Indie Beauty: Over It or Into It?
It seems like every day, or at least every week, we’re seeing more and more indie brands hit the market and be picked up by large beauty retailers like Sephora and Ulta. But how much is too much? Every skincare brand promises the same results, it’s just a matter of pricing, effectiveness, and packaging preference at that point. Apps like Tiktok have skyrocketed the beauty industry. With the ability to make a single product go viral literally overnight and sell out within hours, despite threats of a looming recession, the beauty industry has recorded record breaking sales in the last year. Cruelty-free, clean, sustainably-sourced, vegan, ethically conscious…these are all buzzwords in the latest in indie beauty promises. The collective consumer mindshift towards more sustainable, clean beauty has had a huge impact on larger, more well established brands, who still do old school things like test on animals. Did Elle Woods teach these brands nothing? We grew up watching a pink-clad lawyer ...