When it comes to innovations, the Indie Beauty Expo is always an inspiration. Indie Brands have been shaking the beauty markets during the last decade, and 2020 will certainly see new interesting brands blooming. We spotted 3 brands, at the latest IBE London event, that embody tomorrow’s trends.

For its second edition, the London Indie Beauty Expo made quite the buzz. According to the organization, the event saw a 20% increase in exhibiting brands, confirming that the indie movement is still roaring.

From a rising Male Beauty to the celebration of Sexual Wellness, we had the pleasure to harness the next Beauty trends and meet the most exciting entrepreneurs of 2019. In this sea of innovations, three brands stood out, as they truly capture where the market is heading. Read more- and get inspired!

•Baûbo - French, sex-positive Vulva Care, what else ?

“I put The Balm right after sex, and it immediately soothed me” comments Carlotta, 28, on the brand’s website. Is this the future of skincare reviews? Taboo-free, open-minded conversations celebrating the female form in all its glory. Exit puritanism! Paris-based Baûbo leads the way, with 3 organic, Made in France and B-corp certified balms. One is a tonifying formula for post-partum bodies, another for universal care (including babies), and the third to “daily hydrate, soothe and soften the vulva, at the slightest discomfort.”

❤️: the taboo-free feminist tone, in line with a new sex-positive culture of consent coming from the US. Special mention to the “eco-aware” packaging, the first 90% recycled glass cosmetic container in the world, with Braille stickers.

🏠 : Baûbo (📸insta : @bauboparis)

•Skin Sapiens - When “skincare” rhymes with “activism“

As its name suggests, Skin Sapiens is for skin that knows what’s right. Crowdfunded and launched in December, the UK brand aims for total transparency, in line with the Clean Beauty wave. The 6 products (3 for babies and 3 for grown-ups) are made from ingredients exclusively purchased from audited farms, in packs created from the “highest possible recycled content”.

❤️: the very inspiring strong, activist semantics, that embody 2019’s new narratives. “Let’s do it”, “welcome to a new age in skincare”, “we’re on a mission”, “let’s cut out nonsense”, “nothing hidden / nothing wasteful / nothing oversold”. Also, the brand alerts that “the bottles and tubes may be slightly imperfect, as they are made using repurposed plastic bottles sourced in the UK.” The beauty of imperfection.

🏠 : Skin Sapiens (📸insta : @skinsapiens)

•Maiiro: a sustainable La Mer

Can an anti-plastic brand be hyper-glamorous? With Maiiro, it could very much be the case. The Guernsey-based brand beautifully mixes locally-sourced marine botanicals with sustainable packs. At the core of all products, the “Kelpogen5”, a signature complex made in-house of five seaweed extracts (astaxanthin, oarweed, bladderwrack, wakame and thongweed) for their powerful antioxidant properties. All organic, and vegan, of course.

❤️: an indie sustainable version of La Mer, in sophisticated 100% recyclable and 41% biodegradable packs.

🏠 : Maiiro