After premiering in Los Angeles late last year, the trade show produced by Beauty Independent parent company Indie Beauty Media Group is arriving at New York City’s Metropolitan Pavilion on Wednesday and Thursday. The show will feature 60-plus emerging beauty brands presenting to retail buyers from the likes of Sephora, Ulta Beauty, Walmart, Shopbop, Bluemercury, Urban Outfitters, Whole Foods, Moda Operandi, Bergdorf Goodman, Macy’s and Rossmann. Adit Live is an outgrowth of Adit, the retail matchmaking service started by IBMG in 2020.

To catch buyers’ attention during the two-day event, exhibiting brands will be highlighting new skincare, makeup, sun care, haircare, fragrance, nail, wellness and device launches alongside their collection mainstays. With over 12 new products hitting the showroom floor, skincare is the category with the most launches at Adit Live. Cleansers, serums and more skincare products that promise to plump and hydrate skin are leading the charge. The launches will join a skincare sector that continues to notch gains. According to market research firm Circana, prestige skincare sales advanced 11% in the first quarter this year, and prestige face care products specifically saw a 19% sales boost in the period.

Makeup-skincare hybrids and tinted sunscreens will be themes of Adit Live’s makeup launches. By number, makeup launches come in second to skincare, but makeup is top of mind for retail buyers. “Makeup is one of the most requested categories by buyers within Adit’s matchmaking program,” says Natasha Gray, head of retail success at Adit. “In comparison to the Adit Live Los Angeles show, where only three makeup brands participated, six makeup brands will be participating in the Adit Live New York show. They all launched within the last three years.”

After a slowdown that the pandemic worsened, makeup is dominating beauty sales once again. It outperformed every other major prestige beauty category last year, accounting for 40% of the prestige beauty segment’s total gains. Its red-hot growth streak didn’t end in the first quarter of this year, and it claimed a third of beauty industry sales.

Below, we detail the skincare, makeup and sun protection product launches that will energize Adit Live.

AllWell Beauty Skin Rejuvenation Duo $98 Launch Date: June 19

AllWell Beauty’s Skin Rejuvenation Duo comes with the products Daily Glow AOX Serum and Illuminating 360° Eye Cream. They’re designed to target common skin concerns such as dark spots, hyperpigmentation, fine lines, wrinkles and dullness. They contain acer rubrum extract, the brand’s hero upcycled ingredient.

Acer rubrum extract is produced in-house by AllWell Beauty with a patented technology that uses water, heat and pressure. It’s made from Forest Stewardship Council-certified leftover red maple wood sourced from a facility that processes trees in Upstate New York. The ingredient helps retain moisture to hydrate the skin, absorb excess oils and gently exfoliate to facilitate skin turnover.

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Annemarie Börlind Rose Nature $50 to $110 Launch Date: April 3

Rose Nature is a range of five products—Oil-to-Milk Cleanser, Blue Light Protection Spray, Supreme Glow Cream-Gel, Night Repair Drops and Cooling Spa Eye Cream-Gel—formulated to counter premature, digital and stress-related aging. The five-step routine is intended for beauty consumers leading demanding lives with heavy blue light exposure. The Rose Nature products have a modern rose scent and indulgent textures with glowing effects.

The products showcase an exclusive ingredient complex called the PR3 rose complex composed of three types of roses: peony, black forest rose and desert rose. The PR3 rose complex was carefully crafted to deliver protection from the harmful effects of blue light and reduce skin reactions from stress.

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Banila Co Clean It Zero Firming Cleansing Balm + Ceramide $24 Launch Date: October 7

Clean It Zero is a cleansing balm powered by moringa ceramide to deeply cleanse, help repair the skin’s barrier and improve complexion overall. The moringa ceramide, which was chosen for barrier strengthening and to increase elasticity, is paired with panthenol to boost moisture. The formula is certified vegan by V-Label, a global vegan organization. The balm has a soft, sherbet-style texture to melt away heavy makeup and remove impurities.

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By Wishtrend Green Tea & Enzyme Milky Foaming Wash $20 Launch Date: April 3

Green Tea & Enzyme Milky Foaming Wash is comprised of 52% Jeju Island green tea extract, a sprinkle of grain milk complex made from oat meal, soybean and rice extract to make the skin supple and moisturized, and papain enzyme for gently breaking down dead skin cells without irritation.

Together, the ingredients in the milky foaming wash leave the skin feeling hydrated, almost as if it’s been dipped in a green tea latte. It has a unique skin-gripping gel formula to attracts and eradicate grime and dirt.

