01 fragrance submission

01

INDIE BRANDS

Confidential | November 2020 2

INDIE BRANDS

CONTENT

BEAUTY CUSTOMERS

02

INDIE BEAUTY BRAND EXAMPLES

03

INDIE BEAUTY TRENDS

04

FRAGRANCE SUBMISSION

05

INDIE BRANDS

INDIE BRANDS


01

WHAT IS AN INDIE BRAND?

Indie brands are…

… and besides, very diverse!

founder operated

smallauthenticsocialmediadriven

INDIE BRANDS


SOCIAL MEDIA DRIVEN

Technology meets Trend

2010 2018

The visual content sharing

platform Instagram was

founded. It is a cheap

marketing channel for

entrepreneurs and a

source of inspiration for

consumers

Amazon, which makes up

over 40 % of global

eCommerce, started a

new section dedicated to

the ongoing trend of indie

beauty brands

2015

The Indie Beauty Expo was launched. The first

successful fair for indie beauty brands is

nowadays travelling around the world and attracting masses of beauty professionals

Social media channels,

like Instagram, start to

reach a broad audience

and rise awareness for

trends in lifestyle: #vegan

#diy #upcycle

2013 2019

37%of beauty buyers

find out about new brands /products via social media

Source:

Global WebIndex

Q1 2019

Social media accelerated the diffusion of ideasand accordingly the rise of demand. At the same time, social media channels provided affordable and manageable marketing and distribution channels for new entrepreneurs. A good starting point for founding a company. Many indie brands popped up as aresponse to these new opportunities.

49%of Gen Z want tostart

their own business, compared to 32% across all working

generations.

Source:

Euromonitor

International Global

Consumer Trends

Survey 2017

INDIE BRANDS


SOCIAL MEDIA DRIVEN

Technology meets Trend

2020/2021CORONA UPDATE

Indie Beauty brands are coping

rather well with the crisis, as their

main sales channels are online.

Compared to the numbers of

brick and mortar sales,

numbers of online sales

sales are rather stable.

INDIE BRANDS


FOUNDER OPERATED

4 Types of Founders

Each indie brand has its own, individual starting point. There are shades and mixtures of each.

IDEALIST

“I do it for the

greater good.”

PRAGMATIST

“I do it for meand for like-minded

people.”

DISCOVERER

“I do it for

the sake of

the product.”

STAR

“I do it,

because I can.”

INDIE BRANDS


FOUNDER OPERATED

• products do not meet my needs

• no convenience

• lack of transparency

• not available in my country

• not used in product category

• waste of resources

• environmentally unfriendly products

• unhealthy ingredients

• old-fashioned designs

• animal testing

Founders’ SolutionsROUTE 1: IDEALIST

ROUTE 2: PRAGMATIST

ROUTE 3: DISCOVERER

Situation:

• personalized products

• combinable/layering products

• genderless/reduced product ranges

• beauty subscriptions

• DIY products

• ingredient/format/etc. used in new

context

• natural/vegan/organic products

• cruelty-free/fair production

• recyclable/biodegradable packs

• refillable products

• high-end/minimalistic design

• brands supporting good cause

Situation:

Situation:

Solution:

Solution:

Solution:

• I am famous

• other people want to be like me

ROUTE 4: STAR

• Me-Brand

• lifestyle productsSituation: Solution:

INDIE BRANDS


AUTHENTIC

Authenticity through Visibility

Transparent Supply Chain

Visible (Founder’s)

Passion

DirectExchange with Customers on a personal

Level

Founding Story /

Purpose

“They are doingit for a reason and not for the

money.”

“It is so inspiringto see that they do something they

really like.”

“I know the people behindthe brand. I even met them at the last launch party.”

“I know exactly where the

ingredients come from. They seemto

be friends with their suppliers.”

VISUAL PROOF

EXAMPLE:STOP THE WATERWHILE USINGME

REASON TOBELIEVE

CUSTOMER’S

THOUGHT

INDIE BRANDS


BEAUTY CUSTOMERS

INDIE BRANDS


02

WHO ARE THEIR CUSTOMERS?

