Indie (independent) Skincare

Nature photo products in basket indie skincare anbiome

“Indie” signifies independence of “personalization” or “individual creation”. There are many popular skincare brands that create effective skincare products, however, there are also just as many small or indie skincare brands that make just as great and some might say even better products.

Big brands vs indie skincare brands

Traditionally big brands are usually market leaders, with extensive distribution and marketing capacities. This leaves other smaller, players with no other option but to come up with something new and exciting to get on the radar and earn their piece of the market cake. Therefore, it is no surprise that most of the innovations and new streams are coming from small, independent brands and startups.

How to recognize indie skincare consumers?

Some main characteristics of Indie brands include building a close relationship to their customers.
And how to identify these customers? Indie skincare consumer can be defined by:

-their desire to be part of a community, indie skincare consumers choose small brands, brands that are present locally or those that they sense help building community and empower diversity through their actions.

-being moved by product transparency. Indie skincare consumers demand brands to help them understand how their products, ingredients and formulations are safe, high-quality, and eco-ethical.

-being narrative-focused, a key narrative for products ingredient traceability. Indie skincare consumers are interested in knowing about a brand’s origin and their products. Female-fronted businesses, as well as those that are inclusive, or respect traditional knowledge are also preferred.

-Ethical and sustainable. Modern day consumer is cause-oriented and wants brands to demonstrate their ethical and eco-friendly values authentically. Indie brands share information about their recycling
programs, their sustainable farming programs or their ethical supply chain.

The switch in consumer perspective

Consumers generally are becoming more and more educated, informed and intrigued by which product to buy. The want to know exactly what their getting by choosing a certain product.

About author

Selma Durmo M. Pharm

“As far as I can remember I have always struggled with sensitive skin. The issues culminated in my mid-twenties when I started having rosacea flares and redness. My personal quest for effective, safe solutions took a professional turn, and I was given the opportunity to apply my (Pharma) background in developing a new skin friendly product line. My goal was to create something new, a clinically proven sustainable skincare brand. This science backed probiotic skincare derived technology is a product of years of research and innovation in personal care products. Metabiotics contain naturally produced hyaluronic acid, lactic acid, SMase, lipoteichoic acid, over 40 peptides and enzymes. All assigned with specific tasks for activating the skins native repair mechanisms.” 

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Following the principles of Clean Beauty, we have joined the dedicated stream of safe, non-toxic beauty enthusiasts.

Our products contain carefully selected hypoallergenic ingredients suitable for sensitive and reactive skin.

We’re committed to formulating with natural, organically-derived, and skin-friendly synthetics while excluding popular “good feeling” and potentially harmful compounds to provide the best skincare solutions.

“It is easy to get hooked on conventional products, with inviting perfumes and the instantly pleasant skin feeling. The sooner you understand that those sensations are short-lived the better! Choose Clean Beauty and allow the science backed ingredients time to work wonders on your skin.”

Cinically proven

Our products’ superiority has been proven in a controlled study on 50 volunteers where it was shown that four-week product use leads to a significant increase in skin moisture levels (39%), increased skin elasticity (50%), and a decrease in the appearance of wrinkles (23%).

Other beneficial effects include decrease in skin sensitivity, increase in skin cleanliness, evenness of the skin tone, decrease in acne formation.

This study serves as proof of the skin’s gradual return of its protective layer, integrity, and balance. All study results have been published in a peer reviewed journal as well as the full study report.

“Putting all science aside, we are most proud of our users’ testimonials. All tested volunteers claimed visible and tangible improvement in skin feel and appearance.”


The greatest breakthrough discovery we stumbled upon is that skincare and cosmetics should not be sensational.

Personal care should be comprehensive, accessible, and efficient, just as all solutions that come from nature are.

We are often faced with labels such as anti aging skin care, organic skin care, natural skincare products, which lack the necessary explanation… What do these phrases actually mean?

“Grown tired of all the misleading, incomprehensive, irrelevant information used in the beauty industry we decided to stick to a no-nonsense approach. It is what it is, and skin care is not magic! It requires commitment, patience and understanding your skins’ needs.”


We are dedicated to neutralizing our negative impact on the environment as much as possible and have joined the stream of sustainable skincare brands. We’re taking you on for the ride (we’ve even packed the goodies)!

To help minimize our carbon footprint, for every product order a tree will be planted thanks to our amazing planters at One Tree Planted. It’s estimated that a mature tree nullifies around 20lbs of CO2 a year.

We’re doing our best to reuse, reduce and recycle. Wishing to inspire a circular economy we have partnered up, to create a customized recycling program. Collect three empty plastic packages to receive your Anbiome Recycling Envelope and follow the instructions on how to take part in our recycling mission. 

Your good deed shall be rewarded. For every three products recycled you receive one product gift!


Today’s trends in skincare require the use of synthetic active ingredients which interact with the skin. Our approach is to distinguish natural alternatives, which mimic the skins native repair mechanism and are more efficient and ecologically sound.

Translating solutions from nature into industrial settings is hardly an easy task, but it’s one we enjoy undertaking.

We have screened 500+ different wild probiotic strains from the nature, to find the most powerful ones.

Special fermentation process was developed to harvest powerful molecules (HA, LTA, SMase, LA and 40 peptides).

Result is the composition of native signal components and molecules that keep the skin balanced, healthy and protected.