Tribe Dynamics’ Q3 2021 Indie Beauty Debrief 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 offers exclusive insights into top-performing brands, as well as the influencers, activations, and content trends sparking conversation on social media.

Savvy TikTok marketing boosted several rising brands, including Gen-Z skincare go-to Bubble, which enlisted the help of teen stars like Noah Beck (@ noahbeck) to hype its launch at Walmart. Similarly, K18 Hair looked beyond its family of loyal salonists to make inroads among prominent beauty creators on the short-form video app. Other indie brands expanded their earned media footprints by galvanizing new groups of fans, with Rare Beauty France and Lawless Beauty both enjoying waves of support among micro-influencers.

Finally, strategic partnerships spelled success for cult favorites such as OSEA and Curls. While clean skincare brand OSEA benefited from a robust affiliate program, which saw consistent advocates share personalized discount codes in high-impact content, natural hair-care authority Curls raced ahead thanks to increased activity from actress and official ambassador B Simone.