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Brief Published: 4 Oct 2019

Preview: 3 Trends to Watch at Indie Beauty Expo London 2019

Flow Cosmetics

Exhibitors will be showcasing their latest offerings at the Indie Beauty Expo London (October 23-24). Start-ups are innovating products that cater to teenagers’ ever-changing beauty routines and the unpredictable climate. Meanwhile, other brands are finding new ways to appreciate modern mysticism. We curate an essential guide to navigate this year’s trends.

  • Valuing Gen Z: Since Gen Z are expected to command 40% of consumer spend by 2020 (Crowd Twist, 2018), indie beauty brands are keen to create products that specifically target this cohort. For example, Denmark’s OrganiCup is launching a menstrual cup designed for teenage bodies. The Mini Cup aims to provide an alternative for those looking to swap out disposables for an eco-friendly product. 
  • Fighting External Aggressors: The detrimental effects of high pollution levels and extreme weather conditions on our skin are pushing brands to cater to climatic conditions. By 2050, 68% of the world’s population will be living in cities and potentially exposed to greater levels of environmental pollution than ever before (UN, 2018). US skincare brand When is answering the call with an anti-pollution range for men. The main ingredient, omija (a Korean berry), helps the skin maintain the correct pH consistency. 
  • Spiritual Awakening: As mystical, energy-led practices continue to infiltrate mainstream beauty, brands are developing products with a spiritual narrative. Smart companies are harnessing this influence via their manufacturing processes. Finnish brand Flow Cosmetics’ aromatherapeutic Chakra Balancing Body Soaps are created with positive intentions to match each energy field to a specific soap. For example, the Touch of Love Chakra Soap corresponds to the heart chakra and is designed to balance out emotional blockages. Every time a blend is formulated, the ingredients are cleansed of negative energies that could affect the targeted area.

Indie brands are disrupting the global beauty industry, attracting revenue with products that tap more intuitively into consumers’ needs. Both established and new brands have much to learn, especially in terms of product trends. Full coverage of the event will be published on November 4, 2019.