The energy at a trade show can be quickly (although unscientifically) gauged by observing the following three characteristics.

First, are exhibitors busy speaking to interested attendees, or are they trying to make eye contact with anyone who will glance their way? Second, is the show floor buzzing with business conversations, or would background music help fill the silence? Third, is there one booth that seems to have a flock of fans, attracting ever more people to find out what all the fuss is about, or are attendees wandering, trying find out which brand is worth their time and conversation?

If you attended the Indie Beauty Expo on Thursday, August 27, you’d have seen that the show’s debut effort hit all three of these goals, and exemplified what a trade should feel, look and act like in the very competitive beauty tradeshow landscape.

On a more objective note, more than 80 exhibitors filled the Altman Building’s main and basement levels (originally the goal was to get 50 to 60 exhibitors), attracting more than 100 members of the press, including editors from Allure, Cosmopolitan, Elle, InStyle, Martha Stewart Living, People, Self, W, Shape and Yahoo. Most important to a trade show is its retail presence; about 200 buyers came out to IBE, including reps from ABC Home, Credo, Lord & Taylor, Spirit Beauty Lounge, Saks Fifth Avenue, Ricky’s NYC, Barneys New York, Whole Foods, Goop and Target. And, 300-plus consumers attended the event during 5 pm and 8 pm, to take advantage of buying beauty at a discount.

The team at Juara, one of the show’s exhibitors, said their booth was busy as soon as the doors opened, straight until 3 p.m., when the crowd began to taper, but not disappear.

“We have had a mob of people here since 9:30. This is the slowest it’s been all day. And this isn’t slow,” said Nadia Jousif, a retail strategist and brand developer for Juara. During the show she spoke to buyers from boutiques including Pilates Plus, En Avance, Vivrant Beauty, Rue La La, Smith & Brit and Terrain.

According to Jillian Wright, the founder of IBE, the show came together in one year much the way she had envisioned, and will only grow and evolve for next year.

“Finally, the category has a true venue that is custom tailored to meet its needs and to shine a spotlight on this innovative and unique collection of entrepreneurs. With a packed house, the Expo delivered on attendance with over 1,000 reporters, buyers and consumers enthusiastically passing through the doors,” Jillian, who is also founder and owner of Jillian Wright Skin Care. Her frustration of where to exhibit her own line among the masses of trade shows led her to launch her own, one that highlighted indie brands solely. Her business partner, Nader Naeymi-Rad, CEO of Vesture, a luxury fashion company, also saw big potential in the indie beauty market and partnered with Jillian on the new venture.

Some interesting discoveries seen at IBE included:

Strange Invisible: The company, based in Venice, Calif. and founded in 2000 by Alexandra Balahoutis, creates certified organic scents with wild-crafted, biodynamic and hydro-distilled essences. Each natural perfume is designed, decanted and bottled within the company’s own natural fragrance house, with a lab overseen by a master distiller. The firm makes 11 scents ($265 each), in addition to a collection of scents of the Zodiac ($125 each), a body wash ($45) and body lotion ($75). Items are currently sold in Selfridges and ABC Home.

True Moringa: This facial oil company uses cold-pressed moringa oil from moringa trees harvested from 700 farmers throughout Ghana, and are formulated to reduce redness, damage, dry skin and signs of aging. There are three versions, one with lavender, another with mint and one that’s simply pure moringa oil, all of which are rich in cytokinin zeatin, known for cell division, growth and delaying aging of cells. Based in Boston, True Moringa oils sell for $20.

Stiks Cosmetiks: These lipsticks make multi-tasking easy: designed to be used with only one hand thanks to a flip-top cap, feel free to give yourself a touch up after taking a sip from your wine glass, without putting it down, and then slipping the flat plastic pack in your pocket, or flat wallet. Available in nine shades, each sells for $15. Stiks are sold in Top Shop UK, Urban Outfitters and Beauty Kind.

Nügg Facial Masks:

Headed up by beauty veteran Conny Wittke, these cute little facemasks resemble pats of butter (one male asked how they weren’t melting from the heat). The product range currently includes six single-serve facemasks, each package in a one-time-use capsule. Variances include Hydrating, Revitalizing, Soothing, Deep Cleansing, Exfoliating and Anti-Aging. Each nügg Face Mask contains over 90% natural or naturally derived ingredients and uses no chemical emulsifiers, synthetic fragrances, colors, petrochemicals or parabens. Each retails for about $3.29. Look for lip masks out next from nügg.

Isa Restoratives: Isa Brito, a trained herbalist and nurtionist, began making her plant-based skin care products for friends and family out of her Brooklyn home, and then branched out, eventually selling to small boutiques in Brooklyn, Los Angeles and Toronto. Her 11 sku’s include Blue Chamomile Face Cream, Blemish Solution Facial Oil, Matcha Facial Mask and Liquid Gold Facial Serum. Ingredients include sunflower extract, blue chamomile and violet leaves. Items range from $50-$60.

Eu 2 Be: This skin care line, founded by Charla Jones, includes ingredients such as olive, coconut, castor and palm oils from Brazil, made in small batches in the US. There’s Be Pristine Shower & Soak Soap, Be Nourished Nurture & Nourish Lotion, Be Transformed Enrich & Radiate Oil, Be Calm & Travel On Soap & Lotion Travel Pack. Items range in price from $25 for the Travel Pack to $50 for the Enrich and Radiate Oil.