The beauty world is about as cutthroat as an industry can be. From failed product launches, to anti-fans on social media, beauty brands and influencers have to be five steps ahead not only to avoid controversy but to remain in a positive light in the public eye.  However, the breadth that this industry covers also allows for crazy amounts of exposure not just for large scale brands but also for bright up and coming brands (also known as “indi” brands) that 20 years ago never would have seen the light of day.   These indi brands are often a bit more expensive - due to production costs - and often made in smaller batches so if something becomes a viral sensation, many who are on the late end of the story will lose out on getting their hands on the product.  There is also a chance with these brands that what you will be getting is higher quality because they want to build up repeat customers so spending a bit more for qualities sake is something these brands are more likely to go the extra mile…