Press
The Indie Beauty Brands That Won Social Media in January
Noor Lobad, WWD.com
PRESS
March 3, 2026
Indie brands are beauty’s biggest growth drivers, per a recent NIQ report indicating they grew 22 percent in 2025 while conglomerates grew 6 percent, but which brands are growing most on social media?
Data from Launchmetrics tracking the media impact value growth of 1,500 brands shows that Jennifer Aniston’s LolaVie saw the highest MIV gains in January, increasing 589 percent. The brand launched Let There Be Hair Scalp Serum during the period, and outpaced the growth of the next (also celebrity-helmed) brand, Winnie Harlow’s Cay Skin, by more than 200 percent.
