Anthology of independent be aut y
VOLUME VI, ISSUE 1
2020
LA
Uniting Indie Beauty Across the World Join the leading international platform generating awareness and opportunity for today's beauty innovators.
Dallas
June 2020
New York
August 2020
London
October 2020
Los Angeles January 2021
#weareindiebeauty indiebeautyexpo.com THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Berlin
March 2021
Anthology of independent be aut y LOS ANGELES JANUARY 29-30, 2020 VOLUME VI, ISSUE 1
1.
A Week of Independent Beauty............................................................ 2
2.
BeautyX Demand Generation Summit
3.
4.
5.
i.
Overview................................................................................. 8
ii.
Schedule............................................................................... 10
Indie Beauty Expo LA 2020................................................................. 16 i.
Exhibitor Lineup................................................................... 19
ii.
Buyer Favorites.....................................................................22
iii.
Featured Collection............................................................30
iv.
Exhibitor Press......................................................................42
v.
Beauty Independent Trend Report...................................46
vi.
Registered Retailers + Press..............................................57
Uplink Live LA 2020..............................................................................24 i.
Exhibitor Lineup...................................................................26
ii.
Speaker Schedule................................................................28
Berlin Calling: IBE Berlin 2021 + Uplink Live.....................................64
1 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
celebrating independent innovation:
A Week of Independent Beauty When the Indie Beauty Expo hits town, retailers take notice. The Indie Beauty Media Group kicked off the first-ever Week of Independent Beauty with the Fifth Anniversary show in New York, and outlets in Los Angeles would not be outdone, presenting even more deals during the Monday-Friday stretch welcoming the west coast edition for international and innovative beauty professionals.
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The Events Retailers such as Fleur Marché, The Dreslyn, Flybrow, Green Line Beauty, Shine Beauty Collective and Hydro Kitty took the fun beyond the show floor with special offers and parties for exhibitors and consumers.
BEAUTYX DEMAND GENERATION SUMMIT
MONDAY Jan. 27, 2020 | 8AM-7PM TUESDAY Jan. 28, 2020 | 8AM-5:15PM The Sheraton Grand Los Angeles 711 South Hope Street, Los Angeles, CA 90017
+ IBE LA2020 + UPLINK LIVE
WEDNESDAY Jan. 29, 2020 | 2PM-8PM THURSDAY Jan. 30, 2020 | 9AM-5PM Magic Box at The Reef 1933 S. Broadway 2 FL, Los Angeles, CA 90007
TUESDAY Jan. 28, 2020 | 3PM-7PM
Flybrow hosts a brow party that also includes mixing custom nail colors to create your own signature polish. Orly Color Labs 7621 Beverly Blvd, Los Angeles, CA 90036
SATURDAY Feb. 1, 2020 | 6PM-10PM
A panel presentation featuring an inspiring lineup of scientists alongside a marketplace showcasing green beauty brands that are leading the way. The East Angel 670 S Anderson Street, Los Angeles, California 90023 3 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
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The Deals Fleur Marché, The Dreslyn, Credo, The Detox Market and Hydro Kitty were among the 11 retailers that enticed their customers with indie beauty product specials. In addition to an in-store discount on their services, Glam Spa by Shannique also demonstrated some of their select favorite products from IBE LA exhibitors on the show floor.
RETAIL PARTNERS
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A Universe of O
centered on the be
Demand Generation Summit January 27-28, 2020
Technical specialists bonded with attendees over all aspects of the brand awareness and sales funnel. Communications experts, editors, influencers and sociallysavvy brand founders vigorously exchanged approaches for converting audience members to purchasers. With five new courses, a stellar lineup of industry leaders, and four fresh breakout sessions, BeautyX Demand Generation Summit delivered a wealth of uniquely tailored information to more than 150 attendees and participants. 6 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Opportunities
eauty entrepreneur
Los Angeles
January 29-30, 2020 Uplink Live made its west coast debut at the 5th Edition of Indie Beauty Expo LA. Indie Beauty Expo’s 2020 season began with an intensity of purpose as 1,000 people flooded the floor of Magic Box at The Reef in downtown Los Angeles on the hunt for brands ready for business. The 100,000-square-foot event space bursting with skincare, body care and beauty tools was augmented by Uplink Live—an ambitious, and necessary, new component that showcased solution providers eager to assist brands in scaling up. 7 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
JANUARY 27-28, 2020 | LOS ANGELES More than 150 beauty entrepreneurs, influencers, editors and PR professionals crafted sales-driven strategic planning for today's beauty market. Cutting through misinformation and myriad options, straight-talking specialists distilled the principles of generating demand from Awareness To Advocacy, the summit’s theme. The goal: creating consistent interactions with consumers at every opportunity across platforms.
An exclusive interview with Moon Juice’s Amanda Chantal Bacon wrapped an ambitious program that featured foundational courses on the layers and subsections of the demand generation funnel, deskside pitches to editors, influencers and consumers, and direct marketing. With so much at stake, the mainstage events were recorded and packaged for post-show purchases by attendees through BX Replay, a new digital initiative that will be made public in March 2020.
Click here to learn more about the 2020 BeautyX Summit series. 8 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Foundational Courses
Case Studies
Panel Discussions
Expert Workshops
Live Learning
Networking
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BEAUTYX DEMAND GENERATION SUMMIT SCHEDULE
DAY 1
9:00am
10
Opening Remarks
PRESENTER: Cassandra Boler
MASTER OF CEREMONIES: Paul Potorti
2:30pm
Under the Influence
9:15am
Understanding Demand Generation
Demand generation is often a misunderstood or underestimated concept. It's also one of the main reasons why otherwise promising small brands fail.
A select panel of indie-attuned beauty influencers discuss how they work with emerging beauty brands, the way brand partnerships are changing and the trends they see on the horizon.
PRESENTER: Nader Naeymi-Rad
MODERATOR: Jillian Wright PANELISTS: Caitlyn Chase, Jessica Franklin, Ashley Cooper,
10:15am
Your Website is Your Brand
Whether based on a DTC or wholesale business model, a brand's website is the best place for editors, bloggers, influencers and consumers to get their questions answered.
