Mktg Industry: hybrid and refillable airless formulas

According to Stefano Focolari, CEO of the Italian company Mktg Industry, “The MakeUp in Paris 2026 trade show has once again confirmed the direction the beauty industry is taking. Hybrid formulas, multifunctional products, makeup enriched with skincare benefits, and playful, on-trend packaging are no longer just emerging trends—they’re rapidly becoming the new norm.”

“We were delighted to welcome numerous international beauty brands,” notes Stefano Focolari, “which resulted in a dynamic program filled with enriching meetings. The event provided a valuable opportunity not only to strengthen relationships with long-standing clients but also to establish promising new contacts with brands seeking a comprehensive, innovative, and reliable development partner.”
The Italian firm presented a selection of more than 50 complete turnkey concepts, developed to interpret the latest beauty trends while significantly reducing development time and complexity.
Among the concepts that generated the most interest were cross-category hybrid products combining the advanced performance of makeup with the effectiveness of skincare. “Consumers, explains Stefano Focolari, increasingly expect cosmetics that can deliver immediate visual results as well as long-term benefits for the skin, making multifunctionality one of the main drivers of innovation in the beauty industry.”
One of the flagship concepts presented by the company at the trade show was the On-The-Glow SPF30 lip gloss, which perfectly embodies this new generation of hybrid beauty products. Designed as a playful, social-media-friendly concept, it combines lip care and sun protection in a glossy lip product formulated with SPF 30, peptides, and hyaluronic acid to nourish, smooth, and protect the lips simultaneously.
Beyond the formula itself, this concept demonstrates just how much packaging has become an integral part of product innovation. An interactive, UV-sensitive design changes color when exposed to sunlight, reminding consumers that additional lip protection may be needed, while the removable chain allows the product to be attached to bags and accessories, transforming an everyday cosmetic into a trendy fashion accessory. This concept combines functionality, emotional engagement, and strong visual appeal.
“The growing popularity of SPF-enriched makeup products and playful, fun concepts,” explain Mktg Industry executives, “reflects consumers’ increasing demand for multifunctional products that combine skin benefits, innovative packaging, and engaging user experiences—an evolution perfectly embodied by the On-The-Glow SPF30 lip gloss.”

Refillable airless system

Innovation at Mktg Industry also extends to sustainable packaging solutions. Among the concepts that generated significant interest was the new “Glass Bottle Celebrity,” featuring a refillable airless system, developed to combine high-end aesthetics with practical sustainability. Comprising a recyclable outer glass bottle paired with an interchangeable PP refill cartridge, this system was designed in accordance with PPWR objectives while preserving the integrity of the formula through state-of-the-art airless technology. It serves as a concrete example of how sustainability can become an integral part of high-end product design rather than merely a compromise.