Indie Beauty Expo in New York City.

The Indie Beauty Expo is continuing its mission of supporting indie beauty brands with its first European trade show next month in London.

On Oct. 24 and 25, the expo will showcase 80 to 100 emerging beauty brands both based in the U.K. and abroad to local retailers, media and consumers at The Old Truman Brewery. This marks the expo’s 10th show since launching in 2015.

“We never had a grand vision to change the industry,” said Nader Naeymi-Rad, cofounder of Indie Beauty Media Group. “We started with a need and that helped open our eyes to this incredible market that’s been booming.”

With another European show slated for next March in Berlin, the Indie Beauty Expo first decided to enter Europe because there was a desire from local brands for a trade show platform and saw opportunity within the growing European market. Like its other trade shows, the London expo will showcase a range of beauty and personal care products across skin care, hair care, color cosmetics, ingestible supplements and more.

“The European market is on par, if not larger, than the market in the U.S.,” Naeymi-Rad said. “We’ve been using our events in the U.S., which Europeans have been attending, to meet and learn about businesses and challenges and where they see opportunities in indie beauty and what they want to see with us.”

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In addition to launching the European shows, the Indie Beauty Expo has been working to grow its retail partnerships with Neiman Marcus, which is hosting another shopping event at its Dallas NorthPark Center location this weekend, and with beauty e-tailer Feelunique, which partnered with the expo in July to showcase 12 indie beauty brands. In conjunction with the London show, Feelunique will be adding new brands to its assortment seen at the trade show. The online collection will continue to be refreshed throughout the year.

“We have our finger on the pulse of what’s happening and that allows us to cut down the time it would take for a retailer to know what to do or who to work with to get an indie collection moving,” he continued. “Moving forward, we’re seeing retailers need our help to onboard indie brands. As more brands enter various channels, they have growing pains because they need access to commercial capabilities, but don’t have the funding to get to it.”

While the Indie Beauty Expo is focusing on its upcoming European shows, it is looking to bring the expo to Asia in 2020 or 2021 and has chosen three cities as potential locations.

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