Over the past two years, a bevy of new indie brands have been sending shock waves across the beauty industry.

This story first appeared in the December 19, 2014 issue of WWD. Subscribe Today.

Agile and digitally savvy, these budding labels are focused on innovation and edited offerings, like a blow-dry-only salon or Bite Beauty’s fixation on lipstick. Many are also reinventing traditional distribution strategies, as evidenced by a rise in direct-to-consumer brands like Dollar Shave Club.

“The big boys are definitely hearing and seeing what is going on,” said Glenn Dellimore, cofounder of GlamGlow, a brand that racked up $106 million in retail sales in just 36 months. “I wouldn’t say they are worried, but it has opened their eyes to being more nimble, pushing the boundaries and relooking at the strategy of what they provide to consumers.”

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