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No doubt you’ve been reading of or have heard of the new term “indie” in relation to cosmetic brands within the beauty industry. This term refers to small independent beauty companies that have sprung up in full force within the last several years.

Our professional brands (not to be confused with the large, over-the-counter (OTC) brands) have been around since the early ‘90s and are still constantly educating us through our trade magazines, webinars, and professional destination conferences. These smaller brands, many of them available through your skin care service providers, have unique benefits for you, the end user. How? See below.

• These smaller brands make smaller batches of their product line; therefore, the chance of them using fresher ingredients is increased.

• Fewer preservatives are required because of shorter shelf life.

• Less expensive since thousands of dollars are not used on large advertising campaigns.

o More of those dollars go into current research of product formulation and ingredient efficacy.

• Newer technology can be readily infused into formulations because of smaller batches made more often.

• The release of new ingredients are introduced to you up to 3 years before larger companies can coordinate their product formulation, design its packaging (including bottles, pumps, caps or sprayers), design print formats, color harmony, sizes, samples, begin product advertising, design and distribute sales displays, retail advertising to television and magazines, complete many translations for international re-sale and shipping, inventory management, etc.

o Large production campaigns take time, money, and international coordination, and more time to get to your hands while the rest of us have been enjoying the benefits.

• Entrepreneurship of independent companies is gratefully accepted for fear of monopolizing and price fixing.

• Brands tend to be reluctant to share “too much” of their personal details and high end packaging is heavily relied upon for sales. Many of their customers are tired of hearing about how perfect they are and that their product will somehow make you more perfect.

Studies show that most of us desire to look and feel good about ourselves and we want it now. Technologic research in the beauty industry will never cease and continues by the hour. The savvy shopper is not happy with buying “hope in a jar” anymore and she/he must realize that there is no magic bullet. Take care with your purchases and always consult your skin care specialist for what is right for you.

DESIRED IMAGE SKIN CARE CLINIC – 871 Niagara Falls Blvd., Amherst, NY 14226 (716)-834-1123


By Brenda Romanow

Brenda Romanow is the owner of Desired Image Skin Care Clinic, a Buffalo based business of over 22 years. Brenda has been in education for over 10 years for the New York State Education Committee for esthetics and is also a New York State examiner for esthetics. She started teaching in several school’s continuing education class on subjects such as Anti-Aging, Personal Image, Makeup application as well as Cosmetic Ingredients (what’s in a jar). 834-1123.