Beauty Indies: Analysis of Brands to Watch

Base Year: 2020
China published: February 2021
United States published: September 2021

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Base Year: 2022
China, Europe: Published Q3 2022
United States: Published Q3 2022

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Indies are the most sought-after brands by cosmetics marketers, retailers, and shoppers alike. Recording staggering growth, these privately owned brands outpace the total market by offering unique product and ingredient stories, combined with compelling digital marketing that resonates with today’s beauty consumers.


  • Industry disruptor brands that are independently owned, have a unique selling proposition, and are experiencing dramatic growth
  • All key beauty and personal care product classes: fragrances, hair care, makeup, skin care, and toiletries
  • All consumer channels where beauty products are sold: the Internet, department stores, mass outlets, and specialty stores

Table of Contents

Key Takeaways -a.

A brief analysis of the 75 profiled brands from China, Europe and the United States, which will include:

  • Key trends and developments​
  • Segmentation by brand positioning​
  • Recent industry acquisitions​
  • Most likely acquisition targets​
  • Future initiatives

a.-Available as part of purchase of all three regions as shown in Table 1

Brand Profiles

Profiles of approximately 25 brands per region as shown in Table 2, each of which include:

  • Brand overview​
  • Sales and growth​
  • Growth drivers​
  • Product offerings and claims​
  • Hero products/bestsellers​
  • Key new launches​
  • Promotional activity​
  • Sustainability initiatives​
  • Pricing and distribution​
  • Outlook​
United States


China Europe United States
Blank ME By Terry Caliray
Broda Gisou Dr. Strum
Forest Cabin Lisa Eldrige Makeup INKEY List
Little Dream Garden Nabla Jones Road Beauty
Uniskin PLouise Kosas
XDG Zoeva Cosmetics K18
Rare Beauty


Report Benefits

This report will provide pertinent information on compelling indie brands that are helping shape today’s beauty industry. While they may be small in terms of sales value, these brands have the potential to become tomorrow’s billion-dollar buyouts. The report will:​

  • Assess independent brands that are outpacing beauty industry growth
  • Provide an understanding of products and concepts that resonate with today’s consumers​
  • Identify potential acquisition candidates and/or local partners

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