5 innovative beauty launches at IBE NY 2018

By Deanna Utroske

- Last updated on GMT

5 innovative beauty launches at IBE NY 2018
This year’s Indie Beauty Expo in New York City was the largest yet, featuring nearly 250 cosmetics, personal care, fragrance, and wellness brands. Among all the exhibits and demos, these 5 product launches stood out to Cosmetic Design.

Many independent beauty brands use IBE events as a launching pad—for an entire brand, for a line extension, or for a single new product. And the expos have become a place where consumers, retail buyers, media, and consumers reliably discover the latest and greatest in indie beauty.


At this year’s IBE NY, the following 5 new product launches stood out from the crowd:

1. Spirulite Multiactive Solid Mask from ayuna less is beauty

This new product rethinks body care rituals and cleansing routines and promises spa-like benefits in the shower. ayuna's new solid mask is essentially a slice of flexible loofah filled with a skin care formula. It’s applied using self-massage in the shower, left on for a few minutes, and rinsed away.

The brand’s product page describes it this way: “A multifunctional bar to cleanse, renew and treat your body. Aside from cleansing the skin, exfoliating properties from the Natural Luffa fiber included within improve circulation and remove dead skin cells. The bar also contains calendula and spirulina extracts to address cellulite and dryness.”

2. Lip Balm Pearls from Lilu lipcare

Meg Meranus has designed and patented a practical, portable, sustainable lip care solution: tiny lip balms and lip color ‘pearls’ that fit neatly inside jewelry and accessories. Her brand is all about “extreme convenience,” Meranus tells Cosmetics Design.

Lean more about her mini beauty packaging solution and the mini beauty movement more broadly in a panel presentation moderated by editor Deanna Utroske on Thursday in New York City at the ADF&PCD event​.

3. Hair Perfume Serum from Zodica Perfumary

This scented hair serum is the latest functional fragrance to hit the market. Promising UV filtering, nourishing vitamins, as well as shine and fragrance benefits, the new Hair Perfume Serum from Zodica Perfumary is as much hair care as it is a perfume.

The brand’s full collection of fragrances are based on zodiac signs and founder Kristi Moe’s own research in to the correlations of personality, astrology, and crystals.

4. Veriphy Skincare

While this brand made its official industry debut at Cosmoprof North America, founder Alis Crumblehulme knew she had to feature it at IBE as well.

Based in the university town of Guelph, Ontario, Veriphy Skincare signals a next step in the ongoing sophistication of natural beauty formulations. The products are formulated with a phytoglycogen called PhytoSpherix, according to Crumblehulme.

She and her team are proud women working in STEM fields (Science, Technology, Engineering, and Math). And the brand’s giveback mission is a scholarship to help more women access advanced STEM training and advance their own careers.  

5. Yubi brushes and sponges from Yubi Beauty

These new beauty tools, invented by Adiya Dixon Wiggins, stood out at IBE NY 2018 with tasteful packaging, a simple intuitive design, and plush materials.

The brush and sponges snap into a devices that lets people apply makeup with a tool while using a fingertip-application gesture. “This interchangeable set easily does the work of 10 traditional tools to give you a flawless finish in record time,”​ promises the brand’s product page. Adding a bit of how-to, the product description continues, “Use your Buff Brush for application of your favorite cosmetics.  Then remove your brush head and replace with the Blend Sponge head to pick up excess product and smooth your skin to a glowing, airbrushed finish.”



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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