How important is it for indie beauty brands to be looking to get big
investment in their company?
It’s quite alluring for beauty brands to seek investment right away, as the
majority of indie brands are self-funded. Not to mention, it’s such a competitive
market so instinct tells brands to grow as quickly as possible, and investment
can help to achieve that. However, what is more important than raising
investment is ensuring that your brand has a proven customer in a substantial
market. And more importantly, you will have to prove your case for this to
investors. As such, I would caution brands from spending time on seeking
investment until they have truly tested their market and are receiving a
continuous stream of income. These are things that investors will definitely look
What three/five (depending on which is appropriate) top tips would you
give to an indie player looking to gain investment?
1. Get organized. Pitching for investment is a very time-consuming process.
Make it easier for yourself by practising your pitch, creating your business
plan, familiarizing yourself with your financial statements, and keep all
documents in a safe place.
2. Get yourself a solid differentiator. Preferably one that can be easily explained
in one sentence – your elevator pitch. It will stick with investors and help to
explain the problem that you are solving for the market
3. Make sure you have clearly defined your market. If you are a natural/clean
beauty brand that says your market is a woman, aged 25-45 that does yoga
and drinks tea, you are not alone. What other aspects create your consumers?
4. You need evidence to show that people are interested in your product. The
best way is through sales, as it shows proven traction. However, if you are at
an earlier stage it can also be through surveys, interviews, and your niche
social media following.
What are the main challenges facing indie players today?
I think that the major challenge for indie brands is that they are competing in a
very crowded market while juggling marketing, strategy, and finance (to name a
few). It’s sometimes difficult to know what areas to give the most attention to.
The best advice I can give is to test your market, find your niche, and streamline
as many processes as possible.
Any other thoughts?
I interview indie beauty founders every week on our podcast “Clean Chat” and
the number one thing I hear is that they are glad they just went for it. Growing a
clean beauty brand can be a very difficult job and you need to be prepared for
the good and the bad. Keep up the good work and don’t give up on the first