Even throughout a turbulent 2020, a few key influencer marketing principles have remained the same. Brands that have succeeded this year despite an uncertain market are those that offer consumers a compelling narrative, redefine the market with trendy products, and fully embrace diversity rather than paying lip service to it. While Q3’s standout independent brands took various paths to Earned Media Value (EMV) growth, each brand demonstrated adherence to these general principles, reinforcing the strength and multifaceted nature of the indie beauty space as a whole.
Tribe Dynamics’ Indie Beauty Debrief this quarter highlights notable indie beauty brands across cosmetics, skincare, and haircare in the U.S., along with two standout EMEA brands. We reveal exclusive insights into surging brands, their influencer communities, and the content trends driving momentum on social.
Our Q3 2020 report offers analysis of some of the quarter’s buzziest indie beauty brand stories, including the launch of Selena Gomez’s long-awaited Rare Beauty, PÜR’s blockbuster collaboration with influencer RawBeautyKristi, and Sisley Paris’ rise as a purveyor of YouTube-approved natural beauty and skincare products. Download today to learn more about the campaigns, products, and influencers powering social success for Q3’s top indie beauty brands.