37%

33%

22% 22% 22%

Beauty buyers typically find out about new products via…

Source:

Global WebIndex Q1 2019

Base: 40.327 internet users who

have purchased beauty

products in the last month

Ads seen on social media

Recommendations/ comments on

social media

Posts from expert bloggers

Updates on brands’ social media pages

Celebrity endorsements

INDIE BRANDS



77%of 13-25 year-olds have

purchased products solely because they support a

brand’s values

Source:

Do Something Strat egic

60%of the 11-23 year olds inthe

USA want to be able to exchange with the brand in order to give designideas

Source:

Euromonitor International

Global Consumer Trends

Survey 2017

In general, Gen Z and Millennial customers are looking for…

TRUSTFUL BRANDS

INDIE BRANDS


EXCHANGE / CO-CREATION

PURPOSEFUL BRANDS

FEELING GOOD OPTIONS


The Woke-alists are on a mission to make theworld a better place –with a natural, seasonal and local mindset

The Insta-glammers evolve the 'Instagram face' beauty standard, recasting it in their own filter-enhanced, gender-neutral image

The Mindful Hedonists embrace a positiveand intuitive approach to beauty and wellbeing

The CreativeAlternatives: A virtual community and sub-culture, these highly creative make-up fans elevate beauty to an art form and champion self-expression.

The Skinvestors: Thisnext-gen science-first beauty consumer sees skincare as an investment.

Source: WGSN*recognition from others for making the “right” choice

When it comes to beauty, Gen Z and Millennials look for…

DESCRIPTION

LOOKING FOR • eco-ethical products

• social kudos*

• prestige products• social kudos*• high performance

• eco-ethical products• convenient products• high performance

• eco-ethical products• high performance• social kudos*

• high performance• personalized products• prestige products

GEN Z• eco-ethical products• high performance• social kudos

+• design / aesthetic

INDIE BRANDS



Supply meets Demand

IDEALIST

PRAGMATIST

DISCOVERER

STAR

WOKE-ALIST

MINDFUL HEDONIST

SKINVESTOR

INSTAGLAMMER

CREATIVE ALTERNATIVE

INDIE BRANDS


INDIE BEAUTY BRAND EXAMPLES03

INDIE BRANDS


WHICH INDIE BRANDS ARE THERE?

BEST PRACTICE: IDEALISTS

Stop wasting water!

• eco-ethical products• natural ingredients• modern, minimalistic

design• unisex concept• supporting good

cause

• Saving water is aUAP in cosmetics

• Visually strong

BRAND CORE

THEIR OFFER

Body, Hair, Oral,

Accessories

PRODUCTS

2011

FOUNDED IN

Stop the waterwhile using me

NAME STRENGTHS FOUNDER EXEMPLARY PRODUCT

All Natural

Cucumber Lime

Soap

2020

boughtby BDF

Against all beauty rules

• eco-ethical products• short formulas• simple, unisex

concept• multi-purpose

products

• Radical simplicity

• Using plastic of competitors to create soap holders for their own soap blocks

• Customers can participate in creatingproducts

BRAND CORE

THEIR OFFER

Multi-purpose soap

PRODUCTS

2018

FOUNDED IN

Terrorists of beauty


Block 001

Cleanse + Strengthen

INDIE BRANDS



BEST PRACTICE: IDEALISTS

water-activated haircare

energised organic skincare

microbiologic eco-friendly

skincare

mindful holistic

approach

sustainable care

products

truly healthy

products

2011

boughtby Pola

Orbis

anthro-posophical

skincare

INDIE BRANDS



BEST PRACTICE: PRAGMATISTS

• Products inspiredby users

• Modern, minimalisticdesign

• Beauty blog„Into the Gloss“

• Massive input from

community• Relatable, DIY-style

model photos

THEIR OFFER STRENGTHS FOUNDER EXEMPLARY PRODUCT

Priming

MoisturizerDemocratize beauty

BRAND CORE

Skincare, Body, Fragrance, Makeup

PRODUCTS

2014

FOUNDED IN

Glossier.

