CosmoProf North America – Las Vegas

The Rise of Indie Beauty

As the beauty industry continues to evolve, consumers are increasingly looking to startup and indie brands to meet their beauty needs. Indies are able to move quickly and adapt and innovate in an ever-changing market to offer consumers relevant and exciting products. We will explore how indies have changed the beauty landscape, including the DTC distribution model, social media awareness, a focus on ingredients, and the increasing focus on niche needs in beauty. We are seeing that many indies are finding growth by focusing on their unique voices that are solving niche and sometimes previously ignored needs, such as aging beauty, curly/coily haircare, men’s personal care, sexual wellness, acne acceptance and more. As a result, many indie brands are being acquired by the large beauty companies, as they look to remain relevant with today’s consumer.