Florence by Mills, Give Back Beauty portfolio brand, ranked #1 in indie makeup — ahead off brands like Rare Beauty (by Selena Gomez) and Glossier.
According to data from Dash Hudson, indie makeup brands are outpacing the total beauty industry in terms of engagement rate and follower growth on TikTok, averaging 4.4 percent by engagement and 25.5 percent by year-to-date follower growth. Beauty overall, by comparison, nets out at 4.1 percent and 7.7 percent by the respective metrics.
