The Rise of Independent Beauty Brands and the Industry’s Future

From the latest skincare techniques to makeup trends, the beauty industry has been known to be fast moving and very much in sync with what’s trending. With technological innovation, and the recent changes in our lifestyles around the world, it makes sense that the beauty industry has too changed. The rise of independent beauty brands has altered the face of the industry in an increasingly positive way. Let’s explore why independent beauty brands are the future of beauty.

Changing consumer preferences towards natural products

With increasing transparency, environmental concerns and widespread access to information, consumers are becoming more conscious when it comes to shopping for themselves, their homes, as well as the environment. Previously dominated by luxury brands, consumers now value quality and effectiveness when it comes to their beauty products. We are moving towards natural products and brands that are free of harmful chemicals, vegan, not tested on animals with sustainable packaging. As a collective, we are detoxing and downsizing our beauty routines to align with our eco-conscious values.

Independent beauty brands are at the forefront of launching clean and conscious products due to their up-to-date and innovative manufacturing processes that aren’t slowed down by old structures and legacy products like some of the heritage brands. The smaller size of independent beauty brands makes them agile and flexible to adapt to the latest movements in the industry.

The desire for personalization

Did you always struggle to find a concealer or foundation to match your skin tone and type? Did you feel underrepresented in beauty campaigns, or completely not represented at all? Independent beauty brands tend to be founded by individuals who were frustrated and disappointed by the lack of products that met their needs. Motivated by wanting to fill market gaps, independent beauty brands are leading the charge when it comes to including everyone, not only in their advertising campaigns, but also in the product development process. This means that all needs are considered and represented right at the root of products resulting in ultimate personalization and effectiveness.

Connectivity and digital marketing

Social media, and specifically the rise of Instagram and TikTok, has levelled the playing field for new and indie beauty brands to penetrate their target market. Young independent beauty brands partnering with millennials, Gen-Z, micro and macro influencers have been able to forget their way into a market previously dominated by powerhouse brands that had large financial backings. New entrants are now able to connect directly with their intended audience and customers, create trends, get direct feedback, and interact with them on a more personal level than ever before. Independent founders have an advantage over heritage brands, as they can champion their brand and values and create authentic content that cuts through the high-cost branded marketing campaigns of legacy brands.

Skinholy

At Skinholy, we are excited by the future of independent beauty brands and the direction our industry is taking. Our mission is to empower the Skinholy community, independent beauty brands, and customers by connecting them. We pride ourselves on being the destination for all to discover new and unique products that are affordable, trustworthy, transparent, cruelty-free, high-quality, and inclusive for all to enjoy and benefit from.

Stay up to date with all things Skinholy, new brands to our community and initiatives we’re launching by following us on Instagram at @skinholy.official