Indie Integration is Real: in-cosmetics global 2019 makes space for beauty entrepreneurs

In recent months, major beauty industry trade shows have featured, highlighted, welcomed and otherwise included beauty entrepreneurs, startup brands, and people making product outside the conventional model (skin care brands launched by biotech firms, personal care brands produced by ingredient suppliers, etc.).

Ideas ​

Among this year’s educational sessions was a marketing trends panel discussion called, Indie brands roundtable - The secret of success. Brand leaders Ada Ooi of 001 Skincare London; Dominika Minarovic and Elsie Rutterford of BYBI Beauty, and Sam Farmer of his eponymous brand talked about their various approaches, successes, and challenges as indie beauty brand founders. Angelika Meiss of COSSMA moderated the conversation.

And, Lorraine Dallmeier, Director of the online learning program for organic cosmetic chemistry, Formula Botanica, led a session meant to demonstrate the potential of so-called natural beauty: “Natural beauty represents one of the fastest growing sectors in the global beauty industry, yet is surrounded by controversy,” ​assets the promo blurb for the session, which notes that “the School’s award-winning curriculum is changing hearts and minds,” ​inviting more people to learn about natural beauty and get involved in the industry.  ​

Cosmetics Design’s own Beauty Industry Awards (now in its third year) has always included indie brand categories. This year’s event, held on the second evening of in-cosmetics global, recognized 5 indie brands, with awards ranging from best indie brand to best microbiome-related brand. See the full list of 2019 Beauty Industry Award winners in the indie and ingredient categories here on Cosmetics Design Europe.​

Business​

Ingredient suppliers, distributors, and service providers were welcoming indie beauty brands to their booths and meeting tables at this year’s event more than ever before.

For the first time, in-cosmetics global 2019 included an Indie Trail feature, a roster of companies ready and able to partner with indie beauty brands by supplying ingredients, providing formulation guidance, marketing insights, manufacturing and packaging recommendations, etc.

And numerous indie brand leaders, consultants, and other allies were on the show floor, exploring ingredients, trends, and strategies available to new and innovative brands looking to challenge conventional beauty brands.

Cosmetics Design caught up with brand leaders, consultants, and suppliers at the show. So there will be more on all things indie at in-cos here on CosmeticsDesign.com in the coming weeks.

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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.