in-cosmetics’ Marketing Trends Theatre was launched at the turn of millennium and remains the show’s most popular theatre 20 years on. Across 22 separate sessions, attendees can gather market intelligence including the latest industry trends, facts, figures, market analysis and research data into the various frameworks that define the beauty industry of today and tomorrow.

Kicking off the program on the first day, Gabriella Beckwith, Senior Analyst – Beauty and Fashion at Euromonitor, will take a deep dive into the country-branded beauty movement on the topic, “From A-beauty to K-beauty: a tour of the world’s beauty hotspots”.

Also considering the impact of the region, Alice Li, Senior Research Analyst of Beauty and Personal Care at Mintel, will demonstrate how C-Beauty is a market to watch and get inspiration from. Alice will take attendees on an innovation journey - packed with product highlights from core categories and reinforced with key consumer findings - to help them understand how China is impacting the world of beauty and how they can make their mark in this complex yet rewarding market.

Co-founders of BYBI Beauty, Elsie Rutterford and Dominika Minarovic, will come together to talk about Developing an effective omnichannel distribution strategy as a new beauty brand. Drawing upon their own experience as an indie brand born on social media, BYBI will discuss how they built their distribution platform through the likes of Boots and Sephora globally, and how they avoid their multichannel strategies from competing with one another.

Furthering the discussion on indie brands, the Marketing Trends Theatre will host a dedicated roundtable on this leading topic, with guests including Lorraine Dallmeier, CEO of Formula Botanica; Quentin Higham, Managing Director of Byre Bodycare; Laura Rudoe, Director of Good Ventures; and Kate Porter, Founder of Harborist.

Yamina Tsalamlal, Associate Analyst at GlobalData, will deliver a presentation on how consumers’ identities are shaping trends and emerging ingredients in skincare innovation, and how brands can learn which ingredients tell the stories that consumers want to hear.