One Brand Founder Tested Her Makeup’s Staying Power During Her Son’s Delivery And Shared The Results On Social Media
High Endurance Cosmetics founder Ashley Vuu has taken to testing her brand’s sweat-proof products in extreme and personal situations. She’s worn them for pressure-packed business meetings, steamy vegetarian cooking, everyday exercise, marathons and even the birth of her son, which she proved with posts for social media posterity. Hundreds ...
Evio Beauty Group Asks For Your Vote On Its Skincare
In the latest example of the toppling of brand autocracy, Evio Beauty Group is advocating for the enfranchisement of beauty consumers by seeking their votes on its upcoming skincare product. The beauty company behind Evelyn Iona Cosmetics is counting virtual ballots in a tight race between a ...
American Provenance Births Baby Products For Cool Dads
American Provenance’s understated baby personal care products are based on an unconventional hypothesis: Not everyone with a baby wants babyish personal care. The natural brand’s baby oil, diaper cream and baby wash avoid pink and blue tones in favor of pale green in the packaging, and rattles ...
Indie Beauty Expo Heads To London With Future International Destinations TBD
Indie Beauty Expo is traveling to London next year for its first international trade show. Taking place in October at The Old Truman Brewery, the London edition of Indie Beauty Expo (IBE) will present 80 to 100 emerging beauty brands to European retail buyers, editors, influencers and beauty shoppers. IBE has ...
Strange Bedfellows: Politics And The Workplaces Of Beauty Brands
Should politics be off-limits in the offices of beauty brands? In the 220 days since Donald Trump assumed the presidency, beauty entrepreneurs have grappled with whether to hash out public affairs with their employees or leave the political chitchat for outside the environs of their brands. Sharing approaches to political banter with Beauty Independent during ...
Clove + Hallow Aims To Be The MAC Cosmetics Of Clean Beauty
Watch your back, MAC Cosmetics. Clove + Hallow is coming for you. Atlanta makeup artist Sarah Biggers and her clients are huge fans of MAC’s intense pigments, diverse shade assortments, unapologetic artistry and not-so-exorbitant prices. Following a health scare, Biggers reexamined her beauty arsenal and discovered it lacked a natural brand ...