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Anthology of independent be aut y

NEW YORK, NEW YORK, AUGUST 20-23, 2018 V O L U M E I V, I S S U E 3

back to transform beauty in the city where it all started:

New York Aug. 20–21 | Capital Summit The program built a bridge between investors and innovators Leading beauty investors and 140 entrepreneurs joined together to seize opportunity and decode crowdfunding, venture capital, pitch decks, today’s capital markets and more.


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Aug. 22-23 | IBE NY 2018 A homecoming for the ages: more brands, more buyers, more buzz For the fourth year running, emerging brands rocked the beauty capital of the world with a glamorous display of passion and ingenuity as buyers, press, investors and consumers thrilled to new breakthroughs, designs and applications.


investing in



INFLUENTIAL INVESTORS AND 11 BRAND FOUNDERS were among the 44 speakers who powered BeautyX’s curated curriculum—an array of foundational courses, panel discussions, case studies, expert workshops, live learning instruction and networking sessions. The last, and largest, gathering of the 2018 summit series, BeautyX Capital was an unprecedented assembly of emerging brands and investors who track independent beauty. The 360-degree education covered such subjects as today’s capital landscape, initiating investor outreach, and the impact of strategic investors on the market.


Click here to learn more about the 2019 BeautyX Summit series.

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Structured Curriculum

Foundational Courses

Panel Discussions

Expert Workshops

Live Learning

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Opening Remarks by Jillian Wright, Indie Beauty Media Group (IBMG) Welcome, House Rules, Review of Agenda.


The Capital Landscape by Nader Naeymi-Rad, IBMG From crowdfunding campaigns to corporate acquisition, get an overview of the capital and funding landscape in the US.


Crowdfunding: Beauty’s New Capital Source Get an overview of this increasingly popular capital source from successfully crowdfunded brand founders as well as subject matter experts.

MODERATOR: Elena DiGiovanni PANELISTS: Brianne West, Camille Bell, Kendall Almerico. Roy Morejon


Angel & Individual Investor Panel

Experienced angel and individual investors active in the beauty space tell us what they look for and how they work with potential brand partners.

MODERATOR: Claire McCormack PARTICIPANTS: Tina Bou-Saba, Julia French, Margo Layton Cole


Satellite Seminar: Creating Your Crowdfunding Campaign What are the key elements of a successful crowdfunding campaign?


Networking Lunch Break



Case Study: Early Stage Investment

Hear from brand founder Sheena Yaitanes and investor Alison Ryu about choosing to partner with each other and their plans for Kosås’ future

MODERATOR: Chris Napolitano PANELISTS: Alison Ryu, Sheena Yaitanes


Satellite Seminar: A Founder’s Journey Raising Capital

lük beautifood founder Cindy Luken will discuss how to make your business attractive when sub $500,000 EBITDA – from appointing an advisor to manage the capital raising process to attracting the funds from family, friends, angels and other sources.


Venture Capital Panel Venture firms active in the beauty space discuss their targets and how they differentiate from each other.

MODERATOR: Elena DiGiovanni PANELISTS: Larry Khan, Sutian Dong, Andrea Hippeau, Kelly Dill


Case Study: Funding Further Growth Through Venture Capital Vital Proteins was already in 8k retail doors when CAVU came knocking. Hear from both brand and investor about how they worked together to take Vital Proteins to the next level.

MODERATOR: Rachel Brown PANELISTS: Kurt Seidensticker, Bader Alam

4:30pm Private Equity Panel What do private equity firms look for in potential investment targets? How do they differ from other types of investors?

MODERATOR: Nader Naeymi-Rad PANELISTS: Erin Edwards, Tehmina Haider, Richard Gersten, Julian Steinberg


IBMG Special Announcement


Networking Cocktail Reception

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What we look for in beauty is finding disruption within growing categories. Driven by founder experience, differentiation of idea or execution. — Larry Khan

Partner and Managing Director, Beechwood Capital

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Opening Remarks by Jillian Wright, Indie Beauty Media Group [IBMG]


Networking Lunch Break


Presentation: State of Deals 2018 by Nini Zhang, Credit Suisse 2018 has been another record-breaking year of beauty deals. What’s driving this surge of investment activity and what does it mean for indie brands?


Fundraising as a Woman of Color A frank discussion on the challenges women of color face when trying to raise capital in the beauty industry — and how they’re overcoming them.

10:15am Strategic Panel Two of the top three beauty companies in the world discuss their perspectiveon the funding and M&A landscape.


MODERATOR: Nader Naeymi-Rad PANELISTS: Nicole Fourgoux, Shana Randhava


Satellite Seminar: Preparing A Pitch Deck How to create a concise and compelling pitch deck that will grab investors’ attention.


Case Study: Indie to Investment To Strategic Acquisition Jamie Schmidt will share the lessons she’s learned as she took her eponymous personal care brand from her kitchen stove to acquisition by Unilever.


Satellite Seminar: Fundamentals Of Valuation How to assign a monetary value to your brand or company.

MODERATOR: Alisa Williams PANELISTS: Bridgette Howard, KJ Miller, Rebecca Story, Deepti Chauhan


Satellite Seminar: Understanding Deal Structures Learn the different ways in which an investment deal can be structured.


Expert Dialogue with Carol Hamilton

Group President, L’Oreal Luxe USA

Revered industry veteran Carol Hamilton will give her singular insight on the industry today and discuss her new role as acquisition lead at L’Oreal.

PARTICIPANTS: Claire McCormack, Carol Hamilton

3:30pm Deal Appeal Live Learning exercise featuring three real-life indie brands, supported by advisory experts, pitching to veteran investors.

