By definition, an indie brand is any independently owned company, initially funded by its founders.
The term has come to represent a new breed of entrepreneur in the beauty space.
Indie beauty brands have now become the innovators of the industry focusing on a specific niche and known for their creativity, originality and entrepreneurial spirit. The beauty market is comprised of thousands of niche brands which were up 42% in 2016 and currently hold 5% of the market but growing to 20%.
Any brand, mass or prestige, that has an effective product line, an interesting background story, and unique brand attribute that sets the brand apart from the masses.