Huda Kattan’s make-up business Huda Beauty has been named as one of the most influential indie beauty brands of 2025 in an industry report.
Indie players hold 20.4% of beauty’s market share, according to the new data from influencer marketing insights firm Traackr, up from 19.1% in H1 2024.
Traackr claimed smaller independent businesses are thriving due to 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,” Traackr said in the report.
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