2:30pm
Influencers: Friend or Faux | BREAKOUT SESSION
Dive into an evaluation of the influencer landscape, and learn influencer marketing best practices for beauty and wellness brands.
PRESENTER: Christopher Napolitano
11:15am
The Promise and Pitfalls of Social Media
3:30pm
Case Study: The Ipsy Influence
Likes and follows don't always translate to sales, and competition is fierce. Here's how brands can harness limited time and resources to execute effective social strategies in various channels.
An in-depth conversation between the largest beauty subscription in the world and two popular influencers who have partnered with them on their signature Glam Bags.
MODERATOR: Claire McCormack PANELISTS: Corey Weiss, Amina Marie, Alexandra Potora
3:30pm
Email Marketing Essentials | BREAKOUT SESSION
There is no cheaper, better way to reach consumers than through email marketing. The trick, then, is to build the right-sized consumer database and send campaigns that work—and sell.
PRESENTER: Claire McCormack
11:15am
The Art of Social Listening | BREAKOUT SESSION
Learn why it's critical to monitor and respond to general communication patterns and specific comments within your brand's community of interest.
PRESENTER: Christopher Napolitano, Cassandra Boler
12:00pm
Networking Lunch Break
1:30pm
Winning Social Media Strategies
A frank discussion among brand founders on the ways social media can support or stymie their business. Share in the reality check and instruction on how to link social media to broader marketing plans.
MODERATOR: Rachel Brown PANELISTS: Gigi Goldman, Lauren Napier, Priscilla Tsai
1:30pm
The Art of Instagram | BREAKOUT SESSION
The increasingly complex business model and ecosystem of Instagram has shut many doors and opened others. Opportunity still awaits on the platform, but today’s brand founders must know how to best exploit the available options.
Alina & Inessa Vike
PRESENTER: Jane Carlson
PRESENTER: Christopher Napolitano
4:30pm
Pixi Beauty Tricks: Building a Global Brand
Take a deep dive into the rise of a thriving beauty business launched 20 years ago by makeup artist Petra Strand. Learn how Pixi Beauty boosted sales by working with influencers, the business results of their #pixipretties initiative and influencer collaboration best practices for indie brands.
MODERATOR: Rachel Brown
5:15pm
Networking Cocktail Reception
PANELIST: Felix Strand
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Brands are so powerful. They have the ability to shape culture, influence, create bonds, evoke nostalgia, and amass generational loyalty. But to operate as a successful consumer- or service-based brand takes fine tuning in communication and constant adaptation as our world continues to evolve. — AMINA MARIE
11 T HTEH A E NATNHTOHLOOLG OYG O Y FO IFN IDNEDPEEPNEDNEDNETN BT EBAEUATUYT Y| V | OVLOULM UEM V E I ,V ,I SI S U SU E E1 4 | | L O NS EW A NYG OERLKE 2 S 021092 0
CBD came out a winner at BeautyX Summit’s media pitch competition as supplement brand Winged CBD, pelvic floor gym Kegelbell and inventive bodycare brand NHCO Botanicals vied for the attention of editors. To practice their pitches, founders were coached by public relations professionals in advance. Jessica Mulligan of Winged worked with Charmed PR founder Robin Tolkan-Doyle, Kegelbell’s Stephanie Schull with Six One CEO Kilee Hughes and Nicole Hawthorne of NHCO paired with Erin Kelly, founder of Erin Kelly PR. With the prize of coverage in a trio of media outlets, editors Erin Magner of Well + Good, Liz Ritter of New Beauty and Rachel Brown of Beauty Independent weighed the story potential of each pitch. Ultimately, Winged CBD landed the accolades of Brown and Ritter, while Kegelbell received the nod from Magner. Even more, the wins also secured Mulligan and Schull free tickets to an upcoming BeautyX Summit. 12 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
BEAUTYX DEMAND GENERATION SUMMIT SCHEDULE
DAY 2
9:00am
Opening Remarks
2:30pm
A Conversation with Amanda Chantal Bacon Since opening her first Moon Juice shop almost a decade ago, Amanda Chantal Bacon has amassed a devoted following of customers and fans, as well as a swarm of detractors. In this frank one-on-one conversation, the woman who sprinkled Sex Dust on an entire industry will share how she creates demand for products people have never heard of, continues to grow her business without the help of influencers and shakes off the haters that try to bring her down.
MODERATOR: Claire McCormack PANELIST: Amanda Chantal Bacon
3:30pm
Live Learning: Deskside Domination
The competition is fierce: Three real-life indie brands, supported by advisory experts, pitching to veteran beauty editors.
THE BRANDS: Nicole Hawthorne (NHCO), Jessica Mulligan (Winged), Stephanie Schull (Kegelbell) THE ADVISORS: Robin Tolkan-Doyle (Charmed PR), Kilee Hughes (Six One Agency), Erin Kelly (Erin Kelly PR) THE EDITORS: Rachel Brown (Beauty Independent), Erin Magner (Well+Good), Liz Ritter (NewBeauty)
MASTER OF CEREMONIES: Paul Potorti
9:15am
State of Demand Generation 2020
Beauty's low barriers to entry have led to a flooded landscape, but increasing barriers to scale means brands need to work twice as hard for half the reach. What no longer works? What emerging strategies—digital and IRL— are successful in today's environment?
PRESENTER: Claire McCormack
10:15am
Beyond PR
Media and communications are changing at a breakneck pace, and so are the best public relations agencies. Today's PR must navigate the changes in the beauty industry while helping build the right approach to trade shows, influencers, affiliate links and more.
MODERATOR: Jane Carlson PANELISTS: Robin Tolkan-Doyle, Kilee Hughes, Erin Kelly
11:15am
Beauty Editors: The Evolution
Beauty editors see what's hot, understand consumer need and share their early-adopter insights with engaged audiences. These top editors discuss what changes in the media mean for brands, share their favorite stories of the past year and provide details as to why they choose to write about some brands but not others.
MODERATOR: Jillian Wright PANELISTS: Rachel Brown, Maureen Choi, Erin Magner,
Liz Ritter
12:00pm
Networking Lunch Break
1:30pm
Activating Demand at Retail
Getting in the door at your dream retailer is the first step towards...a lot of hard work. Once a brand secures coveted shelf space, then what? What does it take to get from shelf to cash register, and what tools and tactics can founders use to create a retail winner?
