As we peer into the beauty industry crystal ball, for the latest edition of our ongoing series asking questions relevant to indie beauty, we asked 38 beauty brand founders and executives the following: What are your predictions for indie beauty in 2025?
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Jordan Samuel Pacitti Founder, Jordan Samuel Skin Like the past few years, I think indie brands will continue to experience somewhat of a rollercoaster where one moment you feel like you’re on track and the next moment you feel like the rug has been pulled out from under you. Constantly assessing where the brand is and trying to remain ahead of obstacles will continue to be crucially important.
Keeping in line with the current industry trends we are already witnessing, I also think we will continue to see a slowdown in new launches. As a result, I see brands focusing more on reformulations, upgrades to packaging and expanding size offerings as opposed to consistent quarterly launches of brand-new products. Though this is a definite change in industry momentum, I feel this will ultimately be a net positive in the long term.
After the growth years of 2020 and 2021 followed by the course correction of the past few years, I also see brands painting a more realistic picture for their trajectories and recalibrating their growth expectations for their teams, retail distribution and DTC/e-commerce sales, etc. I see this shift in perspective as being extremely important for all brands and especially for those that are not seeking funding.
- Minara El-Rahman Co-Founder and CEO, Mora Cosmetics
Indie beauty brands that fail to capture consumer attention with cult products will continue to shutter. Consumers are looking for products that excel and will not be repeat customers without an outstanding experience. It is unfortunate, but there will be a market correction to the oversaturation we have seen in the market for the past few years.
Personal care brands will continue to grow as consumers try to create a spa experience at home. They will continue to indulge in body care, particularly for their hands, feet and nails.
Fragrance is another category that will not be slowing down. We will see more established beauty brands start their foray into this category similar to what Merit Beauty has done. Conversely, we will see fragrance brands lean into body care more. Think deodorant, shower products and lotions.
- Anne BealFounder, AbsoluteJOI
I think an important issue to watch is the relationship between brands and retailers and how that evolves. Reports of doors closing by Macy’s and mergers like the Neiman-Saks deal, coupled with the costs and hit on margins of retail placements, makes navigating the retail environment increasingly complex.
In addition, the convenience and growth of online beauty discovery and shopping via specialty retailers, Amazon and our own brand web pages will create an evolution in the primary channels for beauty shopping.
- Iva Bravic Millereau Co-Founder, Re.Vityl
I hold an optimistic outlook for the future despite the challenges currently facing indie beauty brands that have forced hundreds of small brands to close. While 2025 may continue to present hurdles due to various factors, there remains a wealth of opportunity for innovation and adaptation. The evolving global and political climate provides a challenging backdrop that can inspire companies to find creative solutions for customer acquisition, even as traditional channels become more competitive and out of reach.
Institutional and celebrity-backed brands will continue to dominate the market, leaving less room for indie brands to shine and enter the space. However, indie brands possess the agility and passion to carve out their own niche in the crowded market of institutional brands. We hope that buyers and retailers will follow along and give them more shelf space.
The retail landscape is indeed different from what it was five years ago, but this evolution presents a chance to redefine success and explore new pathways for collaboration and engagement between indie brands and retailers. It is important to acknowledge the persistent funding challenges faced by female founders of indie brands, yet this very struggle underscores the resilience and determination of women entrepreneurs. The tremendous interest in beauty incubators highlights the demand for growth and the potential for fresh, impactful ideas in the industry.
Furthermore, I foresee substantial growth in beauty-adjacent categories such as sleep, haircare, supplements and wearables. Consumers are increasingly drawn to solution-based products that offer measurable results, creating fertile ground for innovations designed to enhance well-being. In this dynamic landscape, there is ample room for enterprising brands to thrive and make their mark. Now, it's up to the buyers to give them a real chance and make some space for them.
- Samantha Denis Founder, Allyoos
I truly believe we are going back to old school entrepreneurship. Fundraising is a full-time gig and, while we participate, it is challenging for founders like me who have industry experience, but not finance experience and also have a business to get off the ground, another full time gig. I had to join a funding accelerator to learn about this world.
My prediction is that entrepreneurs shift the focus from fundraising and chasing checks to starting smaller, leaner and just down right building their businesses from the ground up again. The full-time gig should be working on your act, perfecting your product and future launches, message testing, meeting your customer in person and creating a close-knit community. This takes longer, but, IMO, this is the beauty and privilege of entrepreneurship.
