Retail buyers that attended Indie Beauty Expo London last month were looking to the United States and United Kingdom for indie inspiration.

That’s what was revealed in results from a survey of roughly 300 buyers covered in the latest edition of Anthology of Independent Beauty, which is being released today. Only 15 of the 82 brands that exhibited at IBE London are based in the U.S., but three of the buyers’ 10 favorite brands from the two-day trade show hailed from the States. Almost 30 of the exhibiting brands are from Britain, and four out of the 10 favorites are from the country.  

Related: Eight International Trends From IBE London 2019

Eight International Beauty Trends Spotted At IBE London 2019

Eight International Beauty Trends Spotted At IBE London 2019

The American brands the buyers identified as tip-top are clean color line Haleys Beauty, melanin skincare authority Urban Skin Rx and high-tech haircare range Virtue Labs. Of the five U.S. brands, San Francisco-based cosmetics startup Haleys was the only first-time IBE exhibitor. Four of the remaining brands—IBE Best In Show winner Aeos Energised Organics, Beauti Skincare, Green Stem CBD and gender-neutral made-to-be-mixed color brand Depixym—chosen as favorites by buyers are from the United Kingdom. Two others among the top 10, Sappho New Paradigm, resides in Vancouver, Canada, and period care specialist Hello Cup is from Auckland, New Zealand.

Apricot Beauty, the final brand that led in the IBE London buyer survey, is headquartered in Germany, the country that’s home to another European trade show operated by Indie Beauty Media Group, IBE Berlin. Apricot Beauty and Green Stem CBD were featured in Beauty Independent’s IBE London Trend Report while Depixym and Hello Cup were singled out by Katrina Fulluck, senior buyer for face and body at Asos, as responsible for two of her favorite finds from IBE London in a wrap-up of standout products from the trade show.

“We experienced great interest and very positive feedback from many buyers,” relays Apricot Beauty’s Head of Global Sales Patricia Sabando, speaking about the brand’s participation in IBE London. “Until now, we have connected with many online retailers specialized in natural and organic beauty. However, we have not yet been able to connect with the big players in brick-and-mortar, retail chain stores and department stores, which are our main focus.” Sabando reports that Apricot’s short-term goal is to evolve from a pure e-commerce player to an anti-aging expert in brick-and-mortar beauty retail.

At the moment, Apricot is carried mainly in the German market at Douglas, Müller Beauty Stores, independent perfumeries and pharmacies, salons and spas. “Long term, our goal is to be the innovative problem solver for specific skin conditions and a relevant alternative to invasive cosmetics,” says Sabando. We are currently focusing on retail expansion and distribution in Europe and North America.” This month, the brand is entering the booming lash category with a lash growth eyeliner. Sabando enthuses the product will have “a breathtaking double effect [of]…a perfect eyelid line and long eyelashes in one step, only.”

Founded by aesthetician Leila Aalam, two-year-old British line Beauti Skincare has caught the attention of the Dutchess of Cambridge. When news spread that Kate Middleton was a fan of the brand’s $80 Beauty Sleep Elixir, its sales quadrupled. Though the brand has already secured retail distribution on three continents—it’s carried at Credo in the U.S., Harvey Nichols in the U.K. and Sasa.com in Hong Kong, Aalam exhibited at IBE London to further expand her brand’s network.

“We connected with many buyers at IBE and love that it brings many buyers from all over the world, not just the U.K.,” the founder says. “Our immediate goals are to establish ourselves in more outlets, and, long term, we are looking to launch more products.” In January, Aalam expects to introduce a third product to Beauti’s assortment with the unveiling of Moonstone Overnight Eye Balm. Aalam details, “It contains real moonstone, as we love gemstones for skincare and wellbeing.”

IBE operator Indie Beauty Media Group, parent company of Beauty Independent, has been escalating its presence in Europe. At IBE London, the 82 brands on hand represented an increase of 17% from the brand total the prior year, which marked IBMG’s debut in Europe. The company’s next stop in the continent will be for IBE Berlin from March 25 to 26.