For a fresh new year, Feelunique and Indie Beauty Media Group are recharging their collaboration with a group of Fresh Indie brands.
Four brands—Pretty Athletic, Ere Perez, La Sirene and Honey Belle—are being added to the assortment of rising beauty stars the Indie Beauty Expo producer curates for the European beauty e-tailer. The introductions promote customers’ wellbeing with a wide range of skincare, beauty tools, color cosmetics and ingestibles.
“After the holiday season, you really want to target how you can better yourself and revamp your lifestyle. Detoxing focuses on eliminating the toxins that we are exposed to on a daily basis, whether it’s through food or beauty,” says Natalie Valdes, a member of IBMG’s retail and buyer relations team who helps guide the collection. “This launch helps to shed some light on how to help better your beauty routine and start the new year toxic-free.”
The fourth iteration of Spark Beauty will be available on Feelunique’s website starting today and lifts the total number of brands in the collection to 26. Among the brands that IBMG previously shepherded to Feelunique for Spark Beauty are Teadora, Le Prunier and Antonym. The collection made its debut in July last year and, since then, month-over-month sales increases have averaged 40%.
Continual updates have been integral to growth, according to Valdes. She points out Feelunique customers show major interest in plant-based ingredients, bath and body products, and hair treatments. Valdes says, “These are the categories we will be focusing on for 2019 to really grow the Spark Beauty business to its best potential.”
The collaboration between IBMG and Feelunique heightens the profile of independent brands collectively and individually, and demonstrates IBMG’s ability to quickly bring brands from exhibition to shelf space. To date, the program has zeroed in on clean and cruelty-free beauty brands as well as brands that give back to their communities.
“This launch helps to shed some light on how to help better your beauty routine and start the new year toxic-free.”
Pretty Athletic officially launched a year ago, and founder Leyla Cooper says the U.K.-based skincare brand’s athleisure-inspired packaging and high tech yet natural formulas catch consumers’ attention in what she believes is an underserved market. Cooper says, “For years, skincare products associated with sport or sweat have been largely for men, and we are determined to change that and to really champion and support women living their best active lives.”
Cooper enthuses that Pretty Athletic’s involvement in the Spark Beauty collection is a fantastic springboard to get in front of a wide audience and raise awareness of the brand. “As a founder of a small business, opportunities like this are hugely important to our future success,” she says. “I really appreciate the work that Feelunique and IBMG do to back such great young brands.”
Honey Belle welcomes the chance to spread its cruelty-free products globally via Spark Beauty. “Feelunique is the place to get anything beauty and, now, Honey Belle is there growing the clean beauty revolution,” says Calvin Hang, who founded the brand with Iris Cherng. Cherng says, “We’re so grateful for this opportunity and looking forward providing the world amazing products that not only are good for you, but feel good when putting them on.”
La Sirene will offer its ingestible marine collagen derived from wild-caught tilapia sustainably sourced from the waters of the Pacific Ocean as part of Spark Beauty. Ere Perez will have an array of clean cosmetics available on Feelunique, including its popular Oat Milk Foundation, Quandong Green Serum and Eco Vegan Multipurpose Brush. The brand hopes participation in Spark Beauty will amplify its natural beauty message worldwide.
Katiana Salinas, who handles the Ere Perez’s marketing and sales, says, “The trend towards natural makeup makes us so happy, and we’re excited to reach a whole new audience that we can educate, empower and beautify!”
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