Following the wave of celebrity beauty launches in 2020 and Q1 2021, Q2 proved a particularly buzzworthy quarter for influencer and celebrity-led indie brands. While Miranda Kerr’s Kora Organics enlisted the help of other A-listers to hype its new Turmeric Glow Moisturizer, star-fronted haircare brands Good Dye Young and Hairitage by Mindy tapped into Gen Z’s growing clout.

Meanwhile, in cosmetics, Touch in SOL benefited from a micro-influencercentric strategy, and Koko Lashes emerged as a go-to lash brand for beauty enthusiasts eager to re-welcome glamour into their lives. Finally, Skin Inc’s Boxycharm-fueled spike in online coverage suggested that skincare device brands constitute a category to watch.

In this special report, Tribe Dynamics spotlights notable indie beauty brands across cosmetics, skincare, and haircare in the U.S., along with two brands boasting standout performances in the EMEA region. This report also offers exclusive insights into top-performing brands, as well as the influencers, activations, and content trends fueling their success on social media.

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