Indie Beauty Expo lands in Berlin with a bang — partner and retail giant Douglas start selling eleven IBE-curated brands. Discover the details and, if you’re in Berlin, you can still visit today (until 5PM).

#weareindiebeauty
#weareindiebeauty
Visitors entering IBE Berlin 2019
Visitors entering IBE Berlin 2019
IBE Berlin 2019
IBE Berlin 2019
Exhibitor at the IBE Berlin 2019
Exhibitor at the IBE Berlin 2019

As this article goes live on Saturday March 23rd, Indie Beauty Expo Berlin is still welcoming visitors. Press and buyers: 10AM-1PM; general public: 1PM-5PM.
Easy to find at Station Berlin (U2 “Gleisdreieck”).

Recap: First Indie Beauty Expo Berlin

After IBE London in October 2018, IBE Berlin is the second show outside the US-American home base for the Indie Beauty Media Group.

In case you’re not familiar, the IBE concept is to create a space for beauty brands to present themselves to industry professionals (Trade Day) and to end consumers (Shop day) for two consecutive days. Every edition — New York, L.A., Dallas, London and now Berlin — features established beauty brands as well as several brands that launch exclusively during the show; visitors also can expect special wholesale and/or retail discounts.

US-American wellness site mindbodygreen have once dubbed IBE “an incubator for up-and-coming beauty brands” and this might be the most accurate description of the IBE and its core mission: business. Be discovered. Receive industry and consumer feedback fast. Learn, connect, support and be supported, grow — thrive. Retail partnerships with companies like Feelunique or Neiman Marcus have contributed to live this strategy in the past.

Trade ground panorama, IBE Berlin 2019
Trade ground panorama, IBE Berlin 2019
The Station Berlin, IBE Berlin 2019
The Station Berlin, IBE Berlin 2019
Trade Day visitors, IBE Berlin 2019
Trade Day visitors, IBE Berlin 2019
Exhibitor, IBE Berlin 2019
Exhibitor, IBE Berlin 2019
Douglas CEO Tina Müller's talk, IBE Berlin 2019
Douglas CEO Tina Müller’s talk, IBE Berlin 2019

With this in mind, the IBE partnership with Douglas, Europe’s largest selective beauty retailer chain — an announcement that raised a few eyebrows, especially in the green beauty blogosphere — makes perfect sense. Douglas is a vital partner for any selective beauty companies entering the German beauty market.

While the IBE takes the role of the incubator for the indie beauty “start-ups”, Douglas is definitely the strongest distribution force in Europe; one with the power to help indie brands reach and leverage a big new market.

However, the indie (also niche and green) beauty scene already has its players, its expert retailers, and its passionate advocates among founders, influencers, and consumers. Douglas may be well advised to honour this difference, for example by building a team of dedicated experts and by inviting open exchange.

There’s a sign we may be headed there:

“We […] recognize that beauty entrepreneurs are the real driving force behind independent beauty, which is why we also want to directly connect with innovators, so that we can earn their trust and respect,” Tina Müller, CEO of Douglas Group is quoted in the IBE press release.

And the IBE-Douglas partnership truly is strategic. Aside from the Berlin event, the Indie Beauty Expo team helped curate a selection of independent brands (this “IBE’s Eleven” line-up includes Kiss the Moon, Milu, Venn, Patchology, among others) that are available in German Douglas stores as of now.

But today, with over 60 international brands on board in Berlin, there is even more to see: skincare, make-up, accessories, supplements from over a dozen countries.

Clean nail polish innovation, stunning make-up colours and textures, a solid selection of natural and organic beauty, brand new launches, IBE-exclusive discounts — if you happen to be in town, come on over, join the indie beauty party!

IBE Berlin 2019
IBE Berlin 2019
Goodie bags and press info counter, IBE Berlin 2019
Goodie bags and press info counter, IBE Berlin 2019

P.S. Up next: surprisingly many natural and organic brands show at IBE Berlin 2019! The BEAUTYCALYPSE recap.