Joanna Cosgrove, Contributing Editor11.01.17
Independent beauty brands may not have the deep resources of global brands, but what they lack in capital, they more than make up for with creativity, innovation and contagious entrepreneurial spirit. Many start out with a clear vision of their brand but often benefit from the expertise of formulators and packagers to help bring their concepts to fruition.
One of the biggest factors shaping the indie beauty segment is social media, and to a similar degree, social media “influencers”—celebrities, makeup artists and want-to-be celebrities who’ve developed a following for championing specific products and brands, or who offer practical product reviews and real-life makeup, skincare and haircare product tutorials on social media platforms like Instagram, YouTube and Facebook. New brands are often sparked by influencers because they have the savvy to articulate exactly what they want from a product and if it doesn’t already exist, it can be created and promoted using their built-in fan base.
“Consumers are tired of having big companies talk at them and tell them what products to buy. Indie brands create communities
One of the biggest factors shaping the indie beauty segment is social media, and to a similar degree, social media “influencers”—celebrities, makeup artists and want-to-be celebrities who’ve developed a following for championing specific products and brands, or who offer practical product reviews and real-life makeup, skincare and haircare product tutorials on social media platforms like Instagram, YouTube and Facebook. New brands are often sparked by influencers because they have the savvy to articulate exactly what they want from a product and if it doesn’t already exist, it can be created and promoted using their built-in fan base.
“Consumers are tired of having big companies talk at them and tell them what products to buy. Indie brands create communities
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