Clean beauty is becoming more and more mainstream, and I believe that consumers will start to become way more hip to greenwashing and will soon have higher standards when it comes to clean formulas and what to look out for. We are seeing this big time in the food and beverage space as consumers—ingredients banned in the EU and not in the U.S., major corporations being called out for their toxic ingredients and then harm they can cause, mom influencers doing their own third-party testing to make sure the food we're giving our children is safe.
Clean beauty is not just en vogue, it is safe, and I know the consumer wants safer, better products in all categories now more than ever. Formula and retailer guidelines will become more stringent in my opinion.
Because I believe clean beauty formula standards will get even more strict and old school entrepreneurship is on the rise, a focus on product and experts is going to matter now more than ever. Not that branding and marketing will take a back seat, but it feels like product performance and integrity will take the lead as it should.
I think the switch will go from, here's an awesome marketing concept, a logo and cool colors, let's find a product to match it to, here's an idea for a product that will help people, let's perfect it with expert product developers, and then pound the pavement to build a community of fans around it so they come back time after time. In my opinion, a wave of authenticity is coming.
- Jamika Martin Founder, Rosen Skincare
I think scrappiness is the name of the game for a lot of folks I'm talking to right now, including myself. The market's tough, the economy is uncertain, and capital isn't as free flowing as it was a few years ago. I know a lot of folks who have shifted back to a scaled-back team or the contractor/agency approach to outsource.
Externally, I think we'll see a bigger shift into community-driven initiatives. As brands get leaner on the back end, they have higher touchpoints with their influencers or customers and get to connect with them more authentically.
- Ashley Boyce Co-Founder and CMO, Noteworthy Scents and Proven Group
With the new administration coming in, I suspect that the world of M&A and funding heat up as interest rates fall, some constraints around competition are lifted and consumer spending hopefully increases. This shift creates a lot of potential for both smaller and larger businesses to find new ways to work together and explore new models of doing business.
Social commerce is poised to grow further across platforms like TikTok and Meta Shops. What remains to be seen is whether consumers will fully embrace purchasing directly through these channels or if they will continue to use them primarily for research and validation before buying through traditional channels such as brick-and-mortar stores or e-commerce sites.
I believe brands that succeed in this space will offer unique social commerce experiences. For example, they might highlight bestsellers or viral products and pair them with complementary items to create bundles or exclusive GWP offers that feel trustworthy and uniquely tailored to the channel.
I expect two hot trends to continue gaining momentum. The first is experiential marketing through unconventional pop-up retail and service experiences. We saw so much of this in 2024, and I don't see it slowing down, especially given how valuable these experiences are for social creators looking to generate content.
The second is unique brand partnerships across beauty and non-beauty brands. There is such an opportunity for "play" in this space, and I think consumers are increasingly drawn to unexpected, delightfully surprising collaborations in beauty.
- Liz Folce Founder, Nakery Beauty
Amazon’s strong appeal to consumers will continue to force all brands to reevaluate distribution strategies, pricing and product innovation.
Discounting will increase, with brands having to rethink product life cycle and pricing plans, particularly for how this impacts gross margin.
TikTok sales will become even more impactful on consumer purchasing decisions, forcing accelerated channel conflicts for brands.
- AnnRagan Kearns Founder, Medalist Skin
1. Continuation of rise of niche media (i.e., Substack), influencers and creative partnerships as PR "wins": In 2025, niche blogs, trade publications, newsletters, podcasts and micro-influencers with loyal, highly engaged audiences will continue to challenge traditional media. As a publicist with over 10 years experience in the industry, turned skincare founder, I’ve noticed a shift in the industry, and it is becoming increasingly difficult for indie brands and startups to secure earned media coverage with large/national outlets as all of the legacy publishing houses now require brands to participate in affiliate networks or be on large retailer sites to be considered for features, shopping content, etc.
This creates financial and logistical barriers for smaller companies, and we’re seeing large brands who can flex the highest affiliate percentages win coverage over their smaller competition. Building relationships with niche creators and finding creative ways to work around these hurdles like creative brand partnerships will be critical for emerging brands to continue to garner true “earned” media coverage.
2. Specific hires for digital-first retail models: Indie beauty will continue to thrive in the DTC space, but, in 2025, expect to see an even stronger shift toward platforms like TikTok Shop to drive sales for smaller brands. We’ll see more indie brands building out TikTok Shop-specific teams to create engaging content, collaborate with influencers, and drive real-time shopping experiences directly through the app.
Social commerce will become essential, with platforms like TikTok and Instagram leading the way for smaller brands to reach their audiences more effectively. Some hires and completely new roles in the marketing and social teams I can see being very in demand for 2025 are TikTok Shop strategy managers, TikTok Shop "talent" and UGC creators being the "face" of the brand, TikTok Shop Live set designers and creative directors, affiliate/loyalty platform strategy manager, etc.
