How Indie Brands Are Reinventing Beauty

Indie Beauty
Indie Beauty

Beauty indie brands continue to unfold their power, contributing to industry growth with double- to triple-digit gains. Unique concepts, authentic stories, innovative ideas, customized solutions, and exotic ingredients, all supported by the digital force are behind the success story of indie brands. Heightened consumer interest in these focused, fine-tuned beauty brands brings these niche players into the spotlight. While overnight successes, like IT Cosmetics, Too Faced, and Becca, have been acquired by major companies, new brands, such as Nudestix, Glossier, and Kylie Cosmetics, have become the hot topic in beauty with their audience-focused approach to product and brand development.

Indies speak to the consumer’s heart in ways hard to touch by established marketers. The growing generation, which is absorbed in selfies and influencing new trends, is helping these indies thrive, with their cult-like social media following and quest to experiment with varying looks and styles that make them look and feel their best. Even traditional retailers, including Target and Urban Outfitters, are reacting by diversifying their beauty offerings in stores to introduce curated collections of niche products to their shelves. While certain brands, like Anastasia Beverly Hills, have strong recognition already, there are many others that are still waiting to be discovered.

This year, at the Indie Beauty Expo, many new products were on display, starting from plant-based cosmetics from the Canadian brand, Saint, to skin care products made from raw fruits and vegetables, offered by Thesis.

Saint’s new Angel Face Aloe Vera Perfecting Primer, and Lastique, an all-natural lash adhesive
Saint’s new Angel Face Aloe Vera Perfecting Primer, and Lastique, an all-natural lash adhesive
Thesis’ facial offerings
Thesis’ facial offerings

The ancient eastern wisdom that connects mind and body comes to life in products from Shankara.

Shankara’s Aromatheraphy Collection
Shankara’s Aromatheraphy Collection

Other interesting concepts that were on display at the Indie Beauty Expo were the climate-smart skin care Pour Moi Day Creams that utilize the world’s first effective Climate Energized Beautifiers, which follow skin changes that occur with climate, geographical, or seasonal fluctuations.

Pour Moi Day Creams
Pour Moi Day Creams

Highly focused on filling market gaps and adapting to today’s increasingly demanding consumers, indies will continue to revolutionize the beauty industry. Our soon-to-be-published Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States report focuses on such niche brands to assess the ones that may have the potential to become tomorrow’s billion-dollar buy-outs. Furthermore, the Cosmetics & Toiletries USA report portrays the entire landscape of the ever-changing beauty industry, intensively analyzing 18 important product categories and outlining the profiles of beauty giants, as well as other promising emerging players.