Indie beauty brands experienced an eventful third quarter, enjoying everything from buzzworthy hashtag campaigns to deepened relationships with community members, according to Tribe Dynamics’ most recent report on the sector. During the quarter, several trends rose to the top:

  • Lady Gaga Haus Labs’ earned media value [EMV*, which quantifies the estimated value of consumer engagement for digital earned media] spiked to $23.2 million — a 400 percent month-over-month increase, thanks to the launch of the brand’s Triclone Skin Tech Medium Coverage Foundation. The medium coverage foundation is formulated with Haus Labs’ patent-pending complex using fermented arnica, fermented shiunko, fermented green tea, and marine algae.
  • During the quarter, Curls made waves among hair care aficionados as creators celebrated natural hair types. Certain brands made the most of this, such as Curlsmith, which in July achieved an average of $13,400 EMV per creator, the brand’s highest potency during the time period.
  • In skin care, Korean line COSRX realized $9 million EMV, a 51% percent quarter-over-quarter increase. COSRX celebrated several goals throughout the quarter, including launching multiple sunscreen products, the brand’s most successful Amazon Prime Day to date, and being featured in several media Best Korean Skin Care roundups.
  • Manicurist, an eco-friendly nail care brand based in France, boasted a 109 percent EMV boost over the second quarter. Known for its Green Flash, the first LED nail polish, the brand’s growth was largely due to an uptick in activations, including a Cosmopolitan feature, giveaways, and a subscription box collab.

Learn more about which indie brands moved the needle on social during the third quarter by accessing Tribe Dynamics’ Indie Beauty Debrief Q3 2022.

*Tribe Dynamics assigns a unique value to a piece of content based on the platform it was published on and the engagement received from followers and consumers. This value is then attributed to the specific brands mentioned within the post. EMV can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.