At MakeUp in Los Angeles from March 4 to 5, 2026, the Italian contract color cosmetics manufacturer unveiled a new collection inspired by the festive nights of Southern Italy — when summer celebrations fill the streets with voices and transform light into ritual.

Dubbed Alma Lux, the new collection reinterprets this heritage through contemporary and international lens, embracing a modern vision of beauty.

The collection unfolds through 16 innovative vegan textures that blur the boundaries between care and color, across complexion, eyes, brows, and lips. Among the highlights of the collection are 6 hero products that exemplify what MPlus Cosmetics’ describes as its “commitment to innovation, performance, and sensorial excellence:”

Morning Light Tint: a weightless skin tint that elevates the complexion with a fresh, luminous glow. With 77.5% natural-origin content, its fluid, silky texture blends into the skin, evening out tone while maintaining a naturally perfected finish. The formula offers sheer, breathable coverage that delivers a “no makeup makeup” look.

Lux Melt Concealer: a melting concealer with a velvety, creamy texture, combining high coverage and comfort. The formula melts on application to create a soft, demi matte finish enhanced by light diffusing elements that help blur imperfections, even out tone, and visually smooth the skin’s surface. Rich yet weightless, the texture maintains flexibility throughout the day, avoiding any cakiness.

FiberLock Primer Mascara: a tubing mascara primer with 73.8% natural-origin content that wraps each lash in lightweight, flexible tubes that boost curl, separation, and structure while resisting smudging and flaking throughout the day. A blend of natural waxes and film-formers creates a polished, eye opening effect, while biotechnological peach fibers help increase volume, length, and definition. Designed to be worn under mascara, it amplifies performance and leaves lashes looking fuller, softer, and beautifully enhanced.

Lash Shield Mascara: a tubing mascara with 75.8% natural origin content, it wraps each lash in lightweight, flexible tubes that boost curl, structure, and shine while resisting smudging and flaking throughout the day. A blend of natural waxes and advanced film formers creates a lifted, eye opening effect, while biotechnological peach fibers help amplify volume, length, and definition for a fuller, more sculpted look. “Designed to strengthen and protect lashes, it supports softness and resilience over time, delivering a clean, polished finish that lasts from morning to night.”

Light & Shadow Lips: a dual core lipstick designed to add contrast, dimension, and effortless sophistication in a single gesture. According to MPlus, the two formulas are engineered to glide seamlessly together, ensuring smooth application, comfortable wear, and even consumption over time. The textures melt into one another as they meet the lips, delivering a demi matte finish with buildable medium to high coverage, wrapping the lips in a flexible, comfortable film.

Lip Buzz Peel Tint: a peel off lip stain with 88.6% natural origin content, it forms a smooth, flexible film that dries quickly and peels away cleanly, leaving the lips evenly tinted without smudging. Lightweight and comfortable, the formula is designed to enhance both color and care: it supports a firmer, more refined look over time while helping the lips feel smooth, hydrated, and protected.

As far as packaging is concerned, MPlus Cosmetics has prioritized mono-material solutions made from PP, PET, or glass, in order to facilitate recycling.

“Alma Lux is a journey to Southern Italy — through traditions, shared moments, and memories passed down through generations. Through adaptive, light-infused textures, formulas transform upon contact with the skin — melting, shifting, and responding to movement and temperature — to reveal a refined luminosity that enhances rather than transforms,” said Michela De Frenza, Marketing & Innovation Manager at MPlus Cosmetics.