In this article, six tips are listed and analyzed in detail to ensure that indie beauty brands can be more successful and have a greater impact on the retail level: being always present and active on social media, creating unique content, giving life or participating in large digital events, focus first on e-commerce, avoid massive discount policies and create exclusive products.

The main role of the evaluator is to act as the go-between. On one side the nose and on the other side the client (ie the Brands). He/her challenges the perfumer to meet the brief provided by the client, driving his work in order to ensure that fragrance will fit with the brand brief and consumers target.

The collaboration between IFF and SleepScore Labs has led to a series of studies aimed at creating products that promote a good night's sleep. For example, a spray was created to be sprayed on the pillow to facilitate sleep and ensure its better quality: the results showed that the scent has actually brought great benefits to healthy sleepers. In fact, study participants spent an average of 26% less time awake at night after falling asleep.

The huge interest toward CBD products are not the same for Baby Boomers (age 56-74), Gen X (age 40-55) and Millennials. Learning about different consumers’ behaviour will be more and more important to support the inevitable growth of this business in pain management, mental and general health, food/beverage but also in wellness and beauty.

This in-depth and rich article on sandalwood reviews the properties of this popular ingredient by telling the origin of the name and the history, the botanical characteristics and the different species existing, indicating the countries of origin and production, the methods of extraction and its uses and ends with a list of the most famous perfumes that contain important concentrations of sandalwood and which are often considered men's fragrances

Laurent Mercier explains how his company has faced the health crisis that led to the collapse of business worldwide, analyses the sectors most affected by the lockdown and explains his point of view regarding the current trend of natural perfumes.

The success of a brand must be based on a digital marketing strategy that increases brand awareness and generates high engagement, traffic and conversions. This is the strategy that has made Perfect Diary, an indie beauty brand, become the top-ranked makeup brand through sales at last year's 618 shopping extravaganza and Alibaba Singles Day, not a European beauty company. The fact that a domestic brand has managed to achieve these results in just four years, bodes well for the success of other local players on the market.