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Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States

Published September 2017

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  • Description
  • Regional Coverage: United States

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    Beauty indies are the most sought-after brands by cosmetics marketers and retailers alike. Recording high double- to triple-digit growth rates, these privately-owned gems outpace the total market growth in the United States by over five times! Often called beauty disruptors, these independent problem-solvers continue to break rules in product innovation and design, digital-savvy marketing, and the ability to resonate with today’s increasingly demanding consumers. Our service identifies and profiles these high target brands and assess what makes them relevant in today’s marketplace. We provide sales figures and growth rates, core competencies, and marketing and distribution strengths.

    This Report Helps Subscribers to:

    • Identify which brands might be right for acquisition
    • Understand what makes these brands tick
    • Quantify sales of these brands collectively and their impact on the beauty landscape
  • Contents
  • Contents of Written Report in Presentation-style Format

    Key takeaways

    Brand profiles of approximately 20 select brands (see Table 1) that includes the following:
    • Company overview and profile of the founders
    • Core premise of the brand and key claims made
    • Best-selling products and pricing strategy
    • Marketing activity – with a focus on social media and influencers
    • Retail distribution and expansion strategies
    • Brand sales for 2016 and 2017 (estimates)

    Table 1: Illustrative list of Indie Brands to be Profiled
    • A.G Hair
    • Amika
    • Anastasia Beverly Hills
    • Beautycounter
    • Besame Cosmetics
    • Calypso Glow Skin Care
    • Ciate London
    • Coola Suncare
    • Cover FX
    • Dose of Colors
    • Drunk Elephant
    • Farmacy
    • Farsali
    • First Aid Beauty
    • Glossier
    • Harry’s
    • Jack Black
    • Josie Maran
    • Juliette Has a Gun
    • Lano
    • Madison Reed
    • Makeup Revolution
    • Mane ‘n Tail
    • MILK
    • Melt Cosmetics
    • Monat
    • Not your Mother’s
    • NudeStix
    • Nugg Beauty
    • Olaplex
    • Ouai
    • Renpure
    • RMS Beauty
    • S.C. Johnson
    • Seed Beauty (Colourpop and Kylie Cosmetics)
    • Skin Inc
    • Smith & Cult
    • Sugar Pill Cosmetics
    • Sunday Riley
    • SuperGoop!
    • Surratt Beauty
    • Tata Harper
    • Tatcha
    • Too Cool for School
    • Tupperware
    • Verb
    • Wander Beauty
  • Scope
  • Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States analyzes over 100 brands to identify and profile the 20 most attractive potential acquisition candidates.

    • The category scope encompasses all beauty and personal care products, with a focus on makeup and skin care.
    • The channel scope encompasses all consumer outlets where beauty products are sold, including direct sales.
  • Key Benefits
  • This report provides pertinent information on the most compelling indie brands that are helping to shape today’s beauty industry around the world. While these brands may be small in terms of sales value today, they may have the potential to become tomorrow’s billion-dollar buy-outs! This report provides the following:

    • A view of the independent brands that are outpacing the beauty industry’s growth in the categories that they compete in
    • An understanding of which product and concepts resonate with today’s consumers
    • Identify concepts that may have traction in other parts of the world
    • Screening for potential acquisition candidates and/or local partners
  • Methodology
  • Kline’s approach places the principal emphasis on primary research techniques to ensure that the foundation of business intelligence and insight is accurate, current, and reliable. Building on our 50-plus years in the business and leveraging our worldwide network of offices, our teams of seasoned professionals draw upon pragmatic industrial and commercial experience to understand and interpret global impacts and local perspectives.

    Primary Research
    We Know Who to Talk to. We Know How to Listen.

    A high number of in-depth discussions are conducted by each analyst. Up to 60% of interviews are done with the true industry insiders!

    Kline’s analysts draw upon pragmatic experience to understand global impacts and local perspectives. Our interviews engage experts across all pertinent fields and sectors including:

    • Marketers/manufacturers
    • Distributors
    • Government agencies
    • Retailers
    • Suppliers
    • Trade organizations

    Secondary Research
    We Know Where to Look – Mining the Details.

    Analysis is further supplemented by secondary research, consisting of constant tracking of annual company reports, national statistics bureaux, trade/ industrial/professional associations and the like.

    Relevant developments are diligently followed and their impact closely monitored. Reports also draw upon non-confidential data from Kline’s internal database, consisting of over half a century’s syndicated research.

    Comprehensive Market Intelligence
    We Know How to Verify.

    Data are rigorously analyzed, cross-checked, distilled and validated. Kline’s proven methodology allows exceptionally effective, precise and reliable market intelligence procurement and assessment, giving subscribers a solid foundation on which to grow, refine and expand their business with confidence.

    Kline Credentials

    Kline is a leading global management consulting and market research firm offering the complete spectrum of services. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for over 50 years.

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