Innovation Showcase: The Indie Beauty Event For Press And Media

The Innovation Showcase of the IBE and Beauty Independent took place in Hamburg and Munich from 4-5 February. At this branch meeting, editors, journalists, bloggers, and influencers gain insight into IBMG ‘s Indie Beauty world and get to know exciting, innovative brands of the Indie Beauty Expo.

What is the Innovation Showcase?

The Innovation Showcase offers the opportunity to introduce the world of Indie Beauty to press and media representatives, to explain the characteristics of the brands and companies to them and to give them a look into the Indie Beauty Expo. During the event we answer questions like: What is Indie Beauty? What criteria do the brands have to meet if they want to exhibit at the IBE? Is Indie Beauty the same as natural cosmetics? Which categories are covered?

So, how do we define Indie Beauty? Indie Beauty Brands are cosmetic brands that are either owner-managed or family-owned to at least 50 percent. These can be newcomer labels, but also internationally successful brands and family businesses. Indie Beauty is a key contributor to growth in the global cosmetics business. This also includes any kind of cosmetics: Natural, clean, vegan, sustainable, technologically innovative, or science-based cosmetics. At the IBE, visitors can discover every sector of this industry – from color cosmetics and care products to supplements and ingestibles, accessories and tools. And for those who now think that this is a tiny market: the IBMG database features over 13,500 indie beauty brands worldwide. The potential – and the demand from consumers – is enormous.

Why should I attend the Innovation Showcase?

To us, it is the chance to draw the attention of the most important media in Germany to the topic of Indie Beauty; the participating guests from print and online media in turn discover the latest indie brands, international trends and may even test the products of selected labels on site. The event thus offers the IBE brands a further platform to get in touch with the media. We were happy to welcome 27 participants from different media companies: In Hamburg, for example, there were editors from Brigitte, Men’s Health and Womens’s Health, Petra, Für Sie, Emotion, Manager Magazin, Nylon/Blonde and In Munich, representatives from Instyle, Prosieben/Sat.1, Storyboard/Douglas Magazin, FAZ, Textilwirtschaft, and attended the event.

The diverse audience again showed that the interest in independent beauty brands in the DACH region is strong – whether driven by interest in the niche market itself or from a business perspective. It is interesting to note that 60 percent of our exhibiting brands are managed by women. Some of the female founders of the most successful labels are newscomers, have revolutionized their niche presenting unique product developments and/or

manage to enter other highly competitive markets such as the USA. This perspective also reveals that the beauty industry is changing, driven by indie brands as well: The faces and stories behind a brand are what today’s customers are attracted to.

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