2017 has been independent beauty brands’ year, thanks to social media. Cult favorites like Glossier and Colourpop have seen their category’s sales surge 43%, according to the NPD Group, propelled by unboxing videos, influencer collaborations, and Instagrammable products. One editor made the point that “Social media is a hotbed of free consumer research,” which could be why 2017 has seen inclusive brands like Fenty Beauty go viral, and gender genreless makeup lines like Milk Makeup’s “Blur the Line” take off. (Glossy)
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