ADVISORS: Ashleigh Barker, Nicole Massimi, Luc-Henry Rousselle INVESTMENT COMMITTEE: Richard Gersten, Carol Hamilton, Gall Zauder BRANDS: Cannabliss Organic, O’o Hawaii, Joséphine Cosmetics

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Each BeautyX culminates in a live learning session. The Capital Summit’s Deal Appeal represented in real time how brands should (and should not) present funding opportunities to interested investors. O’o Hawaii founder Holly Harding , advised by Luc-Henry Rousselle of LSH Partners, swept the competition with her presentation, and received the award of one-on-one mentorship from each member of the expert judging panel: Rich Gersten, a partner at Tengram Capital Partners, Carol Hamilton, group president of acquisitions at L’Oréal, and Gail Zauder, managing partner at Elixir Advisors.

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Uplink: connect to grow Beauty Independent launched Uplink, an easy way for brands to find and contact valid service providers, as part of its new publishing platform. Uplink, a new digital marketplace to help brands connect with the right vendors, was unveiled at Indie Beauty Expo New York 2018. Uplink fills the #1 need of founders, as identified in a variety of surveys: efficiently finding qualified outsourced help for their business. It addresses the primary concerns brands have when


commissioning projects. Choice: more than 600 vendors across six directories. Trust: vendors vetted by BI. Confidence: guides for building work orders. Speed: Uplink Requests, standardized electronic work orders that are quickly issued to Verified Vendors.

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by Beauty Independent

A new marketplace to source solutions. Designed for beauty entrepreneurs. Choice.


ConďŹ dence.


Discover solution providers

Connect with vendors

Learn how to buy

Issue work requests with

across different categories.

you can rely on.

solutions like a pro.

a quick 3-step process.

Register at

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#IBENY2018 IBE New York surged with energy thanks to the rebel allure of today’s beauty entrepreneur. Beauty press heavyweights (editors from Allure, Business of Fashion, The New York


Times, WWD and Harper’s Bazaar, among others) scoured the show. Executives from L’Oreal and Johnson & Johnson and teams of buyers from Target, Ulta Beauty, Whole Foods, Lord & Taylor and Douglas prowled in search of the next big thing at Pier 36. The numbers confirmed what was obvious to the eye: New York 2018

surpassed its predecessors. 250 brands welcomed close to 500 buyers and more than 300 press and influencers, confirming IBE’s status as the city’s buzziest indie beauty event of the year.

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Shen Beauty and Indie Beauty Media Group team up for expo and e-commerce brand curation Shen Beauty presented a collection of 20 brands selected by founder Jessica Richards to consumers at IBE New York. She took meetings with brands and fellow retail buyers at the expo and after the show, the brands chosen for the collection went on sale on Shen’s website. Click here to learn more about the retail partnership. Visit to shop the collection.

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Exhibitor Lineup *2017 Best In Show Winner BioBoutique Beauty Lab

Ellie Bianca

ABLE Cosmetics

Black Chicken Remedies




Indie Goat Soap Co.



Alder New York Alka Glam

Alka-White Mouthwash LLC.

BIOMILK Probiotic Skincare BLÜH ALCHEMY Botany


Brothers Artisan Oil


Caley Cosmetics

American Wave

Cannabliss Organic



ANJALI MD Skincare APTO Skincare

Arielle Morimoto Cosmetics Aromatherapy Associates Arôms Natur Skincare ÁTOI SKINCARE

Camille Rose

CARDEA AUSET CARTER + JANE CBD + nature Ceramiracle

Chella Brow Bar CIRCCELL

Cleo&Coco Natural Body Care CLOVE + HALLOW

Au Naturale Cosmetics

Coco Ensoleille


Copperhed Hair Care System

AVARELLE COSMETICS Ayuna - Less is Beauty

Ayurveda Apothecary Made by Yoke Babo Botanicals basd body care

Cocoon Apothecary COTARDE CÔTE

Crave Skincare

Dermelect Cosmeceuticals

ELLIS FAAS Ere Perez Natural Cosmetics Everyday Personal Care EVOLVE BEAUTY FATCO Skincare Fillerina

First Salt After The Rain

Innersense Organic Beauty Intelligent Elixirs Skincare Iris & Orchid

jane iredale


Formen, Makeup & Skincare for Men FREEDOM Naturals

FROWNIES Facial Patch's to Smooth and Soften Wrinkles Full Brow Cosmetics







DUCALM Skincare

Herin Beauty

EIGHTH DAY® Skincare

Hickey Lipstick

Elate Cosmetics

Honey Belle


INIKA Organic

Florapy Beauty


Beauty Steep

Belleci Cosmetics - Anti-aging Custom Foundation








Beauty by Africa Miranda


*hype nail

18.21 Man Made

Herbal Dynamics Beauty

Dr. Wang Herbal Skincare

Hercules Man

ECRU New York

Hero Cosmetics

Elaine Sterling Skincare

Honestly pHresh

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JET Cosmetics Julie Mollo! KAIBAE KANAI

Kanya Luxury Oils

Karma Organic Spa KELIA Skincare

Kiss Your Cravings Goodbye KITSCH Knours


Krisana Vigus Skincare


La Sirène, Marine Collagen LaFlore Probiotic Skincare LaNaturale MILANO Lau Botanicals


First of all, when I first walked in I thought, ‘Oh! This feels exactly the way it did in the beginning.’ Putting up our own booth, watching other people, brands I didn’t know, the excitement in the air, the young entrepreneurs…It felt really, really good and felt as if we had come back to our roots. A lot of big people came, I mean Neiman’s is here, Macy’s is here, and HSN is here, and they’re all educating themselves, too. They see that the real innovations coming in this industry are coming from young entrepreneurs pushing the industry forward. And we like being part of that. —Jane Iredale, Founder, jane iredale

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As a direct result of having a booth at IBE, my company ManiGlovz received a ton of press. In addition to that we were approached by a video producer at AOL / Yahoo who produced and published an incredible video that was aired to all of their major outlets resulting in a million and a half views and a huge increase in new sales. We are thrilled with our experience at IBE and of course the amazing people we met from IBE. —Kim Motola, Founder, ManiGlovz 18

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Exhibitor Lineup


*2017 Best In Show Winner

Olive + M

Seaweed Beauty by Planet Botanicals

TōN Cosmetics

Ora Organic

Shea Brand


Shea Terra Organics

Triumph & Disaster Modern Apothecary



True Native Beauty


Skin Juice Organics

TRUHAIR by Chelsea Scott

Petite Amie Skincare



Piggy Paint


Twig + Petal

Pili Ani


type: A Deodorant

Pinkie Swear Cosmetics

Smarty Pits


Vegan Skin by Paul Joseph

Sphatika International LLC

Velvette Organics

Makeup America!


