Influencer marketing platform Traackr has unveiled a 2025 Indie Beauty Brand Insights Report, which uncovers how independent beauty brands are outperforming the category and reshaping the future of creator marketing.

Based on data from the USA, UK, and France (plus exclusive insights from YouTube), this report dives into how indie brands are capturing attention, driving loyalty, and redefining what efficiency really looks like.

Key insights:

• Indies are rising fast: The top 30 now hold 20.4% of market Share of Influence, up from 19.1% last year.
• Creator retention is driving growth: Indies retain 48.3% of their creator communities and earn nearly two-thirds of total attention.
• Paid precision pays off: Fewer boosted posts, but 3x higher share and save rates, showing smart amplification drives stronger ROI.
• YouTube is the next growth platform: Views up +44% YoY, but paid activity remains low, creating big opportunities for early movers.
• Culture drives staying power: Brands like Rhode, Gisou, and Glow Recipe are winning by owning moments their audiences already care about.

How indie brands are winning?

Indies are rewriting the rules of influence: sharper relationships, lighter paid, faster cultural moves, and first-mover bets on new platforms. Portfolios still dominate scale and are delivering results, but indies are showing that efficiency and relevance can rival sheer scale.

• Community - Retention fuels scale. Indies turn loyal creators into their biggest growth engine.
• Precision - Smarter spend, lighter boosts. Paid amplifies what’s already proven to work.
• Platform agility - Indies build an edge by moving fast on rising platforms (like YouTube) and formats.
• Cultural relevance - Indies embed in culture through fit and speed, turning organic sparks into cultural moments.

To read the full report, visit traackr.com.