Big Wins Indie Beauty Brands Scored This Year—And Ones They Hope To Score Next Year

The indie beauty category has been up and down this year. We thought it might be worthwhile to highlight the good news—and there was plenty of it—as the year closes. For the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 40 beauty entrepreneurs and executives the following questions: What was a big win for your brand this year? What’s a big win you hope to score next year?

Sandra Velasquez CEO and Founder, Nopalera

This year was about operational efficiencies that will help us win as we scale. I am very proud of our lean and mean team and what we accomplished this year. We lowered our operating expenses while increasing our gross margins by 20 points, we launched into three new categories which have become best sellers, and we increased our customer repeat purchase rate, now at a 40%.

None of these things were accidental. We focused in on the numbers that truly matter for a growing brand, and it took months to dial them in. But we did it, and now we are headed into 2025 stronger than how we started.

We have several exciting new partnerships and collaborations next year, which we can’t speak about yet, but we’re excited to expand to new audiences both here and abroad. Stay tuned!

LaToya Stirrup Co-Founder, Kazmaleje

This year, we have seen a lot of growth in our distribution channels, which is always a win. However, a win for 2024 that will continue to give for years to come is being one of the four brands selected for Amika's Rooted in Growth 2024 grant program. Learning from a haircare brand that started in tools and expanded into developing hair care products loved by consumers and salon pros alike is major! They've done what we are on the road to doing, so we are soaking up every bit of this experience.

Calvin Quallis Founder, Scotch Porter

A significant win for Scotch Porter this year has been our team's dedicated efforts to establish a solid foundation and strong business fundamentals. We have invested resources and focused on key areas of the business such as gross margin expansion, strategic innovation and channel prioritization, which have helped us expand our distribution points, strengthen our financial footing and will drive us toward exceptional growth in 2025 and beyond.

A major goal for the brand next year is to continue reaching more consumers with thoughtful innovations that address real pain points in their everyday grooming routines.

Gina Woods Co-Founder, Donna’s Recipe

We are 2024 Allure Best of Beauty Winner for our viral sensation Sweet Potato Pie Collection, Marie Claire Hair Award Winner for Best Conditioner and Naturally Curly Winner for Best Vegan Hair Brand.

We are excited to share our new collection, Whipped Vanilla Cream, to over 1,000 Target stores nationwide and all Ulta Beauty stores. The Whipped Vanilla Cream collection is our new styling collection that consists of four new products: Curl Enhancing Mousse, Curl Defining Gel, Edge Gel and Heat Protectant Spray. All the new products are infused with vanilla and biotin to promote healthy hair.

Carol Han Pyle Founder, Nette

Our biggest win for the year was the commercial and critical success of our Pear Jam eau de parfum launch. Not only did it sell out within a few weeks of launch, but it won four industry awards, including Allure Best of Beauty, Marie Claire Fragrance Awards, Harper’s Bazaar Fragrance Awards and Glamour Beauty and Wellness Awards.

For next year, we are launching our seventh fragrance, which I am betting will be even bigger than Pear Jam! We are also moving onto new and improved shelf space at Sephora, so the goal is to accelerate velocity and sell-through in our doors.

Allison McNamara Founder, Mara Beauty

Launching Mara in all U.S. Sephoras this August was a huge milestone for the brand and something we are so proud of. Additionally, we launched our first ever OTC acne product, Clear Skin Mineral Milk.

We would love to keep adding additional products to our in-store U.S. Sephora range to further the Mara brand story, which focuses on simplified, hydrating actives rooted with our signature algae that address every skincare concern.

Connie Lo Co-founder, Three Ships

This year, a major achievement was launching our new brand look and packaging. a huge endeavor that took our team over half a year to execute! This initiative, along with other brand marketing efforts and tests, was made possible by closing our $2.5 million accelerator round in the spring. This is another achievement I'm proud of, especially given the current fundraising environment.

On our vision board is winning an Allure Best of Beauty Award. Here's to hoping 2025 is the year!

Todd Thurman Co-Founder, Free Yourself

Being embraced by the fragrance community has been incredibly meaningful. The warm welcome from industry leaders, experts and fellow creators has been humbling and affirming. What’s been particularly exciting is the tremendous response to our brand ethos, the way our message of using fragrance as a tool for well-being and personal transformation has resonated so deeply with both industry insiders and consumers. The fact that everyone is finding the brand both fun and meaningful and truly loving our fragrances has been extraordinarily affirming.

