The next big thing is, well, the next big thing! Independent household and personal care companies are hotter than ever in the industry because they have the drive to go out on a limb as well as keep up with the Joneses. Just take a look at Indie Beauty Expo (IBE), a series of events catering to brands on the rise.
 
In fact, more than 250 beauty brands across 14 categories exhibited at this year’s IBE in New York City, Aug. 22-23 at Pier 36. And, the event introduced more new brands than ever before, according to Jillian Wright, co-founder of IBE. In fact, more than half of the companies rolled out new lines and/or products! And, more than 40 international brands travelled from near and far, some making their first entrance to the US market at the expo.
 
Happi had the chance to do a quick interview with Wright as IBE was ramping up in Manhattan.
 
Happi:  How is the recent IBE in NYC different from all the others?
 
JW:  We have brought together our largest selection of independent brands from around the world for IBE NY 2018, in fact, we sold out the show floor. Pier 36 is over 75,000 square feet, last year our venue was 40,000, so physically we have grown tremendously in only one year.  We have also seen more brands outside of the skin care category than ever before like hair, color cosmetics, tools and accessories.
 
Ahead of IBE, we produced BeautyX Capital Summit (Aug. 20-21), which is our knowledge and thought leadership event focusing on raising money for your business. It is for any beauty entrepreneur interested in gaining insight and perspective into what is happening within the current capital landscape. Topics spanned from crowdfunding to fundraising as women of color.
 
Happi: What are the top beauty trends you are seeing for the season via the vendors?
 
JW: One of the most prominent trends we are seeing is brands that are giving back—Seabuck Switzerland, Eighth Day Skincare and RealHer, just to name a few, have made this a part of their mission from day one.  We are noticing an influx in Zodiac-focused storytelling including the mystical and celestial—a lot of precious stones and gems are being incorporated into formulas. Also, baobab, turmeric and magnesium are ingredients that seem to keep popping up this season.
 
Happi: What’s going to be hot next in 2019? 
 
JW: “Blue Beauty,” brands that specifically support ocean conservation like Osea Malibu and Honua Skincare, is really picking up steam as a trend. Jeannie Jarnot coined this phrase, brands and retailers alike seem to be taking notice. With all the consciousness happening in indie, it wouldn’t surprise me if more brands continue to include social awareness and environmental sustainability within their mission.  Many of the founders are very aware of the goods they produce and the impact it has on the environment. Brands will continue to source better packaging that is not only gorgeous but recyclable or reusable.
 
Brands are continuing to leverage social communication, so they are able to quickly bring to market the products their customers are demanding, whether it is travel beauty, supplements, or products for the athletic lifestyle. Brands are able to identify almost immediately who is buying from them and in turn can quickly implement strategies catering to their needs. Being nimble is the key to success.
 
Another trend is sourcing highly potent ingredients from around the world, like sea buckthorn or CBD oil, and having them certified or tested by a third party. Third party verification is very important especially if a brand is claiming to be organic, vegan, sustainably farmed, etc. People want to know exactly what they are getting and brands are taking it to the next level of transparency.  You will see less of the terminology “clean and green” because it will be moving toward transparency. The public does not want to feel duped anymore. They want to feel good about the brands they are supporting.
 
Happi: What makes a beauty brand truly “indie”?  
 
JW: Indie is about ownership, not worth.  To us, this means a brand needs to be owned and operated 50% independently.
 
Check out this link for upcoming IBE events! https://indiebeautyexpo.com/attend/. The next one is Oct. 24-25 across the pond in London.