Anthology of independent be aut y
LDN V O L U M E V, I S S U E 5
2019
Uniting Indie Beauty Around the World Join the leading international platform generating awareness and opportunity for today's beauty innovators.
Los Angeles January 2020
Berlin
March 2020
Dallas
May 2020
New York
August 2020
#weareindiebeauty indiebeautyexpo.com
London
October 2020
Anthology of independent be aut y LONDON OCTOBER 23–24, 2019 V O L U M E V, I S S U E 5
1.
A Week of Independent Beauty............................................................ 2
2.
Indie Beauty Expo London 2019........................................................... 6 i.
Exhibitor Lineup................................................................... 11
ii.
Buyer Favorites..................................................................... 12
iii.
Featured Collection............................................................ 14
iv.
Exhibitor Press......................................................................22
v.
Beauty Independent Trend Report...................................23
vi.
Registered Retailers + Press..............................................35
3.
Next Stop: IBE LA and Berlin 2020, Featuring Uplink Live..............38
4.
Build Your Future With BeautyX Summit...........................................40
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celebrating independent innovation abroad:
The Indie Beauty Media Group celebrated its fifth anniversary by launching the first-ever Week of Independent Beauty. Indie hot spots throughout England’s capital formed the first-ever international Week of Indie Beauty, with Content Beauty & Wellbeing hosting the marquee event the night before the two-day trade show. In addition to building buzz amongst beauty enthusiasts, Indie Beauty Week fortified IBMG’s ties with key European retailers, allowing the organization to better facilitate connections between retailers and the 80-plus brands presenting merchandise at IBE London. Packed with discounts and event highlights online and in-store, Indie Beauty Week participants included clean beauty pop-up platform Blomma Beauty, luxury retailer Oxygen Boutique, K-Beauty authority Luckyface, e-tailer Showcase Beauty, natural beauty digital destination Glow Organic and Feelunique, the leading beauty e-commerce platform and IBE parent company Indie Beauty Media Group’s retail partner. 2 T H E A N T H O L O G Y O F I N D E P E N D E N T B E A U T Y | V O L U M E V, I S S U E 5 | L O N D O N 2 019
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Feelunique, an online retail partner for Indie Beauty Media Group’s Adit program, shone brightly at a stellar popup exhibition space at IBE London. Under the Future of Beauty banner, the collaboration between European online retailer Feelunique and IBMG, serves as a permanent section of the e-commerce giant’s site and gateway for Feelunique’s customers in the United Kingdom to purchase products from nonnative independent brands. IBE London featured a refreshed array of the Future of Beauty collection at the Feelunique space, the second year running that the e-tailer celebrated its brand at IBE. 4 T H E A N T H O L O G Y O F I N D E P E N D E N T B E A U T Y | V O L U M E V, I S S U E 5 | L O N D O N 2 019
It’s important to have a physical presence when launching emerging brands to a new territory. It’s beneficial for the brand to tell stories and engage with customers, enabling them to test the products and absorb knowledge directly with the brand representatives. —Nigel Lawmon Commercial director at Feelunique
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London
October 23-24, 2019
Innovative beauty was the main attraction for buyers scooping up new offerings. Call it a beauty blitz. More than 80 independent beauty, wellness and personal care brands from 20 countries showcased groundbreaking approaches to sustainable positioning, trend-setting packaging and new product formats that collectively heralded the wave of the future. The press showed up in force at the Old Truman Brewery, with 130 reporters and influencers vying for leads and representing such outlets as WWD, Glamour, Vogue Business and Refinery29. Over 300 buyers from 170 retailers
were also in attendance, including representatives from Net-a-Porter, Whole Foods, Harrods, Superdrug and Cult Beauty, KaDeWe, Boots, Superdrug, John Lewis, Marks and Spencer, Fortnum & Mason, Selfridges, Fenwick, QVC, Beauty Mart, Planet Organic, Le Bon Marche, Asos and Origins of Beauty. “I attended Indie Beauty Expo last year, too, as a buyer and loved checking out the selection of indie brands from all over the world from France to South Africa,” enthused Luckyface founder Emilie Le. “It’s great to see indie beauty brands showcase their products all in one place.”
