INDIE BEAUTY EXPO RECAP | NYC 2019
Tis the season to kick adulting into high gear as many head back to school and work this week. We recently took our annual pilgrimage to NYC for the Indie Beauty Expo and scoped out the latest and greatest in independent beauty lines. After two days of scouring the expo floor with our client, Rachel Mulcahy of Ivy Wild, here’s our top five trends from the Indie Beauty Expo (IBE) NYC 2019:
1. CBD, but make it function - The CBD trend certainly hasn’t slowed down and showed up at multiple booths in ingestible and skincare forms. While the jury is still out on the science behind the miracle fix, we love the highly-branded, woman-focused gummies from Winged. The Good Patch, one of our favorites from last year, also debuted an ingestible elixir in different concentrations.
2. The V-Word - We checked out multiple menstrual cups (Saalt and Hello. were our favorites) and seeing so many companies focused on feminine care at one expo gave us all the warm and fuzzies. Indie beauty is tackling women’s issues head-on, producing companies like Quim—an irreverent, unapologetic ladies-only team producing vaginal care oils.
3. It’s the pits: Natural deodorant certainly isn’t new, but IBE showed that most suppliers are trending toward skin care for armpits. With retailers looking for charcoal and baking soda free options, Sway’s booth was packed to the brim.
4. Secrets don’t make friends: “Transparency” is the biggest buzzword to come out of this year’s expo. Brands are looking to tackle greenwashing with easy-to-read ingredient lists and straightforward, performance-based explanations for formulas. We love love LOVED the Irish brand, Codex, as the prime example of transparency at its best.
5. Perform for me – Indie beauty consumers have high-performance lives and expect high performing products. Kakadu Dream launched beautifully with an adorably holographic, sleep-themed booth, claiming to tackle blue light skin damage with the break-out Australian ingredient, Kakadu plum.