Indie beauty is defined as:

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%.

TBM defines indie beauty as:

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.

Featured Indie Beauty Brands & Experts:

Dear Clark
eb5
Lash Control
Merlot