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#IBELondon2019 London is home to some of the world’s most legendary retailers large and small. Its thriving beauty scene has helped cultivate homegrown and imported boutique brands that are now rallying around the Indie Beauty Expo flag. As in IBE’s other U.S. international outposts, beauty is now taking center stage in London: The expo provides a beauty-centric opportunity amid the U.K.’s traditional mixed-trade fairs. The timing couldn’t be better as new retail entries Onda (which began in NYC) and the breathtaking spa/cafe/apothecary concept Linnaean pointed to the strength of the London beauty market as much as the glittering new beauty halls of iconic
department store Harrods. With the U.K. open for business and emerging brands leading the charge for the development of sustainable beauty, the London expo is a leading destination for the hundreds of global brands on IBMG’s roster.
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INDIE BEAUTY EXPO LONDON 2019
Exhibitor Lineup *2018 Best In Show Winner
ACHI
EXERTIER
AEOS energised organics
Facialderm
ALL TIGERS
Faith in Nature Ltd
APRICOT INC.
fì-ne
Arganicare
FLAUNT BODY
B & B Labs
Flow Cosmetics
BAÛBO
Freya + Bailey Natural Skincare
Be You
GARBO & KELLY
BE+RADIANCE
Georganics Ltd.
Beuti Skincare BEYL – Made for Men Skincare
GLAMCOR GLOBAL LLC GORGIAS LONDON
Bili Beauty
Green Stem
by Dariia Day
HALEYS Beauty
Cellucup/Glowcup
Heinrich Barth
Claré Blanc
Herbalvalley GmbH
Codex Beauty
Higher Education Skincare
COSMED COSMECEUTICALS
Inlight Beauty
CRIA HAIR
Instant Effects Iroha Nature
CULT51
Kocostar
Danielle Creations DAVISAGE Beauty Limited DEPIXYM Dr Russo SPF Expert Dr. Botanicals ECO BY SONYA EcoStardust Eleni & Chris Eloise Beauty EMULSION COSMETICS LTD.
LEDIBELLE
Ogaenics Health and Beauty Supplements Organicup POPMASK PRIMAL BEAUTY NATURAL LTD. Prosody Pura Vida Organics R&R Luxury Saalt Sappho New Paradigm Cosmetics Shakeup Cosmetics SKIN SAPIENS Smile Makers Solaris Laboratories NY SooAE New York STORIES by Eliza Grace Sweet Mary Jane Sylphar TERRE DE MARS The Hello Cup
Lipstains Gold
The Tonik Health & Beauty Pty Ltd
Luxju Natural Hair Products
TRUE Skincare
Maiiro
Unscented llc
MILU
Urban Skin Rx
MIMITIKA
Valentis Life Sciences
MITTEE
Virtue Labs
Natural Elements Skincare
We Are Paradoxx
Nature Organic Beauty
When Beauty 11
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The Favorites After IBE London 2019, buyers were surveyed about their favorite beauty and wellness finds. Here are the top voted winners.
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AEOS energised organics APRICOT INC.
