Indie Beauty Brands: 2025 Strategies for Sustainable Growth

Indie makeup brands are entering a new era of ambition and strategy, combining creativity with thoughtful planning to achieve their goals. A recent survey of 15 founders and executives revealed varied approaches to growth, emphasizing the importance of efficient operations, precise demand planning, and innovative supply chain strategies to drive success. 

Inspired by their responses, let’s take a look at the strategies leading indie beauty and make up brands to sustainable growth in 2025. 

Driving Sales Growth with Strategic Planning

Let’s start with strategies by top indie beauty brand, LA SOL Collective, which aims to surpass $100,000 in make up sales by revamping SEO, launching innovative marketing strategies, and spotlighting its latest beauty products. 

Similarly, Elaina Badro projects significant revenue growth by leveraging economies of scale and launching Italian-made color cosmetics. These indie makeup brands demonstrate the importance of aligning operational efficiency with business objectives to fuel sustainable growth.

Balancing Expansion and Sustainability

Brands like Acaderma prioritize steady, sustainable growth over rapid expansion, highlighting the importance of balanced supply chain management in maintaining stability. 

On the other hand, Eleven Australia focuses on product innovation, global market entry, and brand ambassador partnerships. Their ability to maintain double-digit growth relies on robust supply chain practices that ensure seamless operations as they expand.

Omnichannel Strategies for Long-Term Success

For cosmetics brands like NatureLab Tokyo, achieving ambitious goals depends on diversifying retail reach and creating omnichannel strategies. 

By aligning logistics with their growth objectives, these brands position their beauty products for success across global markets while delivering a consistent customer experience.

Demand Planning for Precision and Growth

MDSolarSciences exemplifies how precise demand planning drives success. With steady year-over-year growth, their strategy includes new product innovations, marketing campaigns, and team expansion. 

Accurate demand predictions and supply alignment are crucial to ensuring their operations remain efficient and adaptable as they scale.

Leveraging Retail Partnerships for Expansion

Apothekary’s impressive revenue targets underscore the importance of omnichannel strategies and partnerships with retailers like Ulta and Amazon. 

Their streamlined inventory management and distribution processes allow them to scale operations efficiently while meeting consumer demand in the competitive skincare sale and makeup sale markets.

Building Foundations for Emerging Brands

Small but ambitious, Terns is gaining traction with earned media, social media campaigns, and a streamlined Amazon presence. 

Their success highlights how foundational supply chain strategies help emerging brands in the indie makeup brands space establish themselves effectively and compete with more popular makeup brands.

Scaling Operations with Precision

For brands like Rael, scaling operations across thousands of U.S. retail locations requires precise supply chain planning. 

Their ability to deliver K-beauty-backed products to a growing audience while managing inventory across multiple retail partners ensures smooth growth and high customer satisfaction.

Technology-Driven Growth

Borghese, Bitvae, and Bioelements demonstrate how technology-driven growth strategies support their success. Borghese’s e-commerce expansions and Bitvae’s user-focused product development rely on effective inventory management and digital transformation. 

These strategies enable them to compete with top makeup brands and deliver exceptional care beauty products to their customers.

Agile Supply Chains for Disruptor Brands

Disruptor brands like ECosmetics and Nuebiome depend on agile supply chain management to achieve their ambitious goals of doubling or tripling revenue. 

Their ability to adapt quickly to changing demand and streamline logistics keeps them competitive in the fast-paced cosmetics brands industry.

Building a Foundation for Sustainable Growth

Indie makeup brands are leveraging efficient supply chain strategies, innovative demand planning, and thoughtful operations to adapt, expand, and thrive. To achieve these ambitious goals, having the right tools and technology is essential.

At Ekwani Consulting, we specialize in helping beauty brands like yours find the perfect strategy for growth. By leveraging advanced solutions like NetSuite, we provide tailored strategies to streamline your operations, optimize inventory management, and forecast demand with precision. Whether you’re scaling up or just starting out, we can help you navigate challenges and position your business for sustainable success in the competitive beauty industry.

Let’s work together to turn your goals into actionable results. Contact us today to get started.