Last year, we asked indie beauty brand founders to project their 2024 sales—and we received a lot of nos. The rejection reflected founders’ discomfort talking about money, especially at a time when they were uneasy about the state of business. Finding founders to discuss 2025 sales projections was easier, suggesting they’re more encouraged about their business prospects.
On the whole, the mood of small business owners seems to be perking up. According to a poll of 1,500 of them in October and November last year, 73% report they’re optimistic about their business’s economic viability in 2025, including 23% who are very optimistic, although 57% feel the economy is worse than it was a year ago.
Digging into beauty brands’ expectations for the year, for the latest edition of our ongoing series posing questions relevant to indie beauty, 15 founders and executives answered the following question: What’s your sales projection for next year?
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Staci Barrett Co-founder, LĀ SOL Collective Our goal is to sell $100,000-plus. We will achieve this by implementing a new SEO plan for our website so we are more searchable, new marketing strategies on Amazon as well as promoting our newest product, Sunkissed Self-Tanner.
- Elaina Badro Makeup Artist and Founder, Elaina Badro
Fortunately, we are going to see a major increase in [2025] sales revenue, approximately a 35% increase from 2024. This is due to the fact that we are launching color cosmetics made in Italy. Due to economies of scale, we also have been able to get our cost per unit reduced. We’re certainly grateful for this.
- Shuting Hu Founder and Cosmetic Scientist, Acaderma
We prioritize sustainable growth over rapid expansion. Our focus is on maintaining healthy cash flow and stabilizing our current market presence. This approach ensures the long-term health of the business while allowing us to continue delivering high-quality products to our customers.
- Rob Gattuso Co-Founder, Eleven Australia
We’re projecting double-digit growth next year, and here’s why: We're focused on driving innovation and new product development, which will strengthen our offerings. We’re expanding into new global markets, opening up fresh opportunities. We’ll also be partnering with new brand ambassadors to further amplify our presence.
Our professional hair color line has already seen incredible success, and we expect it to continue growing, especially as we introduce it into existing markets where our brand is already well-established.
- Jasmin Ortega Brand Director, NatureLab Tokyo
At NatureLab Tokyo, our goal is to double the business in 2025, with even more ambitious milestones for 2026 and beyond. Key to this growth are several strategic levers: Expanding and diversifying our retail footprint globally, with six new retail partnerships already locked in; investing in innovative products that are clearly aligned with our brand’s core values; driving full-funnel marketing strategies that celebrate and hero J-Beauty innovation; and scaling our approach to seamless omni-channel experiences.
With these initiatives, we’re not only positioning ourselves for immediate success, but also ensuring long-term sustainability and continued growth in the years ahead.
- Renee Plato CEO, MDSolarSciences
Over the past five years, we’ve experienced ~30% YOY growth and MDSolarSciences is poised for strong growth in 2025. We experienced excellent sell-through growth across most of our channels and significant strides in our organic sales, consumer engagement and repeat purchase rates on our owned/operated platform.
The consumer is becoming increasingly aware of the benefits of wearing sunscreen all year round, and we’re perfectly positioned to play a role in their skincare journey.
MDSolarSciences is more than just SPF. With patented technology supporting all our formulas, we put sun at the forefront of skincare. Whether it’s addressing past sun damage or protecting your skin all year round from sun exposure, we are here to help educate, medicate and activate your skin wellness. It’s so wonderful to see this message take hold in a meaningful way.
Leaning into the consumer tailwinds, we’re planning on double-digit topline revenue growth next year through a combination of new business opportunities and strong growth across our current account base. We will be delivering some exciting new product innovation, unique marketing campaigns and onboarding new talent to ensure a successful 2025.
- Seth Nelson Co-Founder, Sol Labs
In 2024, our inaugural year as a brand, we were extremely blessed to have surpassed our forecasted revenue projections, much of which we attribute to our 4-year emphasis on product development in an effort to perfect sun care products that really do defy the status quo.
Moving into 2025, we have aspirational (but achievable) goals to 3X to 4X our 2024 revenue. It has been said of Sol Lab's products that once a consumer experiences our differences, they will become a customer for life. And, as such, our efforts for 2025 revolve heavily around building community and getting our products into the hands of as many people as possible.
Our latest campaign dubbed the 'Anti-Sunscreen Sunscreen Squad' was developed to meet consumers where their sun care frustrations lie and build a loyal fan base of those that seek better sunscreen products for the health of their skin. The "Squad" will be a community of Sol Labs affiliates, partners and advocates that aid in spreading the word that it is time for us to all ditch the ordinary and step up our sun care expectations with Sol Labs.
Additionally, we have brought on additional workforce and brand advisors that will work in assisting us in creating brand retail partnerships. From hospitality to varying retailers, we acknowledge that being where our consumers are will further enhance our brand's reach.