We’re particularly excited about expanding our collection with two new fragrances that we believe will elevate the Free Yourself experience to new heights. These launches will complement our existing line while introducing innovative concepts that align with our commitment to well-being and positive psychology.

Jamila Powell Founder, Naturally Drenched

A significant win this year was our participation in the Amika Rooted in Growth Grant and the LIFT Beauty Accelerator program, both of which provided invaluable mentorship, resources and visibility for the brand. These opportunities have laid a strong foundation for scaling our business and sharpening our competitive edge.

Looking ahead, a major goal is securing placement in a major retailer, which would dramatically expand our reach and validate Naturally Drenched as a key player in the curly hair care market. Additionally, we aim to solidify wholesale programs with salons and stylists, further deepening our connection to the professional community and positioning Naturally Drenched as the go-to brand for salon-quality curl care solutions.

Anastasia Georgievskaya CEO and Co-Founder, Haut.AI

This year, a significant win for Haut.AI was achieving substantial growth, fueled by the investment raised at the end of 2023. Key achievements include growing our customer base, a 100% increase in global end user activity, the successful launch of our patented Skin Atlas facial image anonymization technology and receiving several industry acknowledgments, including recognition as one of the top 30 fastest-growing and most innovative companies in Eastern Europe.

Looking into 2025, we are thrilled about the introduction of our new generative AI technology, which we will be announcing in January 2025. This innovation will reshape the decision-making process for skincare shoppers and serve as a defining milestone, significantly contributing to Haut.AI’s growth in 2025 and beyond.

In addition, we are equally excited to announce that Haut.AI is taking its first step toward making our technology directly accessible to end consumers. We will launch a new experience designed to place this new cutting-edge tool directly in the hands of individuals. We have reached a point where our innovations are too exciting to keep exclusive to ourselves and businesses, the world deserves to see, experience, and test them firsthand.

Our roadmap for 2025 also includes significant enhancements to the performance, speed, and accuracy of our existing AI hair and skin analysis, product recommendation system, and smart camera technology. Alongside these continuous improvements, we are also planning to launch several new features that will further advance the platform's appeal for both businesses and end users.

Hedieh Asadi Co-Founder and Urologist, DeoDoc Intimate Skincare

This year, DeoDoc celebrated a major win by achieving a 50% increase in business growth, which is a testament to our commitment to organic development and our decision to remain self-funded. As the first intimate care brand founded and still run by female doctors and gynecologists, DeoDoc was born out of a sheer need for better solutions to what had, and unfortunately continues to be, available on the market for women. My sister Hasti and I, along with professor of obstetrics and gynecology Dr. Gunvor Ekman Ordeberg, are on a mission to break taboos and empower people with the knowledge they need to understand their own bodies.

Navigating a challenging economic landscape without external venture capital, we’ve proven our ability to grow sustainably while staying true to our values. Our focus on high quality, science-backed products continues to resonate with a growing community of consumers who trust us as a leader in intimate health.

Looking ahead to next year, our goal is to sustain this momentum with another 50% growth, further expand our reach and continue to break taboos around intimate care. From your first period to your last, we want DeoDoc to be with you at every point in your life and all the stages in between. We will remain committed to our self-funded status while developing innovative products, driving education around intimate health and fostering deeper connections with our community.

Staci Barrett Co-Founder, LĀ SOL Collective

Selling on Amazon has been a game changer for us. One third of our sales are now projected to come from that channel.

We will launch our new product Sunkissed Self-Tanner nationally in the new year. Our projected sales growth from this clean tanning cream will mirror our sunscreen and double our sales.

Shuting Hu Co-Founder and CEO, Acaderma

Achieving break-even this year while maintaining our premium price point and market share was a big win for us. We’ve built a strong customer base with a high repeat purchase rate in our DTC channels.

Next year, we aim to expand by partnering with more retailers to grow our presence further.

Rob Gattuso Co-Founder, Eleven Australia

A big win for us this year was moving our logistics operations to Europe to better service our EMEA region. The team we partnered with is incredibly professional and efficient, and this move has streamlined our operations significantly. It had a positive impact on our overall efficiencies, minimizing errors and reducing delivery times to both distributors and customers. The feedback has been fantastic, and it’s really strengthened confidence in our brand.

Looking ahead, expanding into the Middle East is a key priority for us. It’s an important market for beauty, and entering the region would be a huge win for us.