Spoolies® Hair Care Products

VENN Skincare



Prana SpaCeuticals Dirty Lash


Sunia K. cosmétiques authentiques


Max and Me


SVATI Organics Swissco, LLC

VictoriaLand Beauty

Villa of the Mysteries Perfume



Symphony Beauty taïla

VIP Smiles Dentistry

Moon Bath

Raw Spirit Fragances


Vital Proteins


LBK Nails


Lifetherapy, LLC




Little Moon Essentials LOBA MANE

Love Sun Body


Lük Beautifood Lumene


PLANT Apothecary

Makeup Eraser

Plum & York


Primal Derma


Province Apothecary


Undefined Beauty




Visha Skincare

moss skincare/AMBAR Beauty




The Cottage Greenhouse by Margot Elena

Rival Glam Cosmetics

The Good Patch

Wild Beaute LLC.


The Organic Hemp Line

Yubi Beauty

Sapelo Skin Care

The Seaweed Bath Co.

Zatik Naturals








Nessa Brush Spa

SAINT Cosmetics

The Sage Lifestyle



The Shady Sun Tanning Co

Muskaan Makeup My Magic Mud

Naturally by Stevi Christine NONIKO

O'o Hawaii

Way of Will


Yuyo Botanics Zodica Perfumery

TokyoMilk by Margot Elena

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Congratulations After IBE New York, attendees were surveyed about their favorite finds. Here are the brands that were voted as favorites by buyers and consumers.

Elate Cosmetics

18.21 Man Made

Honey Belle

Au Naturale Cosmetics

Innersense Organic Beauty

Babo Botanicals


Ayuna - Less is Beauty

Moon Bath

Ere Perez Natural Cosmetics


Innersense Organic Beauty

SAINT Cosmetics

Undefined Beauty


Honey Belle


LĂźk Beautifood



Image courtesey of Cass O’Neil


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Anthology of independent be aut y



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DUCALM SKINCARE Ducalm Skincare is launching a brand-new unisex line of skincare products designed with a very basic goal in mind: give active people a luxury skincare lineup made from the best non-reactive, nontoxic, multi-functional ingredients, and deliver it in an easy to use, on-the-go package. The brand was developed by founder Danielle Pitts and her stepfather Dr. Michael O. Stone, PhD, MD who want to educate the customer about the science of sweat and its important role in protecting and forming the skin’s moisture barrier. Ducalm Skincare wants to be synonymous with recovery for your skin, with their trademarked Actives recovery starter kit, full-kits, and throughout the product line. They will continue to blend the best of nature and science to bring you gentle, moisture-barrier guarding, thoughtful products that move with you! Ducalm’s products have a stringent vetting process that includes detailed review from Dr. Stone and “in-scene” use!

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EL AINE STERLING SKINCARE Award-winning skincare visionary and trained esthetician Elaine Sterling founded her brand of skincare in 2008 after many years of working in the Spa & Esthetics industry in both South Africa and the US. It all grew from her passion for understanding how skin works and how to treat skin issues. Elaine developed her own line so that anyone could achieve more beautiful skin. Elaine works directly with her lab to formulate innovative and effective skincare products that combine cuttingedge ingredients with spa-based treatments. Elaine Sterling Skincare can be used by all ages, all skin types and can address a multitude of skincare concerns. The brand credo is to “first do no harm” — aiming to create positive change in the skin without additional damage or irritation, so all you see is results.


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EL ATE COSMETICS Elate Cosmetics wants to empower everyone to make healthy choices and use the best possible products for their daily ritual—products that don’t compromise the health of any person, animal or the planet. With integrity and kindness, they strive for balance and aim to redefine the future of the beauty industry and help save the planet. Putting on mascara isn’t going to change the world. But it may change your perception of yourself, just a little, so you can. Go forth, and feel beautiful.

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ENFUSIA Debra Myers, Enfusia founder, developed eczema and was frustrated with traditional bath and body products which used harsh chemicals and fragrances that worsened her condition. She blended sweet almond oil and a few drops of lavender and rose essential oils and the mixture soothed her dry skin and didn’t leave her scratching. From this base, she started mixing all kinds of essential oils and natural ingredients to make lotions, washes, bath bombs, and salts. Eventually, Debra named her company Enfusia (in-fyu-sha), a feminine play on the “infusions� she was developing. Before long, she outgrew her kitchen and partnered with an herbalist and a chemist, which gave the products stability and integrity. They have developed a full line of bath and body products created with the infusion of botanical extracts, vitamins, essential oils and natural ingredients. No harsh chemical ingredients are used, ever.


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JANE IREDALE The better women feel about themselves, the better the world is. Iredale Mineral Cosmetics’ goal is to provide a comfortable and knowledgeable community where women can feel safe exploring their own beauty and having some fun. This skincare and mineral makeup company embraces the holistic approach to beauty developed by founder, Jane Iredale. The innovative, cutting-edge mineral powder foundation that launched her eponymous cosmetics line nearly 25 years ago was the first to offer healthy skincare benefits in addition to beautiful coverage. Today, the jane iredale brand has grown into a comprehensive collection of products that nourish the complexion inside and out while enhancing its natural beauty. They are headquartered in Massachusetts, where abundant natural beauty and a culture of healthy, mindful living inform and inspire all that they do. jane iredale is offered in 50+ countries through fine spas and salons, destination resorts, apothecaries, medical offices and luxury retail.