3. Employees as content creators: In 2025, employees as content creators will be a major trend, with brands increasingly tapping into the power of their own teams to create authentic, relatable content. As social media platforms continue to dominate where consumers are finding their new favorite brands, companies will need to recognize the value of showcasing real people behind the products, with employees, whether in product development, marketing, or customer service, becoming central figures in content creation.
This approach will allow brands to build deeper connections with their community and foster a sense of transparency and trust. Employees will become influencers in their own right, creating content that aligns with the brand's values and resonates with a wider community, while also driving engagement across platforms like Instagram, TikTok and YouTube. For indie beauty brands especially, this trend will create new opportunities to share behind-the-scenes insights, product stories and customer interactions in a way that feels genuine and organic and gives the consumer the opportunity to really feel a part of a community and brand.
4. AI, AI, AI!: In 2025, more brands will lean into utilizing AI. Whether it’s continuation of seeing innovative brand and product launches that solve everyday problems in the beauty, femcare and health and wellness industries utilizing AI technology or brands leaning into adding AI into their tech stacks, AI will influence the beauty industry tremendously in 2025 and beyond.
We’re leaning into AI at Medalist Skin in our approach to marketing, customer service and brand engagement. With AI tech becoming more sophisticated and intuitive, brands will be able to offer 24/7 personalized customer support and even integrate AI into their marketing strategies, predicting consumer preferences and behavior to deliver more targeted content and promotions. AI will enable a level of precision and personalization in the beauty space that’s never been seen before, revolutionizing both the way products are made and how brands are being experienced by consumers.
5. Omnichannel loyalty programs + community building: In 2025, beauty brands will need to prioritize omnichannel loyalty programs that seamlessly integrate online and offline experiences to strengthen community engagement. These programs will allow consumers to earn rewards, access exclusive offers and participate in events—both digitally and in person—creating a more holistic brand experience.
Brands will also focus on building authentic communities by taking their followers offline through immersive experiences like pop-up events, product trials and brand activations. By connecting with consumers on multiple touchpoints and offering a sense of belonging, brands will deepen loyalty and turn customers into lifelong fans. This approach will foster lasting relationships that go beyond transactions and create a deeper emotional connection with the brand.
- Adam Guggenheim Co-Founder and Dermatologist, Minu
Over the past few months, we've engaged with a broad spectrum of investors and retailers. One key theme has emerged: Consumers are seeking fewer, but more trusted brands to bring into their lives. The outlook for indie beauty is strong, particularly for brands aligned with the macro wellness trend focused on preventative health, an area we see that will only get stronger.
In brand building, the consensus is clear: Success now is rooted in the fundamentals—brands that take the time to build ownable IP, show strong repeat purchase rates and ensure healthy margins. All of these metrics though are supportive to the main need in crafting engaging brand storytelling rooted in powerful consumer insights that foster a loyal, organic community.
From a distribution standpoint, there’s a clear shift away from DTC-only strategies, given the volatility of algorithms. The omnichannel approach is also less valued—placing brands indiscriminately across platforms, often diluting brand identity and spreading resources too thin. The emerging best practice is a curated, balanced mix of channels that are built from an understanding of how your specific early adopting customer engages with the brand. This selective, balanced strategy ensures brand durability amid the inevitable market fluctuations of a fast-moving economy.
- Lydia Welsh Founder, Clērstory
Going into 2025, wallets are tighter both on the brands’ and the customers’ ends, but while cost-effective launch strategies like private label would seem to be the natural choice, audiences are becoming more scrutinizing of formulas than ever. They are also increasingly wary of anything that smells like a cash grab, whether it’s tacky branded merch or new lipstick shades no one’s asked for.
In response, brands will need to innovate with intention. I predict we will see more brands using unorthodox percentages of buzzy ingredients like Experiment Beauty’s Super Saturated with 30% glycerin or Prequel’s Gleanser with 50% glycerin to attract consumer interest.
We will also continue to see slowed product development timelines, for example, Klur’s 2-year long road to their new Essentialist moisture cream and Minori Beauty’s mascara launch that’s been years in the making. In my view, customers will see this as more thoughtful and trustworthy than a quick turnaround. Having taken the slow path ourselves with Clērstory’s upcoming cleanser release, I believe an unhurried approach is the new way to go for brands looking to launch compelling products.
