Indie beauty isn’t just having a moment; it’s reshaping the industry.
We work with founders building the next generation of skincare, body care, and wellness brands. And if you're creating your own in 2025, these four indie brands are essential watching. They’re bold, innovative, and crystal clear on what they stand for, and that’s exactly what’s setting them apart.
Let’s break down the top indie cosmetic brands that are changing the game this year.
1. Cocokind—Affordable, Transparent, and Rooted in Values
Founded by a former Wall Street analyst, Cocokind has proven you don’t need $90 serums to win over Gen Z and millennial skinthusiasts.
What they do right:
✅ Radical transparency in pricing and ingredient sourcing
✅ Skin-first product development (hello, ceramides and mushrooms)
✅ Community-driven voice across social and retail
Takeaway: Their branding, mission, and product line all serve the same story: affordable skincare that actually cares.
2. BYOMA—The Brand That Made Barrier Care Cool
Barrier care has gone mainstream, and BYOMA is leading the charge with neon packaging, punchy messaging, and clinically proven results.
What stands out:
✅ Skin-barrier support made visually fun
✅ Smart INCI strategy: niacinamide, ceramides, green tea
✅ Mass-market price point with a science-backed heart
Takeaway: BYOMA proves that formulation-forward and aesthetically loud can go hand-in-hand.
3. SALT & STONE—Where Wellness Meets Aesthetic Minimalism
Luxury body care isn’t just for spas anymore. Salt & Stone’s clean, performance-focused formulas come wrapped in packaging you want to display.
Why they’re winning:
✅ Clean formulas that actually perform (especially their deodorant)
✅ Stunning visual identity and tactile packaging
✅ Fragrance-forward with a modern, unisex vibe
Takeaway: Sensory-led branding + elevated everyday products = cult following.
4. Topicals—The Disruptor Redefining Skin Condition Care
From eczema to hyperpigmentation, Topicals doesn’t shy away from "imperfect" skin—and that’s why it’s resonating with a new wave of consumers.
What makes them different:
✅ Bold, unapologetic marketing that celebrates real skin
✅ Clinically backed formulas for chronic skin conditions
✅ Inclusive tone and powerful storytelling
Takeaway: Topicals flips the script by putting skin conditions at the center, not the margins.
💡What These Indie Brands Have in Common
No matter the category or price point, these brands share 3 key traits:
→ Clear POV + bold formulation strategy
→ Consistency in voice, visuals, and values
→ Zero interest in blending in
They know their audience, they know their ingredient stack, and they’re building every detail with intention.
Want to Build a Brand Like This?
That’s where we come in.
We help indie beauty founders formulate products that match their brand’s purpose—from clean deodorants to clinically backed serums and everything in between.
We don’t do generic. We do intentional.
Let’s make something remarkable.
