Editor's Spotlight

5th annual IBE NY event attracts indie beauty brands from around the world

By Deanna Utroske

- Last updated on GMT

5th annual IBE NY event attracts indie beauty brands from around the world

Related tags Indie beauty Indie beauty expo Global beauty market event

This year’s New York City edition of the Indie Beauty Expo will take place August 21 and 22 at Pier 94 on Manhattan’s West Side. And, brands from nearly every continent will be exhibiting at show – more than 225 of them, all hoping to capture the attention of buyers, influencers, media pros, and investors.

It’s well established by now that the current indie beauty movement is global. The Indie Beauty Expo event itself has expanded beyond the US to include events in London, England, and Berlin, Germany. And independent cosmetics, personal care, and fragrance brands from around the world have captured the attention of industry leaders and consumers here in the US, and they’re making headlines here on Cosmetics Design as well.

Recent Indie Beauty Profile columns, for instance, have featured the Netherlands-based natural skin care brand Sara Rosalie​; the French indie brand Cosmetics 27​; Ursula Snyder’s Du Nord Skin Care from Nova Scotia, Canada​, the Australian spa brand endota​; London-based modern Ayurveda brand Malavara​; and French skin care brand L'ODAÏTÈS​.


Of course, several New York City brands will be exhibiting at this month’s IBE NY event, including butt mask brand Bawdy, therapeutic oils brand Bija Essence, the accessory and apparel line Breakups to Makeup, haircare brand allyoos, and art-forward luxury beauty brand EMILIE HEATHE.

And a wide range of brands from both urban and rural areas across the US will be on hand as well: A Wholesome Glow, Blake and Carmen Gendebien’s personal care brand from upstate New York; the natural skin care brand O’o Hawaii (which is based in that state); Los Angeles, California – based Sway (read about that brand’s unique approach to underarm care here on Cosmetics Design​); Beautaic from Nashville, Tennessee; and Walnut Creek, California – based skin and body care brand Free + True.

Canada-based indie brands like niu body, Spoil Me Beautiful, Blue Lavande, browluxe, and BLUME natural products will be at this year’s IBE NY event as well. Though brands from Latin America are distinctly absent from the exhibitor list.


K Beauty will be well represented at IBE NY 2019. The South Kore-based skin care and color cosmetics brand Banila Co will be there, as will brands like BEIGIC, Blessed Moon (a color cosmetics brand with clever, Asian-chic packaging), the clean skin and body care brand huangjisoo, and a multi-line brand called PureHeals.

And K Beauty – inspired brands will be exhibiting at the show this year well, brands like azure (a skin care brand headquartered in New York City) is one such example.

Australia and New Zealand

Oceana has brought several notable brands to the US market in the last couple of years and continues to feature prominently in the indie beauty movement, as Cosmetics Design has reported​. At this year’s IBE NY event popular brands from the region such as Black Chicken Remedies​ and ethique​ will be exhibiting.  


Independent beauty brands both based in an inspired by countries in Africa will be at IBE this month. For instance, Terres d’Afrique, a brand founded in 2012 by Stephan and Olivier Helary, with operations in both Ebène, Mauritius (a city known for being a tech hub that links African and Asian markets) and Johannesburg, South Africa, will be exhibiting. The brand makes skin care, body care, home fragrance, teas, and more from botanical ingredients sourced throughout the region.


European brands will be on exhibit at this month’s IBE NY event as well. French businesses like the unisex skin care and makeup brand absolution will be there; and YonKa Paris (known for its plant-based skin care and personal care) is exhibiting at the show as well.

Polish beauty is showing up with increasing strength in the US market just now. Profarm, a contract manufacturer based in Lębork, Poland, will be at IBE.

The stylish natural skin care brand HENUA Organics, founded by Jenni Tuomminen and Anu Nurmela, and based in Seinäjoki, Finland, will also be on hand at IBE NY this year.

And while this is but a fraction of the 225+ independent brands that will be at the Indie Beauty Expo in New York City later this month; the global reach of the movement is apparent all the same.

To learn more about IBE NY 2019, 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.


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