AT TflE E"ffO OF TilE. OAV ... E'Vfff AWPEflHERO H£E08 AUTTLE HElP I lndie Beauty Expo: The Beauty of Food Edible and food-inspired brands and eco-luxury trends are defining the independent beauty market.

INDIE BEAUTY EX PO

lndie Beauty Expo returned to New York in August with more than 220 exhibitors.

ndie Beauty Expo returned to States and comprises 12 natural New York in August with more sheer lipsticks with creamy, soft and than 220 exhibitors, displaying nourishing formulations. a range of trends that are Highlighting "the beauty of food," disrupting the industry. Among Ltik Beautifood's Lip Nourish is the highlights was the confluence of formulated with avocado, sesame oil LISTEN UP: THE BUSINESS OF high-design eco-luxury brands and and cacao butter for moisturization, BEAUTIFUL PODCAST food-inspired concepts. In every case, a ginger and spices for anti-inflammatory focus on recognizable ingredients and activity, citrus to combat free radicals, Global Cosmetic Industry's new podcast transparent sourcing were key. and beeswax and lecithin to lock in series features quick, enlightening con­ moisture. Shades include Tea Rose, versations with beauty 's thought leaders Feed Your Lips Nude Cinnamon and Tangerine on everything from brand building and Cindy Luken, CEO of Ltik Beautifood, Pomegranate. marketing to financing and trends. is an Australian food scientist and "Our products aren't tested on Get all episodes and bonus video at product designer. Her brand, founded animals and are proudly made in www.gcimagazine.com/multimedial in 2012, is expanding in the United Australia following the guidelines

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32 Reprodu;tioo in English or any- bnguage of a1 or pan of tt;s artide is ~rlc1ly prroibHed. C 2017 />Jklred Busms MeCosmetics Europe and TOM and moisturize the skin. depending on the season and can be Australian Certified Toxic Free," The Stars Aligning Elixir Oil (SO ml; shipped or retailed chilled. Vendors according to the brand. $48) comprises coconut oil, thanaka, will need to use a refrigerator to offer The brand retails in several U.S. kanuka honey, calendula, bergamot consumers the experience of shopping outlets, including Anthropologie online. oil, argan and raspberry seed oil, and for a fresh product that has a relatively The lipsticks are presented in soft­ camellia oil. The elixir reportedly brief shelf life, which Peterson touch packaging featuring a magnetic offers antibacterial and antioxidant views as a point of authenticity and cap for a luxury feel and are wrapped protection, calming and lifting differentiation. in soft cloth wraps instead of boxes. properties, and moisturization. Fresh-faced Smoothie Skin Care Stephanie Peterson, founder of YUM: BEAUTY GETS EDIBLE-ISH Smoothie Beauty learned K-beauty Natural Organic Edible Cosmetics ' Coconut Milk Ultra Gentle Cleanser recipes from her grandmother and is a moisturizing cleanser designed to remove makeup, dirt and impuri­ translated this knowledge into a range ties on the skin without the use of soaps, sodium Iaury! sulfate or other of organic skin care products in a food­ detergents. The cleanser is formulated with organic lemon peel oil, grade kitchen in New York. Smoothie pumpkin seed, coconut milk and wheat germ-derived vitamin E. Beauty, which is effectively one step Lush's Honey Lip Scrub exfoliates the removed from DIY, offers refrigerated lips with a blend of castor sugar, honey facial masks packaged in squeeze and jojoba oil to help replenish moisture. packs, similar to some baby food and A quick scrub with a pinch of this gets health products. lips bee-autifully soft thanks to condition­ The edible Fresh Face Masks feature ing jojoba oil, prepping them perfectly for brief ingredient lists and include the a lip tint or lipstick. Users are directed to anti-aging Goddess, comprising whole scrub a pea-sized amount onto the lips, milk Greek yogurt, olive oil, Manuka then lick off the excess. honey and lemon juice, the stimulating Goop by Juice Beauty's Awaken, featuring raw cacao powder, Luminous Melting Cleanser almond milk, maple syrup, coffee contains a blend of almond Mnp U..W.HOUSIICl.ltcCUM'8 e,vu ~~.....,F-...,..~1 ~ oil, olive oil, coconut oil, · ~UJ ~ ...... -. •• la."Utr "( v l(:>~f'ID shea butter, cocoa seed butter, jojoba and sunflower to purify and deeply hydrate the skin while it cleanses . Drink it up or slather it on: Actress Salma Hayek has teamed up with Juice Generation to produce a subscription service for BIY (blend it yourseiD Cups , a range of drinkable face masks. The sustainable and organic blends include Aloe Greens, Papaya Avocado and Watermelon Hibiscus. Aloe Greens comprises aloe vera, nepal cactus, cucumber, pear, spinach and avocado for a "hit of free radical-fighting antioxidants." The subscription plan is customizable at blendi­ tyourself.com ; a portion of the brand's proceeds go to 1% for the Planet, an ecological philanthropic collective of non -profits, business and individuals. • The Smoothie Beauty range.

