The Indie Beauty Movement is Growing Up Fast.
Indie businesses, in general, are authentic and original. Not run by stockholders, business executives, or algorithms – indie or independent businesses are nurtured by inventors and entrepreneurs. They exude a unique identify and are the place where most new and exciting ideas are born. Rather than reporting to a board of directors, Indie businesses celebrate achievement, making a difference in their communities, and producing solutions that solve real-life problems.
Increasingly indies represent the best of business.
What is an indie beauty business?
An indie beauty business is one that focuses on holistic beauty, lifestyle, and health. Passionate inventors develop products that take on unique challenges with one-of-a-kind personal solutions. It’s not just a business- it’s a cause. They revel in an independent spirit and focus on the art of beauty rather than the commerce of beauty.
Ayr Skin Care is a proud and passionate indie beauty business.
How Indie Beauty Works for You
The inventors of indie beauty products identify and fill unique needs that answer the personal problems of a niche of users. We’ll be the first to tell you our products are not for everyone. But, we will also argue that they are far better than mega brand one-size-fits-all product offerings. We like to think here at Ayr Skin Care our commitment to natural, organic and vegan ingredients produces products that most people can love.
But, buying from indies is also a vote for a greater cause. As an example, Ayr Skin Care chooses to support cultures around the world by buying through co-ops that support women-run business in small villages. Our products are also cruelty-free. And, like many indie brands our concern for waste and taking care of the environment drive our manufacturing, packaging, and mailing protocols. Instead of spending hundreds of thousands on ads, we choose to spend our money on the high quality ingredients, used at maximum quantities in our formulas.
Off to the Indie Beauty Expo – For Our Second Year
As engaged and in the trenches as they are it’s still hard going for most indie businesses. With no corporate safety net, any of us can lose our way or lose momentum. So, it’s important to our employees and to our fans to make connections in our communities and the industry. It’s also important that we learn from others and share information. That’s why we are attending the Indie Beauty Expo in Los Angeles. It is one event we love.
Last year, our first year, was exciting. Not knowing what to expect we made a splash with our striking hand-made booth that drew a crowd. In a way, building our own booth mirrored a commitment to being unique and independent. But to hold attention, our formulations themselves became the talk of the floor. Attendees, guests, and marketers were fascinated by our silicone-free blends –a new and exciting innovation not seen before. This blend will be our first patent.
The Best In Show Award Goes To…
And, we’re making a new splash this year—even before we arrive. We’re excited to announce our Reveal Exfoliating Foam Face Wash with Alpha Hydroxy Acids is a finalist for the coveted Best in Show honor. Twenty experts evaluated 350 products in 40 categories. Experts from top brands such as Marie Claire, Neiman Marcus, Lord & Taylor, Kohls, and Whole Foods lend their expertise to the Expo with many participating in the judging. We are honored to be recognized for our expertise, passion, and carefully formulated product offerings.
Indies Are Changing The Entire Beauty Industry
Going to these shows in the past few years has been revealing. It’s become clear that Indies are changing the entire face of beauty. I’ve noticed that mega brands, the ones run by boards of directors, are adopting “cause” marketing plans. Where did they learn that? And, mass-manufactured products with organic ingredients are just now popping up on grocery store shelves, even if they are not really making organic products, by adding a drop of something organic, they can pretend to be the same as an Indie brand. The ideas and methods spawned by indie beauty brands are proving to be powerful.
As sobering as it is to see brands with unlimited marketing funds and outreach “co-opt” our success—it shows the power of our ideas and our ideals.
But you can’t bottle passion and our relentless search for what will work better. Our indie beauty businesses are proving to be the real leaders of the beauty industry and remain the place where innovation drives an entire industry. And, Ayr Skin Care is proud to be at the forefront of innovative beauty.
And remember, real indie beauty is not a formula or a scheme that can be replicated.
The attendees at the Indie Beauty Expo and you, the Ayr Skin Care fan, know that. We look forward to rubbing elbows with the best of indie beauty and bring back even greater passion for our business, our products, and our cause.
If you visit IBE later this month, stop by and say hi! Ayr Skin Care will be exhibiting at booth E105.
If you have any questions or comments, we would be happy to answer you personally! Please contact us at firstname.lastname@example.org.