Verel and New Trendup at MakeUp in New York

Verel and New Trendup together at MakeUp in New York

An idea as simple as it is rare in the industry: why should skincare and make-up remain two separate supply chains? Dare to Excess was created to answer this question, debuting at MakeUp in New York (Javits Center, Booth E29, September 16–17) as a hybrid collection developed by Verel in partnership with New Trendup, the Italian beauty group behind TrendColor.

Two supply chains, one single product architecture. In most cases, make-up and skincare are developed by different suppliers, with separate processes, textures, and formulation logics. Dare to Excess starts from a different premise: the make-up formulated by New Trendup and the skincare built on Verel’s proprietary active ingredients share the same product system, not just the same packaging or campaign.

What this means for brands: For a brand looking to expand its offering beyond its original category from make-up to skincare, or vice versa Dare to Excess demonstrates a replicable development model: a single formulation platform capable of integrating expertise usually distributed across different suppliers, with one point of contact for the entire process. For Verel, which develops proprietary botanical actives and integrates them into advanced formulation systems, this collaboration is a natural extension of its positioning: not just technical skincare, but hybrid platforms capable of meeting cross-category briefs.

Meet us at MakeUp in New York: Dare to Excess will be previewed to the international audience at MakeUp in New York, the premier event for skincare and make-up inspiration, on September 16 and 17 at the Javits Center. The Verel team will be at Booth E29 for meetings to discuss the formulation model behind the collection.

To schedule a meeting at the show or request more information about Dare to Excess: info@verel.it

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