Belisa Silva, Contributing Writer11.02.16
When it comes to indie beauty, there is a revolution afoot.
“I feel like it’s the late Nineties all over again—back then so many indie brands were just starting out and it definitely seems like that is happening right now,” says Walter Dwyer, president of global cosmetic packaging supplier Cosmopak USA. Dwyer named Stila, Urban Decay, Hard Candy, Trish McEvoy, Nars and Face Stockholm, as examples of ’90s indies-turned-mainstream-beauty-superstars. “This generation of indie brands will really challenge the concept of what a beauty brand is and can be,” says Dwyer.
The newest crop of indies is highly refined. Focused on specifics, they are directional and targeted, with entire lines built out of solving one particular problem, like lash length or eyebrow taming. Packaging-wise, the new guard of niche brands is detail-oriented and simple, as classic silhouettes and monochromatic colors are favored, as are clean, technologically-driven formulas.
According to experts, it is a sociological shift from passive consumption to active product discovery,
“I feel like it’s the late Nineties all over again—back then so many indie brands were just starting out and it definitely seems like that is happening right now,” says Walter Dwyer, president of global cosmetic packaging supplier Cosmopak USA. Dwyer named Stila, Urban Decay, Hard Candy, Trish McEvoy, Nars and Face Stockholm, as examples of ’90s indies-turned-mainstream-beauty-superstars. “This generation of indie brands will really challenge the concept of what a beauty brand is and can be,” says Dwyer.
The newest crop of indies is highly refined. Focused on specifics, they are directional and targeted, with entire lines built out of solving one particular problem, like lash length or eyebrow taming. Packaging-wise, the new guard of niche brands is detail-oriented and simple, as classic silhouettes and monochromatic colors are favored, as are clean, technologically-driven formulas.
According to experts, it is a sociological shift from passive consumption to active product discovery,
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