In today’s investment climate, beauty startups are capturing the spotlight in their very early stages. But which brands are winning, and who are the founders behind them? In a special report exclusively for CEW Members, we investigate 25 brands generating sales under $10 million in the scent, skin, makeup, hair care, and personal care categories.

The Indie25 Report is set to be released June 18 and will showcase some of the most promising brands and the trends they are creating. Some of what we are seeing in this year’s cohort include:

  1. Sustainability Focus: There’s been a noticeable increase in the emphasis on sustainability across the beauty industry. Independent brands, however, have been at the forefront of this movement, emphasizing eco-friendly packaging, ethically sourced ingredients, and sustainable production processes. This year’s Indie25 brands exemplify this trend.
  2. Inclusivity and Diversity: Independent beauty brands have been pushing for more inclusivity and diversity in their product offerings, marketing campaigns, and brand ethos. This has led to broader shade ranges and marketing that celebrates diversity in age, gender, race, and body type.
  3. Community Engagement: Building communities around their brands has become a significant focus for indie beauty companies. This involves creating online forums, hosting events, and fostering social media communities where customers can connect with each other and the brand directly.
  4. Expansion into Wellness: There’s been a trend among indie beauty brands to expand their offerings beyond traditional cosmetics and skin care into the wellness space. This year’s report features brands that address both internal and external health.
  5. Transparency and Authenticity: Consumers are increasingly demanding transparency from beauty brands, particularly regarding ingredients, sourcing, and manufacturing processes. Independent brands have responded by prioritizing openness and authenticity in their communication strategies, building trust with their customers.

Be sure to join CEW by June 18 so that you can access this exclusive 30-page report.