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Beauty

How Indie Beauty Brands Can Still Thrive

While emerging lines of the early 2010s were able to disrupt the landscape thanks to lower barriers of entry, new-to-market labels face a tougher road ahead as they struggle to carve out their niche and raise capital in a tough economy.
How indie beauty brands can still thrive.
How indie beauty brands can still thrive. (Courtesy of Mad Rabbit)
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A botched tattoo healing experience left Oliver Zak dismayed. In 2019, the then-senior at Miami University was instructed to use petroleum jelly on his new ink, which left his tattoo in a cloudy state. The mishap led Zak and classmate Selom Agbitor to begin brewing their own healing balms in a crockpot with ingredients purchased from Amazon and apothecaries around their college.

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Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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