Let’s talk about indie beauty brands this month!

Hi friends!

We’ve ticked by another month so quickly, haven’t we? My goodness, before you know it it’s going to be Christmas! No, let’s not go there quite yet (but really, you know it’s true)! Anyways, it’s time to announce July’s content theme. I’m sure you can already tell by the title…it’s on indie beauty brands.

Now, what do I mean by “indie beauty”? By definition, these are brands that are not owned or affiliated with any of the larger cosmetic or personal care conglomerates like L’Oreal, Estee Lauder, Shiseido, Unilever, Coty, or P&G, for example; they are independently-owned by founders or groups. But the whole concept of indie beauty goes farther than just ownership. It’s really a mindset.

Indies often pride themselves on the very fact that they’re indie. Look at Indie Beauty Expo, for example. A convention that nurtures, helps to establish business relationships, and celebrates indie entrepreneurship. Indies take great care in their product lines, their ingredients, their marketing and, most importantly the relationship they have with their customers. They promote greater transparency between brand and buyer than you would get with, say, a more corporate brand. Take one look at Clove + Hallow’s website, and you’ll see what I mean. Tons and tons of information right at the customers’ fingertips so you can make an informed shopping decision.

I wrote a post quite early on in the lifespan of my blog, all about what I think makes indie beauty special and important in the market. If you’re interested, please go give it a read.

I think it’s important to specify that “indie” doesn’t necessarily mean “small.” Both Glossier and ColourPop are considered indie brands, and these are companies with massive valuations and public exposure. Indie beauty brands run the gamut in terms of size, product offerings, the ingredients they use, etc.

So this month I’m bringing you lots of content on indie brands! Some you probably already know (like Pixi & Dose of Colors), but also some that you may not have heard of yet (The Sexiest Beauty & One Ocean Beauty). I don’t know about you, but I love discovering new brands and products, so I hope you find something interesting here!

Not every post will be on an indie beauty brand, FYI. I will still slip in a review here and there from Lancôme and Maybelline, but the majority of posts will be focused on indie beauty.

Have you tried indie beauty before? Do you have any favorite brands? I’d love to know!

xo, Erica

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