. But we went to
in New York to discover the new brands that are about to explode in popularity—from ethical ingredients to gorgeous packaging and effective results, we hit skincare gold.
“Independent beauty is at the forefront of a movement that is helping people make better decisions about their beauty purchases,” says Jillian Wright, the co-founder of the Indie Beauty Expo
, the annual event held in New York City, Los Angeles, and Texas that celebrates indie beauty brands from around the globe. “Independent beauty is about ownership—the company has to be 50 percent owned and operated by the founder.”Why you should care
“The majority of indie brands tend to practice sustainability, use organic or natural ingredients, and support communities or causes dear to them,” says Wright. “Independent beauty tends to be bespoke, curated, small batch, and limited.”
Oh, and girl power: 199 out of 227 brands featured at IBE are female-owned brands.