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Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States

Beauty’s Most Buyable Brands: Analysis of Booming Independent Brands in the United States

This report explores the fastest growing cosmetics and toiletries companies in the United States—independent brands, also known as indies. While the overall sales growth of cosmetics and toiletries level off at just under 3% between 2013 and 2014, these independent, privately-owned players collectively record growth of 17% due to their digital savvy, innovation, and problem-oriented offerings that resonate well with today’s consumers.

Illustrates factors leading to success of indie brands.
Describes the impact social media has on the marketing of successful indie brands and the role EMV plays.
Identifies the next wave of brands that might be M&A targets.

Market overview:
Analysis of the growth dynamics of independent brands in the cosmetics and toiletries industry with a focus on the factors
driving these players to become game-changers.
Mergers and acquisitions overview:
Discussion on the importance of mergers and acquisitions of independent brands by larger cosmetics giants and private equity firms. A list is provided of the top 10 brands that were privately-owned and independent, and their respective double-digit five-year compound annual growth rates after being acquired by a major company. Highlights are provided for a few of these success stories.
Brand profiles:
Includes detailed profiles of the top 10 independent brands registering the highest growth in 2014. Facts about these companies and their marketing strategies are provided based on Tribe Dynamics’ Earned Media Value (EMV) ratings. EMV is a prescribed metric referring to the quantifiable dollar amount assigned to publicity gained through social word-of-mouth marketing accomplishments.
Outlook for the sector, particularly in terms of the contribution of the independent brands and role they play.

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