"Rather than push buzz words like clean, organic, or vegan, ours is an event that leads with efficacy and brand identity first" Samantha Silverberg, senior event director for Beauty2 (read, Beauty squared), tells the press.
“We are proud,” she says, “to be a platform for the beauty pioneers who care about their presentation just as much as the ingredients.”
Beauty2 first launched in 2016, inspired by the “understanding that a mass market approach is often inhibiting for independent brands,” according to press material announcing the upcoming event in Los Angeles, California. The event organizers believe they have “successfully reinvented the way shows not only look, but feel.”
What to expect
From 11am – 4pm on both Thursday, October 11, and Friday, October 12, trade professionals and the media can walk the show and meet with brands. Each Beauty2 event hosts only 25-40 brands (a range that helps ensure the event is calm and accessible).
In the evenings, Beauty2 opens to consumers who meet brand founders and have the chance to try and buy product. “Unlike many mass market approaches, the event's detailed focus on curation and innovation has allowed for the bringing together of unique, indie brands using a platform designed to help them connect with media, buyers and consumers in a meaningful way,” explains an event spokesperson in correspondence with Cosmetics Design.
Among the brands exhibiting at the LA show are the hand-crafted luxury brand Anfisa Skin, crystal-infused skin care brand O'o Hawaii, Greek vegan skin care brand YASOU, Herbs + Oils Bath, London's Pedisoaks, organic color brand Moi Cosmetics, and many more.
At the LA event next month, attendees will also have the option of booking a complementary session with beGlammed, an on-demand beauty service.
To learn more or to register to attend the upcoming West Coast edition of Beauty2, click here.
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.