Indie beauty

We provide specialist support for indie beauty brands by combining our innovative technology and quality ingredients with business and formulation expertise tailored to their unique challenges.

When you buy with Croda Beauty, you get more than just ingredients; you join into a partnership where we can provide support in formulation development, claim substantiation, regulatory compliance, supply chain transparency and marketing insights. Everything you need to go from product development to commercialisation.

What defines Indie Beauty Brands?

Indie Beauty Brands are often founded and led by a founder who stays closely involved in key decisions, from ingredients and packaging through to claims and community building. Many Indie brands begin with a clear purpose, such as addressing a specific skin or hair need, creating a distinctive makeup or skin care experience, or improving transparency around how products are created. Because these businesses are frequently built by entrepreneurs with direct access to customers, they can test, refine and launch new ideas quickly while keeping the beauty brand story consistent and personal.

How consumers perceive indie vs mainstream brands

In today’s beauty market, customers often choose indie brands because they want to know what is in their products, how ingredients are sourced and what the beauty brand stands for. Indie teams are often seen as closer to consumers, responding to feedback and developing formulas that feel considered. For many shoppers, Indie Beauty also suggests a more direct relationship with the people behind the brand, supported by community conversations and social followers.