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Global Indie Brands Focus on Clean Sustainability

Contact Author Katerina Steventon, Ph.D., Faceworkshops
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  • We Are Paradox
    We Are Paradoxx is “shaking up the industry”, with 90% plastic-free packaging and up to 97% natural, vegan and cruelty-free formulas, as well as patent pending hair technology.
  • London
    London’s Beauty & Money event reportedly had nearly double the amount of applying brands compared to the New York Summit, per Kisaco Research.

Among the indie brands on display at the Beauty & Money London, organized by Kisaco Research, were Spotlight finalists Ceramiracle, Dr. Botanicals, Equi London, Instant Effects, Medik8, Mimitika, Pretty Athletic, Proverb, rå oils, Aquis, We Are Paradoxx and Marram Co.

A record number of brands reportedly applied for this year’s event, almost double the amount that applied for the New York Summit, showing how much the indie brand landscape is thriving. In reviewing the range of products on display, the future of beauty looks truly sustainable, a clear priority for many of the brands, investors and retailers in the room.

Packaging sustainability

We Are Paradoxx is a haircare brand with all metal packaging that won the first ever Beauty & Money Audience Choice Award. The brand positions itself as environmentally responsible, socially conscious and merges cool with clean. According to a story in Harpers Bazaark, We Are Paradoxx is “shaking up the industry”, with 90% plastic-free packaging and up to 97% natural, vegan and cruelty-free formulas, as well as patent-pending hair technology. 

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Deemed the hottest new hair care brand in the industry, We Are Paradoxx has interest from nearly every beauty retailer in the United Kingdom and United States. Within a month of launching, the brand had more than 30 retailer listings and is now available in Harvey Nichols, ASOS, Feelunique.com, Amazon Luxury Beauty, Ulta, Boots and many of the other major retailers. We Are Paradoxx is set to achieve more than £2 million in sales in its first calendar year and is preparing to launch internationally.

Built around healthy lifestyles

Proverb is a brand that uses proven, clean, natural and active ingredients, “the sort you would be happy to eat.” It makes body care for men that works on every level, fitting in their healthy lifestyle and mindset. The projected turnover for first full year is $100,000. Over the coming months, Proverb will be launching a new range of products in partnership with the charity WaterAid, will introduce a refillable deodorant and a new gym treatment concept launching in Dubai. The company is looking for seed investment.

Want to read the full article? Check out the September 2019 digital edition of Global Cosmetic Industry magazine


k: www.harpersbazaar.com/uk/beauty/make-up-nails/g16758538/best-new-beauty-launches-march/

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