What drives the success of these transformative brands?
According to Kline’s insightful report, “Beauty Indies: Analysis of Brands to Watch,” the founders of these brands frequently act as passionate ambassadors for their products, establishing strong connections that facilitate access to retailers, investors, and manufacturers.
“Their relationships serve as a bridge to retailers, investors, and contract manufacturers,” Pencole noted.
Continue reading to discover a selection of emerging indie beauty brands poised for growth in the upcoming year, each fueled by the unique talents and narratives of their founders.
www.beautyhac.com
Beauty HAC provides revolutionary “skin-tech” solutions.
In the words of medical esthetician and former beauty editor Hillary Clark, beauty consumers today feel “overserved yet underserviced.” To tackle this issue, she developed Beauty HAC’s 6-in-1 “skin-tech” solutions, designed to streamline skincare routines while enhancing results, combating inflamm-aging, and promoting cellular health. Her product line features popular roller applicators for both face and body, as well as effective anti-aging formulas.
Year Founded: 2021
Names To Know: Hillary Clark, founder
Major Products: Neck/Face Treatment Roller, Eye Treatment Roller
Hero Product: Beauty HAC Duo
Stocked At: BeautyHAC.com, Amazon.com
Brand Story: With over two decades of experience in skincare and makeup, Hillary Clark, a third-generation beauty entrepreneur and medical esthetician, made waves as the youngest beauty director in Nordstrom’s history and the retailer’s first personal shopper for beauty.
Her journey continued at Sephora, where she was the West Coast beauty editor, pioneering the first online beauty marketplace for the retailer.
Clark’s career has allowed her to collaborate with industry titans like Dr. Nicholas Perricone and Dr. Kathy Fields, while her artistry has graced major fashion runways and celebrity events.
Inspired by her experiences, Clark opened Blush Beauty, a by-appointment beauty atelier in San Francisco, where women sought her expertise, bringing products from around the globe for her to curate. Blush Beauty was celebrated for offering “edited collections of must-have products,” earning recognition in Allure and coverage in the New York Times.
As Clark led product development for color brands at Sephora, she was motivated to collaborate with expert chemists to delve into her passion for skincare.
Her mission was clear: create streamlined, effective solutions that eliminate the need for complex multi-step skincare routines. This vision led to the birth of Beauty HAC, a brand that merges holistic bioactives with cosmeceuticals, applied through ergonomically designed rollers to promote lymphatic drainage, according to Clark.
“HAC” not only represents her initials but also stands for “Holistic And Clinical,” reflecting the brand’s core philosophy. Each of the over 40 specialized ingredients is meticulously selected for bioavailability and compatibility, aiming to enhance the efficacy of her cosmeceuticals.
Ultimately, Clark aims for Beauty HAC’s products to enable the skin to appear youthful longer.
Why We’re Watching: Inflamm-aging has emerged as a pressing concern for today’s beauty consumers, and Beauty HAC is set to address this issue with its multifunctional products.
The brand debuted with two offerings featuring medical-grade stainless steel rollers designed to support lymphatic cleansing, detoxification, and circulation stimulation for an instant glow.
Beauty HAC’s holistic and clinical ingredients are biocompatible, ensuring immediate absorption to nourish the skin, as Clark elaborates.
“These two products are perfect for enhancing the effects of your current skincare routine,” she stated in an interview with Happi.
What’s Next: Clark hints at exciting developments ahead, stating, “You won’t see Beauty HAC following the traditional path with standard brand extensions… anticipate innovative products that will make you think, ‘Why hasn’t anyone thought of this before?’”
www.cheekbonebeauty.com
Cheekbone Beauty delivers a comprehensive range of color cosmetics.
Cheekbone Beauty, an Indigenous-owned cosmetics brand, is recognized for infusing an Anishinaabe worldview into the clean beauty sector, offering vegan, sustainable, and cruelty-free color cosmetics. CEO Jenn Harper asserts that their products are “crafted for every individual and bring boldness to the clean category.”