MODERATOR: Christopher Napolitano PANELIST: Cayli Cavaco Reck, Amy Liu, Sonia Summers,
Mel Sweet
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BeautyX Retail
Gain insights into today’s beauty retail space and how to best grow your brand’s distribution through retail channels.
june 8-9, 2020 | dallas, tx
BeautyX Capital
Explore the various ways an entrepreneur can fund his or her business and hear the latest investment trends.
august 2020 | new york, ny
BeautyX Entrepreneurship Get a crash course on everything it takes to be an entrepreneur in today’s beauty market.
december 2020 | new york, ny
BeautyX Demand Generation
Leverage media, influencer and marketing resources to engage and acquire new customers.
january 2021 | los angeles, ca
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Build Your Future. beautyxsummit.com
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Cheers to Five Years! 16 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
#IBELA2019 Rivaling the flagship show in New York—and armed with the same winning components introduced last year, Week of Independent Beauty and Uplink Live—Indie Beauty Expo Los Angeles 2020 drew a record crowd of retailers. With more than 500 buyers, 200 members of the press and 300 assorted ticketholders, the number of interactions with brand founders had Magic Box at The Reef buzzing for two straight days. Nearly 190 beauty, wellness and lifestyle brands covered the spacious venue with an array of ranges and, of course, CBD everything on display. Most brands exhibit at trade shows to meet beauty buyers, and IBE LA 2020 didn’t disappoint with its retail buyer pull. They poured into IBE LA from around the world looking to stack the assortments of e-tail, television and traditional store concepts such as Dermstore, The Four Seasons, Erewhon, Walmart, Ulta Beauty, Cos Bar, Planet Beauty and QVC with the latest indie beauty offerings.
A focus on ingenuity and new solutions brought IBE LA in five short years from a renegade production into a major driving force in today’s beauty industry. Like the entrepreneurs and brands it supports, Indie Beauty Expo serves as a beacon lighting the way ahead. Major specialty retailers showcase indie products via instore events and promotions for the Week of Independent Beauty, while at Uplink Live solution providers gather to collectively fuel the community’s next wave of growth.
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INDIE BEAUTY EXPO LOS ANGELES 2020
Exhibitor Lineup *2019 Best In Show Winner Akar Skin
Erchonia Corporation
IBY Beauty
Make & Mary™
ANOVÉ® | Pure Luxury
errbshop
Manucurist
Skincare
ESW Beauty
Industry Cosmetic My Skin & Co.
Au Naturale Cosmetics
Evanhealy
Inika Organic
Aura Inner Beauty
EVERYDAY OIL
INKED by Dani
Max Green Alchemy Ltd.
Ayr Skin Care
FaceTory
Java Skin Care
Microbröö llc
Beekeeper’s Naturals
Floramye
Jaxon Lane
MíDFLOWER
Inc.
Flower and Bone Supply
JOHNNY CONCERT
Mi Moi
MAKEUP
milk + honey
FOLLY FIRE
Jolie Maroc
MIZU Life Water
FOREO
Joon X Moon
Skincare
FORIA
JOWAÉ
Moonchild
Fyve, INC.
Juniper & Pine
Georganics Ltd.
Organics
Moon Mother hemp Company
Glam & Grace
Kapa Nui Nails
GLOWBIOTICS
Karisma Skincare
Good Science Beauty
KEEKO
Grace & Stella
Kegelbell
Sunscreen
Green Stem
/kit•sch/
COCONUT MATTER LIMITED
HAIELLE
KUNGFU
Halosmile
APOTHECARY
Daily Concepts
Haruharu
la beauté Soi
D’ALCHÉMY
HATCH MAMA
Laki Naturals
Dame Products
HECH Europe GmbH
LA LA LEAF
Dazey CBD
HempBeauty
Lapalette
Dead Sexy by
Hess Klangkonzepte Sound Self Care
LAPCOS
Higher Education
Le Wand
Bella All Natural Besame Cosmetics BLNCD Naturals Botanical Republic BYROE CBD + NATURE CILQUE [s-ilk] Cinema Secrets Pro Cosmetics Clean Green
TokyoMilk Derma ID - my cosmetic pharmacy Detoskin
Holistic Brands
Doctor Rogers
Corporation
RESTORE®
Honor MD Skincare
Dr. Botanicals Earth Harbor Naturals Elvie Elvis & Elvin Inc
Skincare
Hugs CBD HUNA SKIN Hush + Hush I and I Botanicals
LASHES IN A BOX Life Veda LLC NOURISH MANTRA Lip Gloss Boss Little Moon Essentials Lucent Botanicals Lucky Chick Luna Nectar Mad Hippie
MASAMI
Naisture Nature Nut NHCO Botanical Bodycare NipLips™ NIU BODY NIUCOCO Inc. Noevir USA, Inc. nooii NORMALIFE nourish + co Ora Organic ORGAID O-SHOT Otaci PAAVANI Ayurveda Palette by pak Passport to Organics Phenic Natural Skincare PIRETTE Plant People 19
THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
INDIE BEAUTY EXPO LOS ANGELES 2020
Exhibitor Lineup *2019 Best In Show Winner POPMASK LONDON
Root
Care, LLC
Province Apothecary
Royal & Langnickel Brush
Spice Beauty
rue Santé
State of Kind
Pure Alchemy Beauty Pure Aura
Saalt
PureHeals” by am!
Salud
cosmetic
Scalp Food/ Zero
Purenskin
Taboos
QI Formularie
SERUMKIND
Rael
Simris
REALHER
Skinbuzz LLC
Recreation Bondi
Skinesque LLC
Beach
SmartyPits
Redmint
Smooth and Strong CBD Haircare
Restorsea Revival Body Care
SOLARA SUNCARE
Reza Be Obsessed Ricardo Rojas Haircare Rituel Roar Cosmetics
Solaris Laboratories New York Soma Ayurvedic South Seas Skin
Spotlight Oral Care SWAY
TowelTopper® Towel Bands Trisha Watson Organics True + Luscious
Switch2Pure
Velettà Skincare
SYLVECO ft. by ALINA COSMETICS
VIKE Beauty Vitamasques
Terasana Beauty Company
Vive Sana
Terra Beauty Bars
We Love Eyes
The Golden Elixir The Hello Cup The JBeauty Collection (Ys and Partners, Inc) The LYFESTYLE CO. The Recovery Lab The Sunscreen Company Timeless Skin Care
Way of Will Whish Beauty Wildcraft Winged CBD YANGU BEAUTY Y Cosmetics Yon-Ka Paris Yubi Beauty ZAQ Skincare Zatik Naturals
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The Favorites After IBE Los Angeles 2020, buyers were surveyed about their favorite beauty and wellness finds. Here are the top-voted winners.
