On March 6 – March 7, indie beauty trade show, Beauty2, returned to NYC for a third time to host more than 20 international vendors at a new location in SoHo, Manhattan. This season, the B2B-event evolved to invite consumers to attend and shop the curated selection of brands, noting that consumers drive the market. “Most brands have lofty goals and want to sit at every top retail store, but many can’t sustain that model. The retailers are buying for consumers, the editors are writing for consumers, and the influencers are influencing consumers, but the brands have limited access to them from behind a computer,” explained Olivia Lucas, Brand Coordinator, Beauty2. “Beauty grows from advocacy, and the more people trying new products and spreading the word, the more legs a brand has to grow. So, we decided it was time to include the main group brands are chasing.”

Here, a list of beauty brands Beauty Insider discovered at the event:


Good Science Beauty
It took Dr. Suzanne-Saffie-Siebert and a team of scientists 10 years to develop Good Silicon+, a unique technology that powers a new skin care line, Good Science Beauty, which launched in 2018 as a subsidiary of SiSaf, Ltd., a global research and biopharmaceutical company. The Good Silicon+ technology uses silicon, a naturally occurring element found in the body (not to be confused with man-made silicone), the second most abundant element in the earth’s crust and naturally found in fruits, vegetables, whole grains and nuts. The patented bio-carrier technology encases fragile ingredients from external break down factors such as air, water and UV light changes and dissolves the particles on contact with skin, with the goal of making active ingredients more powerful and effective. As the Good Silicon+ dissolves, it becomes 100 percent orthosilicic acid, an essential micro-mineral that decreases with age and is associated with optimal synthesis of type 1 collagen and skin strength. The brand currently has a full product line of skin solution-oriented moisturizers, brighteners and cleansers, designed to treat acne, pollution and aging. The collection is currently available direct-to-consumer on the brand’s website. Prices range from $40-$110.

In response to debilitating migraines, Emilie Davidson Hoyt, developed a holistic skin care line using essential oils after experiencing relief from a lavender gift set from her father. She launched Lather, as a line of pure olive-oil based soaps, and quickly grew her company from a two-person team into fifty full-time employees, offering over 100 natural, aromatherapy-inspired products for body, face, hair and home. The brand’s best sellers include its Caviar Lime AHA Cleansing Crème ($21), Bamboo Lemongrass Foaming Beady Scrub ($68), and Almond, Milk & Honey Body Butter ($28). Emilie recently expanded into color with a multi-purpose shimmery Lip & Cheek Tint ($13), enriched with organic rosehip seed oil, coconut oil, argan oil and shea butter. Emilie, who still owns the self-funded company, opened the first LATHER store in Pasadena in 1999, and has additional stores in Atlanta, GA, Fairfax, VA and Scottsdale, AZ. Lather is also available online and in beauty boutiques, spas and hotels.


After growing frustrated testing natural deodorants that didn’t work, Rebecca So launched her own brand, Sway, made with apple cider vinegar and essential oils designed to maintain the pH balance of underarm skin and fight odor. The line includes an underarm detox mask ($22), featuring activated charcoal, bentonite clay and apple cider vinegar to combat the infamous “detox period” and ease the transition to natural deodorants. This year, Rebecca is expanding the line to include a range of skin care products including face cleansers, toners, serums, mist and bar soaps.

Moi Cosmetics

Not surprisingly, CBD made an appearance at the tradeshow, in the form of liquid foundation infused with the ingredient by color cosmetics line, MOI Cosmetics. The foundation, expected to launch in two weeks, is available in six neutral shades and is designed to warm up to match an individual’s complexion. Developed by Marissa McGarry, an esthetician and make-up artist, MOI Cosmetics, features a collection of high-performance makeup made with healthy ingredients, most of which Marissa says will be upgraded with CBD over time with the help of her chemist.


Dora Sobze took her love of spinach and turned it into a collection of hair and skin care products infused with the superfood. According to Dora, spinach is a start ingredient because it includes B vitamins like folate and biotin, as well as beta carotene, magnesium, zinc, and omega fatty acids—all of which she says provides healthy hair and skin. The brand’s hair care line caters to those with curly, frizzy and mixed hair, and counts its Energizing Facial Spray + Curl Refresher ($18) and Conditioning Shampoo + Body Wash ($28), among its best sellers. Products range from $12-$125 and are available online via the brand’s website.

Indie Goat

Founded by HeatherCollins, a long-time problematic skin suffer, Indie Goat Soap Co. develops products made with plant-derived ingredients, raw goat milk and luxury oils to offer a line of skin-nourishing and moisturizing products. The brand’s best seller is its Beauty Bar collection ($9), which is made with raw goat milk sourced directly from Heather’s farm in upstate New York and batched using a cold-process method to ensure the products maintain its active vitamins, minerals, essential fatty acids and antioxidants. The line is available online as well as several specialty boutique stores across the U.S. including California, New York and Pennsylvania.