Year Founded: 2016
Names to Know: Jenn Harper, CEO; Cory Boisselle, CFO; Amanda Lowry, operations manager; Alexandra Griffith, lead chemist
Major Products: Lips, eyes, and face makeup
Hero Product: Sustain Complexion Pencils
Stocked At: Online at www.cheekbonebeauty.com, Sephora Canada, and soon at 600 JC Penney locations in the Thirteen Lune Shop.
Newest Launch: Starlight Illuminating Primer
Brand Story: In keeping with her Anishinaabe heritage, Jenn Harper launched a “less-waste” lipstick line in 2020, named Sustain Lipstick. The mission of Cheekbone Beauty is to impact the lives of Indigenous youth through donations supporting educational initiatives while fostering a beauty industry where Indigenous people feel represented and valued.
“Giving back to our community is at the heart of Cheekbone Beauty’s mission. Our efforts include product donations, monetary contributions, and project-specific support,” said Harper.
Cheekbone Beauty has partnered with various causes, including Shannen’s Dream, the FNCFCS, the Navajo Water Project, and One Tree Planted, among other non-profits across North America.
“As our brand grows, so do our philanthropic ambitions. True to our roots, Cheekbone Beauty defines success not by personal gain, but by our positive impact on the community,” Harper emphasized.
Through her journey, Harper aims to enable Indigenous youth to see themselves represented in a beauty brand. Having struggled with her own acceptance of her Indigenous heritage, she is determined to change narratives and showcase Indigenous resilience.
Before launching Cheekbone Beauty, Harper built a career in the food and hospitality sector, focusing on sales and marketing. A pivotal moment occurred when she awoke at 2 AM, inspired by a dream of Indigenous girls joyfully playing with lip gloss—this vision sparked her desire to create a beauty brand.
Harper became aware of the traumatic history faced by Indigenous families and was motivated to shift perceptions of Indigenous peoples thriving.
Today, she collaborates with chemists and sustainability experts to develop innovative beauty products that reflect her community’s values.
Why We’re Watching: Cheekbone Beauty is rooted in an Indigenous perspective, shaping its brand identity and mission.
Harper explains, “Our customers are our community; we come together to share what we have. Social media allows us to engage deeply with our community’s desires and needs for products.”
What’s Next: The brand aims to expand its presence in beauty retailers globally, with plans for more Sephora Canada locations and 600 JC Penney doors. Additionally, Cheekbone Beauty is launching the “Niagara Project,” focusing on extracting active ingredients for future product innovations, alongside the “Refillable is the new Recyclable” campaign in 2023.
https://gamebeauty.com
Founded with the ambition to merge the worlds of gaming and beauty, Game Beauty is on a mission to offer high-performance makeup inspired by popular video games. CEO Jamie Battista expresses, “Our goal is to empower you to shine in both real life and the virtual realm.”
Year Founded: 2019
Names To Know: Jamie Battista
Major Products: Elemental Pearl Highlighters, Eyeshadow Palettes, Liquid Eyeliner Pens
Hero Product: Harbinger Palette
Stocked At: https://gamebeauty.com
Newest Launch: Game Beauty x Persona 5 Royal limited-edition collection
Brand Story: Battista established Game Beauty in October 2019 while at a career crossroads, contemplating a shift from a technology career to real estate.
Ultimately, she chose neither path.
After taking a break from work and engaging with her hobbies on social media, she realized that her passion for gaming and makeup could intersect beautifully.
Initially, her friends and family were puzzled by the concept, posing questions like, “What exactly are you trying to achieve?”
Having attended trade shows in her previous roles, Battista recognized the need to immerse herself in the color cosmetics industry. She booked a trip to the Makeup in LA expo to network and source products from global suppliers she met there.
While securing partnerships with color makeup manufacturers, she prioritized game-like packaging aesthetics and spent months convincing a computer graphics artist to support her vision.
