Spark Beauty, the collaboration between Feelunique and Indie Beauty Media Group, is getting into the holiday spirit with a refresh adding four brands – Circcell Skincare, Kelia Skincare, Karité and Plant Apothecary – to a lineup of 19 featured in a section on the European online retailer’s website.
On top of unique products, the new entrants were chosen for their commitments to social impact initiatives. Each brand is involved in efforts to better society with conscious business practices that, among other benefits, promote ethical labor conditions and sustainable agriculture or donate a percentage of proceeds to important causes. Kelia Skincare and Karité, for example, source ingredients from West Africa, and provide jobs in West African communities where the ingredients are cultivated to improve household incomes.
“All the brands selected have incredible stories that need to be highlighted, and we are grateful to be partnered with Feelunique to help build that awareness,” says Nader Naeymi-Rad, co-founder of IBMG, parent company of Beauty Independent and Indie Beauty Expo. The third version of Spark Beauty, which launched with the initial iteration of its assortment in July, will be available on Feelunique starting today.
Natalie Valdes, a member of IBMG’s retail and buyer relations team, says, “Approaching the holiday season, we thought it would be great to focus on brands that give back. Consumers are now making more informed choices that can help bring positive change for both our planet and its people. By supporting these brands, you are not only buying a product, but also helping to bring positive social and environmental change.”
Spark Beauty has reaped rewards from constant infusions of brands. The collection’s sales increased 13% since eight brands joined it October. Spark Beauty raises the profile of independent brands at Feelunique and demonstrates IBMG’s ability to quickly shepherd brands from exhibition to shelf space, whether it be digital or physical. To date, the program has zeroed in on clean and cruelty-free beauty brands.
“Approaching the holiday season, we thought it would be great to focus on brands that give back. Consumers are now making more informed choices that can help bring positive change for both our planet and its people. By supporting these brands, you are not only buying a product, but also helping to bring positive social and environmental change.”
The give-back element is another attribute compelling to consumers, especially millennial and gen Z consumers, that’s particularly strong at indie brands. The brands premiering with Spark Beauty now have social impact components built into their DNA, and the collection with Feelunique offers them a valuable tool to spread their messages to audiences they may not have reached previously.
Brands don’t have to be certified in the European Union to partake in the Spark Beauty program. Those that aren’t certified process orders via Feelunique’s concession platform that allows brands to directly fulfill the orders they receive.
“Expanding Kelia Skincare into international markets is a vital part of our retail strategy and being a part of the Spark Beauty collection is allowing us to do that much sooner than we thought we could,” says founder Emily Bolf. “If not for this collection, we couldn’t enter this market for many months while we navigate the regulatory processes required for U.K. distribution.”
Akua Okunseinde co-founded Karité after discovering raw shea butter purchased from female-run co-ops was an effective moisturizer during a visit to Ghana as a child. “When we started Karité, we knew we wanted to source our shea from these same co-ops,” she says. “The foundation of our brand is to provide opportunities to women in northern Ghana to ensure economic growth.” The brand backs Global Shea Alliance, a Ghana-based non-profit advocating for a competitive, sustainable and profitable shea industry.
“We are so grateful to be included in this collection. The Circcell woman cares about her community and gets involved when she can. Our brand is a reflection of our customer.”
Plant Apothecary partners with non-profit organizations that find work for physically- and mentally-disabled adults. “People in that underemployed population have been involved in our production and packaging all along, at whatever capacity they’re able to,” says Holly McWhorter, co-founder and co-creative director of Plant Apothecary. “People with disabilities want to be able to contribute to their own financial support and have a place to go every day just like everyone else, and get the same satisfaction from a job well done that we all get. So, we’re really happy to be able to provide the people who work on products for us those opportunities.”
Circcell founder Maya Crothers is proud her brand is being recognized by Spark Beauty for its efforts to give back as well as its merchandise selection. It’s been donating $5 per sale of its Extraordinary Face Oils to Nest, an organization dedicated to ending child sexual violence.
“We are so grateful to be included in this collection,” says Crothers. “The Circcell woman cares about her community and gets involved when she can. Our brand is a reflection of our customer.”
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