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BLNCD Naturals Dame Products
Dazey CBD
Earth Harbor
FORIA
hess klangkonzepte - Sound Self Care Higher Education Skincare
Hush + Hush
JOHNNY CONCERT MAKEUP milk + honey
Moon Mother Hemp Company REALHER Rituel
Winged CBD Yon-Ka Paris
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Solutions to Grow THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Uplink Live at IBE LA built upon the foundation of the first Uplink Live in New York by offering an expansion of its matchmaking focus. Uplinking, a one-hour meet-and-greet between select Uplink Live exhibitors and IBE brands, took place on two occasions— before doors opened and at the close of day one. Busy brand leaders on the IBE show floor also gathered for several guided tours through Uplink Live for targeted conversation on specific needs. The brilliant yellow and black wing housing Uplink Live featured 20 enterprising vendors providing raw materials, contract manufacturing, logistics, distribution and personnel acquisition. Non-exhibiting brand founders surged through registration for a walk through the IBE floor and attended sessions at the Uplink Live showcase delivered at the presentation stage. For two days, on both sides of the event hall, an entire support system for innovation thrived and grew. While Uplinking was a clear highlight of post-show interviews, the various presentations scheduled on both days attracted overflowing crowds. Base Beauty Creative delivered Social: How To Translate Your Purpose Into Conversions, Solesence offered Launching A New Product: A Crash Course and Iggesund weighed in with A New Era Of Premium Packaging: How
A Small Brand Can Achieve Sustainable Luxury, to name just three. “Uplink has been amazing,” said Fernanda Gomez, co-founder of vegan skincare line Terra Beauty Bars, at the show. “We went through the quick three-minute speed dating at Uplinking. It was phenomenal. We got a lot of good information, met a lot of good suppliers whom we potentially could be partnering with moving forward. As a vegan brand we have a blacklist of ingredients. We’re particular about where we’re sourcing, and Uplink helped us cut through the clutter and find suppliers.” The need was not lost on Uplink Live exhibitors. “Having the different ways to connect with indie beauty brands, first with BeautyX Summit and now with Uplink,” said Kevin Cureton of mineral-based SPF and color cosmetics supplier Solesence, “has been tremendous for our business.” 25
THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
UPLINK LIVE LOS ANGELES 2020
Exhibitor Lineup 3rd Party Logistics Group
Glam Spa By Shannique
Noble Roots
Base Beauty Creative Agency
Iggesund Paperboard
Pure Beauty Labs
Clear For Me
Indigo Private Label Cosmetics
Sederma/Croda Inc.
Colonial Chemical, Inc.
Lucky Cha Cha
Solésence Beauty Sciences
Dow
MANA
Evergreen InnovationsContract Manufacturing
MS Beautilab (Formally Strand)
Ten Eyck Business Solutions Consulting
Evonik Corporation
Martin Kartin and Company
Unique Distinctions Inc.
Monvera Glass Décor
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UPLINK LIVE LOS ANGELES 2020
Speaker Lineup WEDNESDAY, JANUARY 29, 2020
1:45PM — Panel: Manufacturing Makeup
3:00PM— Scent Matters: Use Scent to Win Over New Consumers
Sheri Koetting, Co-Founder & Chief Strategist, MSLK
Damien Dossin, Senior Vice President iLabs
Hear package design strategies for retail, e-tail, SEO, social shopping, PR, and video.
Hear why it all starts with the partnership you have with your lab—your formulator.
2:30PM — Culture Fit and the Recruiting Process
3:45PM — Launching A New Product: A Crash Course Jodi Katz, Founder, Base Beauty Creative Agency
Take a deep dive into how you can unlock your toolbox and use strategies and creativity to help your indie brand keep up and stand out on social media platforms.
Kerri Nuzie, Associate VP, 5W Public Relations
Hear how public relations and marketing can catapult indie brands into the spotlight—and how to effectively maximize the impact of your results.
4:30PM— Social Strategy: How to Translate Your Purpose Into Conversions Hear the pain points that these innovators had to overcome, and which choices led to their global success. 5:15PM— Panel: Choosing the Right Manufacturing Solution SolutionHear the pain points that these innovators had to overcome, and which choices led to their global success.
THURSDAY, JANUARY 30, 2020 10:45AM — A New Era of Premium Packaging: How A Small Brand Can Achieve Sustainable Luxury Sunee Fleshman, Marketing Specialist, Sensient Cosmetic Technologies
Learn to evaluate the data to be sure ingredients are really clean, really efficacious, and really ethical. 11:30AM— Panel: Considering Cannabis: To CBD Or Not to CBD? Neal Haussel, Director, Strategic Business Development & Sustainability, Iggesund Paperboard
See why success in redesigning packaging to eliminate or reduce plastic in favor of paperboard lies at the confluence of design innovation and fiber-based materials development. 1:00PM — Ingredient Transparency: Using Data to Propel Your Mission Patrick Lowe, AVP Business Management, PFS
Understand a brand-growth journey that differentiates the online shopping experience and ultimately grows your eCommerce operations.
