Tokiwa Corporation's "Micro-groove Mascara" Wins First-Ever Full Service Award at MakeUp in New York's Innovations & Trends Awards (IT Awards)Sep 25, 2026

Judges praised how formula and packaging work together to create lasting lash length

Tokiwa Corporation (Headquarters: Kita-ku, Tokyo; President and CEO: Akita Yukinobu, hereinafter "Tokiwa"), a cosmetics OEM/ODM manufacturer, announced that its "Micro-groove Mascara" was named Winner in the Full Service category* at the Innovations & Trends Awards (IT Awards), held during MakeUp in New York (MUNY) from September 16–17. This marks the first time Tokiwa has been named Winner at the IT Awards. The product unites two elements: a high-quality, comfortable-wear formula engineered to make lashes look noticeably longer, and packaging that combines Tokiwa's proprietary wiping technology (patent pending) — which prevents excess formula from pooling at the tip of the mascara wand — with a design engineered to enhance functionality. Judges praised the technical completeness and innovation of both the formula and the packaging, as well as how effectively the two work together.

*Full Service category: recognizes integrated product development that demonstrates outstanding innovation in both formula and packaging.

Award-Winning Product Overview: Micro-groove Mascara

Tokiwa’s proprietary wiping technology (patent pending) prevents formula from pooling at the wand tip, giving users precise, consistent control over the amount applied every time.
A dramatically slimmed-down wand also makes it easier to see clearly near the eyes and applicator during use.
Layering the formula builds volume instantly, thanks to a formula that incorporates upcycled apple fiber.
What Impressed the Judges: Packaging and formula work together to give lashes a strong, lengthening effect.

About MakeUp in New York and the IT Awards

MUNY is one of the largest exhibitions driving B2B in the cosmetics and makeup industry. The IT Awards, held during the show, recognize products that define innovation and next-generation trends across the global beauty industry. A panel of judges drawn from leading experts across the industry conducts a rigorous evaluation from multiple perspectives — technical capability, design, functionality, and sustainability — to select the products with the most outstanding innovation of the year.
Tokiwa has continuously entered newly developed products in the IT Awards and has been named a finalist on several past occasions. This is the first time Tokiwa has been named Winner in the award's history.

MUNY IT Awards