TAGS: Skin Care
Decorative Cosmetic
The second annual Indie Beauty Expo (IBE) London 2019 witnessed the presence of more than 80 brands. The 2019’s show saw a 20 percent increase in exhibiting brands at IBE London 2019 from last year; globally the show has seen an 814.63 percent increase from 2015 to 2019 in exhibiting brands.
Skin care- Largest Category at Show
The largest category represented at the event was skin care at approximately 35 percent. Color cosmetics is a growing category at Indie Beauty Market. “Challenger” independent brands in color cosmetics, include Bili Beauty, Depixym, and Sappho New Paradigm Cosmetics.
According to Credit Suisse, Independent make up brands only account for 10 percent of the market, however they are growing four times faster than their legacy competitors.
Major Trends
Major trends seen throughout the two-day expo included, at-home beauty devices (Solaris Laboratories NY, Davisage Beauty Limited); Cannabidiol and other cannabinoids (When Beauty, Sweet Mary Jane); men’s (Beyl, Shakeup Cosmetics) and hair care (Cria Hair, Virtue, Luxju).
“We saw so much innovation coming from this part of the world, there are thousands of brands that don’t get the recognition they deserve. We also want to give non-UK brands a chance to break into this market since it’s a major retail and tourism hub,” said IBMG co-founder Nader Naeymi-Rad about the importance of hosting an annual show in London.
UK based brands were extremely well represented as this 2019’s show, making up 31 percent of the exhibitors. UK based brands, Aeos Energised Organics and Emulsion Cosmetics were represented on the exhibition floor.
The show was full of brand launches including, Freya + Bailey Natural Skincare, Maiiro, and Apricot Beauty. Several exhibitors jumped at the chance to debut new products and packing developments such as Flow Cosmetics, EcoStardust, Facialderm and Natural Elements.
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Indie Beauty Media Group is building a way for independently-owned brands to become more accessible to the outside world through the different platforms we offer. Think of it as the emergence of a new ecosystem,” says Naeymi-Rad.
The show’s retail partner FeelUnique’s team created a physical space on the show floor, where they invited selected influencers to create content using product from their Future of Beauty selection, which is curated in partnership with Indie Beauty Media Group (IBMG).
Source: Indie Beauty Expo