Indie Beauty Is Outpacing the Majors — And Getting Smarter About Growth

Forget the idea that indie beauty is scrappy or niche. Last year, it grew nearly three times faster than the big conglomerates.

Nielsen IQ and Beauty Independent recently released new data on category performance — and I break down the numbers, implications, and opportunities. This piece looks at where that growth is coming from, what’s fueling it, and what it means for brands navigating this next chapter.

TikTok Shop, Amazon, specialty retail — indie brands aren’t just holding their own. They’re shaping the market. And while this is beauty-specific data, the learnings apply across emerging consumer categories.

📝 Read more on Substack: Indie Beauty Is Still Gaining Ground—And Getting Smarter About It

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