Makeup Close and Personal: Skyrocketing Indies are Reinventing the Beauty Market, Sees Kline

PARSIPPANY, N.J., Nov. 21, 2017 /PRNewswire/ -- It has not been long since previously indie trendsetters, such as IT Cosmetics and Too Faced, have become billion-dollar acquisitions, and a new wave of indie brands are coming to the forefront. While more established brands such as Glossier expand their product portfolio and venture into previously-uncovered product categories, newly-launched brands, such as Kylie Cosmetics and Huda Beauty, gain momentum by recording triple-digit and quadruple-digit growth rates, respectively, finds the recently published second edition of the Beauty's Most Buyable Brands: Analysis of Booming Independent Brands in the United States report by global market research and management consulting firm Kline.

Indies make waves across various categories from hair care to makeup, becoming market movers and reinventing their respective categories. Brands focusing on makeup, such as ColourPop (the top Earned Media Value Earner according to Tribe Dynamics), Gerard Cosmetics, and Dose of Colors, lead the rankings of social popularity due to the aesthetically-pleasing content they provide and their unique product offerings. Offerings from indies range from natural concepts from Tata Harper and Coola Suncare, to male grooming provided by Brickell and Bevel, to gender-free makeup provided by Milk Makeup. 

"Millennials and Generation Z are a crucial marketing demographic for the indies," comments Naira Aslanian, Project Manager for the report. "These innovators resonate with experimental consumers who are searching for the next best product or ingredient to bring out their individualism and uniqueness. With so many choices out there, the tech-savvy generations look for tutorials, tips, and reviews to help them make decisions about trends, brands, and even ingredients. Indies' digital prowess, combined with the fine-tuned focus from beauty products that cater to consumers' personalized needs, results in some of them growing three to five times the rate of the market." 

With an effort to remain authentic, genuine, and engaged with consumers on a personal level and fit within their generally low or nonexistent budgets, many indie players target micro-influencers, rather than paid influencers, who genuinely love and use the brands' products.

There are many simple but powerful strategies these brands utilize to build close connections with their consumers. They transform their admirers into stars. For instance, Say Hello To Sexy Legs regularly reposts content from its fans who feature its products in photos. They use themselves as product models, creating signature makeup looks, such Huda Cosmetics and Glossier, and back it all up with a strong emotional story. Some go as far as asking consumers to create products alongside the company, such as ColourPop, which virtually invites millions of fans into its lab as product development specialists to inspire the creation of new products.

Several trend-setting retailers, including Sephora, Ulta, Bluemercury, Target, and Urban Outfitters, take notice of the heightened consumer interest and give these brands a louder voice and broader reach by bringing them to their shelves and websites. In 2016, brands like Say Hello To Sexy Legs launched in the market and entered QVC and Sephora in the same year. IGK, a startup hair care brand, for instance, launched exclusively in Sephora.

These small disruptors are expected to continue innovating with their products, packaging, and design, appealing to the generations that are open and receptive to new ideas and concepts. While they innovate, they are expected to remain the targets of growth-seeking beauty giants as these cosmetic companies see opportunities in innovative, influential niche brands.

Beauty's Most Buyable Brands: Analysis of Booming Independent Brands in the United States analyzes the dynamics of independent brands and their success factors and discusses mergers and acquisitions. The report includes profiles of over 20 of the fastest growing indies and provides a five-year outlook on the market.

About Kline
Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the agrochemicals, chemicals, materials, energy, life sciences, and consumer products industries for over 50 years. For more information, visit www.KlineGroup.com.

For more information contact:
Vera Sandarova
Marketing Communications
[email protected]

SOURCE Kline

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