Why You Should Care About Independent Beauty

Thursday, May 5, 2016 | 11:38 pm

We’ve heard a lot about independent coffee shops, independent bookstores and even independent brewers but most people don’t know much about independent beauty. This term describes a group of individuals and entrepreneurs who are changing the face of the beauty industry by focusing on sustainable production, organic ingredients and empowering women.

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The Indie Beauty Expo brought together over 30 vendors who are changing the beauty game one lipstick at a time.

Companies like Teadora use natural, hand picked ingredients from the Amazon rainforest to create a line of skin products. The founder, Tom Moran, uses buriti, an oil harvested on Amazonian beaches, which he predicts will be the next argan oil.

“We’re on the verge of an ingredient revolution,” said Moran.

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Companies like Pacifica have been in the vegan, cruelty-free beauty arena for nearly two decades. They focus on fragrances like the tantalizing Tuscan Blood Orange and are currently branching out into makeup. Their Dream Big mascara features a rotating wand for added volume and coverage.

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Although the beauty industry is often blamed for perpetuating stereotypes, some brands are encouraging and empowering women. Define Me Fragrances uses specially blended perfumes made with coconut oil to affirm and inspire. Jennifer McKay Newton, the company’s founder, explains that each fragrance is made with an intention behind it – the Audrey attracts love and has hints of roses. She also donates $1 for every bottle sold to the nonprofit, She’s the First, to help empower girls worldwide.

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In addition the beauty products, there was also a sweet smelling solution to an indelicate problem. Potty Mints, started by siblings, Matthew and Suzanne, are a discrete, dissolvable tablet that instantly refreshes your bathroom. Described as “Alka Seltzer for your toilet,” these tablets save you from uncomfortable bathroom faux-pas. They’re sure to be an essential in your carry-on bag or purse.

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Support small businesses and discover your new favorite products. The Indie Beauty Expo continues tomorrow from 9 am to 5:30pm at The Shrine Expo Hall on 665 West Jefferson Boulevard, Los Angeles. Visit http://indiebeautyexpo.com/attend for more information.

 

 

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