Why Indie Beauty Brands Are Hopping On Amazon Earlier And Earlier
“Will Amazon be the next Sephora?” asks Ju Rhyu, co-founder and CEO of Hero Cosmetics, which launched its Mighty Patch acne stickers on Amazon with the brand’s 2017 debut. For indie beauty brands, the distribution path today increasingly involves entering the Amazon universe upon launch or shortly thereafter. The prompt Amazon strategy holds true for some brands, but should not necessarily be considered a one size fits all strategy.