Beuti Skincare DEPIXYM
Green Stem
HALEYS Beauty The Hello Cup
Sappho New Paradigm Cosmetics Urban Skin Rx Virtue Labs
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Anthology of independent be aut y
FEATURED COLLECTION LONDON 2019
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AEOS ENERGISED ORGANICS Transform your Skin: Emulating your skin’s natural function while restoring its equilibrium, the actives harnessed in their three- step-ritual work together, transforming the way your skin looks and feels – a complete skincare solution. Soil to Soul: AEOS grows and harvests as much as possible on their 500 acre Demetercertified biodynamic farm in England to use in products, sourcing all other ingredients from exceptional organic and biodynamic farms across the world. The Alchemy of Beauty: Prepared using ancient alchemical techniques over a 12 month period, AEOS's spagyric tinctures of crystals and gems supercharge the skincare to help deliver therapeutic effects for body, mind and soul alike. aeos.com
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DEPIX YM Depixym is for Him, for Her and for Them. The founders got tired of all of the labels that exist, of all of the wastage and development of products for people to just buy more. They wanted to create the ultimate product for everyone. So that’s what they did. Cosmetic Emulsions are the ultimate cosmetic and the result of the founders' over 25 years combined experience in the beauty industry. Universal use, high pigment, no transfer, blendable, waterproof, vegan and cruelty free they are every product that you have in your makeup bag in one. Yes, that’s right, they are for eyes, lips, face, body, hair & everywhere else. To top it all off, all of the packaging used is recyclable or biodegradable, so there isn’t a negative impact on the planet… WINNER! Depixym exists to make the world a better place, to live in and live on. Join the revolution. depixym.com
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ECOSTARDUST EcoStardust is an award-winning business selling cosmetic biodegradable glitter made from plant cellulose. They sell everything a glitter enthusiast needs to #GlitterWithoutTheLitter including BioglitterŽ, BioglitterŽ beauty balm, brushes, makeup bags and more. This Eco-conscious company packages their products in recycled or recyclable packaging and offers two types of glitter: Shine and Pure. The Shine range features bold, high shine glitter, is suitable for vegans and biodegrades highly in the natural environment in five weeks. The Pure range is 100% plastic and aluminum free giving it a more opalescent shimmer, is suitable for vegetarians and biodegrades in the natural environment in as little as four weeks. EcoStardust’s mission is to raise awareness of environmental issues through Eco glitter while giving back to the world. They donate 10 percent of profits to environmental charities and are committed to sustainable living, social responsibility and having minimal impact on the planet. ecostardust.com
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ELENI & CHRIS Inspired by the beauty of Scandinavia, Eleni & Chris skin and hair care products are created by mother-daughter duo Inger Ellen and Christinah Nicolaisen. Using untouched, natural resources, Eleni & Chris doesn’t compromise on the quality and integrity of its ingredients: precious Cloudberry and pure Scandinavian Glacier Water are the heroes. The award-winning ChroMin ColorPro Shampoo gently cleanses hair and scalp while sealing in long-lasting color protectants and shine. ChroMin is suitable for use all hair types. The Peeling Pen is a new and smart way to exfoliate the skin. Cloudberry extract, glycolic acid, lactic acid and hydrolyzed collagen help provide a radiant glow, gently remove dead skin cells and restore moisture to the skin. Suitable for all skin types. Pure Treatment Hair Oil is the world’s first hair oil with Cloudberry extract! This award-winning, light, hair oil is fast-absorbing, helps to rebuild damaged hair and offers heat protection. eleniandchris.com
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MAIIRO Maiiro was born from a desire to help skin look and feel better, naturally. Created in Guernsey, Maiiro was inspired by the sea and shoreline that is an ever-present part of life on this beautiful island. Whilst on the journey to create Maiiro, they formulated their signature ingredient, Kelpogen5™ to harness the full power of seaweed, a skincare superfood that gives all complexions the nourishment and protection they need to look their best, for all ages and skin types. Maiiro’s line-up of anti-aging cream, anti-blemish cream, organic soap and organic lip balm took over two years to formulate to ensure, wherever possible, that organic and vegan ingredients are used. Committed to protecting the source of its powerful formula, Maiiro uses only sustainable harvesting methods to collect the seaweeds, ensuring the delicate ecological balance of the ocean is respected and preserved for future generations. maiiro.com