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Elodie’s Naturals Hydrating Serum $34 Launch Date: May 8

This hyaluronic acid serum is intended to enhance hydration for a plump, fresh appearance. Its texture is light, fluid and non-sticky. On average, Elodie’s Naturals estimates that beauty products contain up to 30 or 40 ingredients. Hydrating Serum has eight potent ingredients. Along with hyaluronic acid, it has soothing cucumber extract, glycerin for extra humectant muscle and vitamin B5 to diminish skin moisture loss.

Elodie’s Naturals focuses on beauty products that rely on the power of high-quality, plant-based ECOCERT ingredients from France and streamlined formulations that are safe for people and the planet. In Hydrating Serum, the brand uses what it describes as an “ultra-pure vegan hyaluronic acid.”

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Jeuneora SoWhippy Prebiotic Cream Cleanser $37 Launch Date: April 26

This prebiotic cream cleanser has been carefully designed to balance the skin’s microbiome from the cleanser up. Formulated with agave, a deeply hydrating prebiotic that helps support and rebalance the skin’s flora, the versatile, hydrating cleanser also includes antioxidant-rich wattle seed. Kaolin clay removes dead skin cells and impurities, while niacinamide visibly refines pores, improves uneven skin tone and delivers a serious dose of glow.

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Lendava Skincare Mom $48 Launch Date: May 10

The story behind plant oil-driven body cream Mom begins with Lendava founder Priscila Fadul’s pregnancy. When she discovered she was pregnant with twin boys, she began researching effective ingredients and formulations to prevent and treat stretch marks. She wanted the best product she could get because she felt her body deserved it.

However, Fadul couldn’t find an attractive brand that delivered the clean, efficacious ingredients she sought. So, she created something that would work for her by being safe for her pregnancy and ideal for stretch marks. Plus, she designed the product to appeal aesthetically to cool, modern moms.

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Novara Illuminating Serum $150 Launch Date: June 19

Illuminating Serum is formulated with time-tested ingredients for fast absorption to visibly plump the skin while combatting signs of aging. Its formula combines high, medium and low molecular weights of hyaluronic acid for intense hydration. It also has extract from the anthemis nobilis flower to repair and rejuvenate the skin, and hexapeptide, often called Botox in a bottle, to work within the skin’s surface layers to diminish fine lines and wrinkles.

To inform product development, Novara traveled around the globe to South America, Africa and Asia. The brand spoke with the eldest in villages and communities to learn about their beauty rituals and ingredients that have been been integral to those beauty rituals for centuries. What they learned from the elders in tandem with the expertise of scientists guided Illuminating Serum’s clean, science-backed, botanical-driven formulation.

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Saaf Skincare Oud Body Oil $58 Launch Date: May 19

Saaf Skincare’s body oils are steam-distilled using high-quality natural ingredients from Lebanon. It sources roses from the country’s Beqaa Valley and uses a distillation method that dates back a millennium. The brand opts for the classic distillation method to yield the best essential oils and hydrosols. Its all-natural body oils are crafted to be excellent skin moisturizers, and their luxurious scents are reminiscent of the scents emanating from the ancient souks of the Middle East.

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Scentual Aroma Skincare Restore Hand & Body Cream $42 Launch Date: May 23

Restore Hand & Body Cream is an all-natural rich moisturizer featuring organic safflower and rose hip oils with rich raw shea butter to deliver skin nourishment without being sticky. The ingredients supply antioxidants, anti-inflammatory properties, vitamins and essential fatty acids to restore skin’s moisture, calm sensitivity, revive dull and cracked skin, brighten and protect. The cream’s lightweight formula absorbs quickly and leaves a smooth velvety finish on the skin.

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Senself Triple Shield $79 Launch Date: August 29

Triple Shield is formulated to be a nourishing rich cream with ultraviolet and blue light protection. Its objectives are to strengthen the skin barrier, shield the skin from moisture loss and hydrate for plump, healthy skin. Triple Shield’s formula pairs botanical antioxidants with ceramides and algae. The hero ingredient is nettle, which firms and tightens the skin. Microalgae minimizes the appearance of aging and protects skin damage caused by natural and artificial light. Triple Shield delivers even skin tone and improved overall skin appearance. It significantly reduces blue light-induced free radicals by 35%.