Lena Park Co-Founder, Mixik Skin

2024 was a big launch year for Mixik Skin, and we're celebrating both the big and small wins. We’re so lucky to have had the opportunity to test our retail launches at Urban Outfitters and CVS Pharmacy as an emerging brand this year! It's a huge milestone for us.

We also feel incredibly grateful to have been featured in industry trend reports like Mintel, which validate that we’re on the right path and catching attention in the beauty space. Our social media has seen consistent growth, and on a personal level, we’ve found mentorship and built meaningful friendships through Clean Beauty Summer School.

Looking ahead to 2025, we’ll be focusing heavily on influencer marketing. While we’ve seen great success in the indie space, it’s time to elevate our brand and spread our message of clean, convenient and fun beauty routines to an even wider audience.

Akilah Releford Founder, Mary Louise Cosmetics

A huge win for us this year was partnering with Bloom Ranch, a historic ranch in Southern California owned by my family. By incorporating their fresh, local ingredients into our products, we’ve been able to elevate our offerings while staying true to our commitment to sustainability, community and local manufacturing.

In the coming year, we’re excited to expand our partnership with Bloom Ranch and integrate their ingredients into more of our products. This will not only highlight the exceptional quality of their produce but also reinforce our dedication to ethical sourcing and sustainable practices.

Joni Rogers-Kante Founder and CEO, SeneGence

2024 has been a milestone year for SeneGence as we proudly celebrate our 25th anniversary! Over the past 25 years, our flagship product, LipSense, has continued to lead the way for innovative long-lasting lip color, and this year is no different. LipSense won the 2024 Beauty Innovation Award for Lipstick Product of the Year. Winning this award during our 25th anniversary is a powerful validation of what our legacy has always been centered around: innovation, quality and making long-lasting beauty possible. This year, we also launched over 40 new products, including exciting additions like our Microbiome Skincare Line and SmileSense Hydroxyapatite Toothpaste.

As we reflect on this incredible milestone, SeneGence remains committed to continuing to provide our customers with innovative, high-performance products well into 2025 and beyond. SeneGence is thrilled to be migrating to a new commerce platform in 2025. Through Shopify, we’ll be able to reach more consumers than ever before, making our products more accessible to a broader audience. This strategic move will allow us to grow SeneGence as a preferred beauty brand while continuing to deliver innovative, high-performance products that our customers know and love.

Jasmin Ortega Brand Director, NatureLab Tokyo

Key wins in 2024 have been building a dynamic, talented team that is shaping the brand’s future and launching two new innovative product lines: Saisei and Kiseki. Saisei (Japanese for "rebirth"), which combats loss of both melanin and hair fullness, is a true testament to the brand's commitment to providing our customers with powerful, efficacious products and has already won two prestigious beauty industry awards. Additionally, we’ve begun rolling out our brand refresh, laying the foundation for even greater growth.

Our first major win of 2025 is expanding our retail footprint, reaching even more customers in both the digital and brick-and-mortar spaces. We're excited for the debut of our first OOH and TV ads, significantly boosting our brand visibility. Looking ahead, our focus is on fully activating our brand refresh and continuing our commitment to accessible J-Beauty innovation. It’s an exciting chapter ahead, and we’re eager for the growth and opportunities that lie just around the corner.

Renee Plato CEO, MDSolarSciences

In 2024, we allocated a significant amount of time and energy towards new business opportunities. The investment paid off in Q4 2024. In 2025, we will start to see the fruits of this labor as we begin to roll out across several new accounts, expand our professional channel footprint and finalize the launch timelines for some key partnerships. I’m looking forward to leveraging this momentum to ensure a steady succession of strategic wins and to flawlessly execute the “big win.”

Seth Nelson Co-Founder, Sol Labs

Though 2024 brought so many incredible moments, I would say that our most rewarding "win" was our newly formed partnership with the Melanoma Research Alliance. As a Melanoma survivor, the backbone of Sol Labs is to create sun care products that compliment one's daily life; and through product development and education, forge a world whereby people view sun protection not as a hindrance but rather a daily skin ally.

Being one of only a few companies recognized and selected by the MRA to be an official partner solidifies that our products and brand voice are in line with our mission in the fight against skin cancer. When we first started Sol Labs, there was a vision in my mind that the day I would know that we have made an impact as a brand would be the day when I would see someone pull an SPF 50 Sheer Mist Spray out of their bag at the pool or someone in the park applying their trusty SPF 30 daily sun lotion. The most rewarding thing as a founder of this brand is knowing that we are making an impact on the world, and I hope this coming year we can start to see these moments I have envisioned come to fruition.

