A couple of weeks ago I attended the Indie Beauty Expo in Los Angeles, and honestly it was one of the best beauty conferences that I have attended in a long time. What I loved about this show was that it was packed with a wonderfully curated selection of a hundred or so small independent beauty brands who are trying to make their mark on the beauty landscape. The best part of the show for me, was that I wasn’t familiar with a majority of these brands, so I had the opportunity to discover and connect with some inspired, artisanal, innovative new brands that I wouldn’t have met otherwise. And while I discovered many intriguing new brands and products throughout the show, there were five enticing brands with extra special products that stood out among the rest:
Lebon Tropical Crush Pineapple Rooibos Mint Toothpaste ($16) OMG! This artisanal, gourmet, luxurious toothpaste made in France is EVERYTHING! Who says toothpaste has to be boring?! These gorgeous toothpastes are 100% natural and organic, made in Grasse (one of the fragrance epi-centers of the world) and come in foodie inspired flavors like my personal favorite Pineapple Rooibos and Mint! It tastes like an exquisitely crafted cup of artisanal tea and it’s one of the most unique and refreshing beauty products that I have tried in a long time.
Naked Truth Beauty Lip & Cheek Tints ($34) I am seriously smitten with this socially responsible indie beauty brand! It’s owned by a lovely and beautiful young female entrepreneur, Lauren (a doppleganger for Gilmore Girls Alexis Bledel!), who created this line because she longed for color cosmetics made with clean and familiar high quality ingredients. All of the Naked Truth products are made with all natural, simple and recognizable organic ingredients and rich mineral pigments with gorgeous color payoff. I love the flattering hues (As If is a berry brown & my fav), the ultra-hydrating formula that that works beautifully on both lips ad cheeks and the eco-chic 100% recyclable, compostable packaging. FAB!
Smoothie Beauty Fresh Face Masks ($37.50 for 3 masks/9 uses) is a skincare line that is made entirely out of 100% fresh, high quality organic food-based ingredients. These products are so clean that they are safe enough to eat! Here’s how it works: You answer a few questions about your skincare concerns, then you pick a booster to amp up your masks and shortly a trio of personalized masks arrive fresh, chilled and ready-to-use. There are seven masks to choose from that each address a different skincare concern, and I’m loving the rejuvenating Goddess Anti-aging Mask made with Greek yogurt, Manuka honey and lemon which work synergistically together to exfoliate, calm and brighten. Yum!
The Grapeseed Oil Company Santa Barbara Facial Oils ($18) As a beauty junkie and an oenophile, this brand totally resonated with me (not to mention that SB is my Alma Mater.) I think the concept behind the brand is brilliant and timely – it’s the first vinotherapy line made from the upcycled byproduct (waste) of the California wine industry. Through sophisticated methods, The Grapeseed Oil Company extracts oil from the wine making discards and creates hundreds products incorporating this oil. I adore their budget friendly Facial Oils (Argan, Avocado, Cocokui & Rosehip) all made with the extracted grapeseed oil which is rich in antioxidants, vitamins E, A & C and resveratrol and then it is combined with another one of these transformative oils to combat the various signs of aging.
Pura Botanicals Overnight Watermelon Mask ($64) And last but certainly not least, is this heavenly creamy, fluffy overnight mask that is handcrafted with all-natural silk peptides and watermelon extract which is packed with vitamin C and amino acids. This sleep mask is to-die-for and I am obsessed with it! The smell is hypnotic and I love that this cream is hand-piped into the jar with a pastry-like bag giving it a swirly flower finish on top. But the best part is that while you sleep, this decadent overnight mask is gently removing dead skin cells and rejuvenating your complexion, so that when you wake up in the morning, your skin is smoother, softer, brighter and more vibrant.
Disclosure: I was invited to the IBE in LA to cover trends and connect with brands. Some of the above brands also gifted me with product, but others I bought. All opinions are my own.