IBG to feature color theory and microbiome-friendly cosmetics at MakeUp in LA

02 Feb 2023 --- The Innovative Beauty Group (IBG) and its sister brand Orchard Custom Beauty will debut a range of products inspired by art, beauty and fashion at the upcoming MakeUp in Los Angeles (MULA) 2023 convention.

“Our MakeUp in LA Skin & Hair collection speaks to what we define as the New Clean Routine. This emerging skincare category is all about flora – formulas to balance, cleanse and replenish the skin,” Jennifer Raphael, CEO at IBG North America, tells PersonalCareInsights.

“We have developed four formulas, thoughtfully curated with a healthy microbiome in mind, using plant-based blends rich with prebiotics, AHAs (alpha hydroxy acids) and vitamins. This range has been designed for mass appeal and swift consumer recognition, powered by the latest in trend and search data analytics.”

IBG, a division of the Albea Group, collaborated with Orchard Custom Beauty to develop the cosmetic formulas representative of “emerging categories” in the beauty segment, including new body cleansing routines, super luxe play-time color cosmetics and sleep hygiene.

For example, the richly pigmented Lip & Cheek Play Clay features mushroom extract and a muddy, “playful” texture that dries down to a velvet matte finish. The formula is lightweight, with a cooling effect on the skin.

Artistic essence of an epic city
Building on “macro movements” of sustainability, inclusivity and wellness, a few of the products include the Beauty in Los Angeles eyeshadow palette with colors inspired by iconic downtown LA locales such as The Broad and Grand Park, a biodegradable makeup blending sponge, wishbone-shaped stainless steel Gua Sha roller and a marbled color corrector.

“The overarching theme for our collection is care – care for self-expression, care for community, and care for the planet,” Raphael says.

“We have curated our MakeUp in LA collection to showcase our capabilities as custom turn-key beauty providers and to inspire projects for our new and existing customers across all beauty categories.”The companies have developed new body cleansing routines, color and sleep hygiene cosmetics (Credit: IBG x Orchard).

The product formats and ingredient stories being showcased carry more than one billion combined TikTok views.

The theme of the “IBG x Orchard” booth is inspired by the streets of LA and features artwork created by a local artist showcasing a blend of diversity, beauty, inclusivity and community. IBG is based in Shanghai, LA, New York, Toronto, the Netherlands and Paris.

Theorizing Color
In addition, the companies will unveil a false lash range in various colors. The product has been developed using color theory and enhances the wearer’s natural eye color.

“The color theory we use for our MakeUp in LA cosmetic assortment is all about high-vibration formulas and complementary shades to amplify your natural everyday look. Since we believe that beauty is art, we used the color wheel as our approach for shade selection,” Raphael explains.

The vegan lashes feature a thin, flexible clear band that makes them suitable for all-day wear and can be worn up to 20 times with appropriate care.

“This traditional visual arts tool provides the visible spectrum – primary, secondary, tertiary and their relationships to one another – to create our MakeUp in LA Color Flash False Lashes and Mascara, both designed to enhance your natural eye color.”

In related news, Givaudan linked neuroscience and artificial intelligence to translate scent profiles into color patterns to help fragrance brands better market their products with the launch of its digital platform, Myrissi.

MakeUp in Los Angeles will take place February 16 to 17 at the LA Convention Center.

By Inga de Jong

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