What is Indie Beauty? (+ Who Manufactures Indie Beauty?)
You’ve heard of the big names (like Sephora and Ulta), but maybe you’ve started to branch out a little in your cosmetology products. Maybe you’re looking for brands started by entrepreneurs of color or maybe you saw that small business on Tik Tok that’s starting to gain traction. These brands can be examples of indie beauty brands.
The phrase indie beauty has started to rise in its popularity and attraction with both consumers and creators. Today we’re going to discuss the core of indie beauty, how it got started, and how you can benefit from indie beauty.
What is Indie Beauty?
Indie beauty refers to a brand that is independently owned with no corporate-backed funding. These brands also aim to convey authentic and passionate feelings so the customer notices the difference between a big corporation that doesn’t care and a brand that is eager to serve the people.
The size of an indie beauty brand does not matter. An indie beauty brand can be as large as Glossier or as small as a startup that launched last week. As long as the beauty brand is independently owned, it’s indie beauty.
History
The history of indie beauty is relatively short when you think about the whole of United States history. It all started around 30 years ago when a few trends started to occur. First, the late 80s and 90s featured a rise in finding products that were ‘natural’ and animal cruelty-free due to a rise in mad cow disease in the early 90s.
Second, the rise in technology and internet use started bringing in new ways people consume and shop for beauty products. The internet allows more exposure for people to find products specific to their wants and needs. With just a click away from purchasing a product, it’s been beneficial for indie beauty to fall into the forefront of the cosmetics world.
Clean & Indie Beauty
Just because a brand is indie beauty, it doesn’t mean you should let your guard down. Continue to look at the ingredients and ethics of each indie beauty brand. Clean beauty is only a subsection of indie beauty in the same way that indie beauty is a small section of the whole beauty world. A small percentage of indie beauty brands focus on clean beauty standards so if that’s what you’re looking for then look no further.
Genie Supply
Yes, we’re indie beauty. We’re an independently owned business with a focus on green and clean beauty products. Why? Because we’re passionate about what comes in contact with our skin and how it affects our environment.
For services, we offer private label, custom formulas, and contract manufacturing just for you. Our indie beauty private label catalog is full of products that meet different clean standards according to places like Sephora and Credo. We’re an indie beauty brand that also has specializations in CBD formulations.
Our indie beauty team is small (but mighty) and we believe in putting in the work to help entrepreneurs like you succeed. That’s why we have a running, active blog and a “START HERE” tab designed to help inform you of the makeup industry whether you work with us or not.
Interested in all that Genie Supply has to offer you?
Check out our samples from CBD beauty to hybrid beauty and more!
