Spate: 15 Indie Beauty Brand Search Volume Growth Leaders

Beauty consumers are deepening their relationship with trending subcategories.

Data provided by machine intelligence platform Spate on the 15 indie beauty brands with the highest search volume acceleration in the United States from October last year to September this year shows that brands such as Little Seed Farm, Primally Pure and Salt & Stone putting body care front and center have been drawing interest. Salt & Stone and Primally Pure rank among the top 15 indie beauty search volume growth drivers for the second year in a row. According to market research firm Circana, body care was the fastest-growing segment of the prestige skincare market in the first half of this year.

Spate used a wide definition of “indie” as brands not owned by large conglomerates to identify indie brands making search volume gains. Act+Acre’s presence on the top 15 list illustrates the continued resonance of scalp care, a subcategory that claimed consumer attention during the pandemic. Although skincare headlines today focus on the sciencey direction of the segment, the search volume spikes of Epicutis, Clean Skin Club, Typology and Circadia Skincare demonstrate the strength of tried-and-true essentials often without the sexiest marketing. Lattafa’s search volume increase indicates the allure of distinctive and affordable Arabian fragrances.

Below, Addison Cain, insights and marketing lead at Spate, gives us her thoughts on the brands and subcategories consumers are curious about.

Body Care

“Body care brands like Primally Pure, Salt & Stone and Little Seed Farm, especially searched by consumers for their deodorant, are broadening their offerings from body care to skincare. Meanwhile, Lanolips, originally focused on lip care, is expanding into body and hand care. This diversification aligns with consumer demand for trusted brands that provide holistic, multi-category care solutions, fostering brand loyalty by addressing full-body needs. It is also interesting to see brands like Primally Pure, Little Seed Farm and Lanolips emphasizing animal-driven ingredients such as lanolin, tallow and goat milk known for their nourishing and protective qualities.”

Skin Health

“Skincare brands such as Epicutis, Tower 28 Beauty and Circadia Skincare put skin health and its natural rhythms at the forefront, emphasizing products designed to support and harmonize with the skin’s cycles. Consumers are especially interested in Epicutis Lipid Serum and Tower 28 SOS Spray, both known for their calming, reparative qualities that address skin sensitivity and barrier health. This approach highlights a shift toward gentler, health-focused products that encourage long-term skin resilience and wellness over quick fixes.”

Haircare Segmentation

“Haircare brands like Uncle Funky’s Daughter and Act+Acre illustrate the rising demand for specialized haircare. Uncle Funky’s Daughter, focusing on curls and textured hair, provides tailored solutions that meet the unique needs of those hair types, from moisture retention to frizz control, with the top search query being Uncle Funky’s Daughter Curly Magic. Meanwhile, Act+Acre places a spotlight on scalp health, recognizing the importance of a well-nourished scalp as the foundation for healthy, resilient hair. This trend toward specialization reflects a shift towards formulations that address distinct hair and scalp needs, resonating strongly with consumers seeking targeted solutions for their haircare concerns.”