Indie Beauty Expo #2

December 18th, 2019

December 18th, 2019

This year saw the second annual Indie Beauty Expo (IBE) to be held in London, taking place at the Old Truman Brewery.  The first IBE was held in New York in 2015 and now also takes place in Los Angeles, Dallas and London and is about to launch in Berlin next year.    IBE was founded to support indie brands and the entrepreneurs behind them.  The expo served as a showcase for brands to connect with buyers, distributors, consumers press and influencers.   Exhibitors ranged from beauty and cosmetics, aesthetics, to lifestyle and sexual health brands.

We were lucky enough to be invited, and here is part two of our round up of the brands that should be on any makeup lover’s radar.  You can find part one here.



Award-winning Australian brand Garbo & Kelly was launched in 2017 by Carolyn Fox, one of Australia’s top brow experts, trained and mentored by Anastasia Beverly Hills before representing the brand in Australia for ten years.  G&K focus on timeless glamour with fabulous shaping – fuller lips and faultless brows – supporting clients to create their looks easily at home with colour cosmetics and application guides.

They draw inspiration from extraordinary women whose attitude and glamour redefine the meaning of beauty.  In creating the range of carefully edited, purposeful products and tools the brand aims to celebrates the positive, aspirational spirit of Hollywood and its leading women.   All their products are natural, vegan, cruelty-free, nut-free and PETA certified.

The cosmetics range is packaged beautifully and high quality with low environmental impact.  Hero products include the Overnight Sensation Eyeshadow Palette (AUS$70) and Instagirl Contour Kit (AUS$70).  Available from garboandkelly.


Bili Beauty is an American brand, created by Sarah Thomas, a first-generation American Indian whose family come from Kerala in India.   Growing up, she was disappointed when the makeup available at the drugstore didn’t cater to her skin tone, and decided then that she would create makeup for every skin tone in the world.  She initially trained as a pharmacist, but then switched to beauty where she spent six years in PR and marketing for the industry.

After being frustrated by the lack of South Asian representation in the media, and the lack of beauty products pigmented enough to suit all skin tones, she quit her job to commit to her teenage vow of creating a makeup line that celebrated her Indian culture.   She has created a range of high-quality products with clean ingredients and high pigmentation that works for all skin tones.

The packaging draws from Indian culture with gorgeous blue and gold artwork and the shade names are all inspired by Kerala.  The range currently comprises six shades of Be Bold Creamy Matte Lipstick (US$19) and the Eyes of India Eyshadow Palette (US$49).  Available exclusively from bilibeauty.

All products are vegan, cruelty-free and made with natural and organic ingredients, including Ayurvedic ingredients.  The brand donate a percentage of their profits to Destiny Rescue, a non-profit organisation that rescues children out of sexual slavery and exploitation.


Ultra Glow Cosmetics are a British brand based in Suffolk whose ethos is to create effective makeup for a natural, healthy look.  All products are made to their exclusive formulas and are certified as 100% cruelty-free.  They are also vegan or vegetarian.

Their Lipstains Gold (£6.50) will last for at least 12 hours through all activities, including eating and swimming.  The super-rich moisturising and conditioning formula contains vitamin E and Castor Seed Oil.  Available in 21 shades.

They also introduced Ultra Glow Original Bronzing Powder (£18.50) to the UK over 30 years ago.  The multi-purpose easy wash-off all natural powder is still available and the range has expanded to include pro-products, travel and gift sets.  All available from ultraglow.


Haleys Beauty are another American brand with a female founder.  Created in 2016 in San Francisco by a female chemist, the brand’s mission is to create makeup products focused on treating the complexion.   All ingredients are selected for high-performance and efficacy.  Enriched with skin-friendly, non-irritants and always formulated without parabens, sulfates, phthalates and fragrance.  All products are vegan and cruelty-free.  The brand celebrates the confidence that is unlocked when skin glows from within.

Hero products include Re:Set Liquid Matte Foundation (US$20) giving medium to full long-wear coverage in 33 shades.  Oil and fragrance free, water and transfer resistant it includes plant based retinol to smooth skin;  Re:Invent BB Drops (US$22) give sheer to medium cover with a luminous finish in six shades.  The weightless, tinted oil drops give an illuminating “no makeup glow” with a silky finish.  Marula oil helps replenish dehydrated skin.

The range also includes Re:Fine Primer (US$12), Re:Vive Concealer Cream (US$15), Re:Form Liquid Lux Foundation (US$26), Re:Cover Pressed Powder (US$22) and Re:Touch Perfecting Powder (US$22).

Available from haleysbeauty.


Eloise Beauty was founded in 2017 by Risi Jinadu and quickly become a social media hit with Love Island star Kaz Crossley on board as an influencer.  After working in the beauty industry for over a decade she realised that the industry was lacking innovative, premium makeup brushes.  She started the brand to provide tools and cosmetics that would be inclusive of all skin tones.

The Kabuki Bullet Brush Set (£49) would look great in any kit or on your dressing table.  Risi believes that the closer the bristles are to the face, the better the control and application you’ll achieve.  The small but mighty brushes give maximum control and smooth coverage; the synthetic fibres are vegan-friendly and cruelty-free.

We loved the Queen Eye Shadow Palette (£35); highly-pigmented colours suitable for all skin tones that are inspired by the legends and tales of Kingdoms, from the past to the present.  20 shades in 4 textures – 8 mattes, 6 shimmers, 1 pressed pearl, 4 metallics and 2 duo-chrome topper.  Vegan and cruelty free.  Available from eloisebeauty.


Claré Blanc is a Polish mineral makeup brand designed for all skin types, including those that are sensitive or allergy-prone.  It was created out of a love for beauty to help nourish the skin while adding a touch of glamour.  The products give good coverage with a light consistency and rich, saturated colours.  The minerals are made with natural ingredients including plant and algae extracts, natural oils, vitamins and amino acids.

There are no parabens, silicon or other artificial ingredients in the formulations.  The product range includes foundations, mattifying, illuminating and bronzing powders, blushers, concealers eyeliners and eyeshadows.  Available from clareblanc.




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By Sarah Dann

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