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The Rise of Indie Beauty
An Indie brand is a term widely used in the beauty industry for independently owned and operated brands that are not associated with larger corporations or conglomerates. Indie brands are often run by smaller, more nimble teams and often offer consumers a more unique experience. Indies are known for their creativity and authenticity and provide a more personal touch to their brand as well as being trendsetters in the industry. This report details indie beauty performance and why indie brands are important to the category.