUNDER
industry. What I missed, though, that every edition continues to deliver
OF MAKEUP IN
was the beauty sector itself. answers to the industry’s pressing
That’s why, when this opportunity questions, while offering exclusive
arose, I didn’t hesitate for a second. previews of the most groundbreaking
EXPORT MAGAZINE: MakeUp in It felt like the perfect moment innovations from our exhibitors.
NewYork has just closed its doors.
What’s your overall assessment
of this year’s edition?
SANDRA MAGUARIAN: It was truly
an excellent edition, one that really
highlighted innovation in every possible
form—new product formats, application
gestures, transformable materials,
sensorial textures, and dazzling colors.
Every booth had something inspiring
to discover. This year marked the 14
th
edition of MakeUp in NewYork, and
the 54 MakeUp in show across all
th
destinations. Reaching this milestone is a
testament to the vitality and importance
of the event within the beauty industry.

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