“New brands often face challenges finding reliable suppliers willing to work with smaller quantity orders,” Battista noted, “but I was fortunate to find a cooperative Italian factory that welcomed my vision.”
This led to the successful launch of Game Beauty’s first product, the Adventure Palette.
Why We’re Watching: Game Beauty stands out as the sole makeup brand inspired by contemporary gaming.
What’s Next: Recently, the company introduced the Game Beauty x Persona 5 Royal limited-edition collection in collaboration with Atlus, a subsidiary of Sega known for creating memorable gaming experiences. This collection features two makeup palettes, a variety of eyeliner pens, liquid lipsticks, blushes, and eyeshadows, marking the brand’s most extensive product launch to date.
www.goodmolecules.com
Good Molecules delivers effective skincare at accessible prices.
Good Molecules specializes in skincare solutions that address a variety of concerns such as acne, redness, dryness, and hyperpigmentation—all at wallet-friendly prices starting at just $6. This commitment aims to make effective beauty accessible to everyone.
Year Founded: 2019
Names To Know: Nils Johnson, founder
Major Products: Niacinamide Brightening Toner, Yerba Mate Wake Up Eye Gel
Hero Product: Discoloration Correcting Serum
Stocked At: Ulta, Beautylish, goodmolecules.com
Newest Launch: Sheer Mineral Sunscreen SPF 30
Brand Story: Founded by beauty industry veteran Nils Johnson, the creator of online beauty hub Beautylish.com, Good Molecules was established with the mission to provide consumers with products that effectively address a range of skin issues using straightforward formulations combined with innovative and clean active ingredients.
“Our goal is straightforward: to offer skincare that delivers real results at a fair price. The market is saturated with products that fall short and come with a hefty price tag, so we recognized a need for change,” Johnson explained to Happi.
Good Molecules formulates with the same scientifically-backed ingredients that luxury brands use, ensuring quality without the exorbitant price tag.
“Ingredients like galactomyces ferment filtrate and cetyl tranexamate mesylate are key to our formulations,” he added.
All products are vegan and fragrance-free, encompassing a wide range of offerings from serums to toners to eye treatments.
In 2021, Good Molecules caught the attention of Ulta, leading to a partnership that resulted in the brand being featured in over 1,300 stores nationwide after extensive product testing.
Why We’re Watching: Transparency is a core value at Good Molecules.
“Confusing ingredient labels can mislead consumers, which is why we developed our unique ‘Nothing to Hide’ Ingredient Lists, showcasing the percentage of each ingredient used in every product,” Johnson shared with Happi. “These lists feature every ingredient in an easy-to-read format, allowing consumers to make informed choices.”
What’s Next: Good Molecules aims to launch new skincare products incorporating innovative active ingredients that cater to a broader range of skin concerns, including anti-aging and acne-targeted solutions.
https://eswbeauty.com
ESW Beauty draws inspiration from wellness.
ESW Beauty is a clean skincare brand that takes wellness as its guiding principle. Its sheet masks are inspired by raw juices and plant-based milks, reflecting the founders’ commitment to clean, vegan, cruelty-free, and sustainable formulations. The sheet masks are crafted from an innovative compostable fabric called Cupra, and the brand has recently expanded its retail presence to Wegmans.
Year Founded: 2019
Names To Know: Elina Sofia Wang, co-founder and CEO; John Hu, co-founder and COO
Major Products: Raw Juice Cleanse Mask Set, Plant-Based Milk Mask Set
Hero Product: The Pink Dream Moisturizing Raw Juice Sheet Mask
Stocked At: Numerous North American retailers including Whole Foods Market, Free People, Anthropologie, Eataly, Wegmans, Cost Plus World Market, and online at www.eswbeauty.com
Newest Launch: Plant-Based Milk Mask Set
Brand Story: After experiencing health issues, co-founder Elina Sofia Wang transitioned to a cleaner lifestyle in 2018, focusing on wholesome ingredients in her meals and beverages. As she sought to replace her beauty products with cleaner options, she discovered a lack of sheet masks on the market featuring healthy ingredients.
