I attend a lot of events to keep current with the latest trends and happenings in the world of beauty. Over the past few years, it’s been fascinating to witness the indie beauty revolution. There have always been upstarts in the beauty industry. These are new brands that tend to disrupt and change the rules of the game. Think M.A.C. Cosmetics or Rodin Olio Lusso. Both are now owned by beauty giant Estee Lauder, but they didn’t start out that way.
Canadians Frank Toskan and Frank Angelo launched M.A.C. (Makeup Art Cosmetics) Cosmetics in 1984. Toskan was a make-up artist and photographer and Angelo owned a beauty salon. Their brand started as a professional line before it became available to consumers. With its long-term motto, All ages. All races. All sexes, M.A.C. was irreverent and more edgy than any other brand available at department stores.
Fashion stylist Linda Rodin created Olio Lusso in her apartment in 2007 at the age of 59. This was long before facial oils became mainstream. Rodin Olio Lusso face oil quickly became a cult favorite with actresses, fashion models, and makeup artists.
In today’s digital world, the barriers to entry in the beauty industry is lower. This makes it possible for more entrepreneurs to achieve their dreams. But do not equate lower cost-of-entry with lower quality. I am amazed with how well-conceived these new brands are in everything from formulation to packaging to marketing.
It’s a great time for indie beauty brands! Thus, I was excited to finally attend Indie Beauty Expo 2017 in New York for Trade Day. Celebrity esthetician, Jillian Wright, and entrepreneur, Nader Naeymi-Rad are the Founders of Indie Beauty Expo. Their vision was to help increase exposure of market-ready brands among retail buyers, consumers, and the press. IBE launched in New York in 2015. However, the event takes place four times per year in New York, Dallas, Los Angeles, and London.
WOW! Over 200 brands were present at IBE New York and each brought their A-game. I was exhausted but I walked away with dozens of new contacts and bags of goodies that I can’t wait to try. I was so inspired by the Founders at IBE. There is a lot of risk, hard work, and personal sacrifice that goes into starting a business. But the rewards are worth it.
Please check out my short amateur video overview of Trade Day at Indie Beauty Expo New York.
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