Shen x IBE

Shen Beauty, a pioneer in independent beauty retailing, today announced the launch of a new collaboration with the Indie Beauty Media Group (IBMG), to take place at the Indie Beauty Expo (IBE) New York.

During day one of IBE, SHOP INDIE, Shen will showcase and directly retail a collection of 20 brands selected by Shen founder, Jessica Richards, from among the ~250 brands exhibiting at IBE NY.  Shen’s existing clients will enjoy special ticket prices to attend SHOP INDIE, and all shoppers visiting the Shen at IBE will be able to enjoy special pricing on products as well as access to exclusive bundles, such as the limited-edition CIRCCELL Tropical Vitamin C Blast Facial.

According to Maya Crothers, founder of CIRCCELL, and IBE exhibitor, “We’ve always wanted to see CIRCCELL at Shen.  Jessica is such a respected tastemaker and being a part of her retail collection is like a badge of honor.” Crothers continued, “And the IBE team is amazing at facilitating such relationships and finding creative ways for brands and retailers to work together. They’ve been a total gamechanger for us.”

Richards commented, “Shen’s clients are people who want safe, beautiful and efficacious products that have exceptional ingredients and an authentic human story. For my customers, SHOP INDIE is like Nirvana.  And for those who can’t attend in-person, we will have the IBE collection simultaneously available at shen-beauty.com during and after the show.”

During day two of IBE, TRADE INDIE, the Shen exhibition space will be open to all professionals, including other retailers as well as to IBE NY exhibiting brands who will be able to make appointments to present their brand to Shen’s buying team.

Shen’s collaboration with IBE is part of a strategic refocus for the retailer.   Richards said, “Beauty is getting hyper-competitive. So, unless you have deep pockets to play the ‘More Doors’ or ‘Google Ad Word’ game, its best to focus on a niche where you can excel and differentiate”.  For Shen, Richards believes this is sourcing and curating the best under-the-radar brands faster and better than anyone else. “Shen’s next chapter is to become a recognized center of excellence in retailing independent beauty.  We want to help everyone—including other retailers—be inspired and realize value from indie brands.”

Richards, who is also Head of Beauty and Wellness at Free People, explained why she chose to partner with IBMG: “It’s common knowledge among Buyers that the best innovation is coming from indie brands, and that the best indie brands are found at IBE. Plus, I am blown away by what Jillian and Nader have accomplished in just three years. They are ambitious visionaries who also know how to execute.”

“Jessica pioneered indie beauty retailing—long before others had embraced the idea,” said Jillian Wright, co-founder of IBMG.  She continued, “Jessica has always been ahead of the curve. She has also been an early and consistent advocate of IBE. Jessica knows us well and we are delighted to be working together.”

Shen is the third retail partnership forged by IBMG, following successful collaborations with Neiman Marcus and Feelunique.

Stop by the Shen x IBE exhibition space during SHOP INDIE to discover Shen’s curation of 20 of their favorite exhibiting brands, shop new product launches, and enjoy exclusive product bundles. Also, starting August 22, these 20 brands will all be available for purchase online at shen-beauty.com.

Learn more in this article by Beauty Independent and get a sneak peak at the brands in Shen’s curation below.

The Brands

 

Why Shen Picked It:

Knours is one of the first skincare lines we’ve seen that takes into account how a woman’s cycle affects her skin and is designed to ensure balance.”

 

Why Shen Picked It:

This fuss-free body care line has simple but highly effective botanicals that are perfect for the minimalist skincare routine.

 

Why Shen Picked It:

These sheet masks are beautifully designed and really relaxing for tired skin.

 

Why Shen Picked It:

Developed by an engineer, this line combines science and luxurious ingredients and is perfect for anyone who travels frequently.

 

Why Shen Picked It:

“Our underarms in particular are a sensitive area full of nodes, glands, and arteries. We love type:A because every ingredient in their deodorant is non-toxic.”

 

Why Shen Picked It:

“This line is simply a long-lasting, healthy and luxurious way to get the perfect brow.”

 

Why Shen Picked It:

“Highly moisturizing and sustainably sourced cold-pressed prickly pear seed oil makes Carter + Jane’s Everything Oil a must-have for all skin types.”

 

Why Shen Picked It:

“S.OIL is one of our favorite hair oils. It’s cold-pressed and super nourishing for healing up split ends or color-treated hair.”

Why Shen Picked It:

“Hero Cosmetics Mighty Patch is the detoxifies and absorbs excess oil without over-drying. It’s the go-to for a quick blemish spot treatment.”

 

Why Shen Picked It:

“Seabuck is the ultimate luxury line with fascinating ingredients like orange berries from the Himalayan sea buckthorn, snow algae and royal jade powder.”

 

Why Shen Picked It:

“This Australian ingestible brands nourishes from the inside out with a really convenient capsule that’s easy to integrate into your vitamin regimen. Tonik products are pure but powerful! We are an Australian brand dedicated to nourishing you.”

 

Why Shen Picked It:

“This vegan line was founded by three sisters who were inspired by past generations of farm living and a belief in the potency of natural ingredients.”

 

Why Shen Picked It:

“This vegan line was founded by three sisters who were inspired by past generations of farm living and a belief in the potency of natural ingredients.”

 

Why Shen Picked It:

“Cardea Auset’s locally and ethically-sourced products look beautiful in any bathroom, especially the rose-colored bath salts.”

Why Shen Picked It:

These supplements have gorgeous packaging and science-backed ingredients. The individual packets are also perfect for health on the go.

Why Shen Picked It:

“From bedtime at night to a hangover in the morning, we love that these transdermal patches are filled with natural goodness for every situation.

 

Why Shen Picked It:

“Eighth Day Skin uses bio-identical human actives, including placental ingredients, which are great for boosting elastin and collagen.

 

Why Shen Picked It:

“Ducalm’s moisture stick and wipes are basically like a post-workout gatorade for your skin. It’s an absolute essential for after the gym.

 

Why Shen Picked It:

“This holistic brand, based in New York, is uncomplicated, high performing skincare and haircare essentials with sleek minimalist packaging.”

 

Why Shen Picked It:

“Founded by a busy corporate attorney who sought to streamline his skincare routine, Venn is an all-in-one  skincare solution.”

 

Join us at IBE New York to learn more about this curation of brands and their exclusive offers!

 

 

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