CASE STUDY / Indie Beauty Expo (IBE)


Indie Beauty Expo (IBE) is the largest professionally-curated exposition of independent beauty, lifestyle and wellness brands and as the PR Agency of Record for its biggest-ever New York show, 5W was tasked with handling all media facets of the 3-day event. To help drive awareness amongst consumers and industry professionals, leverage the profiles of the show's co-founders and 227 key exhibiting brands (national and international) and the entrepreneurs behind them, 5W created a PR campaign that broadened recognition for the expo and indie beauty category alike.

  • Putting a Spotlight on the Best in Beauty


  • 300+ media contacts across print, broadcast, digital/influencer mediums attended the SHOP INDIE press preview on August 23, 2017 including editors from VOGUE, ELLE, Allure, The New York Times, The Wall Street Journal, Business of Fashion, WWD, American Spa and many more
  • 550+ million media impressions garnered from pre- and post-show coverage with outlets such as The New York Times,, Well + Good, Yahoo!,,,,,, Charlotte's Book, to name a few
  • Secured and moderated a press panel at CONNECT INDIE with top tier editors from Allure, Well + Good, WWD and
  • Secured and coordinated 14 pre-show editor desksides with Town & Country, Marie Claire, ELLE,, Cut,, Business Insider, and more
  • 75+ local NYC calendar listings including features with Time Out New York, NYCGo,,, PIX11, CBS2,, to name a few
  • Profiles with trade media outlets including GCI Magazine, American Spa, DAYSPA,,, ASCP's Skin Deep, Happi and more


After partnering with 5W for the second year in a row around our event, Indie Beauty Expo New York, we saw the press attendance at the event increase while their team helped facilitate more thoughtful coverage from more quality outlets than we have ever seen. We were able to build upon the ground work established the year prior; as the audience in New York City is among the most discerning, it is not an easy feat getting people to stay engaged year after year. Because of 5W's due diligence and steadfast approach, Indie Beauty Expo NY 2018 was the most successful show Indie Beauty Media Group has produced to date. They are the perfect partner for our largest show and we are looking forward to continuing our relationship with their team.
Jillian Wright, co-founderIndie Beauty Expo