Iris Rubin Co-Founder and Chief Medical Officer, Seen

Our recent series A funding round in September 2024 was a significant milestone for Seen as it will enable us to continue to accelerate our growth. The funding will support innovation, expansion of our professional sampling to 10,000 dermatology practices in 2025 and growth in our retail footprint, including at Ulta.

We will continue to establish Seen as the go-to haircare brand for the skin-conscious consumer, including people with sensitive skin, acne, eczema, scalp issues and hair shedding. Seen is dermatologist-designed and -recommended, and we will continue to expand our dermatology and esthetician partnerships from 5,000 today to 10,000 in 2025.

By infusing skin science into everything we do, Seen is raising the bar and redefining the skinification of hair, while giving consumers the dual benefits of beautiful hair and confidence and peace of mind for their skin. We have an exciting innovation pipeline, which includes hair products as well as skin products.

We plan to offer head-to-toe solutions for all skin types, including sensitive, acne-prone and eczema-prone skin. These products will be available across our channel partners, including Ulta, where we are expanding our presence and investing even more deeply in our relationship.

Ning Li Founder and CEO, Typology

Typology’s journey has been nothing short of extraordinary. Within just three years of launching in 2019, we surpassed some of the biggest beauty players in France like L’Oréal and Sephora to become the country’s No. 1 online skincare brand. This success is a testament to the power of listening to customers and offering products they can trust—clean, efficient and priced affordably. We launched 24 products in 2024 along with our online skin diagnostic tool that identifies 24 unique skin types.

Next year, our focus is on elevating the U.S. market to a key pillar of our global strategy, standing alongside our home market in France. This will affirm our confidence in the U.S. consumer response and the relevance of our ingredient-driven, minimalist approach. We also aim to sustain high double-digit growth while maintaining profitability, a hallmark of Typology’s disciplined business model.

Additionally, we are excited to expand internationally with a thoughtful three-continent strategy: strengthening our presence in Europe, scaling further in North America and strategically entering Asia, starting with Japan. We see Japan as a vital gateway to the broader Asian market, where we can bring our transparent, sustainable skincare ethos to an audience deeply aligned with our values.

Brianna Arps Founder, Moodeaux

Moodeaux made significant strides with retail expansion throughout 2024, increasing brand awareness amongst clients who enjoy discovering fragrances IRL and shopping at familiar stores. Credo Beauty has been a partner of ours since 2022, and in February, we joined forces with another key player, Urban Outfitters, as its first Black-owned fragrance label.

We also added Thirteen Lune as a stockist and are gearing up to debut on more shelves soon throughout 2025. Other milestones include bringing products to market, growing our team and taking home two new industry awards, all of which we're super proud of as we settle deeper into year three.

Joanna Czech Founder, Joanna Czech

We entered the international market this year with our first-ever London residency. In January, we will launch in Poland, and we look forward to continuing our global expansion and growth as a brand in 2025.

Dina Rosenbloom CEO, Hairstory

We introduced two new products—Pre-Wash and Primer—which rounded out our Healthiest Hair Method, a complete haircare system for all hair types that purifies, cleanses and protects with only gentle, naturally derived ingredients. The reason it was a big win was because it was the brand's first launch in several years, and it underscores our heritage position as the go-to brand for scalp and hair health.

In 2025, we hope to continue to grow our network of highly engaged hairdressers. We are introducing many new benefits to the pro channel and believe that we can build upon our 4,000-plus strong network to further expand our community and touch more incredible hairdressers with our innovative products and professional resources.

This also includes expanding our scope to commission and hybrid salons nationwide. We believe the industry is ripe for a new point of view, and we are here to share our unique perspective with the pro world.

Carolina Olivera CEO and Founder, OneSkin

It was a banner year for OneSkin with the launch of our triple-action OS-01 Body SPF sunscreen and the close of our series A funding round. However, as a science-led organization, the most exciting win for us was the publication of our clinical study in the Journal of Cosmetic Dermatology outlining the effectiveness of the novel OS-01 peptide used across the OneSkin line.

The study found that topical application of the OS-01 peptide improves barrier function, protects against dehydration, reduces appearance of wrinkles and improves skin texture and radiance in a way other supporting ingredients alone cannot, mimicking conditions of younger skin.

