More than 200 buyers identified a broad array of brands as their top 10 choices from the event that took place in October and presented 70 exhibitors at the Old Truman Brewery according to the results of a post-IBE London survey officially released in  Indie Beauty Media Group’s Anthology of Independent Beauty. (IBMG is the parent company of Indie Beauty Expo and Beauty Independent.)

Herbal Dynamics Beauty, which offers over 20 stockkeeping units of targeted skin and body-care solutions like a probiotic-powered neck firming mask and a coconut sweat-activating gel that helps users shed excess water weight while exercising, emerged as the leading buyer pick.

Others brands selected by the buyers from European, American and Asian boutiques, spas, e-tailers and department stores as standouts were bespoke fragrance concept Bon Parfumeur, sheet mask specialist MILU, clean color cosmetics authority Antonym, K-beauty-inspired color cosmetics line Clē Cosmetics, millennial-focused skin and body-care startup Girl Undiscovered, natural unisex skincare line Alex Carro, Scandinavian skincare and haircare maker Eleni & Chris, IBE NY 2018 buyer favorite Innersense, and accessible color cosmetics purveyor L.O.V.

IBE London was Herbal Dynamics Beauty’s second Indie Beauty Expo. The brand made its IBE debut at the New York show in August. “One thing that initially attracts people to the brand and the booth is our colorful, fun natural formulas and the range of options,” says Rosie Osmun, vice president of operations for the brand. “It’s very eye-catching when everything is open on tables for people to touch and smell, and visually they pop against our simple, streamlined packaging. Based on the response in IBE New York, we placed greater emphasis on making the product testing stations easily accessible in London—it’s hard to resist stirring up all of the different textures and shades.”

The Herbal Dynamics Beauty team will have a chance to put their trade show prowess to the test in January, when the brand exhibits for the first time at the Los Angeles edition of IBE. “IBE has been a great launchpad for our brand, from New York to London,” shares Moe Kittaneh, co-founder and CEO of Herbal Dynamics Beauty. “At the events, we have the opportunity to really connect with both beauty lovers and top buyers, far beyond what social media can offer. Herbal Dynamics Beauty is going to continue adding natural ingredients and innovative new products, focusing on covering every concern and on being the leader in indie beauty. We’re looking forward to another great show January in LA.”

Three of the 10 top brands from the buyer survey, Bon Parfumeur, Eleni & Chris and Girl Undiscovered, surfaced as IBE London favorites in results from a survey taken by consumer attendees as well. Though these three brands hail from different countries cover different product categories, IBMG co-founder Jillian Wright sees  what they have in common as an explanation for why all three resonated with a wide swath of attendees. “These brands have each created beautiful experiences—from the packaging to the branding, not to mention how they feel and smell,” she says. “Every aspect was well thought out and well-executed. This is the new standard for independent beauty across the globe.”

Eleni & Chris and Girl Undiscovered were also featured in the Beauty Independent’s IBE London 2018 Trend Report for their innovative products, notably Eleni & Chris’s Peeling Pen facial exfoliator and Girl Undiscovered’s crystal-infused Under The Waterfall cleansing water.

“These results demonstrate what the market is already telling us, that independent innovators continue to surprise and delight their customers—whether retailers or consumers—with products that raise the bar on quality, efficacy and style, and innovations that can hold their own and succeed even against the largest and most recognized legacy brands,” says Nader Naeymi-Rad, co-founder of IBMG. “The specific exhibitors recognized in London by buyers and consumers are a perfect example of this phenomenon, and I have no doubt that the next big indie brand can be found among them.”

IBE’s next European show will be in Berlin in March, the companies first exposition in the German capital. The addition of a second European show is part of IBMG’s mission to support independent beauty and wellness brands in established and emerging markets around the world.

“Brands from New Zealand, France and Scandinavia all received high marks from both buyers and consumers,” says IBMG co-founder Jillian Wright, giving a nod to the three brands, Girl Undiscovered, Bon Parfumeur and Eleni & Chris, that were chosen as favorites by both consumers and buyers. “This proves that indie is global, and needs the global expansion to make sure companies are being seen and conversations are ignited. Success comes from exposure and exposure comes from being visible at IBE.”

For a full recap of IBE London 2018, including all 70 exhibiting brands, a recap of the trends spotted at the show by the Beauty Independent editorial team, lists of all the press and buyers who were in attendance as well as all the press coverage of the show, check out IBMG’s latest edition of the Anthology.

This article was previously posted on Dec. 6 and has been reposted with additional material.