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Anthology of independent be aut y
FEATURED COLLECTION LOS ANGELES 2020
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DAILY CONCEPTS Daily Concepts is known for their stylish and sustainable wellness essentials. Brand creator, Emilio Smeke wanted to create beauty/bath accessories for consumers who have a growing focus on self-care and zero-waste products that also travel when you travel. All textured face & body scrubbers have an antimicrobial built in with an expiration tag which fades when it’s time to replace it (usually up to 3 months). Daily Concepts has 97% less germs/mildew vs. others on the market and is perfect for travel with its functional packaging (reusable plastic cover & suction cups). dailyconcepts.com
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E ARTH HARBOR Earth Harbor harnesses the natural power of Ocean & Earth to bring you sustainable, vegan, cruelty-free skincare. They are beach beauty minimalists who deliver sensory self care rituals to help you achieve your skin goals. Earth Harbor believes in beauty through nature— proven, non-toxic & inspiring. The founder, Ali Perry-Hatch, MPH, is a beach wanderer, herbalist and toxicology scientist, who created Earth Harbor out of her treehouse kitchen using holistic phyto-technology. A combination of a career in humanitarian health engineering, a nearfatal car accident, and finding out she was pregnant, led Ali to be more critical of what she was putting both in and on her body, as well as its effects on the environment and humanity. When Ali couldn't find the beauty products that met all of her strict criteria of being effective, ethical, purely natural, rooted in science, and all-around indulgent (while not breaking the bank!), Earth Harbor was born! earthharbor.com
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FOLLY FIRE Folly Fire is a new color cosmetics brand that will take lovers of color and freedom to the promised land. The brash, modern collection has pretty prices without sacrificing quality, or any other modern must-haves. Folly Fire is Vegan, Gluten-free, Cruelty-free, Fragrance-free, and Allergic to BS! Be bold, be folly and free your #follyfire. follyfire.com
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GLOWBIOTICS PROBIOTIC SKINCARE As the pioneer of probiotic skincare, GLOWBIOTICS created a unique skincare range that specifically addresses and improves all skin conditions. Founder Christine Watson a two-time cancer survivor, and GLOWBIOTICS are 100% committed to being clean, safe and effective. GLOWBIOTICS products are all formulated free of Parabens, Phthalates, Sulfates, Artificial Dyes, Mineral Oil, Toxins, or Hormone Inhibitors. The benefits of probiotics (good bacteria) go beyond keeping the gut healthy. When “bad bugs” out balance the “beauty bug,” they trigger inflammation, which can cause everything from breakouts and sensitivity to rosacea and premature aging. GLOWBIOTICS focuses on reducing inflammation and rebalancing the skin’s ability to heal itself. With scientifically validated clinical testing, GLOWBIOTICS products are infused with rejuvenating probiotics, prebiotics, strengthening botanicals, and smart peptides. The science behind GLOWBIOTICS probiotic formulations is proven to restore balance, youth and radiance and give all skin types the ability to glow from the inside out. glowbiotics.com
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HUGS CBD Hugs was created with two goals in mind: to bring a new standard of honesty and transparency to the CBD industry and to deliver high quality products to customers. Every ingredient in their products is on each label. Hugs sources ingredients with care, displays them with honesty, and follows through with world class customer service. Every batch of Hugs products is third-party lab tested to ensure quality. A percentage of all proceeds are donated to 10,000 Beds – a charity that helps those battling substance abuse get the treatment they need. Hugs tag line is short, but impactful. Hugs wants to make self-care as easy as possible for all customers. Hugs customers often lose track of there personal well-being as they go about there day to day lives, so Hug's goal is to help consumers make self care a part of their daily routines. hugscbd.com 35 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
NIU BODY NIU BODY is a natural skincare company, created by co-founders Connie Lo and Laura Burget. They started the brand in 2017 when they were 23-years-old; at the time, they were recent university graduates who couldn’t afford to spend $80 on a clean skincare product, but also didn’t want to settle for a cheap product with questionable ingredients. With this problem in mind, they set out to create a line of 100% natural, certified cruelty-free and vegan skincare products, all under $40. Their mission is to make natural beauty accessible for all women, with affordable prices and transparent formulation standards. NIU BODY is now carried in >350 retail doors across North America, including Kohl’s, Riley Rose, and Today’s Shopping Choice. The brand has thousands of five-star reviews online, and has appeared in media publications like ELLE, Refinery29 and Fashion Magazine. niubody.com
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ROYAL AND L ANGNICKEL Royal & Langnickel速 has been manufacturing superior artist brushes for seven decades. Royal & Langnickel速 strives to develop the ultimate makeup brushes by thinking boldly and having unmatched quality and design. Passion, dedication, experience, and unequaled control of our brushes, from start to finish, is what makes Royal & Langnickel速 special. Using the latest manufacturing technology allows Royal & Langnickel速 to improve upon the classic brush while predicting the newest trends. beautyusa.royalbrush.com 37 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
SOUND SELF CARE - HESS KL ANGONZEPTE hess klangkonzepte has been making quality sounds and vibration their priority for the past 30 years. In this fast- paced world it is important to take time to breathe, relax and refocus. Through harmonic sound and vibrations, body and soul receive a massage. All your cells have the chance to easily let go of old patterns to create new ones. Peter Hess is the premium brand for singing bowls and sound massage in Europe and across the world with knowledge from 30+ years of experience. The Sound Self Care Set by hess klangkonzepte includes a Peter HessÂŽ Universal Bowl in supreme quality with permanent protection and comes with high quality accessories (vegan options available), a booklet with exercises, as well as a journal to keep track of the changes. This is a perfect set to start your journey working with sound. soundselfcare.com
