Indie Brands

Indie brands (short for “independent brands”) is the term used to describe beauty brands that are led by their founders and are not connected to any large corporations or manufacturers. Indie brands can be start-ups and niche brands but also family-owned businesses.

With a clever brand strategy, indie brands can easily become the next big thing on the beauty market. In the US, indie brands even have their own trade show and industry publication, online magazine Beauty Independent.

Another version of indie brands are corporate indie brands: These are beauty brands that are operated like start-ups but located within the infrastructure of a bigger corporate group. This strategy allows larger companies to try out new business models and brings in new perspectives and inspiration.

Indie brands are a breath of fresh air in the cosmetics industry. These brands are close to their customers and often have a special mission, such as focusing on a neglected target demographic or a specific ingredient.

Indie brands have flexible structures and can therefore react quickly to new or changing customer demands. Since these brands are closely connected to their community on social media, they frequently recognise new beauty trends earlier than established legacy brands. Sometimes indie brands spark off beauty trends that are later picked up by larger companies, or they support each other with exciting collaborations.

Transparency and authenticity are highly important criteria for indie brands. On platforms like Instagram or LinkedIn, indie brand founders often share some of the challenges associated with running their own company which offers fascinating insights into the industry. This is also made possible because the brand managers are often deeply involved in product development or the selection of ingredients.