This affirmation of our expertise and advancement in topical peptide research is deeply meaningful to us as a brand, and we’re elated to be bringing additional longevity-focused innovations to market, including a new category entrant in 2025. OneSkin will continue to use the best of our technologies to disrupt the status quo and rethink skin health, starting at the cellular level.

Shizu Okusa Founder and CEO, Apothékary

Apothékary is coming off of an incredible year of growth in 2024. We finished our first clinical study on our bestselling stress and sleep support tincture, Wine Down, collaborated with Disney and Marvel and announced partnerships with retailers, including Sprouts Farmers Market and Ulta.com.

Additionally, Apothékary launched four new herbal tinctures, including Sugar Kick, Blue Burn, Mindcraft and The Honest Youth, while also closing an investment with Shiseido that increased our pre-series A round to $8 million.

In 2025, there will be continued investment and storytelling in the world of Japan. After the success of our first retreat to Kyoto, Japan in October, we will offer our second and third retreats in 2025, both for customers and VIPs, to join Shizu and experience nature as a medicine with our journey East.

Minou Clark CEO, RealSelf

RealSelf aligned its executive team with its core consumer, by naming me their first female CEO. I have the unique opportunity to view the aesthetics industry from the same lens as our consumer. I’m a beauty enthusiast and pop culture junkie, so I can speak the language of the masses while also leveraging the expertise and network RealSelf has built over the past 19 years.

This next year we’re recentering RealSelf around the consumer and transforming our brand from a doctor directory to a beauty destination. Our first step on this transformative journey is a full brand refresh: A new logo, look and feel that brings together authenticity, credibility and fun and breathes new life into our brand identity.

Ed Esquenazi Founder, Terns

2024 was an amazing year for Terns! We brought an idea conceived in our own discovery lab on a journey from prototyping to packaging and commercialization. Terns was born, and we created a brand that we love and that resonates deeply with our audience.

Winning for us means a couple of things:

1). We effectively educate people on the importance and impact of taking care of your skin after it’s been exposed to UV and other aggressors.

2). We continue getting our products into the hands of more people that need them most, the adventure and sport crowd, in particular.

3). We receive and respond to user feedback so we can continue to craft clean, efficacious science-backed products that address the gaps and pain points of this demographic.

Polen Koçak Co-Founder, SickScience

It’s so hard for us to pick just one, but this year has been full of big wins for SickScience Labs. Our ShapeShift V-Line Jaw Defining Serum was honored with the Best Jaw and Neck Treatment award by Real Simple magazine, a true recognition of our commitment to science-backed innovation.

We were thrilled to appear on the "Today Show," an incredible milestone that introduced our brand to a wider audience. Our products sold out twice, showing just how much our customers believe in the power of our biotechnology-driven solutions. We also successfully launched our third product, DropOff, which has already been met with great excitement.

To top it all off, we celebrated our almost first birthday, marking a year of transformative growth, thousands of new customers, and expanding into new markets. These milestones, together, reflect the growing trust in our mission to redefine beauty and wellness through the perfect combination of biotechnology and nature.

A big win we hope to score next year is expanding our reach globally while continuing to innovate in biotechnology-driven beauty. We’re aiming to launch new, transformative products that push the boundaries of what’s possible with plant-based exosome technology. Growing our presence in key markets, connecting with even more customers, and strengthening partnerships are all top priorities.

We also hope to secure further recognition for our work, whether through awards, media milestones or customer success stories, as we continue to redefine beauty and wellness on a global scale.

Amy Christiansen Founder, Sana Jardin

This year was monumental for Sana Jardin as we launched in Bloomingdale’s and expanded into more Bluemercury locations, marking significant growth in our retail footprint. We also established a U.S. PR team, which helped secure incredible media coverage, including "Good Morning America" alongside strong digital and print press. This boosted healthy growth in our DTC sales.

On the social impact front, we expanded our programs fivefold in partnership with Nest, demonstrating our dedication to empowering artisans. Our social media reach skyrocketed by over 400% in Q2, amplifying our message and mission.

A major highlight was the launch of our brand rebrand, centered on the "alchemy of energy." It was inspired by my deep connection to the transformative power of fragrance. This rebrand celebrates the ancient rituals and wellness properties of flowers. We’ve embraced the idea of perfume as a vessel for wellness, aiming to create products that embody wisdom, possibility and love.

