Q1 2020 saw a strong showing from independent beauty brands, with notable acquisitions and product launches. Despite a slowdown in investment chatter, indie brands continued to gain traction in the beauty community through thoughtful influencer activations and exciting product launches. Indie brands with affordable price tags and clean mission statements were particularly popular among influencers, reflecting a broader preference shift in the beauty community towards brand transparency and sustainability. Tribe Dynamics' Earned Media Value (EMV) metric was used to quantify the estimated value of consumer engagement with digital earned media, with a unique value assigned to each piece of content based on engagement from followers and consumers. EMV can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.
