The attention of the increasingly numerous founders of Indie beauty brands is certainly focused on quality, which makes them even more authentic.
Independent brands are used to demonstrate the value of the formula inside their products, with an absolute correspondence between the promise and the real effectiveness.
Another characteristic of these brands is a more personal approach to beauty, which involves the sphere of transparency and sustainability.
Being animated by humanitarian projects, defense of the ecosystem and support to the local communities where production resides, or where vegetable raw materials are found is the focal point for their projects.
Moreover, the majority of them test personally the efficacy of finished formulation, and beyond the cruelty-free, the products are here permeated with spontaneity and truthfulness.