Makeup artist Katey Denno, podcaster Jackie Johnson and skincare product reviewer Amy Chang were among several beauty influencers that gathered at the newly opened club Allbright West Hollywood last week to catch a sneak peek of 16 emerging brands poised to grab the attention of editors and retail buyers during Indie Beauty Expo’s return to Los Angeles from Jan. 29 to 30.
The brands presented to the influencers at the West Coast onTUWI Innovation Showcase were chosen from brands that will be exhibiting at IBE LA in the Magic Box at The Reef in the city’s revitalized downtown. An initiative from IBE operator Indie Beauty Media Group, onTUWI, which contains an acronym for “team up with indie,” links indie beauty brands with influencers relative to them. IBMG is also the parent company of Beauty Independent. Influencer marketing is increasingly important, but increasingly expensive, too. Insider Intelligence estimates that brands will spend $15 billion on influencer marketing by 2022. For indie brands navigating the congested influencer landscape, it’s hard to identify influencers that are good fits, and generating adequate returns on investment for partnerships and cultivating mutually-beneficial relationships are major pain points. The onTUWI program was devised to assist brands in navigating those pain points.
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