- Shizu Okusa Founder and CEO, Apothékary
Apothékary expects to generate $36 million to $40 million in revenue in 2025. Apothékary plans to double down on retention, internal team growth and various omnichannel strategies. The team will amplify these partnerships across different retail marketing channels as we recently launched in Ulta, Amazon and Sprouts. We are also looking to expand these retail and brand partnerships further in 2025.
In 2025, the team will also focus on our Platinum membership/subscription channel, which includes the perks of the highest LTV customers. As of 2024, we have over a few thousand Platinum members and aim to 10X that number by the end of next year. Additionally, the launch of Umami, a technology focusing on herbalism and connecting modern science with ancient wisdom, will also be a focus for us in 2025.
- Ed Esquenazi Founder, Terns
As we enter our first full year and summer season, we’re targeting mid-six figures largely through e-commerce and a few select specialty retail locations. Three things will drive this projection and growth:
1). Earned media exposure, social campaigns, ambassador programs and advertising
2). A new product launch (more to come on that soon!)
3). Expanded retail footprint and an Amazon storefront launch
- Lauren Consiglio President, Rael
Our 2025 global sales projection is approximately $125 million to $150 million. We anticipate this growth to be driven by our key business channels: Target, Ulta Beauty and Amazon. Our door count will reach 20,000 in the U.S.
Under our holistic cycle care umbrella, we will be expanding in both period care and skincare with new products developed by our team in Korea that are backed by K-Beauty science and technology.
- Dawn Hilarcyzk COO, Borghese
For 2025, we are expecting a 109% growth, primarily driven by key platforms such as North America Borghese.com and Amazon. Both have demonstrated significant traction this year, and we anticipate continuing this momentum next year. Specifically, Amazon’s acceleration, especially in the second half of the year, is also a key factor.
Additionally, we are expanding distribution by launching new partnerships such as Neiman Marcus, which has already shown promising results. The addition of two more distribution channels in Q1 2025 will help solidify our growth. We expect continued growth from our established markets in China and Hong Kong, although at a more moderate pace due to the economic conditions in those regions.
- Terry Schatz CEO, Bioelements
We project a sales growth of 8% to 12% in 2025, fueled by our transformative digital education strategy and operational innovation. By building a Learning Management System and expanding our curriculum for all types of learners, we will scale aesthetician training, creating a powerful brand advocacy engine that directly translates educational engagement into sales.
As a legacy brand, we remain dedicated to creating exceptional formulas that set the standard in professional skin care while helping our spa partners achieve profitability. With a focus on optimizing high-impact digital channels and enhancing operational infrastructure, Bioelements is prepared to deliver skincare solutions with greater precision and expanded market reach.
- Marina Fernandez Senior Brand Marketing Director, Bitvae
Our sales projection for next year is $80 million, representing a 75% year-over-year growth. This ambitious yet achievable target is driven by several strategic growth levers:
- Product Innovation, Always Starting With The User: A key driver of our growth is our commitment to developing innovative products that address real user needs. Guided by feedback from both our customers and professional dentist partners, we're focusing on launching next-generation flossing systems and advanced sanitizing tools. These products are designed to blend cutting-edge functionality with intuitive, user-friendly design, ensuring improved oral health outcomes.
- Strengthening Digital Dominance: Building on our success as the top oral care brand and eighth top beauty brand in TikTok Shop sales, we plan to further leverage social commerce and digital platforms. Enhanced content strategies, influencer collaborations and streamlined online shopping experiences will play a key role in driving sales and engagement.
- Exploring Retail Expansion: While digital channels remain our primary focus, we are considering selectively expanding into retail partnerships to enhance brand visibility and accessibility. This potential move could unlock new growth opportunities and help us reach untapped audiences.
- Collaborative Development: Partnerships with professional dentists and hygienists have been invaluable in ensuring that our products meet the highest clinical standards while remaining accessible to everyday consumers.
- Alex Irvin CMO and Co-Founder, ECosmetics
We expect to continue our rapid growth and a realistic goal for us is to double revenue in 2025 YOY. We are still a disruptor brand and in the market share/penetration phase on our way to becoming a household name.
We see a huge opportunity in the continued shift to mobile and especially social commerce. We expect that pairing this with our hockey stick subscription revenue will get us where we want to be.
- Ricardo Gray Founder, Nuebiome
For 2025, we are projecting at least 100% year-over-year growth, building on the 200% growth we achieved this year. Key growth levers include expanding our footprint in retail locations, particularly through partnerships with large retailers, as well as strengthening our international presence.
Our recent efforts to meet EU/UK cosmetic regulatory standards have laid the groundwork for significant opportunities in these markets, and we plan to leverage this momentum alongside a robust digital marketing strategy to drive growth.
If you have a question you’d like Beauty Independent to ask beauty brand founders and executives, please send it to editor@beautyindependent.com.
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