One of the best parts of my job is that I get a glimpse at the trends-to-come as well as insight into shifts that are really changing the industry, thanks to the innovative brands that exhibit with us at Indie Beauty Expo.

With sustainable packaging, anti-pollution solutions and exciting uses of ingredients like algae and seaweed at the forefront, IBE London will be a treasure trove of beautiful packaging, efficacious formulas and just-launching brands coming on the scene.

The second annual IBE London at Old Truman Brewery will not disappoint, thanks in part, to brands like the four below.

Maiiro

Maiiro, named for the Guernésiais (Guernsey French) word for sea, is formulated with a patent-pending signature ingredient, Kelpogen5, to harness the full power of seaweed. It took over two years to formulate, to ensure wherever possible, that organic and vegan ingredients are used.

Founder Katy Rowe, is committed to protecting the source of its powerful formula, and only using sustainable harvesting methods to collect the seaweed, ensuring the delicate ecological balance of the ocean is respected and preserved for future generations.

Maiiro’s packaging is 100% recyclable, 41% biodegradable and the brand is working on being 100% plastic free. See it in the photo above. 

Terre de Mars

French brand Terre de Mars is Eco-Cert, Cosmos Natural certified, vegan and cruelty free has harnessed the power of algae by combining it with a proprietary coffee bean extract to supercharge the antioxidant power of the key ingredients. See the brand in the second photo in the slider above. 

When Beauty 

K-beauty standout When Beauty is launching its first full line, Revivifying, featuring patented Seanol which increases the effectiveness of the active ingredient made from brown algae extract coupled with lonia cava extract of Jeju Island, a volcanic island in South Korea. It’s known for its clean environment and unique ecology.

When Beauty is also making a big play into the Men’s grooming market with an additional launch of SUPERWHEN, focused on anti-pollution benefits.

According to When Beauty, studies have shown that one in two people are exposed to urban pollution (heavy metals, fine particles like micro-dust, hydrocarbons sulphurized compounds and other toxic chemical compounds, as well as ozone). These can irritate and suffocate the skin — resulting in premature aging. See the brand in the third photo in the slider above. 

Shakeup Cosmetics

Shakeup Cosmetics is also filling the wide gap seen in men’s grooming — this handsomely designed brand features three cosmetic products, listed below. See the brand in the fourth photo in the slider above. 

• A Phyto-Enriched Concealer: A concealer enriched with a phyto-complex of Butcher’s Broom, Calendula, Horse Chestnut, Liquorice and Buckwheat to soothe and help boost microcirculation, improve evenness of skin tone and reduce the appearance of dark circles and puffiness around the eye area.


• A Voluming Lip Gel: The second is a high-performance volumizing lip gel containing Hyaluronic Acid, Tri-peptide, Macadamia Nut Oil and Cocoa Butter, which helps soothe dry, sensitive skin and provide a longer-term moisturization effect on the lips.


• BB Cream: A sheer to medium coverage BB Cream Tinted Moisturizer with a freshness complex and Hyaluronic Acid to provide a cooling sensation, and a longer lasting freshness and hydration, along with SPF20 to defend against environmental stress. (Sounds so enticing, I would use it!)