Jamie Matusow, Editor-in-Chief09.21.15
According to recent research by The NPD Group, niche, indie brands are growing at the fastest rate within the U.S. prestige beauty market, challenging bigger names with some stiff competition.
Karen Grant, global beauty industry analyst, The NPD Group—and a member of Beauty Packaging’s Board of Advisors—says, “Consumers have a heightened interest in a personalized approach to beauty and in their choice of beauty products. This is opening the door to brands that have a specific, fine-tuned beauty focus.” She adds, “Brands that previously would not have been considered as major players are carving out their space in the minds and wallets of beauty consumers.”
In large part, the rise and success of the more niche, boutique style brands can be attributed to online opportunities, which has given these brands a louder voice and broader reach, according to Grant. She says online channels are “providing new and smaller brands a platform to tell their unique stories and engage with a meaningful base of consumers. This is creating entirely new opportunities, a new view of the competition, and is altering the dynamics within the industry.”
A Perfect Beauty Storm
With the market for Indie cosmetics swelling, it was the ideal time for the debut of the newly launched Indie Beauty Expo—and the reception was a welcoming one. A long line of eager buyers and retailers stretched down the block on 18th Street in Manhattan on Thursday August 27, as the event opened its doors. The exhibition featured a sold-out show floor with about 60 exhibitors featuring products from makeup to skin care, wellness and beauty to hair care.
There’s been a growing interest in indie brands, with many leading the pack of mainstream competitors due to quick action, innovative ideas and targeted products. “Together, they form a unique group,” said Therese Clark, executive partner Creme Collective, who represented the Vapour brand at the show (see video here).
Clark said rather than being competitive, indie brands tend be more of a tightknit group, willing to share information and resources that can be beneficial to all.
Many of the indie brands at the show focused on organic products and wellness benefits. In conjunction with using earth-friendly ingredients, many of the brands also strive to house their products in sustainable packaging. Several took sustainability a step further and manufactured and filled the formulas and sourced packaging from U.S. suppliers.
Read More: Details on the event and more about its conception and founders in Beauty Packaging's Online Exclusive, Giving the Little Guy a Helping Hand.
VIDEOS from the Show:
Co-Founders Tell the Story Behind the Indie Beauty Expo
Sundara Holistic at Indie Beauty Expo
Kaplan MD Beverly Hills at Indie Beauty Expo
Jillian Wright Skin Care at Indie Beauty Expo
Vapour at Indie Beauty Expo
Karen Grant, global beauty industry analyst, The NPD Group—and a member of Beauty Packaging’s Board of Advisors—says, “Consumers have a heightened interest in a personalized approach to beauty and in their choice of beauty products. This is opening the door to brands that have a specific, fine-tuned beauty focus.” She adds, “Brands that previously would not have been considered as major players are carving out their space in the minds and wallets of beauty consumers.”
In large part, the rise and success of the more niche, boutique style brands can be attributed to online opportunities, which has given these brands a louder voice and broader reach, according to Grant. She says online channels are “providing new and smaller brands a platform to tell their unique stories and engage with a meaningful base of consumers. This is creating entirely new opportunities, a new view of the competition, and is altering the dynamics within the industry.”
A Perfect Beauty Storm
With the market for Indie cosmetics swelling, it was the ideal time for the debut of the newly launched Indie Beauty Expo—and the reception was a welcoming one. A long line of eager buyers and retailers stretched down the block on 18th Street in Manhattan on Thursday August 27, as the event opened its doors. The exhibition featured a sold-out show floor with about 60 exhibitors featuring products from makeup to skin care, wellness and beauty to hair care.
There’s been a growing interest in indie brands, with many leading the pack of mainstream competitors due to quick action, innovative ideas and targeted products. “Together, they form a unique group,” said Therese Clark, executive partner Creme Collective, who represented the Vapour brand at the show (see video here).
Clark said rather than being competitive, indie brands tend be more of a tightknit group, willing to share information and resources that can be beneficial to all.
Many of the indie brands at the show focused on organic products and wellness benefits. In conjunction with using earth-friendly ingredients, many of the brands also strive to house their products in sustainable packaging. Several took sustainability a step further and manufactured and filled the formulas and sourced packaging from U.S. suppliers.
Read More: Details on the event and more about its conception and founders in Beauty Packaging's Online Exclusive, Giving the Little Guy a Helping Hand.
VIDEOS from the Show:
Co-Founders Tell the Story Behind the Indie Beauty Expo
Sundara Holistic at Indie Beauty Expo
Kaplan MD Beverly Hills at Indie Beauty Expo
Jillian Wright Skin Care at Indie Beauty Expo
Vapour at Indie Beauty Expo
