09.17.21
Indie beauty brands Glow Recipe, Ilia Beauty and Prose are primed to be billion-dollar buyouts, according to market research firm Kline.
“Glow Recipe, Ilia Beauty, and Prose have landed squarely on our radar,” says Karen Doskow, Kline’s director of consumer products, “They may be small in terms of sales value, but these brands have totally disrupted the industry.”
According to Doskow, indies are currently the most sought-after brands by cosmetics marketers, retailers, and shoppers alike. The key ingredients for their success? Compelling ingredient stories, creative consumer engagement, and first-rate digital marketing tactics.
Glow Recipe
Glow Recipe
Glow Recipe offers K-Beauty-inspired skin care products that are natural and infused with fruit-derived ingredients. The millennial favorite prioritizes unique textures, colorful Instagram-worthy, eco-conscious packaging, and innovative ingredients that are centered around skin immunity.
While the brand is present in the direct sales and specialty stores channels, the majority of sales come from the internet. Glow Recipe had a strong presence in the e-commerce channel prior to the pandemic. While its sales dipped at Sephora stores following closures due to Covid-19, its e-commerce sales skyrocketed approximately 200% in 2020. Marketing activities are primarily focused around social media content and strategic partnerships with brands and influencers.
Ilia Beauty
Ilia Beauty
Ilia Beauty’s sales are also soaring, and anticipated to register double-digit growth for the year, according to Kline data. Ilia targets the “no-makeup makeup” consumer through its skin-focused beauty products. The brand’s products are promoted as botanical-infused, resonating with the growing demographic of consumers seeking more natural and environmentally-conscious beauty products.
Ilia Beauty shifted its marketing efforts to digital during the pandemic, partnering with influencers and models, and has also built a platform on TikTok. The leading distribution channel for Ilia Beauty is direct sales, with specialty stores also a key player.
Prose
Prose
Personalized hair care brand Prose, founded by former L’Oréal executives, utilizes detailed questionnaires to match consumers to their ideal products inviting consumers to participate in digital consultations. Because it only sells its products online via its website, activism is a core aspect of its promotional activities. Prose emphasizes natural ingredients in its formulations, sustainability initiatives and innovative product portfolios. Its primary method of marketing is through social media, with much of its content centering around authentic consumer reviews that the brand reshares.