Looking ahead to 2025, we are thrilled to build on this year’s successes with several exciting initiatives. A key highlight will be launching the next cohort of cooperatives in the Nest x Sana Jardin accelerator, further driving social impact and deepening our community partnerships. We’ll also host meaningful events to connect with our audience on a deeper level.

In addition, we’re excited to debut new fragrances, while expanding our reach through strategic retail collaborations. These efforts reflect our unwavering commitment to innovation, social justice and redefining luxury fragrance as a transformative and healing experience.

Janell Stephens Founder, Camille Rose

This year has been truly incredible for Camille Rose. We made our debut at NYFW with LaQuan Smith. It was such a powerful moment to show how beauty and fashion go hand in hand.

We also introduced two amazing collections this Thanksgiving, the Guava Slip Collection and the Curl Love line. The Guava Slip Collection is perfect for anyone looking to lock in moisture and achieve silky, frizz-free curls with ease, thanks to its lightweight formula and nourishing guava fruit extracts. Meanwhile, the Curl Love additions build on the foundation of hydration and definition, providing even more options to care for textured hair of all types.

Next year, I’m excited to continue growing our portfolio with even more nature-first innovations and finding new ways to bring joy and empowerment to our community.

Lauren Consiglio President, Rael

A major milestone for Rael this year has been our exciting launch at Ulta Beauty, marking a significant step in expanding our reach and impact. As a frontrunner in the wellness sector, Rael has become known for providing cost-effective, efficacious skincare products infused with Korean Beauty technology and cutting-edge ingredients. This partnership now brings our innovative K-Beauty solutions to Ulta’s consumers, offering them a thoughtful, results-driven approach to holistic personal care.

What makes this launch even more meaningful is how closely Ulta’s mission and values align with ours, focusing on bringing the very best forward to consumers. Ulta is not only leading the way in telling a complete wellness story, but they’re also pioneering K-Beauty offerings with a dedicated in-store section that highlights authentic brands like Rael. The support within this specialized K-Beauty space ensures that Rael is recognized for our unique, innovative solutions that combine South Korean technology with clean, effective formulations.

Looking ahead to next year, we’re focused on two priorities: education and innovation. On the education front, we plan to amplify efforts to inform consumers about the hormonal cycle and how Rael products can support them during each phase. Now with over 500,000 TikTok followers, we plan to amplify educational initiatives, fostering conversations about hormonal health and cycle syncing, we aim to deepen our connection with our community.

On the innovation front, we’re excited to tease some groundbreaking product launches that leverage state-of-the-art K-Beauty technology to address unmet needs in both skincare and wellness. These upcoming innovations reinforce Rael’s positioning as a leader in holistic personal care. With a strong foundation in place, we’re looking forward to another transformative year that builds on this year’s wins while continuing to prioritize the health and confidence of the women we serve.

Shirley Pinkson Mañas Co-Founder, Well People

This year, our brand achieved several remarkable milestones, but the standout win was solidifying our position as the Most EWG Verified Color Cosmetics Brand, reaffirming our or commitment to ingredient transparency. This recognition paired with the launch of our innovative Supernatural Complexion Stick highlights our dedication to creating high-performing, EWG Verified beauty for all.

This year, Well People celebrates 16 years, a milestone that solidifies our position as industry trailblazers and reflects our unwavering commitment to do, choose and be well. Next year, we're focused on driving greater accessibility and innovation for our brand.

Upcoming innovation will continue to push the boundaries of high-performance beauty that fit EWG standards, the highest standard of clean. We’re also proud to expand our presence at major retailers, with wider accessibility at Target (adding even more doors in spring 2025!) and Amazon. Innovation and accessibility will serve as the cornerstone of our success in the year ahead.

Dawn Hilarcyzk COO, Borghese

This year has been a series of wins for Borghese! We are thrilled to say that Borghese is back and our loyal customers have really responded to that message. One of the standout moments was our collaboration during Fashion Week, which helped to elevate the brand and bring it back into the cultural conversation.

Additionally, our presence on Borghese.com, Amazon and Macy’s has seen a remarkable acceleration. We had our biggest Black Friday sales event in history, with a 60% increase in revenue year-over-year. These wins reflect the positive response to our revitalized brand and the strategies we have implemented.

Looking ahead to next year, we are especially excited as Fango Mud Mask turns 40 years old. It has been a cornerstone product for us, and we are incredibly proud to say we sell one Fango mask every minute. Our goal is to build on this momentum and significantly increase our market share in the face mask category. Additionally, we are optimistic about continuing to strengthen our European presence  providing more richness to our heritage.