- Ayssa DiPietro Founder, Miami Beach Bum
My predictions for 2025 are:
1. Fractional experts (CFO, COO, retail account managers) are going to be increasingly important to successfully scale. Gone are the days of carrying employees who show up, but don’t have the skills to drive the brand forward. It’s too expensive.
2. Innovation in marketing campaign types is going to become increasingly important as brands on Instagram all jump on the bandwagon and display their messaging in the same format type. Consumers want to be entertained and stay ahead of the curve. Brands can’t follow a playbook. They have to forge their own path to turnover and give a unique branded experience.
3. For most beauty and personal care brands Sephora and/or Ulta are the North Star. I believe other retail players like Beautyspace, Whole Foods and more mass outlets are going to become increasingly more important as growth drivers for indie beauty brands.
- RHODA WASSWAS Founder and CEO, Manjeri Skincare
I think indie beauty will continue to experience transformative growth in 2025 and beyond, primarily driven by technological advancements. AI and data analytics have empowered brands to streamline while optimizing supply chains for better inventory management and reduced lead times.
Consumer sentiment has shifted post-pandemic due to rising costs, and I expect to see a shift towards value driven purchases, making transparency and quality essential. This change will hopefully influence brands to communicate their value propositions more clearly and focus on the longevity of their products.
The fast adoption of robotics in manufacturing and fulfillment (while scary) will revolutionize the industry. Brands (even smaller ones like myself) are increasingly automating processes, reducing costs with goals focused on increasing production speed in order to quickly react to market demands.
- Cece Meadows Founder and CEO, Prados Beauty
Despite economic uncertainties, indie beauty sales will likely see moderate growth. Consumers are increasingly seeking unique, authentic brands that resonate with their values, and indie brands are well-positioned to fulfill this desire.
However, this growth will likely be driven by brands that can effectively differentiate themselves through innovative products, compelling storytelling and strong online communities. I say this all the time, you have to connect with your customer base as an Indie brand because the supporters want to be able to connect with you in a different way than they can with bigger brands.
Expect to see a shift in distribution channels. While online platforms will remain crucial, indie brands will increasingly explore strategic partnerships with retailers and pop-up shops to expand their reach and provide tangible customer experiences. This omnichannel approach will be key to driving discovery and building brand loyalty.
Consumer expectations will continue to evolve. Transparency, sustainability and ethical sourcing will become even more important purchasing considerations. Indie brands that can authentically demonstrate their commitment to these values will have a competitive advantage.
Finally, funding will remain a challenge for many indie brands. However, those that can demonstrate strong financial performance, a clear growth strategy, and a unique value proposition will be more likely to attract investors who are seeking opportunities in the evolving beauty landscape.
- Erica Choi Founder, Superegg
Indie beauty will continue to grow and attract beauty consumers, but differentiation will become increasingly important. Whether through innovation, emotional resonance or unique brand values, standing out will be essential for success.
Indie beauty brands will thrive due to their agility in meeting consumer demand for transparency and sustainability. Shoppers will increasingly prioritize brands focusing on eco-friendly packaging, ethical sourcing and clear ingredient communication. Brands demonstrating a real commitment to these values will have a competitive edge.
As wellness and the concept of longevity further integrate with beauty, the line between skincare, supplements and holistic health will blur. Indie beauty brands that tap into this trend by offering products that address internal and external beauty will increase in popularity. We’re already seeing cross-category products like makeup with skincare benefits, skincare leading with fragrance and supplements that enhance skin’s glow, and I believe this will become mainstream.
However, indie beauty brands may face greater challenges securing funding. With rising competition and economic pressures, investors will likely become more selective, prioritizing brands that can demonstrate scalability, profitability and a clear path to growth. As a result, smaller or niche brands may struggle to secure the capital they need to expand and rely more on alternative funding sources like crowdfunding, partnerships or private investors to continue scaling.
- Joey Scandizzo Co-Founder and Co-Creative Director, Eleven Australia
Many indie and TikTok brands that emerged in the past few years will start to fade away. While it’s relatively easy to start a brand, it’s much harder to grow, scale and sustain one. The beauty space is more competitive than ever, and there’s a misconception about what it takes to keep a brand going. Only a handful of these startups will survive.
Mass beauty brands will need to rethink their speed-to-market strategies to compete with the agility of indie brands in getting new products on shelves quickly. One prediction—or hope—is that businesses will face more regulation around the terms “green,” “natural” and “clean” used in beauty marketing.
- Alexis Whitaker Founder, Pinkaya Beauty
In 2025, to connect to a new audience, department stores will establish more partnerships with indie beauty brands. The market growth rate for indie brands has outpaced other groups within the personal care and cosmetic space, making this a ripe opportunity for department stores to introduce themselves to a younger demographic who wouldn’t typically shop there for other items.
