Kline, known for the spot-on accuracy of its forecasts and beauty market research reports, is betting on the success of these 3 indie beauty brands—Glow Recipe, Ilia Beauty, and Prose. 

"They may be small in terms of sales value, but these brands have totally disrupted the industry,” says Karen Doskow, Kline’s Director of Consumer Products.

Insights come from Kline's new report, Beauty Indies: Analysis of Booming Independent Brands

Glow Recipe Wins Over Influencers

Glow Recipe, a K-beauty skin care brand, attracts millennial consumers with its 'Insta-worthy' packaging. Most of the brand's sales are online, and its e-commerce sales rose 200% in 2020, Kline reports.

Kline points out that Glow Recipe's marketing strategy focuses on social media, as well as strategic partnerships with brands and influencers. 

The market for K-beauty is expected to surge through 2026, experts say.

Ilia Beauty's Sales Soar

Ilia Beauty, a clean beauty brand that secured an investment in 2020, is known for its trusted clean makeup formulations and sustainable packaging. The brand attracts eco-conscious consumers looking for natural products.  

The brand is enjoying "soaring sales," according to Kline's data. Kline also reports a rumor that the brand hired Goldman Sachs, which indicates the possibility of a deal in the near future.  

Earlier this year, Ilia celebrated its 10th anniversary by redesigning and reformulating its iconic Balmy Tint.

Prose Disrupts Hair Care

Prose, which scored $18 million in funding in 2018, is a personalized luxury hair care brand founded by former L’Oréal executives. Only available on its own website, consumers have to fill out a customized questionnairre to receive personalized products. 

Prose's hair care products are formulated with natural ingredients and use sustainable packaging. The brand's marketing efforts focus on sharing authentic consumer reviews on social media, according to Kline. 

Prose recently ranked 6th on Fast Company's World's Most Innovative Beauty Companies of 2021 list. 

How accurate are Kline's predictions?

Early on, Kline's team called out Drunk Elephant and The Ordinary as "most desirable acquisitions." Shiseido later acquired Drunk Elephant for $845 million. (Drunk Elephant is featured on our January 2021 cover as Beauty Company of the Year.)

Estée Lauder recently closed a deal for a majority stake in Deciem, the parent company of The Ordinary. The transaction valued the company at $2.2 billion, making it the largest deal in Estée Lauder’s history.