We've been watching a trend around the world: people are changing their values about lifestyle. During the last couple of years, the number of organic products have grown exponentially and more people started to practice physical activities as part of their daily routine.
There is also a clear concern about the origin of every product that we use. People are now choosing to live in the most natural way possible. It's not a surprise that this new lifestyle also includes a concern with cosmetic products. That's why we are seeing so many new brands in the market, with different proposes, like vegan and organic formulas.
Behind the Scenes NYC has been to Indie Beauty Expo, that took place in New York a while ago. IBE'S mission is to provide a platform to recognize, showcase and celebrate independent beauty, wellness and lifestyle brands. Indie brands are among the fastest growing product categories.
They have become a ‘must have’ in almost every retailer's collection and are now directly influencing key trends in their markets. We can see this in New York, with several stores specialized in brands that offer natural cosmetics.
Here are some brands that called our Contributor's, Laura Peruchi, attention at Indie Beauty Expo 2016:
This New York based brand was founded by Cynthia Besteman. In 2011, Cynthia was diagnosed with breast cancer, a sad fact that changed her life and her career - at that time, she was a successful real estate broker. She started researching healthy ways to take care of her body and she was determined to learn more about the skincare products that she was using.
After finding that most of them contained harmful substances, she arrived to a conclusion: she wanted to be in control of the products she used on her body. That's how Violets are Blue was founded. The formulas contain natural ingredients that nourish, cleanse and hydrate skin without causing any harm. The products do not contain parabens, sulfates, synthetic fragrances or other damaging toxins.
Cynthia, that lives in the Upper West Side, provides patients at the Mt. Sinai Dublin Breast Cancer in NYC with a gift package with her beloved products on their first day of their Chemotherapy. What a beautiful gesture to help these women increasing their self-esteem, right?
You can also buy the products at True Beauty Brooklyn - 419 Graham Avenue, Williamsburg.
This other New York based brand was launched less than 2 years ago and its concept is very interesting. Suzanne Roberta, that founded the brand with her husband, realized that women are looking for cosmetics with a natural approach but this concept is still not so strong in nail polishes.
That's why they decided to launch Adesse New York. It's an eco-chic luxury nail brand that offers a collection of Organic Infused Nail Lacquer and also - which is surely very interesting - an Anti-Aging Nail Treatment. The colors in the collection are inspired by New York City’s beauty and style and the treatment’s formula is designed to restore the nails.
Also, it's good to know that the brand is Vegan and Cruelty Free and the formulas are free from Toluene, DBP, Formaldehyde, Formaldehyde Resin or Camphor.
Lyeska is Brooklyn-based brand offers all-natural, effective and responsibly-produced skincare using an unusual ingredient: Siberian cedar nut oil. The Founder, Katya Hegg, was born in Russia's remote Far East.
She spent her childhood watching the women in her family choose natural skincare options, made from botanical ingredients that came from their gardens and the nearby forests to beautify their skin. When she moved to New York, she faced the contaminations and stresses of city life.
Inspired by her personal experience with Siberian cedar nut oil, Katya developed a skincare line that harnessed its rich concentrations of Vitamin E, fatty acids and other skin-nourishing components. Lyeska line is vegan, cruelty-free and uses recyclable packaging.
You can also buy the products at At Wilderness - 365 State Street, Brooklyn.
Based in New York, but with an Australian soul, Raw Spirit is a luxury fragrance brand that works with the world's most extraordinary cultures to create scents made from some of the rarest and most natural ingredients.
The brand works with indigenous and marginalized communities, either directly or through partnerships, to sustainably source rare and unique natural ingredients for its fine fragrances. In 2013, for example, Raw Spirit began working with farming communities in Haiti, sustainably sourcing premium Haitian Vetiver.
Plus, the brand set aside 5% of gross profits to re-invest in the communities’ charitable projects. Amazing, hum? Did we mention that, besides this wonderful mission, the fragrances have an irresistible and unique smell?
Briogeo’s Founder, Nancy Twine, moved to New York City in her early-twenties and quickly realized that the natural hair care on the market simply did not live up to its performance claims. Using her grandmother’s beauty recipes - a beauty guru in West Virginia - she created Briogeo in her tiny East Village studio apartment.
The brand offers a high-performance hair care collection that is naturally based, with performance driven to provide visible results. Also, the formulas are cruelty-free, with no addition of sulfates, parabens, phthalates, silicones, DEA and synthetic color - and most of the products are vegan.
Another reason to fall in love with this brand? Briogeo is inspired by New York City's vibrant culture, effervescent art scene and core values, which reflect an appreciation for individuality, positivity and transparency.
You can also buy the products at Birchbox - 433 West Broadway and some Sephora locations.
Janis Covey created Kosmatology when her daughter, Cameron, that was only a few months old and developed eczema - an itchy red rash that isn’t life threatening but is very uncomfortable. When the pediatrician prescribed a corticosteroid, Janis decided to start her own research.
As a pharmacist, she knew the side effects associated with corticosteroid use on children including thinning of the skin and slowed growth. She developed what is now known as the Goody-Goody Grapefruit lotion bar. Lotion bars are free of preservatives which tend to irritate the already sensitive skin. Ingredients such as shea butter, olive oil, candelilla and grapefruit peel essential oil reduce inflammation and prevent infection.
Since she started applying this after her daughter’s baths, Cameron has been eczema free for the last five years. At the same time, Janis started receiving requests from family and friends for the lotion bars and then began creating more products such as lip balms and bug repellenst.
That's how she created Kosmatology and now she has been producing an organic, vegan, cruelty-free and preservative-free skin care line that is safe for the whole family.
Text by our Contributor Laura Peruchi.
Photo Credits: Courtesy of the brands