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VIRTUE L ABS Dr. Luke Burnett, a retired US Army Colonel, leads a regenerative medicine lab in Winston-Salem that works to heal battlefield injuries using keratin. He and his team discovered a way to extract human keratin in its purest form—it’s called Alpha Keratin 60ku™, and it has the power to help heal burn wounds and regrow tissue. By chance, they found it can also repair hair. Virtue set out to bring this transformative protein to hair care. Alpha Keratin 60ku™ is extracted from ethically-sourced human hair, so our bodies recognize it and treat it as our own. It binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall more healthy. For the first time, we can actually repair hair—even after the damage is already done. virtuelabs.com
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Press Coverage APP FAB NEWS
CAROLINE BARRY
STYLUS
Ever-expanding INDIE Beauty Expo arrives in London
It's the Most Wonderful Time of The Year: The Indie Beauty Expo 2019
3 Trends to Watch at Indie Beauty Expo London 2019
Click to read
BEAUTY CONVERSATION Niche Newness at Indie Expo
Achi, Aeos, Baubo, Depixym, Dr.Botanicals, Eco Stardust, Fi-ne, Green Stem, Hello Cup, Pura Vida Click to read
Click to read
WAR PAINT MAG London Indie Beauty Expo
Click to read
COSMETICS DESIGN EUROPE
Click to read
BEAUTY PACKAGING MAGAZINE
World Thoughts: Independent Beauty Must Break Down Professional Barriers
WAR PAINT MAG
Standout Brands to Check Out at Indie Beauty Expo London
Maiiro, Terre de Mars, When Beauty, Shakeup Cosmetics Click to read
BRITISH BEAUTY BLOGGER All Tigers Vegan Make Up Click to read
BRITISH BEAUTY BLOGGER Soo'AE Skin Care
REFINERY 29 7 of The Best Sustainable, Vegan & Eco- Friendly Beauty Brands
BRITISH BEAUTY COUNCIL Independent Beauty Brands Rivalling Tech for Growth Report Says
Indie Beauty Expo London 2019
All Tigers,Be Radiance, Depixym, EcoStardust, Erase Your Face, Riki Loves Riki, Sappho, Shakeup Click to read
Apricot, Faith In Nature, Flow Cosmetics, Maiiro, Skin Sapiens, We Are Paradoxx, Terre de Mars
WOW BEAUTY
Click to read
Ecostardust, Expo, Inlight, Primal, Prosody, Codex, R&R Luxury, True, Urban Skin RX
SPECIAL CHEM Indie Beauty Expo London Focused on Skin Care and Color Cosmetics
Click to read
Click to read
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Love Discovering New Brands at Indie Beauty Expo
Click to read
Aeos, Apricot Beauty, Bili Beauty, Cria Hair, Davisage Beauty Limited, Depixym, EcoStardust, Emulsion Cosmetics, Facialderm, Flow Cosmetics, Freya + Bailey Natural Skincare, Luxju, Maiiro, Natural Elements, Sappho New Paradigm Cosmetics, Solaris Laboratories NY, Sweet Mary Jane, Sweet Mary Jane, Virtue, When Beauty, When Beauty Click to read
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exclusive
8
noteworthy trends from ibe london 2019
Trend Report THE INNOVATION GENERATION
Our team at Beauty Independent matched the intensity and dedication of brand innovators to capture all that was eyegrabbing and groundbreaking. Editors and photographers engaged in months of pre-show prep and post-show production as they corralled the most significant trends at IBE’s biggest show. The result? An exclusive collection of eight trends and 24 brands forging new growth in the market.
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1. Sustainability Stars The United Kingdom has stronger environmental laws than the United States, and the pressure on companies to be green has led to production and supply chain innovation that can be used as a blueprint for their counterparts across the pond aiming to reduce carbon footprints. Waterless formulations, zero-waste initiatives and ECOCERT certifications were prominent at IBE London 2019. Faith in Nature, Georganics, Eco Stardust.
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2. Plain And Simple Austerity was on display at IBE London as many exhibitors chose to forgo packaging flourishes and creative colors for black and white logo-less labels that let the formulations speak for themselves.
Nature Organic Beauty, Heinrich Barth, Herbal Dynamics Beauty.
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3. The Look Of Luxury While some brands took a pared-down approach to their packaging and products, the other end of the spectrum was jazzing up the expo floor, too. High price points and pretty shiny things abounded at IBE London, proving that not everyone yearns for the simple life. Mittee, Eloise, By Dariia Day.
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4.