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TER ASANA NATUR AL SKINCARE Terasana is a company crafting best-in-class clean skincare that both celebrates nature and harnesses cutting-edge science. Terasana sources the world's most potent and pure ingredients and uses advanced processes and formulations to ensure maximum efficacy for the user. Skin Mantra Facial Oil relies on fermented oils imported from Korea. The fermentation process reduces the molecule size, providing scientifically-proven increased penetration and absorption. Terasana's After Glow Serum pairs a highly stabilized & potent Vitamin C extract with other natural collagen-boosting ingredients. Good Nature body balm is fueled by 8 different seed oils from Mango, Hemp, Argan, Sunflower, Olive, Coconut, Avocado & Grape, all in one luxurious mix. terasana.com 39 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
TIMELESS SKINCARE Timeless Skin Care creates effective skin care solutions that are carefully designed and crafted using high concentrations of clinically studied, active ingredients. Bestsellers include: 20% VITAMIN C + E FERULIC ACID SERUM Our 20% Vitamin C + E + Ferulic Acid serum gives skin a mega dose of Vitamin C that brightens, builds collagen, evens out tone and provides 24/7 protection against environmental pollutants. MATRIXYL® SYNTHE '6®. SERUM With six critical skin-building essentials, this serum with powerful Matrixyl® Synthe'6®. polypeptides targets pronounced wrinkles and expression lines. Along with the ultra-hydrating properties of Hyaluronic Acid, it lifts and plumps to reveal firmer, younger looking skin. HA MATRIXYL 3000™ W/ CUCUMBER SPRAY This lighter version of our best-selling Hyaluronic Acid Serums is an easy, onthe-go way to instantly re-hydrate + re-glow your skin throughout the day! Includes Matrixyl 3000 + Aloe Barbadensis to hydrate, soothe and protect. timelessha.com
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41 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Press Coverage AVENUE50 Beauty Events that can’t be missed this January 2020 Click to read BEAUTY INDEPENDENT 16 budding indie beauty brands to know before IBE LA
Growm Codex Beauty, Stories Parfums, La La Leaf, Lucky Chick, and more
COSMETICS DESIGN
Click to read
Sway
BEAUTY STORE BUSINESS Four Fast-Growing Beauty Product Categories
Mad Hippie, Kegelbell, Terasana, Evanhealy, Popmask and more
Click to read
Click to read
BEAUTY STORE BUSINESS
BEAUTY INDEPENDENT CBD comes out a winner at beautyx summit’s media pitch competition Deskside Domination
Winged CBD, NHCO Botanical, Kegelbell Click to read BEAUTY INDEPENDENT A dozen indie beauty trends our editors spotted at IBE LA 2020 Foreo, Grace & Stella, Aura Inner Beauty, Mad Hippie and more Click to read BEAUTY INDEPENDENT Retail buyers reveal their favorite finds from IBE LA 2020 Winged CBD, NHCO Botanical, Kegelbell
Indie Bound: Indie Beauty Must-Haves
Acaderma, Good Science Beauty, Mad Hippie, Naisture, PMD Beauty Click to read COSMETICS DESIGN
3 under-the-radar beauty trends to watch for at IBE LA this month Revival Body Care, We Love Eyes, Lashes in a Box, Kitsch, Dazey, Sound Selfcare, Pirette, eveanhealy, Salud, Ayr Skin Care Click to read COSMETICS DESIGN Key industry suppliers to support indie beauty brands at Uplink Live Click to read
Click to read
COSMETICS DESIGN
BEAUTY PACKAGING
IBE announces 2019 Best in Show winners, 5 trends stand out
Indie Brands to Target ‘Beauty Sleep’ at IBE LA
PopMask, Moonchild, Foria, Laki Naturals, NHCO, ZAQ, Plant People, Winged, Le Wand Click to read BEAUTY PACKAGING Indie Beauty Expo Announces Best in Show Winners
BIS: Shaffali, Henua, Nutrifol, Whipped, Visha Click to read COSMETICS DESIGN
3 ways IBE exhibiting brands stood out from the crowd Click to read
Sway: the startup personal care brand making armpits pretty Click to read COSMETICS DESIGN Friendly Beauty: what new terminology means for brands and formulators Juniper& Pine, NHCO Botanical Bodycare, Ayr Skin Care Click to read COSMETICS DESIGN VIKE Beauty at IBE LA: launching a brand and elevating a category VIKE Beauty
Click to read ERIN-ELIZABETH INDIE BEAUTY EXPO // 2020 BEAUTY TRENDS
Juniper & Pine, Daily Concepts, Vike Beauty, Root, Mad Hippie, Terasana, The Sunscreen Company, Winged, KegelBell, Luna Nectar Click to read EZZAGOLD The Best of the LA Indie Beauty Expo 2020
Sway, BLNCD Naturals, Earth Harbor, Folly Fire Click to read EZZAGOLD Testing out ESW Beauty's Raw Juice Face Masks ESW Beauty
Click to read HAPPI IBMG Announces 2019
Ethique, Henua, A Wholesome 42
THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
43 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Press Coverage Best in Show
Biophile, Stories Parfums, Virtue Labs, Ethique, Codex Beauty, La La Leaf
MILLENIUM MAGAZINE
REAGAN HART
Indie Beauty Expo 2020: Global Traditions And Novel Innovations
Indie Beauty Expo Los Angeles 2020 | Thoughts And Discoveries
Koya Webb’s Top 10 Indie Beauty Expo Picks
Green Stem CBD, La La Leaf,Earth Harbor, Soma Ayurveda, Jolie Maroc, Vike Beauty, Midflower, LAPCOS, O-Shot, Niplips,Trademark,Manucurist, Sylevco, Zatik Naturals, Hech, Normalife, EvanHealy,
Click to read
Click to read
LA TIMES
NATCH BEAUT
The biggest trend in indie beauty right now: Saving the world
All things Indie Beauty with The Indie Mood Episode Guide
Click to read KOYA WEBB
Niplips, Palette, Yubi, Folly Fire, Johnny Concert, Make & Mary, Kakadu Dream, Moonchild, Free and True, Byroe
Fat and The Moon, Olio E Osso, Ace Beaute, Hello Cup, Kegelbell Click to read
Click to read
NEWBEAUTY
MAKE A THING OF BEAUTY
The 13 Coolest Products We Discovered at This Year’s Indie Beauty Expo
IBE Recap: 9 Indie Beauty Brands to Keep Your Eye On Besame Cosmetics, keeko, Inked by Dani, Veletta, Dazey, Palette by Pak, Folly Fire, Le Wand, HaloSmile Click to read
Click to read ORGANIC BEAUTY LOVER
MANE ADDICTS Everything to Know About Beer Shampoo—Yes, It’s a Thing Bröö
Click to read MARIE ANN IN LA IBE LA 2020 review Click to watch video
Indie Beauty Expo 2020: Cool Clean Beauty Finds
