Tarsus Group, a U.K.-based global exhibition company that delivers over 180 B2B events across the globe, has formed a joint venture with Las Vegas-based Unfiltered Experience, and will partner on a series of shows in the United States focused on the fast-growing independent beauty market.
 
Unfiltered Experience, which began as an event last July in Las Vegas, is led by CEO Daniela Ciocan, who oversaw marketing for the Cosmoprof trade show for 12 years, as well as spent several years prior to that in the beauty industry.
 
“I am thrilled to partner with Tarsus Group to give us the ability to scale up faster and provide access to an international platform to expand Unfiltered Experience,” said Daniela Ciocan. “Our event concept has received positive market feedback and with a strong financial backing we can expand and add unique activations to provide our exhibitors unmatched value.”
 
The Unfiltered Experience show series will kick off April 24-25 at the Magic Box in Los Angeles and feature independent beauty brands, retail buyers, consumers, social media influencers, education and networking opportunities.
 
The series will then move on to Chicago June 19-20 and then head to Nashville Sept. 26-27.
 
“Unfiltered represents a really exciting move for us, it is exactly the kind of innovative and entrepreneurial business that aligns with the approach taken by the wider group,” said Tarsus Group CEO Douglas Emslie.
 
He added, “I am delighted to welcome Daniela Ciocan and the Unfiltered Experience team to Tarsus Group. She’s a true beauty insider and is recognized for creating event programs in the beauty space not seen before.”
 
In addition to the series of standalone shows, Unfiltered Experience will be unveiled as a branded event at the biannual Offprice shows, also owned by Tarsus Group, in Las Vegas during Fashion Week Feb. 3-4.
 
The event will run adjacent to Offprice and feature a collection of independent beauty brands and an education session led by top social media beauty influencers discussing “Indie Store, Social Media and The Local Community.”
 
According to Tarsus, the global beauty market historically has demonstrated steady single-digit growth reaching $532 billion. The market is expected to continue this momentum and is forecast to reach $863 billion by 2024 (7% CAGR  2018 – 2024).  The fastest-growing segment of the beauty industry is independent brands.
 
During the next 10 years, Indie brands are expected to double their share of the beauty market, from 10% to 20% of the total beauty market.
 
This represents a $15 billion opportunity in the U.S. and European Union for indie brands, says Tarsus.