Who is the indie beauty consumer?

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (RossHelen)
© Getty Images \ (RossHelen)
The indie beauty continues to grow; and while direct-to-consumer brands, pop-up shops, and makers markets are still very much a part of indie retail landscape, most major department stores, beauty specialty shops, and countless lifestyle boutiques carry indie beauty as a matter of course now. Here, Cosmetics Design looks to brand leaders to learn more about who is buying indie, online and in store.

Every week here on Cosmetics Design, the Indie Beauty Profile highlights people and brands that are part of the indie beauty movement. And each brand leader is asked to describe their target consumer. To find out who’s buying indie beauty, we’ve pulled together a selection of replies from brands featured this year on the profile:

Nabila Chemillier, CEO of L’ODAÏTÈS describes her brand’s core consumer this way: Consumers who care about what they put in their body and on their body and want uncomplicated skincare products made from natural and clean ingredients to support their skin’s natural beauty.
Read the full Indie Beauty Profile featuring L’ODAÏTÈS here.

Dr. Suzanne Saffie-Siebert, CEO of Good Science Beauty also describes a consumer who is ingredient conscious: Good Science Beauty’s products are aimed at health-conscious consumers who are wary of unnecessary or damaging ingredients. They want technology to solve problems with no reliance on herbal formulas or regressive technologies, and they believe healthy skin results in beautiful skin. As such, our consumer demands authenticity from the products they buy, seeking clear facts and evidence. Science is not fake hope. A sense of social and environmental responsibility is also evident in purchase behavior. Additionally, our target consumer is resistant to being defined by gender and age. They think beauty is about expressing individuality, not following trends.
Read the full Indie Beauty Profile featuring Good Science Beauty here.

Aneela Zaman, CEO of Zaman Skincare, finds that her consumers believe skin care is self-care: We are a non-gender brand and although women are the majority of our customers, I believe men are starting to pay attention to the importance of self-care and self-love….I target people who want to feel positive in their skin.
Read the full Indie Beauty Profile featuring Zaman Skincare here.

And Lisa Pineiro, CEO at Glotrition, describes a consumer focused as much on wellness as she is on skin care: Our consumer is really smart. She’s very well educated about beauty and wellness, and she knows what she’s looking for.  She’s more interested in prevention than traditional anti-aging, but she gets the science behind ingestible beauty.
Read the full Indie Beauty Profile featuring Glotrition here. 

If you’d like to have your brand considered for inclusion on the Indie Beauty Profile, email Cosmetics Design editor Deanna Utroske at qrnaan.hgebfxr@jeoz.pbz​.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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