Case Study

Indie Beauty Expo (IBE)

Indie Beauty Expo


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.

Indie Beauty Expo
Indie Beauty Expo


Media attendees.


Pre-show editorial desksides.


Local calendar listings.


  • 300+ media contacts across print, broadcast, digital/influencer mediums attended the SHOP INDIE press preview 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