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Indie Beauty Debrief Q4 2020: Top Indie Brands in US, EMEA


In this report…

The indie beauty space was as hot as ever in the final quarter of 2020, as brands in both the U.S. and EMEA galvanized their influencer families with innovative launches, hit collaborations, and festive holiday initiatives. At the end of a year marked by rallying cries for racial justice, content creators continued to champion Black-owned brands: Danessa Myricks Beauty’s hero Colorfix collection proved a go-to product for beauty gurus, while Pat McGrath Labs—the eponymous brainchild of the influential British makeup artist—thrilled French makeup enthusiasts with its celestial holiday collection. Meanwhile, up-and-coming skincare brands like NuFace stoked excitement around genre-bending products, haircare brands leaned on both influencer loyalty and celebrity star power, and Lottie London’s latest collab with Laila Loves swept social media in the U.K. 

Tribe Dynamics’ Q4 2020 Indie Beauty Debrief spotlights notable indie beauty brands across cosmetics, skincare, and haircare in the U.S., along with two brands with standout performances in the EMEA region. This report offers exclusive insights into top-performing brands, as well as the influencers, activations, and content trends fueling their success on social media.

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