Indie Pioneers Podcast

Little brand, big heart – Meet the indie beauty brand that shunned influencer marketing

By Amanda Lim contact

- Last updated on GMT

Related tags: Indie beauty, Singapore, podcast

In the very first episode of our Indie Pioneers podcast, we chat with Marilyn Ng and Christabel Chee, the people behind Individual Collective to discuss the value of face-to-face interaction, influencer marketing and crowdfunding.

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.

Listen to the episode on Apple Podcasts »

Never miss an episode. Subscribe to the Indie Pioneers podcast on Apple Podcasts​ to get new episodes as they become available

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