We are delighted to share Tribe Dynamics’ Q1 2021 Indie Beauty Debrief.
The debrief spotlights notable indie beauty brands across cosmetics, skincare, and haircare in the U.S., along with two brands boasting standout performances in the EMEA region. This report offers exclusive insights into top-performing brands, as well as the influencers, activations, and content trends fuelling their success on social media.
“With a new year underway, indie beauty brands inspired a wave of online enthusiasm in Q1, engaging in revamped influencer marketing initiatives that featured buzzy launches and intentional relationship-building. Notably, many of the trends that spelled success for indie brands in 2020, like chemical-free formulas and Gen Z-friendly marketing, continued to fuel content creation in Q1 2021. While clean beauty favourites ILIA and Paula’s Choice enjoyed conversation around their safe, sustainable products, Kaleidos Makeup and Bad Habit won over Gen Z influencers. Indie beauty wasn’t just a hot topic stateside: rising skincare brand The Inkey List forged impactful connections to influencers in the U.K., and Uriage’s new Bariederm Cica-Daily collection made a splash in France.”