Why Apto Skincare Underwent A Major Sustainable Rebrand In The Middle Of The Pandemic

Apto Skincare founder Marta Cros landed in the Dominican Republic in March 2020 with a shared suitcase for herself, her husband and their two kids. Then, the pandemic hit, and the borders closed. Cros’s one-week vacation stretched...

Six Steps Athr Beauty Is Taking To Scale Its Business

Tiila Abbitt took out a second mortgage on her house to start her brand Athr Beauty with $100,000 in 2018. She had a hunch makeup would be the next category transformed by the clean beauty movement, but...

These Five New Beauty And Sexual Wellness Brands Are Here For Consumers’ Post-Pandemic Needs

If Beauty Independent editors’ inboxes are any indication, brands are diligently planning for warmer months, when consumers can congregate outside and maybe get a bit rowdy. Recent pitches scream: Stylish razors! Body toning tools and creams!...

From The Minds Behind Starface, Plus Greens The Shower With Waterless Body Wash Sheets And Dissolvable Packaging

Entrepreneurs often run away from the steep challenge of trying to persuade consumers to make a major behavior change. Julie Schott, Cathryn Woodruff and Brian Bordainick run toward it. With their brand Starface, co-founders Schott and Bordainick...

Following A Relaunch, Susteau Brings Waterless Haircare To Sephora

Following a total revamp, waterless personal care brand Susteau has sealed a major retail deal.  On April 20, the brand formerly called OWA Haircare will launch waterless haircare products, including $29 Moondust...

Camille Rose Responds To Customer Demand By Launching At Ulta Beauty

Ulta Beauty is listening to its shoppers, and Camille Rose founder Janell Stephens is answering. Out of thousands and thousands of brands the specialty beauty retail chain doesn’t carry, the haircare brand has been one of the...