Indie Beauty Media Group is launching a series of Independent Innovation Showcases to help editors and retail buyers in key markets understand the acceleration of independent beauty around the globe.
The first of the live, state-of-emerging-beauty events will take place in Hamburg on Jan. 9 followed by Munich on Jan. 10. While the indie beauty phenomena has exploded in the United States—thanks in part to the impact of brands like Herbivore, Glossier, Dr. Barbara Sturm and Drunk Elephant—the trend is picking up steam across Western Europe.
The selection of Hamburg and Munich is an acknowledgement of the importance and strong trajectory of the German-speaking beauty market. Germany is Western Europe’s largest market for fragrance and cosmetics, responsible for sales of $18.64 billion in 2017, according to Euromonitor International. After a 3.4% year-over-year sales gain, consumer demand is only expected to rise in years ahead. Germany pioneered the clean, organic and natural movement, and demand has been robust for clean, natural and organic beauty.
The German-speaking consumers of Switzerland and Austria amplify the economic and cultural power of the key market. It’s the reason why Germany is heralded as the gateway to the European health and beauty space, a market that’s valued at more than $87 billion. Elsewhere in Europe, the U.K.’s and France’s fragrance and cosmetics segments clock in at $16.44 billion and $14.55 billion, respectively.
IBMG’s Independent Innovation Showcases aim is to build a long-term relationship with the German-speaking press and raise awareness about the work being done by beauty entrepreneurs worldwide.
“There is so much innovation happening in the independent beauty space across the world; it’s practically red-hot,” explains Nader Naeymi-Rad, co-founder of IBMG, parent company of Indie Beauty Expo and Beauty Independent, about the idea to develop the showcases in Germany. “Our goal is to always honor our leadership status in this area by being the first to bring the message of independent beauty to press and industry experts in a focused, yet comprehensive way.”
Naeymi-Rad and the IBMG team will present a program detailing the state of indie beauty. They will emphasize macro market trends, underscore the advantages indies have over entrenched brands in the eyes of the conscientious consumer and, increasingly, retailers, and will share global, European and German trends in the sector. The presentations will introduce proprietary, industry-leading data compiled in part from information sourced from the company’s multiple BeautyX Summits and IBE events throughout 2018.
“Our goal is to always honor our leadership status in this area by being the first to bring the message of independent beauty to press and industry experts in a focused, yet comprehensive way.”
Editors and other industry VIPs will be invited to be among the first in Germany to experience hand-picked products from best-in-class indie brands such as Au Naturale, Honey Belle and O’o Hawaii and Seabuck Switzerland. For IBE brands, the showcases are yet another opportunity to be seen by top press, media and influencers in an important market.
“We are bringing along brands nominated in our Best in Show program as well as buyer and consumer favorites from multiple IBE 2018 shows to exemplify the kind of innovation happening and demonstrate the caliber of brands that we work with,” says IBMG co-founder Jillian Wright. “Independent brands oftentimes can afford to take bigger risks in the type of products they create compared to legacy brands. They are more nimble and quick to respond. These entrepreneurs are not afraid to disrupt the status quo; they are trailblazers.”
Guests will also discover firsthand how emerging product trends like the self-love category, CBD and stem-cell technology are pushing boundaries and driving innovation.
Today, Germany represents a dynamic opportunity for brands looking to expand in Europe and gain recognition in a market receptive to new trends, particularly in natural and organics. Retailers have taken note. Sephora marked its return to Germany in June, debuting a new flagship in Frankfurt Zeil. Douglas, the largest beauty seller in Germany and Europe, launched a 1,110-square-foot Douglas Pro store in Hamburg, while Berlin-based Zalando.com, the third biggest e-commerce player in Germany, bet big on both online and offline beauty by launching its beauty channel as well as a concept store in July.
IBMG is continuing to establish its reach throughout Europe by launching a Berlin edition of IBE at Station Berlin. The Berlin show will present approximately 60 emerging beauty brands from around the world to European retail buyers, media, influencers and consumers on March 22 to 23 next year. In the wake of IBE’s successful European premiere of IBE London 2018 in October, IBE Berlin will mark the show’s second visit to the continent.
