If CXT Investments founder Tina Henry Bou-Saba had to pick one word to describe the brands at BITE New York 2025, it would be fun. “There was a lot of color, whimsical design, playfulness and a real sense of joy,” she says.
The trade show produced by Beauty Independent parent company Indie Beauty Media Group featured over 80 emerging beauty brands at Metropolitan Pavilion in New York City last Wednesday. They presented their products to buyers, investors and influencers seeking out the newest and coolest in indie beauty.
The categories that resonated the most with investors ranged from K-Beauty to teen skincare. To Lisa Sugar, co-founder of Sugar Capital, the strongest products and brands sat at the intersection of beauty, wellness and culture. She says, “Brands that don’t just sell products, but create rituals and solve real-world needs, that’s where the opportunity lies, and that’s what makes me excited for what’s next.”
Along with Sugar and Bou-Saba, we tapped three other investors to share the brands that caught their eye at BITE and what made them different.
Shamin Walsh, Managing Director
BAM Ventures
Medicube
“I was actually a consumer and a fan of the company before I saw them at BITE. Given that my business partner, Brian Lee, is Korean, and it’s a market that we keep a close eye on, I was already curious about salmon DNA and loved their PDRN Pink Collagen Gel Mask. I also really liked the way they played with different form factors like the vitamin C serum that had actual stabilized liposome capsules that you can pop as needed as you put it on to enhance absorption.”
LAPCOS
“This company stood out to me because it felt like an evolution of ingredient-first brands like The Ordinary, where you know what active ingredient you want and can buy just that. It was also original to see masks for other parts of the body outside the face like foot, hand, bikini and booty.”
SoWell
“We think a lot about direct and indirect downstream effects of GLP-1 use, and one thing I had become aware of was that constipation can become an issue because of the slowed digestion, so it was interesting to see a company that had formulated complementary supplements specifically for that demo, and I liked that it was specifically formulated by a physician specializing in obesity medicine.”
Cristina Nuñez, Co-Founder and General Partner
True Beauty Ventures
Neom Wellbeing
“Neom really resonated with me because of how seamlessly it ties products to mood states like stressed, energetic, happy or relaxed. It feels intuitive yet elevated, and the storytelling transforms the products into a true lifestyle ritual rather than a simple aromatherapy line. The way they frame well-being through mood, combined with thoughtful formats that fit easily into daily routines, makes the brand feel both purposeful and premium.”
Plantkos
“I loved Planktos’s philosophy of treating every layer of the skin, not just the surface, which feels especially relevant as barrier care becomes such a focus. It strikes the right balance of clinical credibility and approachable storytelling, making the products feel both effective and easy to connect with.”
AKT London
“The unique texture of AKT’s deodorant immediately caught my attention. It started as a rich, skin-nourishing balm that melted into my skin effortlessly, then dried down to a completely invisible powder. The fragrances are bold, unisex and elevated in a way that feels closer to wearing a fine fragrance than a deodorant.”
NOVOS Labs
“NOVOS really stood out to me for how holistic their approach to longevity is. It’s not just a supplement, but a whole system that combines biological age tests, foundational mixes and targeted boosters. It feels especially timely given the recent broad consumer shift away from anti-aging and toward the idea of aging well. The science-backed credibility paired with measurable outcomes makes it feel like a true platform for healthier living rather than just another supplement brand.”
Lisa Sugar, General Partner
Sugar Capital
Fountain of Waters
“A new discovery for me and a clear standout. The founders shared the brand’s story of blending Korean skincare sensibilities with clean California botanicals like cactus and tomatoes. Their Tomato Garden Body Glow Mist feels like an instant win for TikTok’s younger audiences, while their oversized hotel-style soaps are beautifully packaged, the kind of chic, thoughtful gift you’d bring to a hostess or surprise your mom with. The signature shade of blue they’ve chosen is stunning, and their website aesthetic shows a deep care for every detail. This is a brand that knows product is important, but presentation is everything.”
SoWell
“GLP-1 use in the U.S. is quickly shifting from a taboo topic to a cultural conversation. Millions are taking these medications, and with that comes a new category of supportive products. Enter SoWell, founded by Dr. Alexandra Sowa. Speaking with her was equal parts refreshing and educational. She’s building a comprehensive GLP-1 support system with fiber, protein and electrolytes to help address common side effects, while also appealing to a wider wellness audience. It feels like the right brand at the right time, grounded in science, but designed to slot seamlessly into everyday health routines.”
Aramore
“Longevity is no longer a fringe conversation, it’s mainstream. So, when I see NAD+ integrated into skincare, I stop and listen. Aramore’s NAD+ Skin System struck me as clinical yet luxurious, backed by visible results within four weeks. What I love most is that it isn’t marketed as a quick fix. It’s designed to work with skin’s natural cycles, making it feel credible and sustainable. This is the kind of system you try once and then want to collect the full line. I can easily imagine Aramore sitting alongside, and even challenging, today’s luxury dermatology brands.”
Tina Henry Bou-Saba, Founder
CXT Investments
ZVYK
“Unique tattoo-style pimple patches, what a clever idea! There are a lot of pimple patches out there, but this sure is a fun approach. This brand celebrates self-expression, which I believe is meaningful to younger consumers. It also offers a sharp price point, which is, of course, important for that group and may open up attractive and scalable retail distribution opportunities.”
ESW Beauty
“I love the creative positioning and accessible pricing of this brand. The foodie inspiration (for example, mocktail face masks, latte eye patches and smoothie lip treatments) drives real differentiation in a crowded space. I am impressed by the significant retail distribution already achieved. I see real growth opportunity in the mass and masstige beauty segments, and I think that brands like ESW are well-positioned to capitalize on this, and the Liquid Death mask collab is brilliant!”
Blinger
“There is no better promotional idea than bedazzling the hair of the show attendees! Really fun. Everyone was trying these. While this is more of a niche opportunity than the more traditional category-focused brands at the show, its popularity speaks to the true joy that a little sparkle can bring. This feels tailor-made for the concerts, festivals, proms, parties and so on that are so popular today. This product would be a great basket builder for apparel retailers that cater to these types of events. I am always looking for unique distribution opportunities for brands since beauty specialty retail is so competitive.”
Clean Your Dirty Face
“I am very interested in unique, four-wall concepts and this one seemed well-executed. Franchise opportunities like this one have tremendous potential, I think. The price point is attractive, the branding is compelling, and the market opportunity is significant. What’s not to like?!”
Alex Malamatinas, Founder and Managing Partner
Melitas Ventures
Fawn
“Founded by dermatologist Mary Magovern, Fawn is a compelling teen skincare brand with a youthful positioning. Early stage, but definitely one to watch.”
Cool as a Cucumber
“Cool as a Cucumber targets adult acne with a playful, approachable identity. I like the way the brand makes a serious skin concern feel less clinical and more accessible.”
NOVOS Labs
“A longevity supplements company bridging beauty and wellness, NOVOS Labs stands out on how they position themselves as science-driven yet lifestyle-oriented, making ‘healthspan’ feel aspirational and relatable.”
