Beauty indies are the most desired brands by cosmetic marketers and retailers alike, as many consumers gravitate to purchasing from smaller, authentic, and innovative beauty brands. In an interview, Kline’s beauty experts reveal some insights from the upcoming second edition of Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States, a report that focuses on independent beauty brands.
Q: What are some of the biggest changes you have observed in the world of independent brands?
At the end of 2016 and beginning of 2017, Estée Lauder purchases Becca Cosmetics, Unilever purchases Living Proof, and Coty invests a majority stake in Younique. These are all transactions that will shape the industry looking forward to 2017 and beyond.
Indie brands have been making headlines in the industry for years. It is fascinating to see how these niche, small players compete with the cosmetics giants with their unique propositions and cult-like social media followings. Many of these previously independent brands, often born in the living rooms of their founders, grow to become key market movers in beauty, challenging the large cosmetics giants and then being acquired by them.
Q: What type of innovation and trends have you seen emerge from independent brands in 2017?
Indie brands not only offer products, but a concept, message, or idea that resonates with today’s consumers. Beauty products for all genders and for on-the-go lifestyles are two trends that indie brands capitalize on. MILK Makeup spearheaded the idea of gender-free makeup while NudeStix promotes the notion of makeup on-the-go.
Q: There has been a lot of talk about limited edition products driving growth in the industry. Are independent brands capitalizing on this trend?
Social media has really helped to drive consumers’ desire to purchase an exclusive product. For example, eager consumers who took to social media to show off their new Bitter Lace Beauty’s Prism Rainbow Highlighter or Kylie Jenner’s birthday limited edition collection helped these products sell out almost instantly. The fear that consumers have of missing out on an effective, limited edition or unique product is an asset to a makeup brand’s strategy, and independent brands are capitalizing on this trend.
Q: What are some of this report’s highlights?
The beauty industry landscape is rapidly changing, and this report will provide a current view of the market and independent brands driving growth in the industry. The report will profile a range of brands, starting from small, newcomers to large, established players, such as Anastasia Beverly Hills. The report will delve into the connection that these players establish with their consumers through marketing and social media, how they are innovating to offer unique solutions to consumers, and why they are considered trendsetters in their respective categories.
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