Erin Potempa-Wall Co-Founder and COO, The Beachwaver Co.

For Beachwaver, a big win has been the opportunity to share our haircare story. We’ve developed an incredible, science-backed, award-winning line of vegan haircare products, and we're excited to continue expanding it.

This past year, we introduced standout products like our Major Moment Hairspray, a strong-hold formula with a flexible polymer that allows for brushable, natural movement. We also launched our Shine Bright Shampoo and Conditioner, infused with vegan keratin to nourish, strengthen and revitalize hair, restoring its natural luster and delivering exceptional shine. As we look ahead to 2025, we’re eager to continue sharing the full breadth of our innovative haircare line, with even more exciting product launches on the horizon.

Katherine Moron Owner, Tu Azul

This year marked a significant milestone for Lola From Rio, with our inaugural participation in Cosmoprof 2024 in Miami, where we introduced the brand to the market. The response exceeded our expectations, with major retailers expressing immediate interest in stocking the products, contingent upon the availability of English labels. While collaborating with the manufacturer to meet this requirement took time, it was a true team effort, with everyone fully committed to making it happen.

In the interim, we successfully launched sales through our website, Amazon, TikTok and Walmart.com, where our products gained incredible momentum. Sales experienced exponential growth, fueled by glowing recommendations from leading magazines, which further strengthened our brand’s visibility and credibility.

Looking ahead to next year, we are excited about expanding into major retailers nationwide, continuing to make vibrant, high-quality haircare accessible to even more people and solidifying Lola From Rio as a leader in innovative, Brazilian-inspired beauty.

Danielle Nadick Levy Co-Founder, Facile

As a brand, we grew a ton this year. We not only grew our on and offline community significantly, which as a small brand means everything to us, but we also launched three new lip jelly shades, and won Cosmopolitan's Best of Acne Award for our Clear Serum.

We have a really exciting major retail launch at the end of February, and I’m hoping to grow into all doors with that retailer.

Elaina Badro Makeup Artist and Founder, Elaina Badro

This year, we were featured in publications like Harper's Bazaar, Elle, InStyle and Allure. Press and positive feedback from huge media platforms like the ones mentioned are imperative to the reputation and success of our brand. Also, I was included in Forbes 40 under 40, which has been very exciting as it has always been a goal of mine.

We also launched the Elaina Badro Talc-Free Translucent Pressed Powder. We spent years formulating our cosmetics without talc. Talc has raised significant safety concerns in the beauty industry. Many makeup brands have overlooked strict ingredient guidelines in favor of profits, resulting in safety issues. We are adamant in prioritizing our customers' well-being. They can have greater peace of mind knowing they are using products that are both safe and effective.

It's time for us to gain distribution into prestige big-box retailers. We are blessed for our brand to have been around since 2012. We have remained authentic and integrable in the beauty industry: Our brand, craftsmanship and the performance of our line.

Kimberly Huggins Co-Founder, Kimbritive

Here at Kimbritive, we strive to revolutionize sexual wellness and reproductive health for Black women starting with liberatory education, intentional community and collaborative care. A major win this year for us was reimagining how Black women engage with the healthcare system through our Paps on Tap events, where “happy hour” meets sex education.

These gatherings have redefined sexual and reproductive health education by creating safe, affirming spaces to discuss wellness, care and pertinent health issues impacting Black women such as cervical cancer, human papillomavirus (HPV), fibroids and strategies for navigating the healthcare system with confidence and support.

As part of Paps on Tap, we also introduced our community to health, beauty and wellness products from trusted brands, emphasizing the essential connection between sexual wellness and overall well-being.

Next year, we’re focused on launching Kyndred, the first virtual comprehensive sexual and reproductive health clinic for Black women. Kyndred is poised to revolutionize healthcare for Black women by offering a holistic approach that encompasses reproductive and mental healthcare, early telemedicine abortion care, contraceptive counseling and sexual wellness education.

With plans to launch in New York, California, the District of Columbia, Maryland, Virginia and future expansion nationwide, Kyndred aims to create lasting change in the Black community by transforming the healthcare experience and improving outcomes across mental, sexual and reproductive health. More than just a clinic, Kyndred will be a holistic health home, providing culturally affirming care at every stage of Black women’s health journeys.

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