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The indie beauty shopping event that will blow your mind


indie beauty expo
Photo: Kyle Cassie

Small indie beauty brands—including dozens with super-clean ingredients—are giving the industry’s bigger players a run for their money. Case in point? The Indie Beauty Expo (IBE), a mega-event for under-the-radar movers and shakers in the beauty world, is holding its second show in New York City next week—and it will feature almost twice as many brands as last summer’s shopping frenzy. (Pop open the kombucha and clear out your medicine cabinet!)

And drumroll, please: Well+Good is IBE’s media partner, meaning you’ll get a big discount to attend the shopping event as one of our readers. Read on for details…

“We started working on the next IBE the minute the first one was over,” says Jillian Wright, IBE’s co-founder, an aesthetician-slash-creator of her own skin-care line. “In May this year, we added our Los Angeles expo, and it was huge success. And as indie brands become dominant in the beauty industry, they will continue to need a place to do serious business with retailers, the press, and, of course, the lifeline of their growth: consumers.”

Let the shopping begin

jillian wright
Indie Beauty Expo’s co-founder Jillian Wright. Photo: Katrina Kelly

The two-day event gives shoppers like you, buyers (from places like Goop and Detox Market), and the press a chance to get to know the brands (the majority of which have a “clean” and “green” emphasis and include indie players like Cocokind, Suntegrity, Au Naturale Cosmetics, Pai Skincare, and tons more).

At the expo, you can also try lots of products, meet many of the inspiring beauty brand founders, and experience the rare instance in which so many underground beauty brands are all under one roof. Prepare for heart palpitations.

“It’s just the happiest environment,” gushes Wright. “This kind of energy is just electric—it magnifies when everybody is together for the greater good. And the greater good is for natural personal care for women, which affects the way you feel about yourself.”

Get beauty services and experiences

And it’s not just about the primping and blushing and lipstick applications, which you’ll be able to do as an attendee—this year, there will also be a marketplace where CAP Beauty will demo its elixir bar, Shen Beauty will have a brow bar, Beauty RX will do quickie facial peels, and much more. You’ll also see a massive flower wall, flower crowns, and other Instagram-friendly activities for happy social media sharing.

In addition to getting close and personal with the brands and products, there’s also a chance to listen to a discussion between beauty mavens Adina Grigore of S.W. Basics; Alexis Krauss, co-founder of the Beauty Lies Truth blog and lead singer of Sleigh Bells (she’ll also be DJing!); Sarah Villafranco of Osmia Organics; and Nadine Abramcyk of TenOverTen, taking place on the 24th at 7 p.m.

The super-cool panel will be moderated by our very own Melisse Gelula, Well+Good’s co-founder, editorial director, and natural beauty guru. The topic? Natural beauty disruptors, AKA all of these badass indie brands pushing for cleaner ingredients in personal care products in new and cool ways.

“Indie means disruption—they have a mission, they have no fear, and they’re pushing for better products with better ingredients,” says Wright. So slip into your comfiest sneakers, grab an empty tote bag, and prepare to shop like your skin depends on it.

The Indie Beauty Expo, Wednesday-Thursday August 24-25, The Metropolitan Pavilion, 125 W. 18th Street, New York City. Consumer day is 4-8 p.m. on Wednesday. Get your tickets here—Well+Good readers get a 20% discount! Use the code WELLANDGOOD20. General admission tickets are $39.95 (plus you get a tote bag), VIP admission (which comes with a goodie bag) is $129.99.  indiebeautyexpo.com

Here’s why we’re predicting a clean beauty revolution. And here’s how you can start on your own: by learning how to read beauty labels.