Make & Mary, Sway, Earth Harbor, Hemp Beauty, evanhealy, Luna Nectar, Moon Mother Hemp, ESW Beauty, Akar, Huna, Solara. Kungfu Apothecary, Lucent Botanicals, Karisma, Fyve, Zatik, Serumkind, LaPalette, Root Click to read PR NEWSWIRE
MARKETWATCH Indie Beauty Media Group Expands LA Offerings with Uplink Live Click to read
Winged, Whish, Starry Eyes, Daily Concepts, YonKa, Naisture, Terasna, Saalt, Keeko, Kegebell, Paavani, Byroe, Dame
Indie Beauty Media Group Expands LA Offerings with Uplink Live Click to read
Click to watch video STATUSPHERE 15 Innovative Beauty Brands at Indie Beauty Expo LA 2020
Haielle, Earth Harbor, Folly Fire, Akar Skin, Bröö, Vike beauty, Y Cosmetics, Pirette Beach and more Click to read SUPERGREAT Our Favorite Brands From LA's Indie Beauty Expo 2020 Orgaid, Keeko, Good Science Beauty, Dazey, Solara Click to read THE GLOW GIRL Indie Beauty Brands You’ll Want to Try from This Year’s Indie Beauty Expo Absolution, Berlin Skin, Codex Beauty, Graydon Skincare, No Cosmetics, PMD, PYT, Province Apothecary, Stamba Click to read THE GLOW GIRL Who What Wear Feature: 5 Quick Makeup Hacks that Help You Instantly Look 10 Years Younger
Ace Beaute, Achi Lashes, Beigic, Brow Click to read THE INDIE MOOD IBE LA 2020 Highlights
Sway, Moonchild Sleep, NipLips, Root, Java Skincare, Solara Suncare, Palette Click to read
44 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
THE INDIE MOOD Our Top Picks From Indie Beauty Expo 2020 Daily Concepts, Kegelbell, Province Apothecary, Terasana, Mad Hippie and more Click to read THE TEASE Virtue Labs, Saint Cosmetics & Many More Named IBE’s ‘Best in Show’
Visha, A Wholesome Glow, Bohdi
Bohdi, Free+True, Pharmacopia, Inlight Beauty, Stories Parfums, Ethique, Nala Care, Way of Will, Tracie Martyn, Shaffali, Whish Beauty, Codex Beauty, and more
WHO WHAT WEAR I'm 55—These Are the 5 Fountain-of-Youth Makeup Hacks I Swear By
Click to read
Melissa Meyer's Picks: PYT Higlighter, Luna Nectar
THE TEASE
Click to read
Clean Beauty Brands Make a Splash at IBE 2020
YAHOO FINANCE
Click to read
Click to read
Au Naturale, Zatik, Lapcos, Johnny Concert
Indie Beauty Media Group Expands LA Offerings with Uplink
In just five years, Indie Beauty Expo has gone from art-house indie to the beauty world’s foremost beauty showcase to see and be seen by media, retailers, buyers, and consumers. Many brands that made their debut at IBE now stock the shelves at major retailers and are at the forefront of current trends. — MILLENNIUM MAGAZINE
45 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
exclusive
Trend Report The nearly 200 brands exhibiting at IBE LA at the Magic Box came with eye-catching spaces, compelling products and persuasive retail pitches. Here are a dozen beauty trends we spotted at the expo that are certain to pick up momentum in the indie space.
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12 NOTEWORTHY TRENDS FROM IBE LA 2020
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An Eye For Eye Care Innovation
1.
Will eye care be the next product category to migrate from the pharmacy to the beauty store? Several enterprising brands at IBE LA are betting on it. From ancient Ayurvedic practices to techie tools, indie entrepreneurs are looking to expand consumers’ healthy ocular options. Paavani Ayurvedic, We Love Eyes, Foreo
Accessibly Clean
2.
Even The New York Times has noticed that high-end skincare and high prices aren’t synonymous anymore. In an article on consumers’ desire for transparency, efficacy and killer aesthetics, Crystal Martin wrote, “The meaning of luxury is broader now.” Once a bastion of exclusivity, the clean skincare segment has become integral in stretching the idea of luxury to encompass affordable merchandise that doesn’t skimp on looks and performance. Wildcraft, Phenic Skincare, Grace & Stella
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No-No Nail Products
3.
Contemporary beauty consumers are unambiguously anti-groupthink. They’re picking products to suit their individual preferences at different moments in time and for different moods. To complement and encourage their experimentation, brands are offering a wardrobe of choices that make daily beauty routines exciting choose-your-own-adventure journeys. Manucurist, Kapa Nui Nails, Glam & Grace
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Retro, Deco And Dark
4.
Is it nihilism caused by our tumultuous times? A wish to return to the styles of the past? Or perhaps the subversive side of cannabis culture is casting a gothic glamour on the beauty industry? Whatever the genesis, it was undeniable at IBE LA that brands are embracing the dark side in packaging design, often mingling the moorish with vintage sensibilities. BĂŠsame Cosmetics, Rituel Beauty, Make & Mary
Next Gen Collagen
5.
Even your unhealthiest friend has probably heard of and perchance tried collagen. The darling of the ingestible beauty category is consumers’ first foray into the world of wellness, but plain collagen powder has turned off possibly as many people as it hooked. Ever the innovators, independent brands have gotten creative with ingredient, coming to market with novel flavors and formats promising to deliver beneficial results. Hech, Aura Inner Beauty
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Empowered Showers
6.
Baths have gotten more than their fair share of Instagram-enabled buzz. But the truth is that most of our baths don’t look anything like the glorious baths on social media—and we’re largely taking showers anyway. The good news for shower-taking regular folks is that beauty brands are paying attention to their mundane personal maintenance rituals to enhance them with distinctive showerspecific products. NHCO Botanical Bodycare, Laki Naturals, Nude & Crude, Daily Concepts
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Better Body Care
7.
The indie beauty segment has focused intensely on the face. That focus makes perfect sense. Body care accounts for a sliver of beauty sales, and consumers have traditionally been unwilling to pay a premium for products designed to be used below their necks. However, brands like Nécessaire and Kayo Body Care have arrived on the beauty scene to convince consumers not to cover their bodies in the usual junk they run across at drugstores. At IBE LA, they were joined by a crop of brands elevating body care to face care status. Salud, Everyday Oil, I+I Botanicals
Glittery And Green
8.
