Daniela Ciocan, founder of consulting agency Access Beauty Insiders, shares her insider knowledge of US indie beauty and what to expect next year.
What does the US indie beauty scene look like going into 2025?
The indie beauty market in the US is very competitive and saturated.
So, to stand out, brands need to place significant resources into their marketing communications, social media content development and advertising. Indie brands are greatly influencing beauty trends and how larger conglomerates think about their products and positioning.
We will continue to see many new brands coming to market while many will shut down operations, which is a trend we’ve been seeing a lot throughout this year and most likely through 2025.
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