From shelter-in-place orders ramping up in April in response to the global COVID-19 pandemic, to Black Lives Matter protests erupting in June, Q2 2020 challenged many brands to navigate an unprecedented economic and cultural climate. While investment chatter remained relatively quiet given the economic uncertainty, many Black-owned indie brands posted impressive EMV growths in Q2, as influencers and brands alike used their platforms to shine a light on their favorite Black-owned brands and encourage their followers to support them. Our Q2 2020 indie beauty research found that brands that champion diversity, inclusivity, and sustainability—in both their product lineups and the causes they support—are continuing to see high-impact content creation and community expansion throughout this global pandemic and cultural revolution.

Tribe Dynamics’ quarterly U.S. Indie Beauty Debrief showcases several of these up-and-coming brands, highlighting notable independent beauty brands across cosmetics, skincare, and haircare. We reveal exclusive insights into trending brands, their online communities, and the top-performing earned content created about them.

In this report, the firm takes a look at some of Q2’s buzziest and fastest-growing indie brands, including Beauty Bakerie, Coloured Raine, Cocokind, Starface, Mielle Organics, and Curlsmith.