Influencer Marketing: Strategies For Indie Beauty Brands

With the pathway to viral, organic growth a dream that’s disappearing, paid influencer marketing is one of the lower-cost options available to beauty brands looking to scale their businesses. Influencer marketing is maturing and increasing in value and,...

Beauty On Amazon Part One: What’s Amazon Done On Beauty?

To Amazon or not to Amazon? In the nearly three years since Beauty Independent launched, beauty brand founders’ responses to the Amazon question have largely moved from “maybe” to “yes.” However, the yeses...

Beauty Brands Spill The Beans On The B Corp Certification Process

Certified B Corporations are about purpose, not simply profits. To be more specific, the website of B Labs, the B Corp certifying organization, stipulates companies receiving the B Corp designation “meet the highest standards of...

Carbon Neutrality Is Becoming More Popular For Consumer Brands. Here’s How It Works.

In today’s beauty industry, green is becoming the new clean. The climate debate brands are having isn’t over the causes of rising global temperatures, but what specific steps they should take to save the planet. After scrutinizing virgin...

How To Throw A Successful Launch Event For Less Than $1K

I once had a beauty entrepreneur client tell me her brand spent $20,000 on a media luncheon at a hotel because a marketing agency informed her that was how she had to announce its launch. The luncheon only...

How To Forge A Successful Brand Collaboration

There’s no “I” in team, but, increasingly, there’s indie. As influencer sponsorships lose luster and Instagram algorithm changes make it tougher to break into people’s feeds, entrepreneurs are realizing cooperation is one of the most powerful tools they...