A new report from Kline and NielsenIQ notes that indie beauty sales are up 90% so far in 2023 compared to 2022, yet the lifespan of these types of brands has been cut in half, from 20 years to just 10; and seemingly not a week goes by without the announcement of another indie brand shuttering.
What's going on? And which brands are best positioned to defy the challenge of longevity?
The report outlines nine key examples that highlight the importance of affordability, unique innovations, enduring relevance and more.
- Dr. Squatch: key drivers include an approachable brand voice and digital fluency in the male grooming space
- Dossier: key drivers include affordable designer scents
- K18: key drivers include effective proprietary technology for the consumer and pro beauty sectors
- Good Molecules: key drivers include affordable, effective care
- Megababe: key drivers include addressing underserved concerns and consumers
- Osea: key drivers include a brand refresh and a continuing focus on sustainability
- Peach Slices: key drivers include affordable, effective care
- Summer Fridays: key drivers include affordable, effective care
- Verb Ghost: key drivers include affordable, effective care