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Learn about some independently-owned personal care companies that are rolling out novel formulations and expanding retail distribution in the industry.
By: Melissa Meisel
January 5, 2022
In an industry that thrives on innovation and perseverance, independently-owned personal care companies are driving today’s billion-dollar beauty business. According to Karen Doskow, director of consumer products, Kline, Parsippany, NJ, indies may be small in terms of sales volume, but they are currently the most sought-after brands by cosmetics marketers, retailers and shoppers alike due to compelling ingredient stories, creative consumer engagement and first-rate digital marketing tactics. For Paula Floyd, founder of retail strategy firm Headkount, Bend, OR, it is all about the innovators behind the brand. The best of them have the ability to create unique products and build a strong community rich in culture. “They take time to invest in their people, just as they do in finding the perfect formula,” she told Happi. “The indie brands are making it happen today. They don’t wait but seek ways to improve and pull the trigger on investments to accelerate growth.” Here’s a look at the trailblazers of 2022 that are making waves in the beauty industry (our list is sorted by years in business from newest to oldest):
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