2025 Indie Beauty Brand Insights Report

Indie beauty brands are outperforming. Learn what’s fueling the shift.

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Traackr’s 2025 Indie Beauty Brand Insights Report reveals how independent beauty brands are outperforming the category and reshaping the future of creator marketing.

Based on US, UK, and FR data from the first half of 2025 and featuring exclusive insights from YouTube, this report uncovers how indie brands are capturing attention, driving loyalty, and redefining efficiency in a crowded market.

What You Will Learn

• Indies are rising fast: The top 30 indie brands now hold 20.4% of market Share of Influence, up from 19.1% last year.
• Creator retention is driving growth: Indie brands retain 48.3% of their creator communities, earning nearly two-thirds of total attention.
• Paid precision pays off: Indies boost fewer posts but achieve 3x higher share and save rates, showing that smart amplification drives stronger ROI.
• YouTube is the next growth platform: Video views grew +44% YoY, yet paid activity remains low, creating big opportunities for early movers.
• Culture drives staying power: Brands like Rhode, Gisou, and Glow Recipe are winning by connecting with communities and cultural moments their audiences already care about.

This report delivers the insights, benchmarks, and case studies you need to understand what’s shifting in the market—and the inspiration to stay ahead.

Download the report to explore the full analysis and see how leading indie brands are redefining success in beauty.