Who are the up-and-coming indie beauty brands and what are the marketing strategies driving their growth?
Another quarter, another blockbuster beauty acquisition! Shiseido’s monumental $845 million acquisition of cult-favorite skincare brand Drunk Elephant, along with General Atlantic’s majority investment in Morphe in August, indicate that the investment momentum in indie beauty shows no signs of stopping. As investors place more and more value into brands’ earned media performances, we foresee many other influencer-favorite indie brands following in Drunk Elephant’s and Morphe’s footsteps.
Tribe Dynamics’ quarterly U.S. Indie Beauty Debrief showcases notable independent beauty brands across cosmetics, skincare, and haircare. We reveal exclusive insights into trending and up-and-coming brands, their online communities, and the top-performing earned content created about them.
In this report, we take a look at some of Q3’s buzziest and fastest-growing indie brands, including Milani, Pat McGrath Labs, Fourth Ray Beauty, Tula, Drybar, and Not Your Mother’s. Fill out the form to learn about these brands’ earned media performance over the past year, as well as the key influencer strategies behind their Q3 success.