Last week a raw space on West 18th played host to 21 hand-picked independent brands that Space NK, a retailer that started 25 years ago in Covent Garden, decided to highlight to the media and other industry folks.

“We’ve done this before with internal employees, but we realized there was an opportunity to showcase what we bring to the market with these emerging brands with our unbiased approach to selling and our expert knowledge,” said Noah Rosenblatt, Managing Director at Space NK. “So, we decided to open it up to the media.”

Another goal was to grow brand relevance.

“These brands are new, emerging and up-and-coming. We really own that space in the retail world,” he added. “A lot of bigger brands have gone to bigger distributors, and we have been cognizant to keep in line what Nicky Kinnaird brought to the company, and to stay true to our heritage, while helping these brands build their presence and give them an outlet to feature their products.”

Of the 50-plus companies Space NK showcases in their stores, best-sellers such as By Terry, Eve Lom, Oribe and Diptyque are mixed in with newer contenders, such as Uma, Tula and 111Skin, among others.

Given that more than 800 new brands submit products each year to Space NK’s Margaret Mitchell, the company’s Group Buying Director, and only 25 to 30 of them are granted shelf space, the 21 brands invited to the day’s event truly gave guests a front row seat to what’s ahead, and what will be making beautification noise over the next several months.

“Beauty is a really crowded space. There are so many new brands popping up,” admitted Margaret. “We really want to be specific about placing our bets, so we’re doing bigger, more impactful launches while bringing on the brands we think we can cultivate, incubate and grow.”

Brand exhibitors included Hourglass, which doled out an Ambient Brightening Bronzer. 111Skin happily distributed a Cryo Energizing Face Serum to guests. Tula shared their Pro-Glycolic 10% pH Resurfacing Gel. By Terry offered their Tea to Tan Face & Body, a hydra-bronze shaker spray. Others brands on hand were Kat Burki, Kevyn Aucoin, Lipstick Queen, Miriam Queved, Natura Bisse, Rodial and Tata Harper.

Some enthusiastic founders made an appearance, eager for the opportunity to meet media and have a chance to tell their brand’s story.

Space NK started carrying Dr. Barbara Sturm’s products less than six months ago. Dr. Sturm, who specializes in aesthetic, non-surgical treatments that rejuvenate the skin, was there to introduce her latest initiative to her molecular cosmetics line. “These are liquid sunscreen drops that have an SPF 50,” she said. “You drop these into your existing product, and then it’s not sitting and destroying the actives in whatever you’re using on your skin, like a face cream or a serum.”Participants also received her coveted Deep Hydrating Face Mask and her hero Hyaluronic Ampoules.

Another proud founder in attendance was Shrankhla Holecek, creator of Uma, a one-year-old company that uses the world’s finest organic oils. She highlighted her newest endeavor, Ultimate Brightening Rose Powder Cleanser, which was released two weeks ago. “We wanted to introduce what is rare and efficacious, and what makes people think about beauty and skin care differently. With this powder we introduced very core ayurvedic traditions and the ability to give people a peel-like result using organic ingredients without damaging results,” she said. “For our brand to be successful, education is crucial. And we wanted to showcase our products in a place that has a commitment to education, which is what Space NK offers.”

Then there was Kristin Petrovich, President and co-founder of Själ, a skin care line based on an integrative approach to anti-aging that bridges elements of ancient eastern medicines with western biotechnology and precious minerals and gemstones. “Face oil is trending very big right now,” said Kristin. “So we released our Sapphire Concentrate, a multi-tasking and multi-functional anti-aging face oil which is enhanced and infused with blue sapphires and aqua marines.”