Indie Pioneers Podcast
Little brand, big heart – Meet the indie beauty brand that shunned influencer marketing
Founder Marilyn Ng has distilled two decades of industry experience working with global brands like Estee Lauder, Lancôme and L’Occitane into the brand’s star product, Custom Beauté Bespoke Loose Powder.
A strong believer in her product, Ng has defied the ‘conventional’ indie brand route by placing more emphasis on brick-and-mortar retail and less on influencer marketing.
“I don’t think a blogger or an influencer can convey that sincerity we have in mind for our brand,” said Ng.
Even without the insta-buzz, the brand has managed to grow a modest but loyal Japanese fanbase that is willing to hop on a plane just for its custom powder.
Today, the brand is venturing into the digital world to seek a global expansion and build its community of ‘mindful beauty’ consumers.
To learn more about Individual Collective’s journey, check out our podcast.
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