The beauty industry is extremely competitive, with a tsunami of brands launching (and shuttering) in the past few years. Indie brands are looking for alternative ways to stand out among the clutter, connect with consumers, and expand their reach. One of these ways has been to create their own physical retail experiences.

After two successful pop-ups in 2022, the ​​Conscious Beauty Collective is bringing a group of indie beauty brands, led by clean premium haircare brand MASAMI, to its newest location at the Victoria Gardens Mall in Rancho Cucamonga, CA from April 1 - June 30, 2023.

“Indie brands can create real industry change by collaborating on many levels—customer acquisition, retail, co-marketing, and more,” said Lynn Power, Founder of MASAMI & the Conscious Beauty Collective. “We’re really excited to move the Conscious Beauty Collective back to the West Coast, where we can continue to educate and inform people about the importance of clean, conscious beauty products that are also high performing.”

Participating brands to date in the Riverside pop-up include: MASAMI, ADORAtherapy, Bawdy Beauty, Beautyologie, Corsica Scents, Cris’s Blends, d’hair, Dreambox Beauty, Element Apothec, Empress Naturals, H. Honeycup, HEAR ME RAW, H2No!, Isle de Nature, Lemonbella, Love, Indus, Lunaescent, Madame Lemy, Matek, Natural Radiant Life, Nopa Clean Beauty, Olecea Beaute, OLITA, Purusha People, Revea, Scentfluence, Soteri Skin, Vermouth, and Waar Botanicals.

Cindy Barberes, Founder & CEO of H. Honeycup (a brand that’s been part of the Conscious Beauty Collective since the first store in San Francisco), stated, “We enjoy the community. We may be small individually, but together, we are changing the industry. We’re all values-based brands that are good for you and good for the environment and we’re looking forward to bringing our message to Victoria Gardens.”

Southern California brands Madame Lemy and Olecea Beaute are new to the Conscious Beauty Collective and are looking forward to participating in the store in person. Cindy Kuo from Olecea said, “We really want to reach our consumers where they are and be able to better understand their needs, desires, and how to connect with them on a deeper level.” Holly Eve, founder of Madame Lemy said, "The ability to create events and education is invaluable and so important for brands like ours to be able to tell our story.”

The Conscious Beauty Collective is also now partnering with Beautyologie, an e-commerce site focused on fair trade products, to bring even more hard-to-find beauty brands to the world.

Robin Tolkan-Doyle, founder of Beautyologie said, “We’re all about helping amazing brands get awareness and traction, so this is a natural extension of our platform.”

The Conscious Beauty Collective is planning on doing extensive sampling so that customers can discover new brands they love without risk. It is also creating curated gift bundles to make it easy to shop for anyone in your life who wants to live a more conscious lifestyle.

About Conscious Beauty Collective:

The Conscious Beauty Collective is the indie beauty and wellness road show. Follow us @consciousbeautycollectiveshop.

About MASAMI:

MASAMI is clean premium haircare infused with Mekabu, a Japanese ocean botanical that’s all about weightless hydration. MASAMI launched in February 2020 with shampoo, conditioner, shine serum and styling cream. Learn more at lovemasami.com and follow us @lovemasamihair.