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LĂœK BE AUTIFOOD Lip Nourish is made with a potent mix of nutrient active ingredients. Our unique recipe feeds the lips with nutrients, protective antioxidants & anti-inflamatories while providing lasting hydration & protection. Our mission is to give every woman the opportunity to cultivate her natural beauty without compromising her health and wellbeing. Certified Toxin Free, Cruelty Free, & Australian Made.


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ORGANICUP OrganiCup, the menstrual cup, is a more sustainable, convenient and healthier period product. OrganiCup is made from 100% medical grade silicone. It’s free of any harmful chemicals and doesn’t absorb natural and necessary secretions - minimizing irritation and dryness. OrganiCup provides up to 12 hours of protection day and night. It’s secured in its position by a light suction seal. OrganiCup is available in two sizes: A and B. Besides being healthier, OrganiCup is also better for our planet. It’s reusable and lasts for years, not hours, which means you save the environment for a great amount of waste. OrganiWipes are organic, perfume free, disinfecting wipes for cleaning the OrganiCup on the go. OrganiWash is a 2-in-1 cleanser for menstrual cup users. It can be used to clean the cup and as a pH-neutral intimate wash. All products are certified hypoallergenic with AllergyCertified, and registered with The Vegan Society.

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SE A BUCK SWIT ZERL AND SKINCARE Human Afschari, Buddhist and founder SEA BUCK SWITZERLAND Skincare, began his journey to Buddhist traditions and the timehonoured wisdom of the region in the Himalayas. The sea buckthorn used—rich in antioxidants, flavones, minerals and vitamins, especially vitamin C and B12—grows in the Himalayan region of Ladakh. Known as the “holy fruit of the Himalayas“ and a “miracle fruit“, sea buckthorn has been prized for centuries for its nourishing, healing and rejuvenating effects. The all-embracing wisdom of natural sea buckthorn from the Himalayas is the soul of this valuable skin care line with infinite power of regeneration. The orange berries of the Himalayan sea buckthorn are, in addition to other natural ingredients such as Q10, snow algae, Bi-molecular hyaluronic acid and royal jade powder, the primary ingredients in this luxurious skin care line of SEA BUCK SWITZERLAND Skincare.


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SHE A TERR A ORGANICS Shea Terra was created in 1999 to share the indigenous beauty secrets of women in far off villages. They are proud to share their traditional rituals with the world. From kigelia Africana to genuine African black soap, Shea Terra produces concentrated formulas to solve modern day skin and hair conditions.

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SUNIA K. COSMÉ TIQUES AUTHENTIQUES New York-based Sunia K. cosmétiques authentiques helps women be at ease with themselves by offering a luxurious potent ingredient from Tunisia. Unlike any other brand, Sabrah (or Prickly Pear oil) is produced in the eco-certified farm that invented the green process extraction machine (which is less than 40 miles from the founder’s childhood home). The production of Sabrah helps reduce unemployment and empowers men and women farmers in Tunisia, ultimately strengthening their community. Sunia K.’s experience with psoriasis allows her to attest to Sabrah’s purity and positive results. Sabrah is unique because it helps minimize skin issues, and intensely guard against signs of aging. It’s an effective user-friendly product that responds to many skin concerns and carries a premium price. Luckily you only need 2-3 drops to experience its full skin-saving benefits.


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VIC TORIAL AND BE AUT Y VictoriaLand Beauty (VLB), founded by Victoria Watts, began when Victoria took her personal skin challenges— hyperpigmentation, oiliness, advanced aging—into her own hands. Always a health and wellness advocate who cares as much about what she puts on her body as she does about what she puts into her body, she deferred to the power of nature as she hand mixed and blended hundreds of naturally active, non-toxic ingredients in her kitchen. Out of Victoria’s kitchen comes a naturally simple, yet effective line of 3 multitasking, skin-loving treatments— VLB’s Skin-Loving Moisturizer, Eye/Lip Treatment and Face Oil. These natural wonders empower women with skin that looks and feels good enough to Go Naked! Whether you choose to go with or without makeup, you’ll feel great knowing that your skin is at its naked best. Dare to Go Naked with VictoriaLand Beauty—natural is sexy!

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WHEN® BE AUT Y When® was created by Jin Han Lee, a healthcare specialist who wanted to bring the high-quality sensitive skin treatments from dermatologist clinics and spas to fit the lifestyles of busy modern women who may not have the time to afford such luxuries. To do so, he used the latest skincare innovations and best proven ingredients to provide an effective yet gentle skincare line that addresses the visible signs of aging, skin firmness, tone, texture, and radiance. Hence, When® was born to provide PREMIUM, INTELLIGENT SKIN CARE SOLUTIONS for every time, everywhere, WHENever your skin needs a ‘mini spa by skin intelligence’ experience.


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Exhibitor Press BEAUTYPACKAGING.COM Sneak Peek: Indie Beauty New York Black Chicken Remedies, Cardea Auset, Ethique, O’o’ Hawaii, Sea Buck Click to read



Small But Mighty: 2018 Indie Beauty Expo NYC

9 Beauty Products From IBE You’re Going to Want to Buy Immediatley

Babo Botanicals, Cannabliss, Chella, Jane Iredale, Tokyo Milk Click to listen



How Indie Beauty Brands Punch Above Their Weight

In the Know

O’o Hawaii

Eighth Day, Real Her, Sea Buck

Click to read

Click to read



Whole Body Beauty: Indie Brand Founders Talk About Feminine Hygiene And Intimate Skin Care

Indie Beauty Expo founder Jillian Wright Talks To Us About New Beauty Trends, Including Moon Cycle Skin Care

Aroms Natur, Knours, OrganiCup

Aavrani, Knours, O’o Hawaii, Lena Japon, Moon Bath, Provence Apothecary, Sahajan, True Native Beauty, Twig and Petal

