Indie beauty brands are among the fastest growing product categories. The Indie Beauty Expo was founded to support the growth and success of these brands and the entrepreneurs behind them. Founded by celebrity esthetician, Jillian Wright, and entrepreneur, Nader Naeymi-Rad, IBE was established to help the fast-growing category of indie brands connect to buyers, press, consumers and investors. Unsatisfied with the options available, Jillian and Nader formed IBE to provide a solution specific to market-ready indie brands. IBE debuted in New York City in August of 2015 and has since expanded to four strategic markets in N. America and Europe: New York, Los Angeles, Dallas and London.
Out of hundreds of brands at this year’s expo, I have narrowed it down to a handful of notables that will impress both experts and beauty newbs alike.
Cardea AuSet is a Canadian brand that was dreamed up along the southern Ontario Greenbelt. Ensuring products are as natural as possible, Cardea AuSet uses pure essential oils, hydrosols, minerals, and plant-based ingredients that are GMO-free. Their materials are sourced from Canadian suppliers who are located close by and who align with our ethical considerations.
With so many skin care lines and a constant influx of new products, it’s all too easy for your beauty routine to become overly complicated, dictated by the latest trends. What if you stripped away the extraneous, from the superficial packaging to the fillers without any impact on performance, distilling skin care down to only what’s essential? The result is Ænon’s, a line of products that is Minimal, Versatile, and Honest.
Notable Products: Rituall Tone and Rituall Hydrate Antoioxidant Serum with Hyaluronic Acid
Skin Juice Organics combines herbalist knowledge with carefully sourced whole plant ingredients, for skincare that works – the way nature intended. Nature has beautiful intentions and can be used to treat some of our biggest skin battles. Herbalists have broken the code on using constituents & phytochemicals contained in plants to heal and nourish the skin.
If you’re looking for more bang (and sparkle) for your buck, Spascriptions is an affordable, easy to use skincare brand that is designed to target specific needs and fit seamlessly into your everyday skin care routine. Global Beauty Care’s expert team of researchers, chemists and lab technicians use the most advanced technology with quality ingredients to formulate a full line of innovative beauty products.
Notable Product: Glitter Peel-Off Mask
There are so many reasons for a spray tan: a party, vacation, a confidence boost, etc. As self-confessed spray tan addicts, tanning is a lifestyle at the Shady Sun. Since Amanda Arnold started the brand in 2015, all of their spray tan solutions have been made with 100% naturally-derived DHA. Their entire product line is also vegan, cruelty-free and contains zero parabens, which are a commonly used preservative for cosmetic ingredients.
Loba Mane‘s mission is to provide you with a therapeutic experience that will help you transform your hair into its healthiest state while remaining true to our environment. The brand was born with a pledge of transparency, and a simple mindset -“going natural shouldn’t mean a compromise on the product’s performance.” They work hard to formulate high performance products using only natural and organic ingredients. The use of harsh chemicals (sulfates, phthalates, silicones, and other cheap substitutes for organic compounds) found in majority of personal care products not only dries your hair and skin in the long run, but they also contribute to the pollution of the planet. This is why they are proudly and respectfully committed to the environment by using plant-based, sustainable and biodegradable ingredients.
Notable Product: Transformative Mask
It all began with a distress call from a half the world away. Lena, daughter of Reiko Kanise, was studying classical ballet in Europe and constantly vexed by extra dry skin. She tried myriad creams, lotions and potions but none of them delivered promised benefits. “Mom, help me,” Lena, despaired, called her mother. Well, Necessity is the mother of invention. True to the adage, Reiko, with her motherly love and extensive experience in the cosmetics industry, embarked on creating a truly safe, effective and simple-to-use moisturizing lotion for her daughter. She got inspiration from Lena’s grandmother. Grandma, aged but surprisingly smooth-skinned, didn’t use fashionable cosmetics but always cleansed her face neatly before applying beauty lotion. It was the very basics of skincare upon which the LENAJAPON products were built.
Woodlot is a Canadian line of premium, natural home & body basics. Their products were created to inspire the beauty rituals of future generations who value clean- burning, plant based products. They were founded in 2014 from a desire for natural, plant based products which infused the best essential oils for aromatherapy. Their coconut and soy candles, all natural soaps and lotions, essential oils and natural body mists are crafted from simple ingredients to inspire wellness and ignite conversation; as much as Woodlot is a home and body company, it is a brand that stands behind the philosophy that beauty and wellness should be intentional, inclusive, and natural.
Shea Terra Organics is a natural skincare line made with indigenous African ingredients. Using these ingredients assists in preservation efforts and also helps to create economic sustainability for the women and their families who create these products in Africa. Tammie Umbel was among the first to introduce now popular ingredients to the US like Argan Oil, Shea Butter and African Black Soap nearly 20 years ago. Now nearly two decades later and well over 300 products, Tammie’s company has gained a loyal following of natural skincare lovers who trust and rely on the brand for all types of skin conditions ranging from acne, eczema, anti-aging and more.
Notable Product: Rose Hips Black Soap Deep Pore Facial Wash