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WWD LIST: Eight Interesting Indie Beauty Brands

From CBD to vagina products, the Indie Beauty Expo spotlighted several chic niche brands.

From vaginas to CBD, beauty and wellness trends were cemented at this season’s Indie Beauty Expo at New York’s Pier 94.

Being held Aug. 21 and 22, the expo featured a range of indie beauty brands to keep an eye on. Trends included sleep, K-beauty, vaginal and sexual wellness products and CBD — obviously.

Here, some of the more interesting indie beauty brands found at the 2019 Indie Beauty Expo: 


The wellness brand started by Stephanie Morimoto and backed by Venus Williams is starting to pick up in mainstream distribution. Morimoto said more retail partners have been interested in the brand’s sleep offerings, which include Chill the Night Away CBD Melatonin Lotion with Magnesium and Pure Soothing Comfort Aromatherapy Mist.


This minimalist South Korean skin and hair brand centers around caffeine. It’s launching later this year with Anthropologie, founder Kate Namgung told WWD.

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Blessed Moon

For those on the go, Blessed Moon makes cylindrical compacts with tiny makeup pans that can be swapped out. The brand is based and manufactures all products in South Korea.


Dame, certainly one of the more established brands at the Indie Beauty Expo, makes vibrators that don’t appear phallic. Their latest products include Alu, an aloe-based lubricant, and Pillo, a machine-washable sex pillow.

Nø Makeup

Nø Makeup is a $40-and-under, family-run, clean skin-care brand that’s popular in German drugstores. The brand intends to provide skin care in order so that users don’t need to wear makeup. They are not yet distributed in the U.S. market.


A chic, vagina-centric wellness brand — they use the term “vag-forward” — started by Cyo Ray Nystrom. Products include CBD, and include Happy Clam Everyday Oil, which the brand describes as “an eye cream for your vagina,” and Night Moves Intimate Oil, which is meant to intensify sensation while being good for vaginal health.

Switch 2 Pure

This luxury CBD skin-care line makes lightly scented clean products. The line includes Bright & Shine Daily Cleanser, Be Glowy Hyaluronic & CBD Infused Serum, well & Glow Rejuvenating CBD Oil and Be Chill CBD Body Rub.


A whimsical skin-care line, Wondergloss makes products like Makeup Assassin, a makeup remover, Boho Potion Lux Body Oil, and several versions of Face Apertif, a hydrating facial mist.

For more from, see: 

How Women Entrepreneurs are Disrupting the Sex Toy & Feminine Care Markets

The Trials and Tribulations of Launching a CBD Brand

Brand Founder & Unilever Ventures Back Clean Makeup Brand Saie