The beauty industry has been undergoing a seismic shift in recent years, with indie makeup brands emerging as powerful disruptors. Once confined to niche markets, newcomers are now carving out significant territory, challenging the dominance of established giants.
A fast-evolving consumer landscape, post pandemic, has been the most significant driving force. Consumers, particularly millennials and Gen Z, crave authenticity. They also want personalisation and ethical consumption - and they will go out of their way to find what they are looking for. Independent brands, often founded by impassioned individuals with a profound understanding of their target audience, excel in delivering exactly what their customers demand. By cultivating strong connections with their target base, these brands foster loyalty and advocacy, transforming consumers into brand ambassadors.
User generated content has been a powerful support mechanism for indies with little to no marketing budgets. The right online review, seen by the right audience, at the right time can propel a virtually unknown brand straight into the heart of mainstream beauty. They don’t even have to leverage influencers to get seen by their target audience - especially if they adopt a digital-first approach to every aspect of their marketing and sales strategy. By connecting with their target audiences on a personal level, they are building loyal support virtually from day one.
A strong focus on innovation has been a key driver of success. A survey conducted by socialmediatoday.com found that indie makeup brands benefit from not having the corporate structures that can hold back long-established household names. They are free to experiment with formulas, textures and pigments. They can also drill down their offer to cater to specific audiences, including those interested in clean beauty, inclusivity and veganism. Making cosmetics more bespoke has given them access to discerning consumers who are determined to make smarter purchasing decisions.
Emerging indie makeup brands
Europe is a hotbed for indie makeup brands. Oden’s Eye has gone from strength to strength and PLouise is now a global phenomenon. But what about the ones just starting out or looking to take the next step on their growth path?
These are the ones working hard to win recognition.
Beauty Moon Cosmetics - Based in Sunderland and owned by a solopreneur, this is a brand developing an innovative range of chromatic, chameleon and glitter cosmetics. Vegan and cruelty free, its shade shifting and sparkly offerings cater for those who demand makeup with high pigmentation levels that deliver the ultimate glamour experience.
Recent releases include Chameleon Liquid Eyeshadows and the truly stunning Once Upon A Time artistry palette. Prices start from just £5 for a marble shimmer single eyeshadow.
ecoLOOK - UK-based, this brand was founded to make eco-friendly makeup more accessible. With budget price points, it delivers every-day cosmetics in stunning refillable bamboo packaging. It is a destination brand for lovers of pearly eyeshadow. Palettes start from under £15.
Complexion must-haves are part of the ecoLOOK collection as well as mascara, brow and lip products.
Quicksand Cosmetics - Etsy-based, this brand is woman-owned. Christi Wolfington specialises in artisan multichromes and duochromes, hand pressing every eyeshadow herself. Customers are numbered in the thousands and the five-star reviews are a testament to their satisfaction levels.
A single pan product will set you back from £12.82 for the Stingray iridescent multichrome to £19.72 for a 26mm pan of the Spinx extreme multichrome topper.
My Beauty Addiction - UK-based, this is a go-to brand for all things multichrome, duochrome, neon, and a whole lot more. With an extensive range of products, its price points nestle somewhere in between budget and luxury. Palettes are priced from £10 to £85.
An extensive nail polish collection includes bold Fruitopia neons and enchanting dip powder collections such as Mermaid Cove and black light reactive.
With exciting new launches in the offing, more than 80,000 followers on Instagram alone, this is a brand moving in the right direction.
VE Cosmetics - Founded in 2015, this is a brand that helped to pioneer all-vegan and cruelty free cosmetics. It has an extensive range of products - from Poisonous Lip Drips and eyeliner stamps to palettes and everything in between.
Prices range from £11.99 for a metallic lipstick to palettes starting from £15.
VE Cosmetics has very strong values and supports a number of vegan and animal welfare campaigns.
Cosmetics by Lisa - Based on the Isle of Wight, this is an indie makeup brand founded by a level 3 beauty therapist and makeup artist. Lisa is committed to all-natural makeup. Her simple yet sophisticated collection includes elegant lipsticks and useable eyeshadow palettes. Prices are very affordable, with nine-pan palettes priced at just £10.
In addition to makeup, Cosmetics by Lisa stocks perfume oils. The brand continues to offer beauty therapies and makeup services across the Isle of Wight.
What’s next for indie makeup brands?
While the journey for indie makeup brands is often not without challenges, the rewards can be substantial. With increasing consumer awareness, support for small businesses and the continued evolution of the beauty industry, the future looks bright for these entrepreneurial ventures. As they continue to disrupt the market and redefine beauty standards, independent makeup brands are poised to become major players in the global beauty landscape.
To continue to grow, product development will need to stay ahead of the curve. Many of the indies currently garnering favour with beauty lovers are heavily entrenched in chromatic makeup manufacturing. What will they do if and when trends change? They need to be thinking about that now and developing products that will be the next big thing.
The rise of independent makeup brands is a testament to the power of authenticity, innovation and consumer empowerment. By understanding the evolving needs and desires of their target audience, indie makeup brands have successfully captured the hearts and wallets of consumers. It is clear that independent cosmetic brands will play an increasingly important role in shaping the future of the industry.
