IBE’s expansion with Feelunique will begin this July, spotlighting a curated assortment of thirty independent beauty brands covering the hair, skin and color cosmetics categories. IBE and Feelunique will partner with the brands to develop localized storytelling and raise awareness so the independent brands can gain market share.
Commenting on the partnership on the trade show’s website, Jillian Wright, IBE co-founder, stated that the goal is to support beauty entrepreneurs, explaining “That is why we want as many beauty shoppers in the UK and France to discover and have access [to the products the IBE brands] are bringing to the market.”
Joel Palix, CEO of Feelunique cited IBE’s network and capabilities as two key reasons for the partnership. He noted that “independent beauty is an important category for Feelunique,” and that the company wants to include more brands that currently are not present in the UK and France.
With the recent announcement of its second European show in Berlin, Germany, IBE currently produces five shows across two continents. The event debuted in NYC in 2015 and also holds shows in Los Angeles, Dallas and London.
Wright justified the show’s Berlin expansion with the fashion industry’s changing rhythms, saying, “The practice of going to a trade show once a year to do a buy is becoming obsolete. Consumers can now find new brands online at a click of button at any time. So buyers are now ‘always buying’”.
The next IBE show is in Dallas, May 9-10. The Feelunique retail partnership is slated to launch July 2018.