3 Min Read |
Let’s be honest, the global beauty market is still dominated by major names but beauty industry disruption and the presence of smaller brands is growing at an exponential rate. It’s true, while L’Oréal, Unilever and Estée Lauder continue to prosper, many indie brands or ‘challenger brands’ are fast emerging as serious competition in this multi-billion dollar industry.
But what does this mean exactly and why are these smaller brands suddenly so popular?