A new trend is radically changing the entire sector of beauty world. Indie Beauty movement (literally the Independent Beauty) is going viral and got right to the heart of the new generations. It's about medium-small realities, independent brands whose creed is based on quality and sustainability. Why is it important to support this new beauty business?
From the skincare to make-up. The Indie Beauty movement is changing the beauty market all over the world. A real revolution that is taking away younger customers from the big beauty multinationals towards smaller independent cosmetic brands, that understand their same needs. The new Indie brands involve firstly the final consumer, showing him what’s behind the brand itself, telling their own story, showing up not only like brands but like people too.
Indie brands adopt a personal approach to beauty, which 100% reflect the times we live in, where the research of transparency of a brand and the empathy with it is essential. Afterall the new generations love the brands that talk openly to people, who show up, expose themselves. These are the strengths of this new beauty movement.
A real community who feels to be part of something “bigger “, where are shared the same values, morals and taste in fact of beauty. The best way to earn the loyality of the customer.
It’s thanks to online channels and social media that brand and consumer get in touch. Indeed these have been and are still the best allies for the independent brands.
Communicate through social media has become a leading part to come in contact with people. In beauty world has been a fast success especially due to a personally involvement of the consumer, who loves to try the “new” and most of all wants to tell his own opinion.
The brands can discuss each other, listen and discover the needs of the customer, making him feel the integral part of the enitre process.
“TOGETHER – WE ARE INDIE BEAUTY”.
That’s how this specific beauty sector is showed up since the 2015 at the live event. Founded by the esthetician Jillian Wright and by the entrepreneur Nader Naeymi-Rad, it is a way that support the growth and the success of Indie brands and their founders in the world, in a quickly growing market.
A real celebration of the independent beauty, where it’s possible to discover the latest beauty independents brands and supporting them. Also a space of connections between Indie brands and buyers, print, consumers and investors.
Currently the cities involved after New York are: Los Angeles, Dallas, London and Berlin. You can follow @indiebeautyexpo on Instagram to stay update you too.
The Indie Beauty and the revolution of Clean Beauty are usually linked. Most of the independent brands carry on this campaign with daring, focusing on biological and ecological cosmetic (often vegan too). These brand represent an option, a news, a “break” with the past, with innovatives concepts, handmade productions and transparency.
It’s time to take care of your skin in a new way.
To the next stop!
23 St Beauty