Joon Hair Care
For diehard beauty junkies, the Indie Beauty Expo is akin to Comic-Con. With shows in Los Angeles, Texas, and New York, consumers, professionals, and brands come together to get their fill of the latest and greatest in indie beauty. It's like unearthing diamonds in the rough; many brands featured at the trade show go on to dominate the beauty world.
Admittedly, some brands featured are toddlers in the industry, getting their feet wet with plenty of experience and social media frenzy. But for the most part, avid beauty shoppers enjoy the whimsy of learning about brands before everyone else, and brands appreciate getting a chance to get their product seen by hundreds of editors, reporters, influencers, shoppers, and other brands themselves. And if you're looking for clean products that are focused on delivering results the natural way, IBE is the place to find your new regimen.
Having tested every product on this year's list, here are the 17 must-know brands from the Los Angeles leg of the expo.