Lab Coat Beauty
Indie beauty brands are known for clean formulations that tout natural, organic and wild-harvested ingredients. Their sophistication is being taken up a notch with products powered by cutting-edge science developed by doctors and scientists to deliver dramatic results. Remescar, Dr Russo, Facialderm.
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5. Patch Party In an evolution of the sheet mask craze, patches and masks have been enhanced and reshaped to deliver more pronounced results and work all over the body. Apricot, BeYou, Soo’AE
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6. Male Mayhem It’s raining men’s brands. The indie beauty boom has been largely fueled by concepts directed at women, but the gender balance is shifting, at least slightly. Brands are multiplying to cater to evolving notions of masculinity and capitalize on an accelerating men’s personal care business. Allied Market Research forecasts the global men’s personal care market will advance at a compound annual growth rate of 5.5% to reach $166 billion by 2022. Beyl Made for Men Skincare (not pictured), Mr Carter’s Essentials, Shakeup Cosmetics
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7. CBD Crazy The CBD phenomenon isn’t restricted to the U.S. In the U.K., the CBD segment is on pace to be worth 1 billion pounds in 2025. That’s close to $1.3 billion. As the segment explodes, new brands are popping up to serve CBD up to curious cannabis consumers. Errbshop, Pura Vida Organic, Green Stem
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8. At-Home Tool Advancement
Now that everyone owns a jade roller and keeps a gua sha crystal tool cooling in their fridge for use on rough mornings, brands are creating techenhanced tools that work with topical skincare products to amplify results. Davisage, Solaris Laboratories, B&B Labs
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t
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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IBMG’s big plans for its next two shows include the European and west coast debuts of Uplink Live. If Dallas IBE is all intimate Southern charm, and the New York show is boisterous and busy, IBE Los Angeles has a sunny vibe that epitomizes the California-cool emphasis on health and wellness. For the fifth anniversary of the first show, the 2020 expo will be the biggest IBE LA yet with the west coast launch of both the Week of Indie Beauty and Uplink Live, an in-show companion to IBE where brand founders meet quality
IBE LA 2020 + Uplink Live January 29-30
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Magic Box at The Reef
solution providers in all key categories who are specifically attuned to the needs of emerging beauty brands. The new elements will be joined by a lineup of more than 200 vibrant brands, and an impressive array of buyers (last year’s more than 400 buyers was headlined by such outlets as Sephora, Ulta Beauty, Whole Foods, Goop, The Detox Market and Neiman Marcus).
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Then, back to
BERLIN IBE Berlin 2020 + Uplink Live March 25-26, 2020 Station Berlin
Across the pond, pre-show enthusiasm for the next IBE Berlin is at its height, as globally-focused brands and solution providers in London eagerly look forward to gathering again in the gateway to Central Europe. IBMG’s partnership with beauty retailer Douglas includes the European giant’s sponsorship of a German-language version of Beauty Independent, launched
in September. With original news and reporting flowing from BI in Germany supported by a growing network of live events bringing brand founders together, IBE Berlin is set to surpass last year’s tally of more than 60 brands from a dozen countries.
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BeautyX Demand Generation
Leverage media, influencer and marketing resources to engage and acquire new customers.
january 27-28 2020 | los angeles, ca
BeautyX Retail
Gain insights into today’s beauty retail space and how to best grow your brand’s distribution through retail channels.
may 11-12 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
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Build Your Future. beautyxsummit.com 41 T H E A N T H O L O G Y O F I N D E P E N D E N T B E A U T Y | V O L U M E V, I S S U E 5 | L O N D O N 2 019
If you have an interesting brand story, email editor@beautyindependent.com
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To learn more about BeautyX Summit, please visit beautyxsummit.com
To learn more about Uplink Live please visit uplink-live.com
To exhibit at IBE, please email apply@indiebeautyexpo.com
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To exhibit at or learn about sponsorship opportunities at BeautyX Summit, email info@beautyxsummit.com
To exhibit at Uplink Live, please email uplinklive@indiebeautyexpo.com
To sponsor Anthology or to secure a visual listing for your brand, email apply@indiebeautyexpo.com
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