The rise of Indie beauty


The rise of Indie beauty

The rise of indie beauty  

Indie brands have become key players in the beauty space over the years, establishing themselves as leaders in innovation, trends, and unique product offerings.    


For this analysis, we define indie beauty brands as those who are independently owned and operated, and not part of a larger conglomerate of brands. Indies may or may not have taken investment to support their growth, and we don’t set a revenue cap on how big they can become.

Table of contents 

  • Size and trend of indie beauty
  • Dollar share by category
  • Indie beauty cross purchasing
  • Why Indie brands are important to the category
  • Channel performance
  • Social media influence 

Report benefits  

This report analyzes general size and performance of indie brands as well as provides insight into how indies are shaping the beauty category.  

View the preview report

Meet the expert

Anna Mayo

VP, NielsenIQ Beauty Vertical 

As a Vice President for NielsenIQ’s Beauty Vertical, Anna Mayo is an innovative thought leader within the beauty and personal care retailing space. NielsenIQ’s beauty and personal care insights cover 100 global markets, providing the industry’s most total view into omnichannel consumption and, in turn, empowering the next decade of beauty.   

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