NAME

• Fully customizable

hair care• Modern, minimalistic

design

• Plays on individualismtrend

• Modular creation

system allowing54 billion different combinations

• Strong design

THEIR OFFER STRENGTHS FOUNDER EXEMPLARY PRODUCT

Customized

Shampoo +

Conditioner

100% customized

BRAND CORE

Hair Care

PRODUCTS

2015

FOUNDED IN

function of beauty

NAME

INDIE BRANDS



BEST PRACTICE: PRAGMATISTS

short effective formulas

2019

boughtby Shiseido

basic grooming products

multi-purpose

bodycare

fresh additive-free

skincare

custom skincare

streamlined travel

skincare

care products for abusy lifestyle

INDIE BRANDS



BEST PRACTICE: DISCOVERERS

Into the wilderness

• Products made of harvest from the wilderness

• modern, artsy design• local ingredients

• Transparent sourcing• Products named

after local places• Founder publishes

many stories of his hikes and the harvesting processBRAND CORE

THEIR OFFER

Soap, Fragrance, Body

Oil, Essential Oils, etc.

PRODUCTS

1998

FOUNDED IN

Juniper Ridge


Coastal Pine

Cologne

Authentic male grooming

• Men’s grooming products

• Modern, masculinedesign

• Range coveringall needs

• Natural products• Inspired byUS

barber shops

• Diverse foundingteam, which useproducts themselves

• Strong design• Effective distribution

BRAND CORE

THEIR OFFER

Shaving, Fragrance, Hair Care, Body Care

PRODUCTS

2012

FOUNDED IN

Brooklyn Soap Company


Whisky

Beard Soap

2020

boughtby MERZ

INDIE BRANDS



BEST PRACTICE: DISCOVERERS

Aussie botanicals skincare

Phyto-glycogen enriched skincare

Care products w/

Icelandic ingredients

The bestof K-beauty

Skincarebased onbeeswax

Breadfruit skincare

Haircare w/Alpha Keratin

INDIE BRANDS



BEST PRACTICE: STARS

Bibi loves you

• Colourful, fun products

• Modern, playfuldesign

• Young, special, candy-related fragrances

• Huge number of followers

• Professional socialmedia presence

• Cooperation with successful German retailer, DMBRAND CORE

THEIR OFFER

Shower, Bath, Body Care, Fragrance, etc.

PRODUCTS

2015

FOUNDED IN

bilou


Tasty Donut

Shower Foam

Fun yet sophisticated

• Simple andeffective products

• Modern, minimalisticdesign

• Natural ingredients

• One of the most influential people on the internet (Time Magazine)

• Massive number of followers

• Credibility through career as amakeup artist

• Famous clients• Authentic before-

after-visuals

BRAND CORE

THEIR OFFER

Makeup, Skin Care,

Fragrance

PRODUCTS

2013

FOUNDED IN

Huda Beauty


Wishful

Yo Glow

Enzyme Scrub

INDIE BRANDS



BEST PRACTICE: STARS

2019

boughtby Coty

with

L’Oréal

INDIE BRANDS


TRENDS

INDIE BRANDS


04

IBE 2020 L.A.

INDIE BRANDS


FRAGRANCE SUBMISSION05

INDIE BRANDS


FRAGRANCE SUBMISSION

IDEALIST

PRAGMATIST

DISCOVERER

STAR

Fragrance follows Purpose

MARKETING CONCEPT

INDIE BRANDS


IDEALIST

IDEALIST

Top Notes Heart Notes Base Notes

PLUM BLOSSOM GREEN CLEMENTINE BAMBOO

MAGNOLIA

LILY OF THE VALLEY OSMANTHUS

WATERMUSK SANDALWOOD CHERRY WOOD

INDIE BRANDS


PRAGMATIST

PRAGMATIST


WALNUT

HAZELNUT

PLUM

PEACH

PINEAPPLE

JASMINE

ROSE

VANILLA

MUSKS

INDIE BRANDS


NEW DISCOVERER

NEW DISCOVERER


ORANGE BLOSSOM

VIOLETGREEN

CARAMEL JASMINE POWDERY

WOODY AMBERY SANDALWOOD PATCHOULI

E20161110

Or WoOriental | Woody

Ambery, Sandalwood, Patchouly

NEW DISCOVERER

INDIE BRANDS


NEW STAR

NEW STAR


JUICY RASPBERRY LEMON SORBET TIMUR PEPPER

PEAR BLOSSOM PEONY JASMINE

PATCHOULI LEAVES

VELVET MUSK

WHITE CEDARWOOD

E20161109

Fl WoFloral | Woody

Fruity, Rose, Raspberry, Musky

NEW STAR

INDIE BRANDS


Brenntag GmbH

Natalia Hiss [email protected]

Dennis Neumann [email protected]

FOR MORE INFORMATION, CONTACT US

mailto:[email protected]



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