Must try brands from Indie Beauty Expo 2019
By Jody Miller
The Indie Beauty Expo made its premiere in New York in the summer of 2015 as a showcase for the expanding niche beauty market. It was the first of its kind, and founders Jillian Wright and Nader Naeymi-Rad knew they were onto something. Four years later, IBE has expanded to Los Angeles, Dallas London and Berlin as one of the most anticipated beauty trade shows in the world where many successful indie brands have made their debut. Connecting brands and entrepreneurs with press, buyers, retailers, and spas, IBE is a must for anyone connected with the beauty industry or beauty enthusiast.
Like anywhere else, trends emerge then seem to fade faster than they arrived, and beauty is no exception. So what were the hits and misses this year? One of the first trends we noticed is that Asian beauty did not dominate this year. While K-Beauty will always have a permanent stamp on the beauty map and continues to be influential, we witnessed many upstarts from around the globe aiming to a varied demographic. European brands, in particular, emerged with innovative pharmaceutical and plant-based prescriptions. On the other hand, purely vegan straight-from-the-farm brands were represented, but far less visible than in previous years.
Needless to say, we scoured top to bottom and left no booth unturned to uncover our favorite new products, brands, and foreseeable trends.
Aneela Zaman was already a successful celebrity makeup artist when she was inspired to create a skincare line based on her Pakistani father’s knowledge of the regenerative power of black cumin seed oil. Merging simplicity with efficacy, this serum promises radiant and energized skin vis-a-vis ancient and current ingredients that speed up collagen production for visibly tighter and smoother skin.
A portmanteau of French and Greek that translates as “by nature”, Veriphy is based on cutting-edge ingredients found in nature. In this case, it’s the plant-based power of PhytoSpherix®, which delivers clinical results while remaining true to their commitment to finding solutions in nature.
One would hardly expect the UK to be the home of a brand that curates crystal-technology, but British skincare line Aeos brings what it terms its “beyond organic” line of products to IBE for the first time. Shire Farm is where the magic potions are formulated with the expertise of chemists and alchemists working in sync to craft a line of biodynamic beauty elixirs.
French skincare is back in style. Pharmacist and founder Michele Evrard marries a classic French aesthetic with an uncompromising quest for natural ingredients compounded into cosmetically elegant yet powerful products. Baume 27 is the brand’s star product, which contains a selection of high-performance active ingredients into a global anti-aging and regenerating repair crème.
There is a lot more to Poland than bad jokes. In fact, Poland is fast becoming a leader in European skincare science and development. With a vast catalog of nature-based products, the Exfoliating Lip Balm is a best-seller because it really, really works. Cracked, chapped and peeling lip vanish in an instant. No joke.
Suffused with a high concentration of cosmeceutical ingredients, Arcona has transformed from a popular Los Angeles day spa favored by celebrities, to a worldwide skincare sensation. Powered by enzymes, growth factors and retinols, Arcona has converted spa-based products from fluff to fabulous.
As anticipated, CBD-infused products were smokin’ hot this year. Greensky Cosmetics features two lines of products – Basic and Lumina – the latter of which includes generous doses of CBD oil in addition to proven antioxidants.
Created by two longtime leaders of the haircare industry, Atar Gold Phyto-Lux Vegan Hair Care featuring a proprietary complex of pure colloidal gold, moringa oil, plant stem-cells and Egyptian Blue Lotus for a truly luxurious eco-chic experience. In addition to premium haircare, their exclusive “fragrance serum” is captured in a silky base featuring suspended 24K gold to help rejuvenate the skin with a heady aroma of organic sandalwood, bergamot, and black pepper.
Move over keratin straightening and smoothing, this show’s star hair products are all about hair growth and thickening. Reviv3 is a clinical system formulated to combat hair loss and breakage with breakthrough formulas of maximum strength by treating the root cause of thinning hair. A multi-product line featuring their Micro3 Active Spray, a tri-peptide complex which supports epidermal nutrient uptake and increased microcirculation to treat excessive hair loss, improve hair volume and boost hair growth
One of the most delightful trends we witnessed was organic feminine personal care. One such brand, Rosebud Woman, conceives luxurious vaginal care made from premium botanical extracts. Used daily or as needed, these products are pure pleasure right where you need it.
Initially designed for your gym bag, we adored these east to pack solid stick formulas. Featuring a facial cleanser, moisturizer, and body oil-lotion in pop-up stick containers, these are must-haves for your toiletry bag for no mess and no fuss skin and body care on the go.
Formulated to comply with EU standards, PYT Beauty masters what most cannot, fashionable, affordable, and completely chemical- free makeup. You’ll never see parabens, phthalates, or petrolatum, but you will see Vitamin E, shea butter, avocado oil, and jojoba seed oil in their line of multi-taskers with big color payoff.
It wouldn’t be a beauty expo without some forest-to-face treats for the skin. Crafted from “gentle actives” that never compromise on effectiveness, this line of mild botanicals packs a punch sans the damaging harsh chemicals.
There is a lot more to Poland than bad jokes. In fact, Poland is fast becoming a leader in European skincare science and development. With a vast catalog of nature-based products, the Exfoliating Lip Balm is a best-seller because it really, really works. Cracked, chapped and peeling lip vanish in an instant. No joke.