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Sun Coast Salt Scrub Shakers Bottle $27 Launch Date: July 1

Sun Coast’s salt scrubs are formulated to be unlike any other salt scrubs. They’re light and fresh, and give skin that straight-from-the-beach glow. Made with pure essential oils, the salt scrubs are loose and never greasy. They’re presented in an easy-to-use shaker bottle.

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Voesh Crystal Clear Head-to-Toe Cleansing Soap $14 Launch Date: June 5

Crystal Clear can be used all over the body to provide a complete cleansing and nourishing experience. The soap’s multifunctional properties make it a go-to solution for head-to-toe care, from washing hair to cleansing feet and more.

The cleansing bar is made with vegan, pH balancing and microbiome-friendly ingredients to cleanse, nourish and refresh the face, body and hair. Fragrance-free and dye-free, the soap is perfect for all skin and hair types, and it gently washes away impurities while delivering a nourishing blend of 17 amino acids and seven hyaluronic acids.

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Clover by Clove + Hallow Base Paste Illuminating Primer $18 Launch Date: July 1

Like all of Clover’s products, Base Paste was made in accordance with a “dupes done better” approach to sustainable, affordable cosmetics. The brand tracks viral products, has its labs study them and improves upon them in four crucial areas: ingredients, manufacturing/sourcing, packaging and pricing.

For ingredients, Clover mimics the performance of consumers’ favorite viral makeup products, but swaps in safe, cruelty-free and vegan ingredients. For manufacturing, the brand produces its products in the United States using only U.S. Food and Drug Administration-registered partners adhering to good manufacturing practices (GMP).

For packaging, Clover houses its products in post-consumer recycled plastic and sugarcane bioplastic. Lastly, it aims to create luxury makeup without luxury prices. Every Clover product is between $12 and $25.

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Ember Wellness Sculpt & Glow Bar  $29 Launch Date: July 1

Sculpt & Glow Bar is Ember’s on-the-go skincare essential. The brand has seen the game-changing three-in-one gua sha, natural moisturizer and glow primer become a customer favorite. Now, it’s available in two new bronzer shades. The product is zero waste, convenient, easy for travel, vegan, cruelty-free, and combines skincare and makeup.

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M2U NYC Liquid Eyeliner $12 Launch Date: April 15

Like all M2U NYC’s makeup products, the brand’s Liquid Eyeliner is formulated to be clean, affordable, high quality and infused with skincare benefits for daily use. The product’s richly pigmented, ultra-black formula ensures great precision and lasts all day. It has an ultra-flexible felt tip to allow for the easy creation of fine lines and dramatic wings. Liquid Eyeliner’s formula contains vitamin E and sodium hyaluronate, which moisturizes and soothes the skin and lashes. It’s vegan, cruelty-free and free from harmful chemicals and toxins, making it ideal for people with sensitive skin.

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Seis Cosmetics New Shades of Advance Luxe Gloss $18 Launch Date: August 6

Advance Luxe Gloss is a conditioning lip gloss that’s non-sticky and provides high shine with a tint of color. Its natural emollience, vitamins and antioxidant protection leave the lips soft, hydrated and supple.

The lip gloss is made with aloe vera, argan oil, and vitamins E and C. Certified cruelty-free and compliant with European cosmetics regulations, its formula avoids gluten, parabens, phthalates, silicone, corn, alcohol, barley, wheat, oat, spelt, rye and genetically modified organisms.

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CoTZ The Healthier Sunscreen Flawless Complexion Richly Tinted SPF 50 $27.50 Launch Date: April 1

CōTZ Flawless Complexion Richly Tinted SPF 50 provides all-mineral sun protection in a sheer lightweight tinted cream that’s specifically designed to vanish on medium to dark skin tones, leaving no white cast.

The tinted sunscreen’s formula moisturizes to leave a soft, even finish. It contains 20% zinc oxide and is ideal for all skin types, even sensitive, dry or breakout-prone skin. The sheer tint works with every skin tone and is extra gentle.

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Fré Glow Me + $39 Launch Date: May 15

A glowy, skin-adapting tint, Glow Me + combines 100% mineral sunscreen featuring non-nano zinc oxide and argania active complex, a patented antioxidant-rich blend that’s exclusive to Fré. Argania active complex features argan oil, leaf water and stem cells to protect and repair skin from UV damage and premature aging.

Unlike other formulas, Glow Me + is designed to keep users glowing all day long. It’s ultralight, fast absorbing, reef-safe, vegan and cruelty-free. The product comes in an eco-friendly glass bottle, and its formula is non-comedogenic, hypoallergenic, and dermatologist- and ophthalmologist-tested.

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