While it’s certainly eye-catching, glitter can be environmentally destructive. All those tiny plastic particles found don’t simply disappear into thin air. They often wind up in oceans. Conscious of the problem, several beauty brands are experimenting with glitter options that are as sparkly as they are earth-friendly. Johnny Concert Makeup, True + Luscious, Au Naturale Cosmetics
52 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Multifaceted Lip Concepts
9.
Lipsticks, lip glosses and lip tints are no longer restricted to being swiped only the mouth. Brands are coming up with new ways to stretch the products and their uses. Part of their agenda is to cut down on consumption. Roar Cosmetics, Y Cosmetics, Mad Hippie
53 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Hyaluronic Acid Trips
10.
Hyaluronic acid seems to be tied with CBD and vitamin C in a race for most popular skincare ingredient. With the super hydrator becoming a staple, brands are pursuing strategies to push it to new heights and pump consumers up about incorporating the ingredient into their routines. Good Science Beauty, Rael, Timeless Skin Care
Refill At Retail
11.
As beauty brands battle waste, some are setting up product refill stations at retail partners. While the concept isn’t completely new, clean beauty retailer Follain has had in-store refill stations for its eponymous line of liquid soaps since 2013, more brands are creating incentive programs to make it as easy as possible for shops and shoppers to fill ‘er up instead of throw ‘er out. Java Skincare, Flower and Bone Supply, Nooii
54 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Cannabis Product Propagation
12.
Skincare was CBD’s initial home in beauty. Today, the ingredient is filtering into every product imaginable, from toothpaste to towels. Its crawl into a multitude of consumer packaged goods crevices was evident at IBE LA with exhibitors that integrated it into foundation, sunscreen and breath mints. CBD+Nature, Mi Moi, Lucent Botanicals
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Unlock the full trend report. visit beautyindependent.com Staying connected to other founders as well as staying current on exciting changes and opportunities has helped me to grow my business more strategically and stay focused on bigger goals.
— Stephanie King London Sugaring Company
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The Grateful Gardenia
Beauty Beyond 40
DREAMS magazine
JennaVeroni
Beauty BIz Bffs
Dreamy Walk Home
JennChanGlam
Beauty Launchpad
E! Daily Pop
JessikaMae
Beauty Matter
East County Gazette
JoPlacencio
Beauty Momme
Eco Babe
Josefine Wissenberg
Beauty Store Business
Ecommerce Magazine
juliethartly
BeautybyFranki
Elevate My Brand
KC Makeup
beautyprofessor
Emma Willis
KelseyJPatel
Beautystasis
Empurrer Media
Kirin Bhatty
Best Friends Animal Society
Entertainment Tonight
KoyaWebb
erinemiller
LA Daily News
Fashion Snoops
La Moda Channel
Fiona Styles
La Petite Belle Eats
Focus on Fashion Retail
LA Times
Forever 35
LaPalme magazine
Formes de Luxe
LAPRIVY
Forward Journal
lelasiimone
francieluxe
Loren Canby
Full Coverage Podcast
Loving Beauty & Life
gerihirsch
Lucere Natural Medicine
"Beth Follert" Bliss Network Blush & Brews BondEnAvant C Magazine CamilleLenore Carissa Ferreri Cassandra Daily Catarina magazine
Mosaic Media msbellastyle My Beauty Bunny MyTopThingsss NAILPRO nat_romo Natalie Means Nice Neon Rose Neon Rose Agency New Orleans Fashion Week NEWBEAUTY NewBeauty Nikki Sharp Noorface Organic Beauty Lover Organic Bunny Popstar magazine PR Net Pretty Organic Girl ReaganHart rebeccacasciano Rebel Beauty
60 THE ANTHOLOGY OF INDEPENDENT BEAUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
61 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
62 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Registered
Press Riot Media Group
Stacy Cox Beauty
The Eco Well
Uncover LA
Rocat22
Starworks Artists
The Fullest
Vees Honey
Rogue magazine
Stylecaster
The Glitter Guide
victoriadoder
Romy Raves
Stylus
The Glow Girl
Violet Grey
RomyRaves
Stylus Media
The Grateful Gardenia
Vogue Paris
Simply Stylist
Supergreat
The Indie Mood
Well+ Good
Sinead de Vries
SVN Space
The Official Nida
Westlake Magazine
Sir John International
Sweety High
The Tease
Who What Wear
Skin Care by Hyram
That's So Retrograde
The Vanity Diaries
Wisdom In Beauty
Skin Deep
Thatnutritionist
thelaurabarrett
WWD
Sonia Lee
The Arriviste
TiffanyStanley1
YoungBeautyGlow
Sony Pictures
The Brittany Edit
Tribe to Table
sophieuliano
The Chosen Club
Truly Eco Friendly
63 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
Berlin Calling
IBE Berlin March 2021 Station Berlin, Germany
64 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
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Experiencing IBE Berlin is like stepping into the future. Today's forward-thinking independent beauty brands are driving change in the German-language market, the most powerful economic force in Europe. To attend IBE is to stay on top of the market. IBE is returning to Halle 4 of Berlin Station, the site of last year’s inaugural show in Germany. Even for Indie Beauty Media Group, no stranger to expanding in new markets, IBE Berlin 2019 exceeded expectations. German, European and non-European brands shared a show floor with quality buyers, major press and enthusiastic beauty professionals. More than 64 exhibiting beauty brands from a dozen-plus countries joined together to fill the 22,000 square-foot floor of Halle 4. For two days in March Indie Beauty Expo Berlin was a display of indie spirit and innovation. Flowers were on the wall and business was in the air, as major buyers — led by Douglas, Europe’s largest specialty retailer — engaged with a sophisticated array of exhibitors.
The show was another breakthrough for innovative founders looking to expand the reach and influence of their products among forward-thinking buyers and consumers. The large turnout of attendees spoke to the strength and vibrancy of the German beauty market, and its receptivity to the independent beauty boom. TV stations, newspapers and fashion magazines, from Vogue, Elle, Barbara and Harper’s Bazaar, rolled out coverage of show floor trends and the impact of IBE on consumers and retailers. Like the London expo before it, the Berlin show paved the way for greater international exchanges of goods, services, and innovations for the global, and growing, indie beauty community.
65 THE ANTHOLOGY OF INDEPENDENT BE AUT Y | VOLUME VI, ISSUE 1 | LOS ANGELES 2020
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