At the end of a year marked by rallying cries for racial justice, content creators continued to champion Black-owned brands: Danessa Myricks Beauty’s hero Colorfix collection proved a go-to product for beauty gurus, while Pat McGrath Labs—the eponymous brainchild of the influential British makeup artist—thrilled French makeup enthusiasts with its celestial holiday collection. Meanwhile, up-and-coming skin care brands like NuFace stoked excitement around genre-bending products, hair care brands leaned on both influencer loyalty and celebrity star power, and Lottie London’s latest collab with Laila Loves swept social media in the U.K.

Tribe Dynamics’ Q4 2020 Indie Beauty Debrief spotlights notable indie beauty brands across cosmetics, skin care, and hair care in the U.S., along with two brands with standout performances in the EMEA region. This report offers exclusive insights into top-performing brands, as well as the influencers, activations, and content trends fueling their success on social media.