Like indie rock bands and craft beers, indie beauty is having a moment, so to speak. But for Jillian Wright and Nader Naeymi-Rad, it’s not fleeting. They are founders of the new Indie Beauty Expo, which will be held in New York City on Aug. 27. It will serve as a platform where indie brands can shine.

For Wright, an event such as this has been a long-time coming. As a spa operator since 1999 and a formulator of her own skin care brand since 2013, Wright found that her luxury beauty/spa line didn’t mesh with trade shows already on the calendar.

“I didn’t know where I would fit in, and didn’t want to spend the money and be disappointed,” she told Happi.

Wright and Naeymi-Rad said they had come to the realization that the category was “discombobulated”—and, as such, set out to offer a venue to recognize and promote independent brands and connect them with media, retail buyers and consumers. 

“Consumer preference across a broad range of services has been evolving. Indie music. Indie film. Microbreweries. Consumers are yearning for something fresh and authentic,” said Naeymi-Rad.
And it’s the same with beauty, he said.

The indie beauty is in its “adolescent stage” according to Naeymi-Rad. “You can’t ignore them. They are disruptive, with 20% year-over-year growth.”

And the sector is a breeding growing for beauty innovation too.

But don’t expect to find a farmer’s market brand that’s being whipped up in a kitchen sink inside the halls of the Altman Building on Aug. 27. This is a closely curated collection of companies, according to Wright and Naeymi-Rad. Buyers should be confident knowing that the brands inside the hall are ready to step up to the plate.

As this story went to press, exhibitors included Hynt Beauty, Mun, Lotus Wei, LVX Nailcare, Soapwalla, Kahina Giving Beauty and White and Elm, to name just a few.  

Naeymi-Rad insists there’s value for other start-ups and smaller brands to visit the expo as attendees (public tickets are $59).

“These are brands that are one or two steps ahead of you. They are generous…they can talk to you about the industry; they compete, but they feel a part of a broader community,”

The Indie Beauty Expo kicks off with media only in the morning (9-10:30am), followed by time for buyer/retailers (10:30-4pm). The public can attend from 5-8pm.
        
More info: http://indiebeautyexpo.com