IBMG’s Week Of Independent Beauty Goes International With London Debut

Indie Beauty Expo is returning to London this month, and it’s bringing the Week Of Independent Beauty with it.

The week-long celebration of indie beauty is packed with discounts and events. Participants that have put together special shopping deals include clean beauty pop-up platform Blomma Beauty, luxury retailer Oxygen Boutique, K-Beauty authority Luckyface, e-tailer Showcase Beauty, natural beauty digital destination Glow Organic and Feelunique, the leading beauty e-commerce platform and IBE parent company Indie Beauty Media Group’s retail partner. The complete list of the deals offered by WOIB partners can be seen on IBE’s website.

“I attended Indie Beauty Expo last year as a buyer and loved checking out the selection of indie brands from all over the world from France to South Africa,” enthuses Luckyface founder Emilie Le, who curates a large selection of independent k-beauty for her site that’s hard to find outside of Asia. “I got to meet the founders and hear their stories and then see their story come to life through their product. This year I was so happy to be selected as one of IBE’s partners. Supporting independent beauty is something I’m always keen to do. It’s important for me to create space for emerging brands as they’re the next big thing in 10 years. So many of the beauty products you see in high street stores and department stores are made from big corporations like Estee Lauder and L’Oreal. It’s great to see indie beauty brands showcase their products all in one place.” At IBE London, Le said she’ll have her eye out for new skincare trends and beauty tech.

Content Beauty & Wellbeing is hosting the marquee event of the week on Oct. 22, the night before the two-day trade show, from 5 p.m. to 8 p.m. Attendees at the exclusive after-hours shopping event at will enjoy drinks, makeovers and 10% off their total in-store purchases. Established in 2008, Content Beauty is one of London’s preeminent clean and sustainable beauty, wellness and lifestyle retail hotspots. Its assortment features several brands that have exhibited at IBE such as Innersense, Plant Apothecary, Pai Skincare and Ere Perez.

“We host Content Lock Ins, a play on the pub after hours lock ins that were popular before licensing hours changed,” says Content Beauty founder Imelda Burke. “These offer people a chance to meet founders or an expert, and get personalized recommendations or hear directly from the brand.”

“Creating lasting relationships with the businesses around the world that are critical to indie brands’ success is core to our mission at IBMG, and Week Of Independent Beauty strengthens those connections.”

In addition to building buzz for IBE London with the city’s beauty enthusiasts, WOIB fortifies IBMG’s ties with key European retailers, allowing the organization to better facilitate connections between retailers and the 80-plus brands that will be presenting their merchandise at IBE London, which will take place at Old Truman Brewery.

Among the exhibitors that will be at the expo are unisex color cosmetics brand Depixym, silk accessories specialist Dariia Day, organic luxury skincare collective Codex Beauty and luxury fragrance range Stories by Eliza Grace. Buyers from the retailers Le Bon Marché, Asos, Beautsy, Beauty Brands, Beauty Bay, Marks & Spencer, QVC, Superdrug, Fortnum & Mason, Holland & Barrett, House of Fraser and Harrods are expected to make appearances.

London’s WOIB will be the second timed with an edition of IBE. The first was held from Aug. 19 to 24 in New York, where IBE’s largest trade show touched down from Aug. 21 to 22. Fourteen East Coast stores, spas and beauty service providers hosted 15 events and promotions during the earlier WOIB. The WOIB in London will mark the international debut of the indie beauty festivities.

“New York’s Week Of Independent Beauty exceeded our expectations, with participation from The Detox Market, Follain, CAP Beauty and more,” says IBMG co-founder Jillian Wright. “We knew we had to expand the initiative internationally. Creating lasting relationships with the businesses around the world that are critical to indie brands’ success is core to our mission at IBMG, and Week Of Independent Beauty strengthens those connections.”