Offline, experiential marketing strategies will push indie beauty brands ahead of the pack in 2025, bypassing social media as a primary means to connect with consumers. For smaller brands, customer acquisition costs deriving from social media is higher than ever, making in-person/offline interactions an intriguing and affordable alternative.
Indie beauty brands will continue to see rapid growth due to their nimbleness and ability to appease consumers who desire bespoke products for their specific concerns. Now more than ever, consumers are educating themselves about their personal care products, leading to a demand for individualized products.
- Ashley Plummer Co-Founder and CEO, Botanical Cabana
1. Streamlined product offerings and niche focus: In response to economic challenges, such as inflation and limited access to capital, indie beauty brands in 2025 will increasingly trim their product lines to focus on core collections that cater to highly specific niches. Consumer spending habits are shifting, with buyers becoming more discerning with their purchases, moving away from the one-size-fits-all approach and seeking personalized solutions. Brands that adapt by concentrating on fewer, more impactful products tailored to their audience’s specific concerns will continue to thrive.
2. Growth of creator collaborations, UGC and community: In 2025, indie beauty brands will rely more heavily on creator partnerships to drive organic, user-generated content (UGC). As social media platforms continue to be key drivers of beauty sales, collaborating with creators who have loyal, trusted followings will be essential for brands to generate relatable content at scale. Brands who adopt this approach will not only see expanded reach, but will foster deeper community engagement and loyalty, with creators playing a crucial role in authentic brand storytelling and product advocacy.
3. Direct-to-consumer (DTC) model remains strong: As brick-and-mortar retail distribution faces increasing challenges, indie beauty brands will continue to prioritize DTC models for more control over their customer experience in 2025. Indie beauty brands with lower revenue tiers will have an increased focus on building strong email/SMS marketing lists, leveraging personalized shopping experiences, loyalty programs and data insights to better serve their consumers. Brands that successfully manage their DTC channels will see stronger customer loyalty and improved lifetime value (LTV).
4. Artificial intelligence and navigating competitive landscapes: In 2025, indie beauty brands will increasingly rely on artificial intelligence (AI) and large language models (LLM) to navigate challenges in the rapidly growing and competitive beauty industry. AI will become a critical tool for optimizing marketing strategies, allowing brands to create personalized, targeted content at scale for both paid and organic channels. This efficiency will be essential for brands with limited resources as AI helps stretch marketing budgets while delivering hyper-personalized product recommendations and consumer experiences in real time.
Additionally, AI-driven customer service tools like chatbots and virtual consultations will enhance the overall customer experience, enabling brands to provide seamless support without needing large teams. Brands that successfully incorporate these advanced technologies into their business models will gain a significant competitive edge, delivering value to their consumers and fostering sustained growth in a crowded marketplace.
5. Wellness, multifunctionality and fragrance take center stage: Consumers are increasingly focused on wellness, and this trend will drive demand for indie beauty brands to deliver multifunctional products that address both physical and emotional well-being in 2025. Fragrance will play a pivotal role in enhancing the sensory experience, with carefully crafted scents designed to evoke relaxation, reduce stress or uplift moods.
Personal care products that combine plant-powered ingredients with soothing or energizing aromas that promote positive emotional responses will be in high demand. Brands that can effectively merge aesthetic benefits with feel-good qualities are well-positioned to capture a larger share of the wellness-conscious consumer’s spending as shoppers seek holistic solutions that nourish both body and mind.
- Jenn Harper Founder and CEO, Cheekbone Beauty
Transparency is increasingly critical, and consumers are now more attentive to how products are made, pushing brands to provide full visibility into their sourcing, formulation and manufacturing processes. For brands relying on white-label products, this can be a challenge as customers are keen to support companies that demonstrate a deep understanding of their ingredients and environmental impact.
Sustainability is also a constant, with growing demand for eco-friendly packaging, cruelty-free products and ethically sourced ingredients. Consumers are showing a willingness to prioritize sustainability when budgets allow, although price sensitivity will persist, especially in a competitive economic environment.
TikTok's influence will continue strong into 2025, with its ability to showcase product authenticity and brand values in a dynamic way that resonates with beauty audiences. It’s becoming a platform not just for awareness, but for community engagement and education, which is where brands like Cheekbone Beauty can shine with transparent and impactful storytelling.