www.GCimagazine.com lndie Beauty Expo: The Beauty of Food 33 INDIE BEAUTY EXPO : THE BEAUTY OF FOOD

Topical Fasting for Your Skin includes hand and foot reflexology and Tathiana Cornejo is the co-founder a facial lymphatic drainage massage. of eco-luxury skin care brand Ayuna, The 50-minute ritual comprises which was developed in Spain and cleansing, brossage, a mask, the launched in January 2017. In line with application of a cream and, finally, broader cultural shifts and a recent aromatherapy . op-ed from Allure magazine, Ayuna The 25-55 minute volcanic sleep focuses on less-is-more beauty and mask offers a rejuvenating eye contour touts well-aging, versus anti-aging. and a three step massage preceded by The brand recently introduced cleansing and exfoliating. The volcanic its Ayuna Ceremonies products and glass sleep mask is applied along the treatments for the spa channel. The eye contour to provide soothing and goal, says Cornejo, is to make the firming effects. consumer an active participant in their Ayuna's 25-90 minute Revitalizing own highly sensorial and emotional Body Experience offers a buffing green treatment experience. The four­ with hand-crafted luffas infused with Dope Naturally's-- Melonaid (14.8- oz; $45} comprises step regime amounts to "topical fasting a "beauty elixir;" as well as directed whole live, sprouted watermelon seeds. for your skin," she explained. The breathing techniques "to create awareness of the present moment." brand currently retails in the United and strawberries for flavor and anti­ States and Mexico. oxidant content. Melonaid, which is Ayuna's 50-80 minute rejuvenating Watermelon Seed Skin Doping organic, vegan, paleo, gluten-free and facial experience focuses on aroma, raw, can be sprinkled into yogurt, Dope Naturally is a plant-based sound and touch. The ritual begins granola, pancake mix or incorporated protein beauty-from-within brand with a cleansing, followed by the into a smoothie. that recently launched in New York. inhalation of "aromatic vapor." Next is Dope Naturally, which claims to Its signature Melonaid (14.8 oz; a carboxygenation process, followed by be "Tested on New Yorkers-not $45) Ayuna's exclusive Well-Aging Geometric comprises whole live, sprouted animals," also offers Beet Force ($35), watermelon seeds, which are rich in Massage "based on the golden ratio," an "energy, stamina and beauty boost," arginine and lysine, which promote and, finally, the application of a mask, which contains beets, dragonfruit and collagen formation, improve cream and aromatherapy. mangosteen, as well as mulberries metabolism, support toned skin, and The treatment contains botanical for improving blood circulation generally contribute to a youthful cell factors from cotton, green carrot and the "glow" of skin and hair. The and pomegranate, and phyto peptides and vibrant appearance, according to formulation can be mixed into water; from the company. tumeric root and Centella asiatica. coconut water, lattes, smoothies and The formulation also contains The result, according to Ayuna, is a even yogurt. calming effect and brighter and firmer beets for energy, oxygen flow and The brand's Beet Bliss ($35) anti-aging properties, dragonfruit for appearance for the skin. comprises beets and mangosteen, as healthy skin and weight management, Ayuna's Volcano Lift is designed well as raw cacao for cell rejuvenation mangosteen for anti-aging and anti­ to "firm and detoxify" using volcanic and a youthful complexion, and inflammatory properties and energy, glass and activated carbon. The ritual baobab to promote collagen formation,

