At MakeUp in New York 2025, three key trends stood out: playful portability, science-driven wellness, and smart adaptability.
These trends show what consumers expect from tomorrow’s beauty tools and applicators. Pennelli Faro experience and series of applicators help brands launch products that truly connect with their audience, answering these needs and trends.

We sincerely thank everyone who visited our booth during the show – your enthusiasm and interest inspire us to keep innovating and co-creating the future of beauty tools.

Trend 1: Charmification of Beauty

Playful, Portable, Expressive.

Beauty is becoming playful, collectible, and designed for display.

Mini products, travel-ready kits, and expressive designs are turning everyday tools into accessories, without sacrificing functionality.
Pennelli Faro Solutions:
- Pocket-size Brush Sets: Carefully engineered for touch-ups on the move, these brushes maintain professional performance in a compact format. Their ergonomic design ensures precise application despite their small size – perfect for consumers who demand convenience without sacrificing results.

- FLESS® Range: Featuring patented flexible heads and ergonomic handle, FLESS® applicators like FLESS (d)DETAIL adapt to the contours of the face, making them ideal for precise work and quick fixes on the go.

Trend 2: Science-Driven Longevity & Wellness

Ingredient Transparency, Skin Health, Hybrid Care

Consumers want products that care for their skin while delivering results. Ingredient transparency and hybrid solutions are key drivers in 2025.
Pennelli Faro Solutions:
- Spa & Skincare Line: Designed for serums, masks, and treatments, these applicators provide hygienic and precise product distribution, turning at-home skincare into a luxurious ritual. Their versatility supports both face and body care.

- Dermocura® Fiber: Developed in-house, this dermatologically tested synthetic fiber offers superior softness, excellent pick-up and release, and easy cleaning. It’s perfect for brands targeting sensitive skin consumers or looking to highlight safety and performance.

- SOLO® Sustainable Materials: SOLO® is Pennelli Faro’s line of eco-friendly materials, reducing environmental impact while maintaining professional durability – a direct response to the demand for sustainability and ingredient-conscious products.

Trend 3: Personalization & Multifunctionality

One Tool, Multiple Uses

Consumers expect fewer tools to do more, easily adapting to multiple textures, finishes, and looks.

Pennelli Faro Solutions:

- FUTURA AVANT LAB: Pennelli Faro’s innovation hub where brands can co-develop next-generation tools that are modular, customizable, and adaptable to emerging formulas.

- SHAPE ON SHAPE: Development Approach.
Shape on Shape is Pennelli Faro’s co-creation methodology. Through a process of deep listening to client needs, rigorous formula-compatibility testing, and design expertise, we develop applicators that are perfectly synergistic with the product formula. This ensures exceptional performance and a consumer experience that matches the brand’s vision.

At MakeUp in New York, we presented - in collaboration with IL COSMETICS - the Origami® ARCO and HUG-ME brushes, perfect examples of this approach.
These innovative designs demonstrate how Shape on Shape delivers tools that not only perform beautifully but also enhance the sensorial experience of applying makeup.

From Trends to Tools

The future of beauty is about experience, care, and creativity.
Pennelli Faro’s patented fibers, sustainable materials, and design-driven approach transform these global trends into ready-to-launch solutions.


 

Contact us to co-create applicators and brush collections that perfectly express your brand identity and answer the needs of 2025 beauty consumers.