Sandra Maguarian, co-founder of the MakeUp in shows, announces the launch of a new event entirely dedicated to clean beauty. The show, Clean Beauty in London, will take place in the UK on October 12-13, 2020.
Why launch a new event?
Because clean beauty is not just another trend: it’s a groundswell that will considerably alter the cosmetics landscape. Clean beauty is the result of a holistic desire to take care of oneself while taking care of the planet, and I believe that in many ways it foreshadows our way of life in the future. A dedicated event was therefore a must.
Unlike MakeUp in shows, Clean Beauty in London will not focus primarily on color cosmetics.
Absolutely: we want to cover all product categories from facial skincare, bodycare and haircare to makeup. But the logic will remain the same as for MakeUp in shows: suppliers are our exhibitors and brands are visitors. We expect about 50 exhibitors for this edition and hope to have between 400 and 500 brands. We will be proud to welcome them in an extraordinary venue, The Brewery in London.
You are forming a Steering Committee for Clean Beauty in London. Who will participate?
I can’t say at the moment, but we hope that the SOIL Association and CEW UK will join us. Our aim is to recruit scientists, brands and retail experts. Clean beauty is a concept that will radically challenge the cosmetics industry: it is incredibly rich when it comes to new products, but the segment remains rather opaque. In the long run, our dream would be to help structure the category by creating an internationally recognized Clean Beauty label.
See the January issue of Formes de Luxe for our special report on Clean Beauty.