Click to read

COSMETIC DESIGN 4 Novel Scrub Ingredients Seen at IBE NY 2018 Aavrani, First Salt After The Rain, La Naturale, Mademoiselle Provence, Skin Juice Organics Click to read

DUJOUR Why You Should Visit The Indie Beauty Expo 37 Actives, Eighth Day Skincare, OrganiCup, Sea Buck

HELLO GIGGLES 15 Emerging Beauty Brands We Discovered at the 2018 Indie Beauty Expo Cannabliss, Ellis Faas, Flickable, Florapy, Hype Nails, Loba Mane, Magic and Manifest, Ora Organics, Persika, Plum & York, Raw Spirit, Real Her Makeup, Sumbody, Velvette Organics Click to read

Click to read

HUFFPOST 9 Of The Best Indie Beauty Brands Of 2018

FAT MASCARA Poscast Report IBE NY 2018 Ambar, Aromatherapy Assosciates, Black Chicken Remedies, Ellie Bianca, Lük Beautifood Click to listen

Click to read

Brothers Artisan Oil, Camille Rose Naturals, Cote, Everyday, Josephine, Knours, Raw Spirit, The Seaweed Bath Co. Click to read

Able. Apto, Elate, Everyday, Flickable, Julie Mollo, Magic & Manifest, The Lifestyle Co. Click to read

NEW YORK FOR BEGINNERS A Green Gal’s Guide to the NY Indie Beauty Expo Au Naturale, Ayuna, Cote, Innersense, Little Moon Essentials, Luk Beautifood, Josephine, Shea Terra, Spoolies, The Seaweed Bath Co Click to read

NYLON 10 Indie Beauty Hair Brands We Love Alder NY, Camille Rose, Ecru, Ikoo, Innersense, Kitsch, Kreyol Essence, Rad Ritual, Truhair, The Seaweed Bath Co. Click to read

PATCH Indie Beauty Expo 2018: See This Year’s Most Innovative Products Avarelle, Cannabliss, Haley, Karma Naturals, Nessa Brush Spa, Luk Beautifood, Maniglovz, Piggy Paint, Skin Te, Tokyo Milk, Truhair Click to read

REFINERY 29 10 Innovative Indie Beauty Brands To Watch This Fall Ambar, Black Chicken Remedies, Cannabliss, Ellie Bianca, Indie Goat Soap, Kreyol Essence, Lük Beautifood, Mademoiselle Provence, Sahajan, Visha Click to read

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The $375 billion global beauty market is dominated by giant conglomerates like Estée Lauder and L’Oreal, but the fastest growth belongs to independent brands like Everyday for Every Body. — Business of Fashion



Hidden Gems: Jillian Wright Dishes on the Hottest New Under-The-Radar Products

12 Nourishing Goat Milk Beauty Products That Deliver Super Soft Skin

18.21, Au Naturale, Dirty Lash, Herbal Dynamics, Holistic Hemp Company, Honua Skincare, Moonbath, O’o Hawaii, Saint Cosmetics

Honey Belle, Indie Goat Soap Co., First Salt After The Rain

August print issue

Click to read


THAT GIRL AT THE PARTY 10 Brands I Am Excited To Try At Indie Beauty Expo NY #IBENY18 Black Chicken Remedies, Camille Rose, Cannabliss Organics, Clove & Hallow, Ethique, Love Sun Body, Made by Yoke, Terra Beauty Bars, Shaffali Skincare, The Shady Sun Tanning Co

The 10 Best Indie Beauty Brands of 2018 Andmetics, Beauty Steep, First Salt After The Rain, Glamcor, Herbal Dynamics, Josephine, Kanai, Maniglovz, Organics, Planet Botanicals, Primal Derma Click to read

Click to read


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Show Report

Exclusive Trend Report INDIE BEAUTY: THE INNOVATION GENERATION Our team at Beauty Independent matched the intensity and dedication of brand innovators to capture all that was eye-grabbing 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 15 trends and 50 brands forging new growth in the market.




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Show Report






Acne treatment patch specialist Avarelle launched last year exclusively on Amazon. Patches were a relatively novel concept at that point, but people scouring Amazon for pore strips landed on the brand. Those accidental purchasers soon piled up: Avarelle is racking up 200 to 300 sales per day on Amazon.

Whether harnessing internal or external talent, brands are enhancing their packaging with artistic designs to make their products covetable and collectible. Apto chose Barcelonabased Paula Ribo and Anna Falco to provide, respectively, a poem and design for its product.

Avarelle, Herbal Dynamics Beauty, Terra Origin

Apto, Nailmatic, Shea Brand, Lucky Chick,


From the company La Mend, The Good Patch presents hemp infused transdermal patches in Hangover, Be Calm, Nite Nite, B12 Awake, Pain and Period varieties. Coowner David Nicholson told our editors, “Transdermal patches are a discreet way to optimize the reception of hemp and other plants extracts into the body.” Ikoo, Hero Cosmetics, Sumbody, Andmetics, The Good Patch



Though the Kilauea volcano’s activity has been hot news throughout the summer, new brand O’o Hawaii uses other sources of volcanic rock for its Detoxifying Face Scrub, which resurfaces the skin and improves circulation. Ayuna, O'o Hawaii, Truhair

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5. Boob Tubes, Bottles, Balms And Masks

Image courtesey of ArĂ´ms Natur


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Show Report


Gildren Alejandro, co-founder of Rose Shell LLC, U.S. distributor of Arôms Natur, believes the Spanish brand’s Love Your Breasts product is the only prestige breast massage oil in the beauty segment. Its cold-pressed essential oils aim to nourish breast skin and fill a gap in the market. “When it comes to the breast, people only think of products for breastfeeding,” she says.


...we hope to help more women to normalize their relationship with their breast. — Kerri Leslie

Noniko, Co-founder


The brand’s bio-cellulose breast mask Beauty And The Breast contains a patented ingredient called volufiline that managing director Jenny Jhung describes as promoting fat cells. She says the product is popular with women once they’re mothers.

