Gone are the days when the indie beauty scene was solely focused on trendy skin care, makeup, and hair products. Now, bath and body care products are emerging on the scene, and this shift has opened a world of opportunities for new indie brands in these categories.
Nécessaire, the trailblazing body care brand, is taking the industry by storm. With its commitment to responsible luxury, it offers a refreshing alternative to those seeking to elevate their body care routine with clinical-grade ingredients. Nécessaire has experienced rapid growth since its launch in 2019, originating as a DTC brand and now embracing a multi-channel approach with key retailer partners including Sephora, Nordstrom, and Credo.
The Body Retinol
Megababe is a game-changing body care brand that was launched in 2017 by the fashion and beauty extraordinaire, Katie Sturino. The founder, who was once told that her idea for a brand was too niche, is now leaving the critics speechless after knocking it out of the park with its first two releases: an anti-chafing stick and a deodorant. Initially exclusive to the brand’s website, Megababe expanded to J.Crew and Ulta just one year after its launch. Since then, the brand has added retailers like Target, Urban Outfitters, and Anthropologie to the mix.
Night Rescue Overnight Brightening Stick
Dr. Squatch, a DTC brand, made its debut in 2013. However, it wasn’t until 2020 that it caught fire on TikTok, capitalizing on the surge in demand for male grooming products, driven in part by the pandemic. In late 2021, the brand expanded its presence by launching in stores for the first time and securing a spot on Walmart shelves.
Glacial Falls Cologne
Kline’s Beauty Indies: Analysis of Brands to Watch report has a knack for showcasing brands that become hot commodities. Tracking these fast-moving brands for nearly a decade, yesterday’s million dollar buyouts including Sol de Janeiro and Youth to the People are being replaced by the next wave of acquisition candidates like Summer Fridays, Rare Beauty, and Raw Sugar Living.
For this year’s edition, Kline is partnering with NielsenIQ, augmenting NIQ’s Omnishopper data that captures both online and offline purchasing with Kline’s primary research techniques.