Talk about an indie revolution.

As mainstream beauty brands continue to launch multiple products, niche lines are the drivers of innovation.

With the onslaught of all-natural indie beauty boutiques, specialty stores like Bluemercury and Sephora are adding niche lines to their well-known brand assortment.

And no wonder. According to The NPD Group’s U.S. Prestige Beauty Total Measured Market retail sales tracking service, niche and indie brands are growing at the fastest rate within the U.S. prestige market.

“In large part, the rise and success of the more niche, boutique style brands can be attributed to the online environment, which has given these brands a louder voice and broader reach,” said Karen Grant, global beauty industry analyst at The NPD Group.

Net-a-porter is an example of an online retailer who has given smaller brands a larger presence. Known for its curated beauty approach, Net-a-porter is still jumping at the chance to bring on indie lines. In August, the site will launch brands like LashFood, an EcoCertified lash enhancer, Amanda Lacey, a U.K.-based skin-care line by skin-care therapist Amanda Lacey and Frasco Mirrors, an assortment of handmade mirrors from Germany.

Meanwhile, Bluemercury is adding eight indie brands to its lineup including brands like Odacité, an organic skin-care line trademarked with its freshiency date that indicates exactly how long the product will maintain its optimal effectiveness. Also, it will sell Georgie Beauty, a collection of certified vegan lashes, Smith & Cult, a nail line from Hard Candy founder Dineh Mohajer and Nudestix, a collection of makeup crayons to give off a fresh faced look, among others.

And you can’t ignore Sephora’s selection of indies like Korean line Touch In Sol, Verso Skincare and Omorovicza, among others.

“Consumers have a heightened interest in a personalized approach to beauty and in their choice of beauty products,” said Grant. “This is opening the door to brands that have a specific, fine-tuned beauty focus, whether it be eyebrow expertise or targeted solutions for specialized skin concerns, rather than more generalized expertise in a broader category, like makeup or skin care.”

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