"Indies Brands" New protagonists in the cosmetics landscape

In recent years a multitude of small independent brands have appeared, particularly in the cosmetics field. These new brands are called "Indies Brands".

Today I'm telling you their story and why these new players in the cosmetics landscape are changing not only the market but also the way we consume.

The "Indies Brands" (independent brands) are innovative, fast and autonomous. Disruptive, they reinvent cosmetics in depth. They play on textures, packaging, the way we consume, but also on all the brands' communication methods.
They take the opposite side of the giants of luxury and cosmetics ("Heritage Brand") which have difficulty to be agile and adapt quickly to new consumer demands.

Meeting a need

The "Indies brands" have established themselves in niche markets, to meet a very specific need, often a need identified by the founder of the brand who could not find suitable products on the market. So why not create this product? This is for example the story of Tata Harper who decides to create her natural cosmetic brand. Effective care that does not contain a single drop of chemical or synthetic product.

Independently financing

They are often self-financed in the start-up phase or use participatory financing. One might think that this is a barrier to entry because a lack of capital makes it difficult to start up. On the contrary, it is a real asset for these brands because they are forced to be inventive and find new ways to communicate, to make themselves known, to deliver... It is a real strength for these young entrepreneurs to be pushed to do more with less means.
"Umaï" is a good example of success with 8,500 solid shampoos pre-ordered during its participatory fundraising campaign (www.umai-naturel.fr).

Small quantities

Without money, they are forced to produce in small quantities. Once again, this constraint becomes a force because they introduce the notion of exclusivity. The customer feels privileged, we produce less, but better. We eliminate unnecessary stocks, too many product references, we test on a small panel and we adapt very quickly to the trends and expectations of their market.

Disruptive marketing and communication
With a perfect mastery of social networks, they prosper because they have put the customer at the center of their concerns, instead of the benefits. Intermediaries are being eliminated and, by selling directly to the consumer, the data collected allows them to get to know their customers better and have a more personalized experience. One example is the organic tea brand Panda Tea, which has a very sophisticated Instagram communication.

Committed and transparent

They are authentic, speak with their code and advocate a whole art of living by defending their values. They create trends and at the same time transform them. And they adapt to customers' desires at all speeds by listening to comments on social networks, at the heart of their business. Emily Weis, founder of the "Glossier" brand, does it perfectly well, since she takes into account the comments of her community to develop or improve her products.

These new protagonists of the cosmetics landscape are very important because they are the ones who are shaking up the established order. These new brands come to break the lobbies, take market shares from the industry giants and above all inform consumers of certain more than dubious practices and offer them healthy and responsible alternatives.
Think of all the cosmetic products you use today. How many are from small, local, sustainable brands that offer you sexier, more responsible or simply healthier alternatives than the ones you are used to buying. For the last few years I am sure that you have been turning more and more to these new actors in whom you really trust and who are doing their best to seduce you.
What about The Tube in all this?
In your opinion, Indie Brand?

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