By Hilary Milnes.
Independent beauty brands are having a moment. Their trendily packaged products combined with smart marketing strategies have drawn cult customer followings and attention from legacy companies like Estée Lauder and L’Oréal.
Now, in need of a traffic boost, department stores want a piece of the action.
Neiman Marcus is the latest to dust off its beauty counters with a new partnership with Indie Beauty Expo, a platform that helps bring new beauty brands to market. Starting today, 15 brands under the Indie Beauty Expo umbrella will be on sale at Neiman Marcus, with a portion of the products exclusive to the department store. It’s a limited-run partnership, lasting until inventory sells out, but Neiman Marcus beauty vp and merchandise manager Kelly St. John said that it’s a testing ground for bringing indie beauty brands in store on a permanent basis.
Read more at Glossy.