The emerging crop of indie brands are not only unique, but have incredibly thoughtful backstories that resonate with digital audiences.
, the strategic and trend forecasting division of agency Seen Group. A single viral post can not only introduce users to an indie brand but also sell out their inventory nearly instantaneously.
The consumer is also revisiting their POV when it comes to beauty in general, but especially what they smell like. "Fragrance is undergoing a consumer redefinition that was already present in the indie and niche communities — a recontextualization of perfume as personal expression in the same way fashion choices are, as opposed to something you do for other people," says James.
smells like the remnants of pipe tobacco my great-grandfather used to carry. Imagine my surprise when I learned the same thing inspired her, decades and oceans away," she says.Every expert interviewed for this story noted that antiquated concepts of gender are falling to the wayside in favor of clever scents that are meant for anyone, no matter their gender identity.
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