From a single day in New York City to three-day events in more markets, Indie Beauty Expo has grown considerably—just like the category it celebrates. Happi caught up with founder Jillian Wright for a sneak peek at the upcoming expo in New York City on Aug. 22-24.
 
HAPPI: How will the 2017 Indie Beauty Expo compare to the first event in 2015 in New York City?
WRIGHT: Our first expo was only one day and located at the Altman Building in Chelsea.  We had press, buyers and consumers all within 11 hours!  It was a very busy day.  But, it l provded our concept that indie beauty brands need a platform to do serious business with buyers, press and consumers.  Fast forward to 2017 our third show in NY but 6th show overall. We have grown to three days separating press and consumers from retailers and trade.  We have also added CONNECT Indie which is a day for thought leadership, expert dialogues, panels and discussion for the beauty entrepreneur. This day day kicks off IBE.  Now that we are known, our team is fully committed and focused on the brands and helping them scale their businesses by strengthening our relationships with all the mentioned above.  Our 2017 show is also at Skylight Clarkson Square located at 550 Washington St, New York, NY 10014 which is significant because our first show we packed in 80 brand in less than 10,000 square feet.  Now we will have over 200 brands in 50,000 square feet.  It shows you how much the category of indie is growing at a very fast rate.  We can hardly keep up with all of the inquiries to exhibit with us.  This drives our team to make sure we continue to grow and deliver what the brands need.  Our other markets include LA and Dallas.  In 2018, we are adding another market which we will announce at IBE NY in August.  We are also working on some very exciting projects that we will also announce at CONNECT Indie this year. 
 
HAPPI: What is it like to uncover all of these unique/up-and-coming brands, the hidden gems of the beauty business? As an expert curator in this respect, we wonder if you still get surprised by the companies you find?  
WRIGHT:   We are always pleasantly surprised.  It’s a very exciting space. When we first launched IBE two years ago, we had about 400 brands in our database due to my research and I was very proud of that.  But, we learned very early on that we are only scratching the surface.  We have over 5000 in our database and it continues to grow every day.  Some days the team is overwhelmed with all the inquiries (in a good way).  This tells us that there are many beauty entrepreneurs looking for a platform that will listen and deliver what they need to scale their businesses.  We want to make sure there is a clear understanding of what to expect with IBE.  We do not want to waste anyone’s money or time and that resonates with brands who are on a budget or just starting out.  We also have a global client relations director in the EU so our reach goes well beyond the US.  Brands will also inquire through our website, but we, as a team search for brands that excite us.  In the beginning, I would “flirt” with a lot of brands in IG.  One of those brands that exhibited with us in LA and is now being courted by a luxury retailer plus many more. They are thrilled.
 
HAPPI: Can you share some the brands that have you most excited and why?
WRIGHT:  I am an indie beauty junkie.  There is something about this space that is so interesting, that it is easy for me to get excited.  There are several that I love and can’t wait to meet in person, but here are a few that I’m keeping my eye on.  The Handmade Soap Company from Ireland, Winners Beard Company started by an ex-pro baseball player and Marine, Perfect Ten Custom Nails.  Jessica Harris, flying in from Australia, who is a nail artist.  She does custom press on nails that are a work of art.  We are thrilled to have her.  She will be taking orders for custom sets at the NY show!   Red Earth, another brand from Australia is geared towards the millennial with it funned flirtatious branding. Olio di Allesandro a brand who’s packing is collectable.  The caps are made from Carrarra Marble and are collectable. 2nd Ground Skincare a coffee up cycling company made in Brooklyn. Cuvee Beauty is another brand to watch.  It’s a haircare company founded by Rachel Katzman that used champagne in their formulas.  The founder went to a party in Vegas for her 21st birthday and was doused in champagne.  She loved the way her hair looked so she created a haircare line around it.
 
HAPPI: With IBE now in LA, NYC and Dallas—is there a different vibe in each city? 
WRIGHT: Absolutely, but the common denominator is the demographic is mostly women between the ages of 24-46.  But in NY, the attendees are well-educated, love health and wellness and are professional.  In LA, which is very similar to NY, has a more laid back vibe, but still with an under-current of health and wellness as a lifestyle.  In Dallas, same but the attendees love beauty and don’t mind wearing a full face of make up while they sip their green juice.  SHOP Indie was also wildly successful in Dallas.  Most of the brands sold out, so in Dallas, they are there to spend and pick up the latest in indie beauty.  Where, in NY and LA, they are there to buy, but more so to learn and connect with the brand founders, discover and learn.
 
HAPPI: NYC is the last IBE for 2017—can you give us a sneak peek into what’s planned for 2018?  
WRIGHT: We are launching a new market in 2018 and we also have some other exciting endeavors happening that we will announce at IBE NY so stay tuned.  You will not want to miss this!

More info: https://indiebeautyexpo.com