“Many of us forget to do our self-checks regularly, but we never forget our anti-aging ritual. By incorporating Boob Balm into your daily beauty ritual, we hope to help more women to normalize their relationship with their breast,” says Noniko co-founder Kerri Leslie.

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Show Report



The perennial knock on clean skincare is that it falls short on effectiveness. Brands are taking that charge head on with clinical testing, once an anomaly outside of the conventional beauty realm, to demonstrate synthetic chemicals aren’t the only potent ingredients on product labels. Veriphy Skincare, Venn, Restorsea



A few years ago, micellar water, already popular among Parisians, made its way Stateside with a big splash. With the product now well-established, brands are stepping up their micellar water game with natural ingredients and multifunctional formulas.



If there’s nothing wrong with a staple ingredient, why abandon it in favor of the flavor of the week? Brands are sticking with staples, but changing up the types of products they include them in to offer variety to customers. After a decade of swallowing apple cider vinegar, Pip Summerville, founder and creative director of Tonik, grew tired of its taste, and she was told by her dentist it was damaging her teeth. In partnership with her father Glenn, a pharmacist, she translated apple cider vinegar into pill form. Summerville says Tonik’s Organic Apple Cider Vinegar Capsules have no taste and smell, and are highly concentrated. She elaborates the capsule format “delivers and provides the same benefits as the raw ingredient without any of the side effects in easy to-take dosages.” Tonik, Ora Organic, Ducalm, Zatik

Ambar, Lovecraft Beauty, Ere Perez


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I believe that every product needs to be backed by third-party clinical studies that have been published in peer-reviewed medical journals — Patti Pao

Restorsea, Founder

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9. CBD Cocktails 44

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Show Report



Katherine Marinaro, founder and co-formulator of CBD+Nature, launched her brand in January with two medicinal products: a sublingual Tincture Oil and a Nourishing Pain Relief Cream. At IBE New York, Marinaro also introduced CBD+Nature’s facial care line with Repair Serum and Healing Créme.

Founder Chloe Nordlander amplifies the healing effects of CBD in her nine-product beauty and personal care line with specific oil blends. She details, “Our anti-acne formula is [made] with pumpkin seed oil, which gently exfoliates to give a really good base to the CBD to fully absorb. It also has tea tree and black cumin oils. Our menstrual and pain-targeting oils have a higher CBD content. Our Womb Boom menstrual oil has 250 mg. The pain balm stick has 500 mg. Those are all blended with gentle soothing ingredients so the CBD can penetrate and build up over time.”


Tulip was launched as a vegan and cruelty-free fragrance collection in 2007 by Victoria England. Earlier this year, England expanded Tulip to include tinctures and topical creams infused with CBD from organically-grown hemp to address the root of inflammation and free radical damage.

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10. Teen And Tween Beauty Gains Steam Who can resist a sparkly, flavored lip balm that looks like a lollipop? Flickable CEO Alyce Cucurullo thinks most females from grade school and up cannot. She says, “I view this for teens, tweens and potentially younger girls. A first lip gloss, like Bonnie Bell.” An industry veteran, Cucurullo spent years working on products with formulations she had no power over. Knowing how important ingredients are to today’s consumer, Cucurullo took an active role in making sure Flickable was clean, yet affordable. Flickable, Pinkie Swear, Rival Glam


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Show Report



No longer a drugstore afterthought, the oral care category—from high tech tools to charcoal-infused gum to alkalizing mouthwash—got a welldeserved glow-up at IBE NY 2018. Alka-White, BlackChicken Remedies, My Magic Mud, VIP Smiles, First Salt After The Rain



For brands striving for the cleanest formulations possible, it makes sense to green their entire production process. Many brands on the IBE floor shunned beauty product stalwarts like plastic packaging and waterbased formulations to forge more sustainable production paths. Alkaglam, Ethique, OrganiCup



Damage caused by harsh surfactants like sodium lauryl sulfate traditionally found in sudsy shampoos has helped make dry shampoo powders and sprays essential beauty products for millions of beauty consumers.

Shea Terra Organics, Loba Mane, Allyoos



Medical professionals weren’t early adopters of natural skincare ingredients. However, a burgeoning field of clean beauty brands started by doctors is proof of a major shift in mindset. Dr. Macrene 37 Actives Skin Results, Dr. Wang Herbal Skincare, EIGHTH DAY® Skincare, Visha Skincare

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15. Not Your Mama's Masks K AIBAE

Founded by naturopathic doctor and humanitarian Luc Maes, baobab specialist Kaibae creates clean, nutrient-rich products while working to revalue lost crops in regions where natural resources are abundant and poverty is endemic. The brand’s Baobab Leaf Face Mask resembles a sheet mask, but uses organic baobab leaves handpicked and sun dried at the peak of their nutritional content. Just soak it in warm water or lotion for one minute and apply.



Building on a trend we spotted at the 2018 edition of Dallas IBE, Public Displays Of Skincare Patches got even more bold in New York. Created by Voesh co-founders Vera Oh and Joseph Choi, SkinForum’s Glam In Paradise line of under eye, lip and full face sheet masks are covered in leopard print gold foil. Now users are not only inclined to snap a selfie once the masks have worked their magic, but also during the 10-15 minutes they’re on.

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Unlock the full report on I have been an avid reader of Beauty Independent from the start. As a long time beauty entrepreneur I’ve had to scour internet to find any relevant information about what’s going on in the industry, especially within indie beauty. 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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Retailers 100% Posh

5 Sense Healing & The Faerie Den

A.S. Watson Retail (HK) ABC Home

Advanced Rejuvenation Centers Aesthetically Yours Skin Care Salon

Bed, Bath & Beyond

CJ Olivenetworks

Eye Love Brow and Beauty Bar

Clean Slate Esthetics

Fairway Market



Complete Skin md

Flourish Beauty Lab

beehive designer collective being in LA Inc.

