7 Brands to Watch From Indie Beauty New York
By Wen Shi
August 29, 2019 – Indie Beauty brands have become one the fastest growing categories taking away share from beauty retail giants. I took to Indie Beauty Expo New York with my friend Ali Barretta of Queen of Wrong Style to discover new products to add to our fall routines.
One of the reasons I love indie brands is because of their formulation transparency, purpose-full stories, and inspiring products. Check out these 7 brands for the fall season.
Codex – Bia Collection
Codex Beauty is a bioscience-led beauty company based in Ireland with the concept of ‘Discovered in nature, perfected by science.’ The Bia collection is created by Tracey Ryan, a medical herbalist, and serial entrepreneur Barb Paldus PhD. Tracey developed the BiaComplex, a patent pending herbal ingredient harnessing locally sourced Iris botanicals and cutting-edge green technology.
Codex stands behind a strong code of ethics including consumer safety, plant – based self-preservation, and eco-friendly packaging. As of August 29, the Bia Collection is EWG Verified and Cosmos Organic Certified by Ecocert. In addition to its leading concept in clean beauty, the brands graphic messaging and its mint green packaging truly stood out and echoed its origins throughout the brand.
I am excited to try out the following items from the Bia Collection – Day Cream, Skin Super Food, Eye Gel Cream.
Blessed Moon Cosmetics
A 5 in 1 make up kit so light and fun to customize, it fits into your back pocket. This travel makeup kit concept by Blessed Moon truly stood out as a must have item in the cosmetic category.
Speaking with the founders Eun Bin and Kwon Moon, we learn more about how to product quickly rose to success. After participating as part of a music festival in Korea, Blessed Moon first launched with Amazon.com. The product sold out in one day. Within 3 hours of Indie Beauty Expo New York, the product was sold out again.
Until Ali and I get our hands on our own, check out the details on the Blemoon Kit in the Jamong Juicy colorway on Yes Style below.
Knours is an innovative brand that addresses the link between the hormone fluctuation and skin changes throughout your life cycles. A clean beauty brand, Knours collaborate with top dermatologists and technology experts to address the changing need of a woman’s skin. Knours advocates for ‘Skin Diet’ regime of simplifying the products we use. The graphic and packaging of each product is clean, minimal, with a whimsy twist to suit this message. Equally notable is Knours App, which integrates medical facts and user data into a smartphone app. As we study more about our inner body changes, the products we use on the outside will evolve, and Knours is leading the way.
I am excited to try the Double Duty Mist and the One Perfect Cream. Thank you, Peng, for the insights!
Insta Natural is a Florida based skincare company who specialize in formulating products mixing botanicals with powerful active ingredients such as Vitamin C.
We spoke with Heather, Brand Director, about the product, and was informed that Every InstaNatural product is free from parabens, sls/sles, mineral oil, formaldehyde releasers, synthetic dyes, petroleum, polyethylene glycol (PEGs), DEA/MEA/TEA, and unsafe preservatives. Heather was extremely knowledgeable about the product details and informed us of the Firming DMAE collagen serum and moisturizer, launching this fall.
One of my favorite activations at IBENY was the serum quiz by Insta Natural. Each visitor was able to take a short quiz to discover their ‘Serum Soulmate’ My serum soulmate is the Vitamin C serum. Why I love this activation was because the quiz not only excites the consumer, it also creates a fundamental bond between us the brand.
I am currently testing the Vitamin C Serum. Check back on WWB for a follow up on 3 ways I love to use the serum.
One conversation with Victoria Fu of Chemist Confessions and I realized that I have found someone who truly understand the chemistry of skincare. We shared the same philosophy that not all chemicals are bad chemicals.
Victoria Fu and Gloria Lu started Chemist Confessions, originally as a blog after years of making skincare for a beauty conglomerate. The duo decided to create a few products to share with their readers and a skincare line was born. This fall, we will see the release of their three-step hydration cleanse system. I travel often throughout the year and I can’t to try my box of goodies.
Browluxe by Giovanna Minenna is built on the philosophy of creating precision brow pencils with industry experience. The eyebrow pencils have seven different shades available in 8 perfect-match shades. This is more extensive than many brands on the market.
I also loved that Giovanna is a true expert in her field. One of the problems we all have is growing brow hairs and while many may turn to microblading, Giovanna advised that I turn to a brow serum first. She was the first person to be absolute honest with me about not taking a shortcut and I am excited to try my new Browluxe precision brow pencil!
Kakadu Dream is a unisex product for the digitally connected consumer. Founded by Mandi Vance, who has more than ten years as an esthetician, Kakadu focus on night care to repair all the daytime damage from your blue screen.
Advice from Mandi – “Night care should always be the MVP of your beauty cabinet, and I developed Kakadu Dream to be multidimensional, modern, digital detox for your skin.” What I loved about Mandi was her commitment to ingredients and her Australian roots. She specified that each ingredient is carefully farmed and vetted in Australia from local agriculture farms. She regularly travels back and forth to care for the curation of each ingredient – now that is serious commitment. On top of being one of the most innovating skincare concepts, the Kakadu booth deserves some serious credit as we went wild for the hologram bedroom and packaging.
Her product sold out before the days end and we cannot wait to follow this brands development!
More About Indie Beauty Expo New York 2019
Indie Beauty Expo New York is a yearly expo presented by Indie Beauty Media Group. Best stated by Jillian Wright and Nader Naeymi- Rad, IBE’s mission is to provide a platform to recognize, showcase, and celebrate independent beauty brands to support the growth and success of the entrepreneurs behind them. What was a once a year expo has evolved to four per year exhibiting in Los Angeles, Dallas, New York, and London. In addition, the expo now includes ‘Beauty x summit’ for entrepreneurs and investors, ‘Shop the Expo’ for a selling platform, and ‘Uplink Live’ a new destination connecting beauty entrepreneurs to solution providers.
5W Public Relations Agency is an award-winning full-service global PR Agency that partners with brands both established and emerging. Based in New York, 5W PR create engaging powerful stories, engaging narratives, and strategic implementations for some of the world’s largest brands. For the second year in a row, 5W PR is the proud official press partner of Indie Beauty Expo. (Thank you Emily, you are the best!)
Now, let me know which brand you’d like to try and why?