Wang leveraged her extensive experience in the beauty industry, having worked with a B2B distribution company specializing in K-Beauty, to create her line of skincare products. “Before founding ESW Beauty in 2019 at just 22, I spent five years researching skincare products and negotiating distribution agreements,” she stated.
The goal was to blend clean ingredients with “good-for-you” foods, delivering playful packaging. Wang prioritized the creation of a brand that emphasizes clean, vegan, and cruelty-free formulations.
“ESW Beauty guarantees non-toxic formulas, avoiding harmful ingredients like parabens, phthalates, synthetic fragrances, formaldehyde, and sulfate detergents,” she affirmed.
“The raw juice theme resonates deeply with my clean-living journey and reflects my favorite beverages,” she explained.
As a women-founded company, ESW Beauty emphasizes female empowerment, committing to donate 10% of profits to Women Aware, a New Jersey-based non-profit that supports individuals affected by domestic violence.
Why We’re Watching: With wellness driving trends in skincare, ESW Beauty highlights its unique formulations that incorporate raw juices and teas. Their sheet masks are packaged in juice bottles and playful milk carton-inspired pouches, while facial tools are presented in tea-tube designs.
Both lines of sheet masks utilize compostable Cupra fabric and recyclable packaging materials. The brand’s facial tools feature post-consumer recycled paper and soy ink.
What’s Next: ESW Beauty is set to expand its range of clean skincare products inspired by Wang’s wellness journey, along with increasing retail distribution in the U.S.
“A commitment to a healthy lifestyle remains central to our brand as we continue delivering high-quality skincare products with a fun twist,” Wang concluded.
https://mielleorganics.com
Mielle Organics was founded by a nurse.
This is a story for influencers with dreams of launching their own products. Monique Rodriguez founded Mielle in 2014 when her healthy hair care regimen for her long hair gained viral attention. Since then, Mielle has grown to encompass 11 collections and is now available in nearly 90 countries. In 2021, Rodriguez made history as the first Black woman to secure a non-controlling nine-figure investment with Berkshire Partners.
Year Founded: 2014
Names To Know: Monique Rodriguez, CEO; Melvin Rodriguez, COO
Major Products: Mielle Rosemary Mint Scalp & Hair Strengthening Oil, Rosemary Mint Strengthening Shampoo, Rosemary Mint Strengthening Hair Masque; Mielle Pomegranate & Honey Leave-In Conditioner, Pomegranate & Honey Curl Smoothie, Pomegranate & Honey Curling Custard; Mielle White Peony Leave-In; Mielle Babassu Oil Mint Deep Conditioner
Hero Product: Rosemary Mint Scalp & Hair Strengthening Oil
Stocked At: Online at mielleorganics.com and over 100,000 retail locations including Target, Walmart, Ulta Beauty, CVS, Walgreens, and Sally Beauty.
Newest Launches: Rosemary Mint Strengthening Conditioner, Pomegranate & Honey Maximum Hold Gel Styler, Rice Water & Aloe Vera Braid Set Foam, Rice Water & Aloe Vera Braid & Scalp Moisturizer
Brand Story: Mielle Organics was established in Merrillville, IN, born from the vision of a healthcare professional who innovatively applied her expertise to create products that were missing in the market. Monique Rodriguez’s ingredient experimentation resonated with many, leading to demand for her homemade products after showcasing them on social media.
After eight years and 11 product line expansions, Mielle Organics has emerged as the fastest-growing Black-owned, woman-led beauty brand. The company’s performance and vision culminated in a nine-figure investment in April 2021, marking Rodriguez as a pioneering figure in the beauty industry.
“I built Mielle with the intention that women can look to this brand for a positive and aspirational reflection of themselves, allowing them to embrace their natural textures,” Rodriguez shared.