Beleza Organica Bella Luna Salon Bella Reina Spa

Afshan Beauty Aimee Wilder

Bio Signature Health Beautifying

Alibaba Group/ Tmall Global

Bergdorf Goodman

Birch Body Care




Bless Box

Annie’s Blue Ribbon General Store



Blaw Store

American Eagle

Bloom Beauty


Aqua The Day Spa Art of Pure


Avalon Medical Spa

Avenue Apothecary & Spa Bamboo Beauty

Bams Beauty Skin Care Studio & Boutique Banana Republic Bandier

Barneys New York Barrelli Barber

Be Pure Beauty beauteers

Beauty Brands

Beauty Republic beautybar




Belle & Bien



Boerum Hill Chemist BOXYCHARM

Burlington Stores C.O. Bigelow

Cake Skincare

Calm Beauty Brooklyn Cambridge Club of Aberdeen cameo nouveau

Camomile Beauty Canyon Ranch CAP Beauty

Carbon Beauty

Cargo Systems, Inc. CASAYOGA

Cedra Pharmacy - New York Charming Charlie

Chateau Hairouna

City Chemist/White’s

City Spa

Clean Routine Beauty


Coco Loves Rome

Fashion Savvy Beauty Bar

COGIT corporation

Fellow Barber

Complexions Spa for Beauty & Wellness


Cosmetic World

Free People


Francesca’s Freckle

Freedom Apothecary

Healthy Thymes Market Heyday HipDot

Hortus Nailworks HSN


I. O. Beauty Market


Integrity Botanicals

Inwell International Limited ipsy


Coveted Market

Fresh Thyme Farmers Market

Crystal Springs Resort

Fusion Apothecary

d’mai Urban Spa


Dill Pickle Food Co-op

Goldenseal Skincare

Dolphin Blue

Good Vibes Beauty Space

Dr. Glat MD

Gotham Beauty Lounge

La La Land Hair & Beauty Room

Dreem Weev

Green Life Market


Eden Skin Care and Makeup

Guido’s Fresh Marketplace

Elysium Aesthetics

Hanalei and Kula

Escape Skin Care Salon


eve salon

Health & Her

Costco Wholesale Credo

Friends NYC

CVS Health



Glam Earth

Doft Plastic Surgery

Good Earth Beauty



Dream Spa & Salon

Great Jones Spa

Eden Baths

Greenhouse Beauty

Elan Hair Studio/Blush

Gurneys Montauk


Haus of Wax

Euphoria Studio

Haven Spa

Every Woman Wellness

Health + Beauty

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Jade Holistic Spa



Kanibal & Co

Knockout Beauty Kohls

Laboratoire Larima Le Brow Bar

Lena Rose Beauty Liberta Co Ltd

Little Brow Boutique Local Honey

Lodge At Woodloch Lord & Taylor

LuckyVitamin Luminous

IBE promised a bunch of buyers, press and consumers and it delivered. The buyers were legit and they came to actually BUY. So there’s a level of authenticity with IBE. It’s a real trade show with real buying power. I was so impressed by the other exhibitors. This show doesn’t just accept anyone. It was beautifully and carefully curated. This made me feel really great being a part of such an amazing line-up of brands. —Salvatore Barone, Founder, Beauty Steep

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Luvi Beauty

Northside Pharmacy

Santé Integrative Pharmacy

Stores Specialists Inc

Trellis Beauty

Lynn’s Apothecary

NYCO Chemist Corp.

Sayn Beauty

Summer Moon Spa

Tribe Beauty Box

Lux & Eco Macys

Madonna & Co

Maison D’Alexandre Make Up First Makeup Box

Makeup Direct Marc Harris

Mario Tricoci Hair Salons & Day Spas MedAltus

Merz Apothecary

Metamorphosis Day Spa Mila Artistry

mills pharmacy + apothecary Mint + Major

miss demeanor Mochi Beaute

Modern Urban Sensory Experiences

moko organic beauty studio Montgomery Aesthetics Natural Avenue Inc. Nature Sustained NAVAGO

Neiman Marcus net-a-porter

New London Pharmacy New York Ayurveda

New York Dermatology Group Nk wellness inc No.11 Spa


Nu Natural Beauty Oasis Day Spa

OC Global Services Ocean Reef Club Olet Kaunis Oy Olivela

ONDA Beauty

optima beauty

ORGANACHS Farm to Skin Oroboros Store

OTG Management/Cibo Express

P.S. INTERNATIONAL Co. Parallel Skin spa Perfumania

Perfume Center


Pickwick’s Mercantile

Savvy Chic Trends Scentbird

Scentsational of Huntington Scott Miller

Seagulls of St Kilda Sephora

Serendipity Skincare Studio She She Beauty Lounge SHEN BEAUTY

Shoppers Drug Mart

Sierra Hot Springs and Retreat Center Skin Bar New York Skin By Brooks Skin Shape

Skin Studio skin&tonic



Sweet Lily Natural Nail Spa Switch2Pure

Sylvester & Co.

Take Care Shop Target


The 8th Drifter The Bath Well

The Beauty Apothecary

The Beauty Mark Boutique the Bloomi

The Brow House

The Detox Market

The Dominick Spa

The Green Beauty Collective The Hut Group The Lodge

Plaza Style

Smooth Synergy Cosmedical Spa

Privada Beauty


Queya Beauty

Source Organics

The Spa at Mohonk Mountain House

Red Door Spa

spa elysium ltd

The Wifey Box

Renaissance Beauty

Spa Virtue

Ricky’s NYC

Spark Salons

Sally Beauty Supply


Salon Kindle

Stella Nova Inc


Poppy & Monroe

Smudge Beauty Bar

Proper Puss INC.

