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    Features

    Indie Brands Lead Beauty Industry Growth

    As a new era dawns in Beauty, packaging often expresses the founder’s personality and approach to evoke a feeling.

    Indie Brands Lead Beauty Industry Growth
    Olverum, with ‘clean and beautiful packaging’ is comprised of a single sku—a fragrant oil whose formula hails from 1931. The brand was recently picked up in the U.S. by indie beauty boutique, Shen Beauty.
    Indie Brands Lead Beauty Industry Growth
    Indie cosmetics brand, RMS Beauty is centered on organic skin-care infused makeup housed in simple Japanese-inspired packaging.
    Indie Brands Lead Beauty Industry Growth
    Anastasia Beverly Hills is one of the fastest growing indie brands, generating more than $10 million annually.
    Indie Brands Lead Beauty Industry Growth
    Makeup artist Pat McGrath utilizes her ample social channels to launch and promote her in-demand product line with a limited-edition approach.
    Indie Brands Lead Beauty Industry Growth
    Packaging is a focus for skin care guru, Tata Harper, who features fresh formulas housed in elegant green glass flacons.
    Indie Brands Lead Beauty Industry Growth
    The Indie Beauty Expo featured more than 130 exhibitors this year. (See BeautyPackaging.com for a report and videos from the event.)
    Indie Brands Lead Beauty Industry Growth
    At Korean beauty brand Évolué, founder Jean Seo says: “I put just as much time and energy into developing and testing the packaging as I did the formulas.”
    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,

    Continue reading this story and get 24/7 access to Beauty Packaging for FREE


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