- Joni Rogers-Kante Founder, CEO and Chair, SeneGence
The personal care and beauty space will continue to grow and be an endless opportunity for innovation and exciting products to enter the market. Sales of unique products that truly deliver on their claims will be highly desirable. As the original “clean beauty” company, SeneGence is committed to the continued development of unique and first-to-market products which will make our direct sales channel lucrative for our independent distributors.
More opportunities for customer acquisition are abundant. SeneGence is a revenue share company, meaning as we look for ways to expand our market share and gain more customers, we share the revenue and new customers with our independent distributors. This allows SeneGence to expand far beyond our own backyard and share our brand and products with more people to the benefit of our independent distributors.
Technology is vital to keep up and accomplish more each day. Streamlining operations and being aware of cost structure have become a vital practice for all companies in our ever-changing economy. However, nothing takes the place of people who have a deep understanding and appreciation of our industry and our independent distributors.
I feel, with many companies in our channel moving to a 100% affiliate model, they may have lost sight of what makes our industry not only special but sustainable. I find staff who take the time to learn, immerse and understand the direct-selling channel and the value our independent distributors bring to the brand we are in a fantastic position to move the needle and grow into our next chapter.
- Lena Park Co-Founder and Brand Director, Mixik Skin
Adaptability, authenticity and innovation will be crucial for indie beauty brands to thrive in 2025. Brands that can evolve while staying true to their core values will find the most success in this fast-paced landscape. Omnichannel distribution will dominate, with retail and DTC having equal importance.
Consumers are looking for credibility when trying new brands, and they value convenience. Major retailers are shifting toward personalization and AI in ways that smaller indie brands can’t always match. Strategic partnerships with big retailers will be essential for discoverability, while platforms like Amazon will continue to serve as a hub for repeat buyers.
Funding challenges will likely push mergers, acquisitions and collaborations. Rising operational costs, especially related to sustainability, may make it difficult for indie brands to secure funding. Unfortunately, we’re already seeing a dip in funding for BIPOC-founded brands. However, I hope to see a rise in strategic mergers and partnerships.
Larger beauty conglomerates will continue to acquire or collaborate with innovative indie brands to capture niche audiences and stay ahead of trends. We may also see indie startups collaborating with complementary brands or investors to scale while maintaining their unique identity. Beauty collectives could become more common in the coming years.
- Sylvia Brownlee Founder And Aesthetician, Skin by Brownlee & Co
I believe consumers will continue to become savvier, focusing more on ingredients and looking for products that address multiple concerns. People are becoming more educated, and brands will need to step up to meet those expectations.
I also think AR and AI will play a bigger role in skincare, although I hope it doesn’t go too far to the point where the results presented are unrealistic or unachievable. Self-care will also become an even bigger part of the wellness community, with a stronger emphasis on how what you consume internally impacts your skin and hair.
One of the biggest shifts I anticipate is a return to grassroots marketing, with brands focusing on direct-to-consumer strategies through methods like bus stops, billboards, flyers and postcards.
- Allison McNamara Founder, Mara
First prediction I have is a return to grunge. We’re going back into the indie sleaze Tumblr era of the late aughts and early 2010s. We will see this articulated through grungy makeup, a huge departure from the “clean girl” aesthetic that has a chokehold on the modern consumer for the past five years or so. I also think we will see a slew of new eye products and perhaps even a return to the hero SKU eye palette.
The second prediction is soft matte. While I am a forever fan of glowing skin, I do think we will see a moderate return to a soft matte finish. This is not the baking and heavy powder from yesteryear. It combines the principles of healthy hydrated skin, but tempered down with a soft matte finish that’s more wearable.
- Susan Cooley Founder, Finny Rute
Customization and personalization: Skincare will become even more tailored to individual needs through AI diagnostics or highly customizable products that allow consumers to mix and match according to their skin concerns.
Retail shifts towards experiential spaces: I see more indie beauty brands expanding into concept stores and pop-ups that focus on creating a sensory, immersive experience for the customer. It’s about building an emotional connection to the brand.
Tech integration into skincare routines: Whether AI-driven product recommendations or apps that analyze your skin's health, technology will play a more significant role in how consumers choose and use beauty products.
- Maddie Fantle Founder, Maes Face
Packaging and formulations: I believe formulations and packaging will be a big beauty trend in 2025. With growing concern of microplastics, not just for the environment, but for our health, the increased awareness will lead to conscious packaging that avoids plastic when possible.
At Maes, all our products are packaged in glass. We’re releasing a new balm soon, which will also be in glass. This is something that is important to us, and as an indie brand, we’re able to prioritize that importance. As far as formulations, clean ingredients matter now more than ever—and the consumer knows that. Consumers in 2025 will continue to seek out brands that not only use clean ingredients, but ingredients that have proven results.
