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More Indie Beauty Brands to Watch

A look at some personal care companies making moves right now.

By Melissa Meisel, Associate Editor 03.15.21
The indie beauty market shows no signs of slowing in 2021. Although recent years showcased the importance of using brick-and-mortar to scale, the COVID-19 pandemic proved that brands valuing safety and community were reigning supreme in the market, according to Alyssa Behrendt, market research analyst ay Kline & Company, Parsippany NJ.

“By identifying the key places to connect with their target market, either through social listening, Zoom calls, and even SMS marketing, indie brands have worked harder than ever to reach the consumer and create relationships,” she told Happi.

While innovating in formulating or packaging, the following indie brands connected to the consumer and are rising. Also, indies that want to keep climbing should register for the Independent Beauty Association’s Indie Beauty Basics course. Click here.
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