How is the classic Mario Badescu keeping up with up-and-coming indie brands?

How is the classic Mario Badescu keeping up with up-and-coming indie brands? They increased their earned media engagement by 244% over last year because they’ve adapted naturally to today’s trends: Their minimalist packaging is Instagrammable and the popular “misting” facial sprays are especially social media worthy. They also received an extra bump in earned media from releasing an updated version of their 1967 facial spray—which was quickly picked up and praised by beauty influencers. (Glossy)