Beauty brands today are finding challenging headwinds in the highly competitive beauty marketplace, still in the clutches of a global pandemic. A group of indie beauty & wellness brands are creating their own tailwinds by joining forces.

Conscious Beauty Collective™ is bringing a group of indie beauty brands, led by clean premium haircare brand MASAMI, to its newest location in Boston. In April, the flagship store in Stonestown Galleria did so well that the 2-month market trial turned into three months. The Conscious Beauty Collective is now coming to Boston’s Natick Mall from September 1 through December 31, 2022.

“Indie brands are navigating difficult waters, including privacy challenges, algorithm changes and competitive spending making digital advertising DTC difficult,” said Lynn Power, Founder of the Conscious Beauty Collective. “We are providing indie brands a proven and popular retail channel, the curated pop-up store. Partnering with us, they can build their brand by expanding their exposure and foot-traffic to eager consumers. We are excited to bring this collection of hard-to-find beauty and wellness brands to the East Coast. The quality of the space we have access to is in some of the best malls across the United States, including Natick Mall.”

Participating brands to date in the Natick pop-up include: MASAMI, ADORAtherapy, Aromatherapy Drops, Avoila, BeautyZana, Bosq, Buffalo Gal Skincare, Caire Beauty, Cleo+Coco, Dermala, Dr. Dana Nails, Elaine Wellness, Empress Naturals, facefront sKin, Green Bee Botanicals, H. Honeycup, HEAR ME RAW, Impact Naturals, Isle de Nature,

LAMIK Beauty, Lash Spell, May11, Natural Radiant Life, Ouli’s Ointment, Patchology, Plant Apothecary, Scentfluence, SIMPURE, Six GLDN and Swedish Jealousy.

Mike Indursky, Founder & CEO of HEAR ME RAW, stated “We are proud to be part of the Conscious Beauty Collective. It's wonderful to band together with like-minded brands who are each fighting for what's right and needs to be done in the beauty industry - from formulations to sustainable packaging to community service and social good. Together we will make a significant impact and make people understand that conscious beauty is real beauty.”

Finding synergy across e-commerce marketplaces is also a strategy indie brands are using to help each other. Many of the brands participating in the Conscious Beauty Collective are also on The W Marketplace, a site that launched in 2020 looking to explode the economic impact of women. The W Marketplace has a collection of these brands on their site and is participating in several live-streaming events to educate about clean beauty and celebrate female founders. “We know that the Conscious Beauty Collective is perfectly aligned with our mission at The W Marketplace – to support female founded brands, especially small, indie brands.” said Susan Gates, Chief Marketing Officer of The W Marketplace.

In addition to the pop-up store, the brands are also collaborating across TalkShopLive, the leading live-streaming, social-selling online network. The Conscious Beauty Collective channel will allow any of the participating brands to create their own show and collaborate with other brands on the platform, creating exclusive offers, content and more.

“TalkShopLive has been a great platform for us to tell our story and we’re excited to partner with Conscious Beauty Collective brands to create even more engagement and interest in clean beauty,” said Kim Roxie, Founder & CEO of LAMIK Beauty.

TalkShopLive’s Beauty Director, Caitlin Kiernan notes: “Beauty is one of the fastest growing categories on TalkShopLive and we love independent brands with great stories to tell. We’re excited to see what the Conscious Beauty Collective will create with us.”

Much of what’s driving these partnerships is consumers’ desire for discovery – and wanting to find brands that share their values. There is also a belief from the indie founders that we can be stronger together, which certainly seems to be true. The Conscious Beauty plans to continue its roadshow to other popular destinations in 2023.

About MASAMI

MASAMI is clean premium haircare infused with a Japanese ocean botanical called Mekabu for weightless hydration. MASAMI is salon quality, high performing shampoo, conditioner, shine serum and styling cream without sulfates, parabens or phthalates. MASAMI is vegan, cruelty free, gender neutral and works for virtually every hair type and texture (everyone needs hydration!).

The MASAMI Institute was created to give a portion of MASAMI's proceeds back to help fund ocean education and research in northeastern Japan, where we get our hero ingredient. We are carbon and plastic neutral and Green Business Bureau platinum certified.