Niche brands: small yet mighty

Beatrix Hon explores the growing might of the industry's smaller players

In a market largely dominated by global beauty giants, the latest figures show that the tide may be beginning to turn in favour of niche brands.

According to The NPD Group, prestige beauty sales reached $2.2bn in the US during the year to November 2013 – a 23% climb on the previous year. This was primarily driven by premium fragrance and a growing proportion of niche players, which according to NPD now make up 9% of the total prestige fragrance market in the US.

So how have the industry’s smaller brands managed to make their voices heard?

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