What does IBE look like overseas?

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (TomasSereda)
© Getty Images \ (TomasSereda)

Related tags Indie beauty expo Indie beauty Germany trade show Skin care brands

One month from now, the Berlin, Germany, edition of the Indie Beauty Expo will open its doors, welcoming buyers from nearly 80 retailers as well as 100s of press and influencers, brand founders, and other industry professionals.

2020 will be the second year of IBE Berlin. And while the show doesn’t open until March 24th, already more than 60 independent brands, across a wide spectrum of beauty and wellness categories, are confirmed to exhibit at the show.

Skin care will be well represented at IBE Berlin this year

The roster of 62 exhibiting brands​ includes 35 skin care brands, several of which are US-based brands such as Codex Beauty, Herbal Dynamics Beauty, and grace & stella. Of course, local Germany-based skin care brands will be at IBE too, brands like Sash Natural Skincare, M1 Select, Matica Cosmetics, and Dr. Glueckstein Beautiful SkinCare.

Indeed, skincare from around the world be on display at next month’s show in Berlin: brands like resibo from Australia, Berrichi Skincare from Estonia, Purophi Organic Cosmetceuticals from Italy, and LOOkX from The Netherlands will be exhibiting.

Color cosmetics brands will also be in good supply at IBE Berlin this year; 15 makeup brands are listed on the event site; and it’s likely others will sign on before the show opens.

However, in the categories like nail care, fragrance, lash care, oral care, and sun care there is only one or two brands slated to exhibit at IBE Berlin.

Retailers and industry suppliers will be on hand for the Berlin event as well

To-date, close to 80 retail outlets have registered buyers to attend IBE. Among the list are prominent beauty and department stores such as Douglass, KaDeWe, and TJX Europe as well as specialty marketplaces like Green Beauty Market and Amazingly.

The 2020 edition of IBE Berlin will also include the IBMG supply-side show Uplink Live. The exhibitors list and educational programming schedule for Uplink have not yet been posted. But the IBE site does describe Uplink Live “as a new destination within IBE connecting beauty entrepreneurs with qualified solution providers who specialize in serving emerging brands.”

And previous editions of the Uplink Live event, like the one in Los Angeles, California, this past January have been quite successful​ and a smart place for ingredient suppliers, packaging and labeling companies, contract manufacturers, PR firms, lawyers, logistics professionals, etc. to connect with indie brands looking to scale their businesses.

IBE Berlin and Uplink Live will take place at Station Berlin (Luckenwalder Str. 4-6, 10963 Berlin) on Wednesday March 25 and Thursday Mach 26. Learn more about attending or exhibiting online here.



Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of CosmeticsDesign.com, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

Deanna will be traveling next to the Personal Care Product Council’s annual meeting; if you’ll be there too and have beauty business news to share, feel free to contact her at qrnaan.hgebfxr@jeoz.pbz

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