Indie brand growth: I believe (and hope) 2025 will be a year of growth for indie brands, with consumers picking them over the big brands. Indie brands can be nimble and personalized in everything they do. In a lot of cases, they listen directly to their customers and adapt products accordingly. Indie brands are innovators, authentic and unique, all important qualities to the gen Z buyer.
Less is still more trend: I’ve read trends on how big beauty, bold makeup looks, wild hair, etc., will be big in 2025. While I agree, I think the foundation (good skin, for example) will still be king. Good skin and hair to work with will make the bolder looks easier.
I see a rise in hydrating balms for glossy, smooth skin that makes makeup apply easier. I see a trend in wrinkle patches that are marketed as the natural Botox and, lastly, I predict an increase scalp products that will improve your hair health (scalp health spa videos are trending on TikTok).
- Sonsoles Gonzalez Founder and CEO, Better Not Younger
In 2025, the beauty industry's commitment to age inclusivity and positive aging will reach new heights, driven by millennials entering their 40s and redefining beauty standards. Building on the foundation laid by gen X, millennials are will further dismantle age-related taboos, advocating for beauty at every stage of life.
More women will be pushing for a concept of "well-aging" that celebrates individuality, shifting the focus from looking younger to feeling and looking one’s best, naturally. By embracing unique definitions of beauty, women are creating a more inclusive industry that values authenticity and supports a broader, more personal vision around aging. Beauty companies are expected to prominently feature people of varying ages, celebrating wrinkles, silver hair and the unique beauty that comes with experience.
By 2025, the fusion of beauty and wellness will be a core expectation among consumers. Instead of viewing beauty as a standalone goal, people are increasingly drawn to products that not only enhance appearance but also support physical and emotional well-being.
With advancements in AI and wearable technology, consumers can receive beauty recommendations tailored to real-time health data such as skin hydration, UV exposure, and stress levels, allowing for a truly personalized approach. And my personal hope? A greater focus on fostering joy through beauty, moving away from the negative self-talk that unattainable beauty standards sometimes promote.
- Kasra Borojerdi Co-Founder, Persona Cosmetics
1. Social commerce will push even further as a major sales channel for brands beyond TikTok shop. YouTube and Instagram will play a bigger role in social commerce and perhaps a new platform will emerge (wild card prediction).
2. Inflation will be sticky and come back in some shape or form, which will continue to drive consumer purchase decisions.
3. Financially disciplined brands that manage their balance sheets well will continue to grow at moderate rates, while we’ll likely see the brands that don’t falter.
4. Omnichannel presence will become a major focus for brands looking to scale beyond online presence.
5. Traditional fundraising (VC) will continue to be challenging, and brands will look into alternative models of raising capital (crowdfunding, angels, debt equity).
- Kelechi Onyemelukwe Co-Founder, Añuli Skin
Indie beauty will continue to see strong growth in 2025 as consumers increasingly prioritize investing in their well-being, confidence and joy. I’m excited about the ongoing global expansion of A-Beauty, which I believe will soon garner the same attention as K-Beauty and Ayurvedic beauty. As A-Beauty gains traction, reaching customers beyond social media will be essential.
Indie brands must show up in both small and large retailers to boost discovery and create opportunities for customers to experience their offerings firsthand. Equally important is engaging consumers in memorable, tangible experiences that bring the brand to life in unexpected ways. Pop-ups, in-store events and collaborations with complementary brands can all provide deeper engagement and loyalty.
Regarding funding, indie beauty brands will need to think beyond traditional methods. While venture capital may still be an option for more established, it’s not always the best fit for smaller or niche brands. Alternative funding methods such as crowdfunding or revenue-based financing can offer more flexibility. Partnerships with accelerator and grant programs such as the Glossier grant are also smart ways for indie brands to grow without giving up large equity stakes.
- Tammy Mongiat CEO, Goldie Lux
I think there will be a shift to show us something new, something else, a different layer of transparency than we have gotten used to, maybe a safe place for people and brands to be who they really are, not what they think everyone wants to see.
I think 2025 will bring some new awareness to indie beauty and what's available outside the big brands, and I hope this shift will give small brands the same importance and opportunities, not just on the consumers' side, but the business side [with] ingredient manufacturers, packaging companies, etc. They need to understand small brands and support them. A lot of the time, they limit what we can do, but, if we work together, I think it’s a win-win, and the possibilities are endless.
- Halima Hubbard Founder and CEO, Bath Notes
I'm super excited about the future of indie beauty, and 2025 is looking bright! As the founder of Bath Notes, I'm particularly thrilled about three trends that align perfectly with our brand's mission.
