From mindful skincare to male grooming, the Indie Beauty Expo and its 80 exhibitors shook the habits of the London Old Truman Brewery on October 24 & 25.
Cashing in on its success overseas, the American Indie Beauty Expo made its European debut with a hot London edition next to street art neighbourhood, Brick Lane, on October 24 and 25. This was the 10th edition for the exhibition born in 2015, before its next stop in Berlin in March.
The event highlighted “indie brands”, the little bombs of creativity that disrupted the market in a record time, invaded Instagram, and became a real economy for shows and investors. In the USA, non-traditional brands have robbed 55% of the prestige market growth and earned (so easily) the trust of Millennial consumers.
“We never had a grand vision to change the industry,” commented Nader Naeymi-Rad, cofounder of Indie Beauty Media Group. “We started with a need and that helped open our eyes to this incredible market that’s been booming.”
Professionals, brand creators, influencers, journalists, retailers and other beauty aficionados had 48h to get to know the new paradigms of this niche market. Cosmetics Inspiration & Creation was invited at the event where we had the pleasure of speaking with the “indie” founders.
During the two day event, 4 major trends emerged, structuring the indie brands London Collection.
A wellness wind is blowing on indie brands, with new whole steps, good for both body and soul. The "crystal-infused”trend is still raging, with brands such as Balipura, available in wellness & yoga centers, and its energy harmonising auric sprays, encompassing the ancient and magical healing spirit of Bali.
Baljinder Kaur, creator of Adarci, was inspired by her grandmother’s values: the great importance of inner-connectedness. She explained that “The word "adarci" or in punjabi "ardas", means the yearning for a deeper, more harmonious connection”.
2. ARTY ETHICS
With an increasing 43% of consumers saying they would consider a brand’s ethical stance before purchasing it (Source: Mintel Natural, Organic and Ethical Toiletries), good behaviour has become a crucial KPI on the market.
The London event gathered a lot of indies mixing aesthetics and ethics, a perfect combination for beauty aficionados. Shining example: the Kiwi Girls Undiscovered, one of our indie crushes, a"100% wild &naturally sourced" brand built on an exquisite packaging and a strong communication take on realness.
In a more naïve and colourful universe, The Kind Planet Company offers organic power-balms with beautiful Basquiat-like patterns.
3. CLEAN MAKEUP
Transparent and respectful formulations are at the core of indie values. The 360° clean beauty concept helps indies stand out from the industry without forgetting a glamorous touch. Clean lipsticks were one of the highlights of the Expo, like the ultra-pigmented couture organic lipsticks by Sarya, or the very lustrous vegan Axiology’s goodies made of mango and many oils: coconut, ricin, avocado, grapefruit seeds and Candalila wax (an alternative to beeswax.)
Complexion wise, the French inclusive Belle Radiance presented its AquaMat foundation (15 shades) formulated with 60% water and 85% natural ingredients. Created by Aimara Coupet, an expert in inclusive beauty and one of the Agency’s co-speaker in various events, the line allows a great finish without any silicone! We wish her the best!
Created by Canadian MakeUp artist Jo-Ann Fowler, Sappho went ahead and announced “a new paradigm” with certified organic collections, infused with phytonutrients.
4. MIX IN, STAND OUT
The art of layering is back thanks to indies eager to break down formulas for more transparency and create new step-by-step rituals. This more participative vision of Beauty assures sourcing and gives consumers full control over skincare.
The two new fragrances by British Awake Organics can be worn together or separately, depending on one’s mood as they are enriched with "mood-enhancing herbs". With a "mix in, stand out" philosophy, Emulsion offers to build one’s truly personal blend in 4 steps: a base, an exfoliant, a fragrance and a drop of illuminating essential blend, to mix and match according to one’s needs.
Finally, the natural and minimalistic capsule collection of Alex Carro counts 5 different products that can be mixed for a tailor-made cosmetic ritual.
For a full report on the Exhibition or for the latest Indie Beauty Report feel free to contact the agency.