What are 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.
Our Indie Beauty Expert
May we introduce Julia Keith? On her website Beautyjagd, Julia has been blogging about organic beauty, niche beauty, international beauty trends and exciting ingredients since 2010. In our Behind the Beauty Scenes blog cooperation we’ve been exploring different aspects of the cosmetics industry. As a marketing specialist, international trend scout and B2B/B2C beauty copywriter, Julia works with finished cosmetics companies and raw ingredients manufacturers as well as indie brands. Her enthusiasm for indie beauty makes her the perfect choice for our new Indie Brands project.
Why we love Indie Brands
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.
Our services for Indie Brands
- Trendsetting active ingredients with strong claims
- Award-winning ingredients
- Sustainably manufactured ingredients
- Ingredients with efficacy proven by scientific studies
- Active ingredients for specifically positioned niche products
Together with our beauty expert Julia Keith, we can also support you with our market and trends knowledge as well as our network in the beauty industry.
You can contact us via phone or e-mail. We look forward to hearing from you!