I had the pleasure of attending the Independent Beauty Expo in Los Angeles at the infamous, Shrine Auditorium and Expo Hall. The two-day event showcased over 105 indie beauty brands. There were over 40 speakers and panelist, exciting presentations, demos and Q&As from top executives. I had the opportunity to chat with Jillian Wright, Founder, and Celebrity Aesthetician ( ps her skin is to DIE for). She discussed how it’s important for every single brand to share their story. How ‘each brand have put their heart, soul + finances to deliver spectacular products to market’. She informed me that most of these brands are owned by women. YESSSS WOMEN ENTREPRENEURS!
With Founders Jillian Wright + Nader Naeymi-Rad
I had a balllllll walking around the expo and talking to incredible owners of brands on press day. I’m ALL about supporting business that choose greener ingredients and companies trying to make a mark in the beauty world.I put together 10 of my favorite brands so you can check them out yourself. I still have many more samples to sift through so expect another blog post. Here we go!
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I spoke with the owner Kapua and fell in love with her vibe. Her entire line is inspired by the power of Hawaiian Healing. When you open the package there is an Hawaiian message to remind you of the Hawaiian saying ALOHA: LOVE, MERCY, AFFECTION, COMPASSION, PEACE. I suggest the Aloha Youth Serum + ‘Olena Oil! (ps everything smells delicious). And we had a friend in common from Hawaii- my fellow Rockette sister Jackie Dowsett!
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The founder, Val, grew up in Brazil and was in love with the beauty of the Amazon Rainforest. Each purchase supports the mission to “Replant +Educate + Conserve.” Each product promises to be: Vegan Free, Gluten Free, Cruelty Free, Organic, Toxin Free, and free of synthetic fragrance. Wow. Seems like you can’t go wrong with these products! I suggest trying:
Brazilian Radiance Shampoo/Conditioner
Brazilian Beauty -Brightening and Exfoliating Mud
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Now this seems UBBER interesting to me!!!!! ZSS co-founder Dr. Dennis Gierhart, Ph.D. is a biochemist and food scientist and believes good skin starts internally. ZSS was born through the integration of science, wellness, and beauty to offer products for those who aspire to feel and look their best. Rooted in nutrition and clean, sustainable skin care, this unique brand was born!
I suggest in Nutri-Serum
Radiant Skin System
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We allll know this is my favorite lash company. These sisters grew up down the street from me in Thomasville and are taking the beauty world by storm. I’m excited to film another video for them next month which will be featured for Costco, Amazon and Blue Mercury. It was such a treat to visit with Megan at the expo. I am seriously a fan of every product but i’ll tag a few of my ALL time favorites!
‘L’Avant Gardiste’ Faux Lashes. My go-to on set
Le Jardin Crème Blush in Dahlia. New!
Ultimate Lash Curler
Hometown Friends!
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In March of 2013, shortly after graduating from high school, Lani appeared on ABC’s hit show “Shark Tank” and got an investment from billionaire Mark Cuban. Since then Simple Sugars has exploded! Selling internationally online and in over 700 retail locations and employ a team of 22 people. All of the products are still handmade at the production facility in Pittsburgh, PA. “If you wouldn’t eat it, then you probably have no business putting it on your skin!” I tested the lavender body scrub last night and not only does my skin feel insanely soft….it tasted good too! #LoftissApproved
Strawberry Facial Scrub
Avocado Facial Scrub with Emu Oil
Maro Ochoa is an expert brow threader and celebrity makeup artist and felt there was a missing formula for brows. He created Ecobow which is smudge proof, mineral based, paraden-free and blends easily! I put an order in and I can not WAIT to try myself!
‘Marilyn’ for Blondes
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I was running out of the expo because I needed to be across town for another appointment. I locked eyes with the owner of this company and was magnetically pulled to her. I mean..self tanning is my jammmmmmmm. She quickly applied the lightweight formula on both my arms and I headed out. I must say it was odorless and the tan lasted for over a WEEK! I’m sold!
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The most beautiful booth at the entire event was held by this company. I should have known after discovering this line is organically purified 24 liquid gold skin care. Ummmm what??!!? Their mission is simple; to be innovators. To bring the world new elements of therapeutic value for the health of the skin.
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Dr. Brite’s 100% Natural and Organic, Dentist formulated teeth whitening pen improves your gum health and whitens teeth up to 8 shades in as little as 7 days. Using food grade hydrogen peroxide and responsibly sourced, plant-based ingredients such as Vitamin C and coconut oil, you get the maximum oral health benefit! I tried the green apple pen 3x thus far. Super easy to use….throw it in your purse and you are all set! They also have toothpastes, mouthwash and sprays for pets teetch— guess who’s getting a birthday present this month!
Wow! So many goodies in this post! If you try any of these please let me know! I am constantly testing new products on my snapchat so make sure you are following me! @emilyloftiss. Plusssssss I’m going to a CRAZY event tomorrow with underwater photos being taken- you don’t wan to miss the behind the scenes!
xoxo, Loftiss
Loftiss Says 
Love all your picks! and pics! Thanks for including your favorite lashes! Enjoy the Dr. Brite, Lady June Dion! Abbey