MakeUp in LosAngeles recruited a professional jury to choose the 30 Innovation Tree winning products. These “IT” products all scored a spot on the tree, which will be displayed at the show’s entrance. Stay tuned — these will be revealed soon.

In addition, the IT products will be scrutinized at the show by a team of Chic Studios makeup school students, led by celebrity makeup artist and two-time Academy Award winner Michèle Burke. After their evaluation, the team will choose three favorites. Show organizers say these three winners will be known as the “Millennial favorites”  — and they will be sure to be the “IT makeup products of tomorrow.”

Burke will announce the winners chosen by the Chic Studios team on Thursday, February 8th, at 1:45 - 2:15 in the conference room at MakeUp in LosAngeles.