With Illusionist Hydra 24H Foundation, Mktg Industry presents a new vision of everyday complexion perfection—where performance, comfort, and conscious formulation come together in a single, refined product. Designed to meet the expectations of today’s beauty consumers, this foundation reflects a deep understanding of skin needs and modern lifestyles.
Illusionist Hydra 24H stands out for its ultra-lightweight and breathable texture, created to feel almost imperceptible on the skin. It delivers a natural luminous finish with medium coverage, enhancing the complexion while preserving its authenticity. The result is a fresh, even look that never appears heavy or overdone.
Hydration plays a central role in the formula. The foundation helps keep the skin soft, smooth, and comfortable throughout the day, maintaining a flawless appearance for up to 24 hours. This long-lasting performance makes it ideal for both everyday wear and professional use, ensuring confidence from morning to night.
The formulation reflects a strong commitment to conscious beauty. With 87.3% ingredients of natural origin, a vegan-friendly composition, and a talc-free formula, Illusionist Hydra 24H aligns with the growing demand for responsible yet high-performing cosmetics. Developed and produced in Italy, it benefits from high cosmetic standards and advanced formulation expertise.
As packaging, Mktg Industry suggests an elegant 30 ml glass bottle with pump and over cap from its new Elite XL collection, available in full service. As always, clients can customize their project by choosing alternative packaging from Mktg Industry’s wide range of solutions, ensuring maximum flexibility to meet different brand identities and market positioning.
“Illusionist Hydra 24H Foundation perfectly represents our vision: a product that feels weightless on the skin, delivers visible performance, and responds to the values of today’s beauty market. It’s about creating effortless radiance with a formula that consumers can truly trust.”
States Evita Riboli, Marketing Manager at Mktg Industry.
MakeUp in Paris 2026 once again confirmed the direction in which the beauty industry is moving. Hybrid formulations, multifunctional products, skincare-infused makeup and funny fashionable packaging are no longer emerging trends but they are rapidly becoming the new standard. Mktg Industry had the pleasure of welcoming many international beauty brands, resulting in a dynamic agenda filled with insightful meetings. The event provided a valuable opportunity not only to strengthen relationships with long-standing customers, but also to establish promising new connections with brands looking for an innovative and reliable full-service development partner. To respond to these evolving market needs, Mktg Industry presented a curated collection of more than 50 complete turnkey concepts, developed to interpret the latest beauty trends while significantly reducing development time and complexity. Among the concepts attracting the greatest interest were cross-category hybrid products combining advanced makeup performance with skincare efficacy. Consumers increasingly expect cosmetics capable of delivering immediate visual results together with long-term skin benefits, making multifunctionality one of the strongest drivers of beauty innovation. One of the standout concepts presented during the exhibition was On-The-Glow SPF30 Lip Gloss, perfectly embodying this new generation of hybrid beauty products. Designed as a playful, socialmedia-friendly concept, it combines lip care and sun protection within a glossy lip treatment formulated with SPF30, peptides and hyaluronic acid to nourish, smooth and protect the lips simultaneously. Beyond the formula itself, the concept demonstrates how packaging has become an integral part of product innovation. An interactive UV-sensitive decoration changes colour when exposed to sunlight, reminding consumers when additional lip protection may be needed, while the removable charm chain allows the product to be clipped onto bags and accessories, transforming an everyday cosmetic into a fashionable lifestyle accessory. The concept combines functionality, emotional engagement and strong visual appeal. The growing popularity of SPF-enhanced makeup and funny, playful-inspired concepts reflects consumers' increasing demand for multifunctional products that combine skincare benefits, innovative packaging and engaging user experiences, an evolution perfectly embodied by the On-The-Glow SPF30 Lip Gloss. Innovation at Mktg Industry also extends to sustainable packaging solutions. Among the concepts receiving significant attention was the new Glass Bottle Celebrity with Refillable Airless System, developed to combine premium aesthetics with practical sustainability. Featuring a recyclable glass outer bottle paired with an interchangeable PP refill cartridge, the system has been designed in line with the objectives of the PPWR while preserving formula integrity through advanced airless technology. It represents a tangible example of how sustainability can become an integral part of premium product design rather than a compromise. For Mktg Industry, the exhibition represented much more than a showcase for new product concepts. It was an opportunity to strengthen long-term partnerships, initiate exciting new collaborations and reinforce its position as a strategic development partner for beauty brands worldwide.
Read more »Mktg Industry launches “CELEBRITY” its first Glass Airless packaging solution, combining two advanced technologies in one innovative design: the elegance and recyclability of glass with the performance of a refillable airless system. A packaging concept created to make a real difference for brands, formulas, and the environment. Developed in line with the objectives of the PPWR, this new solution reflects the growing demand for more sustainable and responsible cosmetic packaging without compromising on premium aesthetics or product protection. The airless technology helps preserve formula integrity and efficacy by minimizing air exposure and contamination. In addition, the system allows the product to be fully dispensed, ensuring consumers can use the formula down to the very last drop while reducing product waste. The refillable design promotes reuse and waste reduction, supporting a more circular beauty model. To further improve recyclability and simplify waste separation, all components, except for the glass bottle, are made of mono-material PP. The airless pump is also designed without metal parts, providing an additional advantage in terms of recycling efficiency and sustainable design. The refills and their caps are also entirely made of mono-material PP, allowing consumers to dispose of each empty refill directly into the PP recycling stream after every recharge, supporting a more efficient and responsible end-of-life process. With this launch, Mktg Industry takes another step forward in packaging innovation, offering beauty brands a solution that combines design, functionality, and sustainability in a single product. Protect your formula. Protect the environment.
Read more »Designed to combine functionality, comfort, and contemporary aesthetics, the new Lip Tube with Donut Tip by Mktg Industry redefines the lip application experience, transforming glosses, balms, lip oils, and hybrid lip care formulas into true beauty essentials with strong sensory appeal. At the heart of the innovation is the exclusive Donut Tip applicator, developed to perfectly adapt to the natural shape of the lips. Its ergonomic design ensures smooth, even, and precise product distribution with every swipe, delivering maximum comfort and control during application. The soft silicone tip provides a pleasant cushion-touch feel, while the central cavity releases the ideal amount of formula for a perfectly balanced application. The rounded edges help define the lip contour effortlessly, ensuring a flawless and intuitive result. Created for brands looking to stand out with modern and distinctive packaging solutions, the LipTube is also available with a mounted Charm accessory, adding a playful yet premium touch to the final pack design. Different charm options are available to meet the needs of modern consumers who want beauty essentials to be practical, stylish, and always on-the-go. The packaging is available in 10 ml and 15 ml sizes, with a Ø19 diameter, and is made of HDPE + LDPE 5 Layers COEX, offering the ideal balance of performance, product protection, and premium aesthetics. A wide range of decoration options is available, including: - Screen Printing - Hot Stamping - CMYK Printing - Metallization - Matt Lacquering Allowing brands to create highly customized packs aligned with their identity and positioning. The new Lip Tube with Donut Tip is available: - as packaging only - or as a complete Full-Service Private Label solution, including the development of customized lip formulas by Mktg Industry, such as glosses, lip oils, balms, and hybrid skincare-make-up treatments. A versatile and contemporary packaging solution designed to elevate lip care and make-up collections through innovation, functionality, and style.
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