First, AI-driven personalized beauty is going to change the game. I love that our customers will be able to get tailored recommendations and products that cater to their unique needs.
Mental wellness and self-care are already at the heart of what we do at Bath Notes, so I'm thrilled to see this trend continuing to grow. Our customers know that beauty is about more than just looks, it's about feeling good, too.
Lastly, I'm passionate about creating immersive experiences that bring our brand to life. Online shopping is convenient, but there's nothing like connecting with our community through workshops, masterclasses, and pop-ups. It's where the magic happens, and I know our customers will love it just as much as I do.
- Tiffany Ju Founder, Chunks
We've started to reach a tipping point where a lot of the marketing strategies that worked even one year ago are no longer working. We'll have to find a new way to resonate with people that feels closer to home. I think we'll have to get more creative with it and less reliant on tech and tools.
Less small brands coming into the beauty space. We've all witnessed these shortcuts that small brands are having to make with product development that ultimately backfires and that will make potential founders more hesitant to come in.
Hair category will continue to grow and try new things. There's still a lot of potential innovation here, but it might be with nutrition or services.
- JULIA KAHLIG-GARUBA Co-Founder, Herb&Root
Now that it doesn't seem like we'll have political violence, the next question is how tariff implementation will affect inflation and consumer sentiment. If the price of goods goes up due to the imposition of tariffs, we expect to see lower sales growth overall.
In the world of fragrance, we expect to see the category continue to grow, with an emphasis on using fragrance for mental health such as to calm anxiety, help boost sleep and improve mood.
With gen X holding the purse strings over the next several years, we expect to see more products targeting them such as longevity and menopause-focused multifunctional products.
- Lisa Hillyard Co-Founder and CEO, MILO Multifunctional
Multifunctionality as a value proposition: We’ve seen trickles of this from other brands, but, as consumer demand for simplicity increases, I think we will see more brands and major retailers lean into this despite the current paradigm of overconsumption.
Increasingly educated consumers who refuse to buy into hype or marketing that overpromises on products that underdeliver.
- Jessica Lee Lafleur Founder and CEO, Stark
Beauty has been saturated by inauthenticity in the past five years or so, and so my hope is that we move away from that feeling and get back to the roots of the indie/green beauty movement of the early 2010s.
Of course, it will never be the same, but I hope that there’s space for the truly small, bootstrapped brands to rise up again and recreate the sense of community and connection we once had, although probably just a whole lot of Ai will infiltrate the space, so there goes my hope for authenticity.
- Gabriela Navejas Co-Founder and CEO, Madame Gabriela Beauty
Indie beauty is strong, customers are very much interested in trying new brands, new products. The customer is not afraid of trying new and moving away from the establishment of classic mainstream big brands. They are finding indie beauty fresh, interesting and performing.
I see growth being strong for our category into 2025, with more awareness towards what we buy (ingredients) and exploring new options in the market. Transparency, consistency and true-to-our-values are going to continue to be important [attributes] in order to cut through the noise.
- Aisha Besson Founder, Chloe + Chad
In 2025, I predict there will be more indie beauty brands that will be highlighted. I think consumers will be intentional about supporting indie and specifically Black-owned businesses, not just beauty brands, because of the challenges brought against affirmative action. As consumers continue to read labels on the food and skincare products they use, I think the shift to plant based, sustainable products will increase.
- Marcus (Bamdad) Bani Owner, Pryde
I think indie beauty will be big overseas. It’s got a huge fan base, and I believe that 2025 and beyond we will see more of these companies popping up selling to other countries.
- Yve-Car Momperousse Co-Founder and CEO, Kreyol Essence
Looking ahead to 2025, I foresee several key trends shaping indie beauty:
Rise of "cleanical" brands: The convergence of clean and clinical beauty will continue as consumers prioritize both safety and efficacy. Brands that combine natural ingredients with scientifically proven results will see increased demand.
Fusion of prestige and mass: Consumers will continue to gravitate toward brands that offer a prestige experience at an accessible price point. This blending will allow indie brands to tap into both luxury and everyday markets.
Body care boom: Body care is set to be a major focus as consumers expand their skincare routines beyond the face. Brands that innovate in this category, especially with inclusive, clean ingredients, will have an edge.
Inclusivity as the morm: True inclusivity—beyond just marketing—is becoming a baseline expectation. Consumers are looking for brands that offer diverse products and embrace varied perspectives as we approach a more globally connected future.
Tools: They are having a moment and will become a more permanent part of the beauty discourse.
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