Triple digit growth puts the spotlight on Indie Brands at in-cosmetics North America

Triple digit growth puts the spotlight on Indie Brands
at in-cosmetics North America
Creating a level playing field for the entire North American beauty and personal care market to collaborate and inspire the next wave of new products

Following significant industry growth, in-cosmetics North America is expanding its Indie brand program, by launching the Indie Trail and Tour, a hybrid of the show’s popular marketing tours and the hugely successful Indie Trail at in-cosmetics Global 2019, their sister show in Europe. As a free to attend initiative, the new Trail and Tour responds directly to calls from last year to make it easier for indie brands to meet relevant suppliers and make the most of their time at the show when it returns to New York from 23-24 October.

The growing momentum of indie brands within the cosmetics industry, enabled in part by more accessible funding and compelling marketing platforms that resonate with modern consumers, has opened doors for smaller companies to contend with corporate giants for market share. Since its launch last year, the popularity of Amazon’s Indie Beauty shop is testament to the sector’s growing influence. In 2019, market research provider, Kline, analyzed privately-owned US independent brands who in the past several years recorded high double-digit to triple-digit growth – outpacing total market growth[1]. As the market continues to grow, the US continues to be seen as a global leader of indie beauty, making it more important than ever to provide an event for the entire North American personal care market to connect and collaborate at.

At this year’s show, the dedicated Indie Trail and Tour will highlight specialist suppliers that can offer the latest innovative ingredients in smaller quantities to suit a 100kg production, allowing indie brands to match the NPD pace of major cosmetic manufacturers. As well as offering assistance in sourcing the latest ingredients on a smaller scale, the brand-new Indie Trail and Tour will facilitate the instigation of all-important conversations and connections that will help indie brands grow their network and make the very most of their visit to in-cosmetics North America.

Ensuring the show facilitates and helps indie brands to grow, in-cosmetics North America has announced a new partnership with Karen Young, Founder and Chief Executive Officer of The Young Group, who will be curating and leading the Indie Trail and Tour.

Karen has seventeen years’ experience spanning multiple roles at Estée Lauder and a former Vice President of Marketing & Advertising at Lancôme, giving her extensive knowledge of product development and sales promotion. This, coupled with The Young Group’s close ties to the New York beauty market, will offer indie brands targeted insights to help them understand every stage of the launch cycle – from sourcing and manufacturing to marketing and exports.

Commenting on the brand-new Indie Tour, Karen Young said: “With triple-digit market growth over the past few years, it’s evident that Indie brands are truly disrupting the North American market and beyond, making this a really exciting time to partner and launch the Indie Trail and Tour at in-cosmetics North America. These fledgling brands have so many unknown factors to consider, and this new part of the show, dedicated exclusively to their needs, will be a real helping hand to enable them to become the personal care and beauty brands of the future.”

In addition, in-cosmetics North America has confirmed a partnership with US cosmetics and personal care association, the Personal Care Products Council (PCPC), to help businesses navigate how to list ingredients on cosmetic product labels. The organization, which is the leading national trade association for the cosmetics and personal care industry, and serves as the voice on scientific, regulatory, legislative and international issues, will be curating an invaluable session on the International Nomenclature of Cosmetic Ingredients (INCI) – the most comprehensive list of ingredients used in cosmetic and personal care products across the US, European Union, China, Japan and many other countries.

Commenting on the brand-new Indie Tours and partnerships, event director Daniel Zanetti said: “Partnering with leading organizations and local industry experts – who have an in-depth understanding of the North American beauty market – allows us to offer the most relevant insights and experiences at the event. Launching the new trail and tour demonstrates that, as one of the only shows offering a totally free program, in-cosmetics North America is actively recognising and supporting small businesses by implementing targeted initiatives for the indie brand sector. We truly believe that in-cosmetics North America 2019 will offer an all-round experience for companies of all sizes.”

in-cosmetics North America will take place at the Javits Center in New York from 23-24 October 2019. For more information, please visit

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