Food for the Skin Sanre Organic Skinfood offers a range of USDA-certified organic beauty and personal care products formulated with well-known ingredients. SKUs include the C-Love moisturizer featuring acerola cherries, and the Bright Eyes makeup remover, featuring cold-pressed olive oil, rosehip seed oil and Bulgarian rose essential oil. The Eye of Youth eye cream features baobab oil, safflower oil, prickly pear Ayuna focuses on less-is-more beauty and touts well-aging, versus anti-aging. seed oil and vegan hyaluronic acid,

34 lndie Beauty Expo: The Beauty of Food Global Cosmetic Industry I October 2017 husband and wife Tanja and Max Gruber, produces a range of small­ batch skin care. The brand is best known for its trio of facial oils­ Enchanted, I Am the Light and Purity ...... l fl - ·-IIIII- .... ~IIUlll.. ~! • U'"'' & Grace-which offer pampering, skin radiance and spiritual benefits. Max and Me positions its natural ingredients by both benefits and Pour Moi, a climate-designed skin care brand, vibrational qualities. The brand claims, debuted at the lndie Beauty Expo.

'1:"' • for instance, that immortelle promotes s.\ ·nt·. "inner peace and inspires how to respond to climatic, geographic and OltGA I.C SKrNFOOD overcome difficulties," while ylang seasonal changes. For instance, the ylang "imparts joy of life and deep Polar Day Cream contains squalane C-Love relaxation." oil and shea butter to act as a barrier \« 1 J 1 q \ 1 II Ili ' VITAMIN C • ,. , \\ against harsh winter winds and frost, Climate-built Skin Care and white truffle to address fine lines, Ill '""' 111'1\ I I •• rl '"' Pour Moi, a climate-designed skin wrinkles and dull skin. Sanre's C-Love. care brand, debuted at the Indie "Rather than the typical 'skin type' Beauty Expo. The Reponse du Climat model, Pour Moi bases their regimen collection includes eight SKUs, on climate, a brilliant way to approach while a new line of body creams including four Day Creams, two self-care," says Indie Beauty Expo comes in Rose, Lavender, Orange or Serums, a Hydrating Balancer and a co-founder Jillian Wright. "Whether Vanilla Sensation. Night Cream. you spend year round in one climate Back to Botanicals The Day Creams comprise Climate or are the globetrotting traveler, Pour Energized Beautifiers, which reportedly Moi helps you achieve healthy skin Jennifer Botto, founder and anywhere you go." perfumer for Thorn & Bloom botanical "When skin is in harmony with its perfume, grew up on farm and created environment, skin care ingredients her fragrance line to reconnect with work at their optimum levels, scents as an agricultural product. penetrating deep for maximum Thorn & Bloom focuses on the hydration, youthfulness and glow, terroir and seasonality of ingredients meaning our users can have a truly and includes best-seller Bird of happy face, anyplace," says Ulli Paradise, featuring top notes of Haslacher, founder of Pour Moi. ginger and lemon, middle notes of jasmine sambac, and base notes of The Indie Beauty Expo will be frankincense, sandalwood and an expanding to London in 2018; dates and ambergris accord, as well as Savage details TED. For more information, visit Garden, featuring top notes of mint, www.indiebeautyexpo.com. • middle notes of ylang ylang, tuberose Thorn & Bloom's Bird of Paradise range. and palo santo, and base notes of vetiver, orris and sandalwood. The fragrances are formulated with triple-filtered USDA organic grape alcohol and retail for $12 (sample) to $200 (30 ml atomizer).

Harnessing Nature's Vibrations Max and Me takes the focus of naturals to a spiritually leaning, eco-luxury positioning. Focusing on rituals, mindfulness, healing and wellness, the brand, co-founded by www.GCimagazine.com lndie Beauty Expo: The Beauty of Food 35