Rodriguez maintains a unique connection with her consumer base, engaging directly via social media, live events, and by attending consumer gatherings.
“Our commitment at Mielle is to understand the lived experiences and needs of our consumers, responding to their desires for products,” she explained.
Why We’re Watching: Despite lacking a formal business background, Rodriguez has successfully guided Mielle through remarkable growth within a mere eight years. This month, the company announced its Rosemary Mint Scalp & Hair Strengthening Oil as the top-selling product in the textured hair care category, with a bottle sold every 15 seconds—a TikTok sensation.
Mielle’s success reflects its high-performance products crafted with an ingredient-first approach and Rodriguez’s active engagement with customers.
What’s Next: Mielle will continue to focus on innovation, education, and community service as its guiding principles.
“Expect to see pioneering products, valuable guidance on textured hair care, and ongoing investment in health equity initiatives for Black women,” Rodriguez concluded.
www.naturesbeautybrands.com
Nature’s Beauty emphasizes plant-based and vegan formulations.
A women- and family-owned enterprise, Nature’s Beauty is committed to providing clean, plant-based, and vegan bath and body care products, crafted with a focus on “ingredient-centric experiences” that are accessible to all, according to founder Melinda Rubin.
Year Founded: 2015
Names To Know: Melinda Rubin, president and founder
Major Products: Cinnamon Coffee Energy Body Scrub, Squalane Kakadu Plum Recovery Bath + Body Oil, Lavender Chamomile Sleep Spray, Lavender Chamomile Sleep Bath Bomb Gift Set
Hero Product: Lavender Chamomile Sleep Spray
Stocked At: Walgreens, Walgreens.com, Walmart, Walmart.com, Amazon.com, NaturesBeautyBrands.com
Brand Story: Nature’s Beauty aims to elevate the bath and shower experience by providing high-quality, luxurious products at affordable prices, as stated by founder Melinda Rubin. “From the outset, we have focused on delivering premium products that invigorate the body while ensuring they remain accessible to all consumers,” she noted.
Using naturally derived ingredients, the brand strives to minimize harsh chemicals when natural alternatives exist, banning over 100 harmful substances from their formulations.
Rubin brings a wealth of experience in the beauty industry, having previously collaborated with Rachel Perry Cosmetics in product development and marketing.
Recognizing the critical role companies play in environmental health, Nature’s Beauty is dedicated to evolving beyond traditional packaging methods, favoring materials that positively impact the environment, utilizing post-consumer recycled components and Avery Dennison’s CleanFlake label technology.
This innovative label technology ensures recyclability by separating labels and adhesives from PET, enhancing the sustainability of their packaging.
Why We’re Watching: In response to growing consumer interest in self-care and creating spa-like home experiences, Nature’s Beauty has developed aromatic body and skincare collections that aim to restore balance and rejuvenate the senses.
With consistent growth over the past five years, Nature’s Beauty is expanding its range of plant-based bath and body products.
“Every collection is intentionally crafted with nature-derived ingredients to address specific needs, providing aroma profiles that uplift and invigorate,” Rubin remarked.
What’s Next: Nature’s Beauty plans to enhance its retail and e-commerce presence, expanding further into Walgreens and Walmart, along with increasing its offerings on Amazon.
“We expect significant growth in 2023, with new luxury bath and shower experiences designed for self-care,” Rubin concluded.
https://lovenought
Sienna Blake is a licensed aesthetic consultant and beauty writer specializing in cosmetic surgery advancements and non-invasive treatments. With a background in dermatology and over eight years of industry experience, Sienna is passionate about helping people achieve confidence through informed beauty decisions. She holds a Bachelor's degree in Health Sciences and regularly collaborates with top plastic surgeons to stay at the forefront of aesthetic innovations. Outside of her work, Sienna enjoys traveling, skincare research, and practicing Pilates.