Indie Beauty Expo Launches in Europe

LONDON CALLED, IBE RESPONDED

Beauty knows no borders, and the potential for indie beauty is boundless. Wherever the Indie Beauty Media Group plants its flag, brands, consumers and buyers rally to motivate and collaborate. In 2018, two new hubs were added to the map: London and Berlin. IBE London 2018 in October seamlessly introduced the rock-androll marketplace of beauty innovators to Europe, and the Berlin 2019 show promises to push the movement even further.

Going global comes naturally for the Indie Beauty Expo. International buyers and brands have flocked to IBE since its New York launch in 2015. With more than 160 brands from 40 different countries on its active roster exhibiting in the states, and a growing European IBMG staff, the London show only accelerated indie beauty’s cosmopolitan future.

October 24-25 IBE LONDON 2018

The indie beauty rebel alliance scored a new outpost in the heart of England.

Indie Beauty Expo transformed a 21,500 square foot space at the Old Truman Brewery into a riot of color and energy for its first international edition in London.

A total of 71 brands from 21 countries, including Indonesia, Luxembourg, Canada, and South Africa, spanned 20 beauty and wellness product categories. It was, by any measure, the most successful launch event in IBE’s short history.

More than 200 buyers from retailers the likes of Boots, Harrods, Harvey Nichols, Douglas, KaDeWe and The Hut Group swarmed the IBE London venue to check out rising beauty stars. The buzz among European press was palpable, too, with

editors from i-D, Marie Claire, OK!, Popsugar, Refinery29, Vogue and WWD as well as British beauty bloggers Caroline Hirons and The Glow Getter’s Ailish Lucas in attendance.

For new brands, their first IBE experience exceeded expectations. “This is what we need!” exclaimed Latvian-born Zane Piese, founder of Atlantis Skincare. “Wine, flowers, amazing, happy people, lots of introductions and meetings...we are very happy to have you here!” Of course, the feeling was more than mutual.