Trends in the American Cosmetic Market: Indie Beauty

Indie Beauty is the term used to describe cosmetic brands that originate outside the major beauty multinationals. What sets them apart, besides their size, is their market approach: spontaneity, consumer focus, a digital-first approach, and a lot of social media communication. These brands often start from the dream of an individual or a small team without millions in capital or established distribution networks. Yet they grow, capture markets, and eventually attract the interest of global giants.

Think of the brands you can buy today at Sephora or Ulta Beauty: most of them started from scratch and ended up becoming a global phenomenon (take for example Drunk Elephant or Gisou, both available at Sephora, which has a knack for indie brands like a detective).

In the United States, the phenomenon has grown to proportions that have redefined the entire cosmetic sector. According to NielsenIQ, indie beauty brands grew by 15.7% in just one year. That's much more than the +9.9% recorded by traditional brands, which have lost the momentum they once had.

Why are niche brands so popular?

They are authentic

Independent brands tell their stories without filters. They don’t create an identity for their target: their identity is the story of who they are, how they started, and where they are going. This creates an emotional connection with the audience, especially the younger ones.

They offer a different proposition

Indie beauty stands out through innovative ingredients and clear, modern positioning (genderless, vegan, sustainable, etc.). Away from mass-market logic, they offer an alternative for those who feel bombarded by messages that are all the same and have little to no spontaneity.

They thrive on social media

Instagram and TikTok are natural channels for these companies: their communication is spontaneous and direct, their founders can act as spokespersons, and most importantly, the communities feel part of a project.

What happens in America when an indie brand grows

The transition from a small personal project to a global brand presents new challenges, and while some brands maintain control of the company, others sell shares or are acquired by more structured groups. This is the case of Rhode (the cosmetic brand founded by Hailey Bieber), which recently joined the e.l.f. Cosmetics family with a billion-dollar acquisition.

But growth is not all sunshine and rainbows. In the USA, this phase is particularly delicate: if the perception of authenticity is lost, the loyalty of the audience can vanish, jeopardizing all the reputation that has been built.

What does the American case teach?

That the market rewards differentiation

In America, besides product quality, storytelling, values, and the ability to create a relationship with the consumer matter. Indie beauty shows that there is room for new entries, even in sectors dominated by giants.

That small brands can grow very quickly in the USA

With an effective digital strategy and a clear proposition, it is possible to enter the American market and gain attention.

That a combination of vision and product is needed

American consumers seek consistent experiences. The brands that succeed are those that know who they are and why they exist, even and especially if they started in a home lab or a bedroom.

How to enter the American cosmetic market?

For foreign companies interested in exporting to the United States, the beauty sector is one of the most dynamic. Here’s what you need to do:

• Positioning analysis: understand your target and analyze competitors
• Entry strategy: choose between direct e-commerce, distributors, or sales through retail partners
• Regulatory aspects: comply with FDA guidelines, from formulation to labeling
• Logistics and customs: properly manage shipping, duties, and certifications
• Communication and branding: adapt language and content to the American market

Indie cosmetic brands can succeed in America too

The US market is not reserved for the giants. The success stories from the indie beauty world prove it. ExportUSA supports companies looking to bring their uniqueness overseas, from market analysis to creating the American company, all the way to marketing and distribution.

Do you have a beauty brand? We can help you bring it to the USA