Soon Beauty Lab


South Moon Under

Regular Visitors

Spa of the Rockies

Renzoe Box


Sacred Skincare

Special Effects Salon & Spa

Salon Hue

Stella & Shay Beauty Bar

SaltyGirl Boutique

Steps New York

The New Stand

The Spa at Belmond Charleston Place

The Spa At Litchfield Hills

The Vitamin Shoppe Thread

Thrive Market TJX Canada

TJX Companies To And From



True Beauty Collective Tryst


Uncommon Goods

Underground fashion Urban Outfitters

Urban Pearl Collective

Vein and Laser Med-Spa Velvet Waxing Studio Verucastyle

Vidrā Clean Beauty VIGNETTE


Wash + Willow


Whiteroom Salon & Apothecary

Whole Foods Market Wild Lavender Wildcraft

Wolf & Badger

WTS International YHUE Beauty

Zanya Spa Salon Zen&Zip

Zoe’s Beauty Products

Town & Country Apothecary & Fine Cosmetics Treatwell

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Press 1010 WINS


Best of NJ

AfroGirl Shenanigans (Reader’s Digest Canada)

Ageist Beauty

Blush Magazine

All Things Hair

Bronze Magazine Online

Buinsess of Fashion, US Development

Business of Fashion

Architectural Digest Freelance




Athleisure Magazine

CB Insights

Beauty and Well Being

Chicly Stylish

Beauty Fashion Fragrance

Closer Weekly

Beauty News NYC

Conde Nast

Beauty Streams

Cosmetics Design

Creative Age Publications

Bella Magazine

Discover Life / Energy Times

A Beauty Blob Afroista

Bibi Magazine

All Things Beauty

Bon Appetit


Bridal Guide Magazine


brown girl magazine

American Spa

Business Insider

BUST Magazine



Ashley Stewart TV

C&G Media Group


Carrie’s Chronicles


Beauty by Julia

Beauty Independent Freelancer


Beauty Packaging Magazine

Consumer Reports


Ben Lane



Downtown Magazine

DuJour Magazine Ebony

El Diario

Elysian Magazine Equinox Media

Eric T Michelson Photography Essence

eTN Publishing Family Circle

Fashion Channel Fashion Snoops

Fashion’s Digest First For Women Forbes

Fuzion Magazine

Galore Magazine

Genetics Isn’t Everything Giving Ideas Life Glamour


Global Cosmetic Industry Global Glam Magazine Glossier Glossy

Gone Bazaar

Good Housekeeping Institute Good Morning America

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Green Park Content HAPPI

Harpers Bazaar HealthyWay

Hearst Digital Media

Hearst Lifestyle Beauty Group HelloGiggles Heroine

Hombre Magazine

HoneySuckle Magazine HuffPost

Hype Hair & Beauty Magazine I am Trill Yoga

In The Air Magazine Industry High Influenster

INLOVE Magazine Inside Beauty Insider

Insider’s Guide to Spas InStyle

IZONMagazine J-14 magazine Jumprope KIWI Magazine

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Lan Vu and Laura Liv a

Newshound Media


Life & Style Weekly


Thrive Global Lifestyle411

Lipgloss + Afterhsave LipstickAmmo Living Local

Long Island Press / Millennium Magazine Luxxeliving

Marie Claire

Martha Stewart Online

Martha Stewart Weddings Men’s Journal

mickeywilliamsbeauty Mimp Magazine

MindBodyGreen Mirror Mirror

Modern Salon Mood of Living

Multicultural Travel News Muscle & Fitness MyDomaine NBC News

New York for Beginners

New York Lifestyles Magazine New York Times NewBeauty, News Australia


Nothingbutpixies NY Post

NY Yoga + Life NYCPlugged

NYSFE magazine

O, The Oprah Magazine Oak Love Beauty Octoly


Order Company Organic Insider Organic Spa

Ouch Magazine

People En Espanol

Pinstripe Magazine Poised n Polished POPSUGAR

Premier Management Group PureWow

Quiet lunch Magazine Real Simple

Redux Pictures Refinery29

Resident Magazine

Retail Experts Magazine Scarlett Halo Creative SELF Magazine

Share The Glam SheKnows


Spa Week Media Group

Spanish Broadcasting system Style Music TV Style Sprinter StyleMTV

Stylus Media Group Sustaining Life SWAAY Talent Talent

Teen Vogue

That Girl At The Party The Atlantic

The Chilll Times

The Dean Blechman Show The Doneger Group

The Fabulous Report The Glossarie The Knot


The New York Times

The Parents Network


Tidal New York TODAY! Style Town & Country UBM Fashion Urban Milan

Very Good Light

VRM Media

Wall Street Journal Webedia

WELL Insiders Well+Good

Weston Magazine Group WGSN


Whole Foods Magazine Woman’s World

Working Mother Magazine WWD

Yahoo! YouFortified

YRB Magazine

The Product Agent The Travel Prose The Zoe Report


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Thank you! The Indie Beauty Media Group thanks the tireless entrepreneurs whose passion, creativity and vision are fueling the independent beauty movement. #WEAREINDIEBEAUTY | #IBENY2018


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Europe, get ready. INDIE BEAUTY IS ON THE WAY! LONDON, INDIE BEAUTY IS COMING. In less than a month, IBE will kick off its first show abroad, with IBE London. A gateway to the European beauty market and showcase for emerging U.K. brands and retailers, London taps the international power of independent brands. Then, in 2019, IBE Berlin expands awareness among German-speaking consumers, the European Union’s strongest economic demographic. Together with IBE’s retail partner Feelunique, the largest

digital beauty platform in Europe, the shows unite brands from around the globe. They represent a two-pronged approach to expanding the European market and supporting the independent entrepreneur. As in the U.S., European retailers are intent about finding emerging brands as a way to differentiate their offerings from competitors, and to quickly react to growing consumer demand for indie beauty brands. As always, IBE is ready to help.

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IBE LONDON 2018 October 24-25, 2018

The Old Truman Brewery 91 Brick Lane London, E1 6QL

IBE BERLIN 2019 March 22-23, 2018

Station Berlin Luckenwalder Str. 4-6 10963 Berlin, Germany



If you have an interesting brand story, email

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Anthology of Independent Beauty: New York 2018