“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.