If consumers have learnt to use and appreciate online stores for beauty shopping, there is no doubt that physical retail will still be a major destination for many. In the beauty world, huge retailers such as Ulta, Sephora or Boots make for a very large share of the market. However, more and more indie beauty stores open and manage to get the attention (and budget) of a growing number of consumers.

Places such as The Indie Shelf, an independent and woman-owned natural beauty shop located in Philadelphia that curates unique, innovative, and effective brands from around the world, have gained a big following very quickly. Others like The Detox Market, a clean beauty marketplace launched in 2010, who now has 6 physical locations across the US and Canada, offer premium, organic, vegan skincare, makeup, and cosmetics.

People are attracted to indie retailers for several reasons, the first being a unique product selection. Depending on the retailers’ philosophy, brands and products will differ, bringing light to local or still fairly unknown brands. Most of these stores focus on a clean, environmental-friendly, ethically-good selection which is another reason for their appeal. Consumers find it easier shopping in such places knowing that all they care about in terms of formulation or ethics has already been taken into consideration by each brand they discover.