The beauty industry is changing faster than ever, but not all the brands shaping its future are being seen.
At the heart of this shift is Renju Karki, founder of INDIBE, whose journey reflects a deeper truth about modern beauty: innovation is no longer the problem—visibility is.
Behind the polished shelves of mainstream beauty lies a growing movement of independent founders building with intention, integrity, and deeply personal purpose. These are brands born not from boardrooms, but from lived experience, scientific curiosity, cultural heritage, and a desire to do beauty differently.
Yet for many of them, visibility remains the biggest barrier—not innovation, not passion, not product quality.
INDIBE enters this space as more than a platform. It is a bridge between discovery and intention, between founders who are building something meaningful and consumers who are actively searching for something more aligned with their values.
In this conversation, Renju Karki explores what it really takes for independent beauty brands to stand out, get discovered, and grow in a market that is louder, faster, and more competitive than ever before—and why the future of beauty may belong to those who are willing to be seen differently.
What inspired you to create INDIBE, and what gap did you see in the beauty industry that needed to be addressed?
My background is in biological sciences, healthcare, and environmental health, and later I trained as a professional organic skincare formulator. Through my studies and formulation training, I became increasingly interested in ingredient transparency, sustainability, and the growing demand for conscious beauty choices.
As I explored the beauty sector further, I discovered many independent beauty brands creating thoughtful and innovative products, often inspired by deeply personal founder stories, values, and a genuine passion for what they do. What stood out to me was that many of these brands were working incredibly hard to build something meaningful, yet often struggled to gain visibility in a highly competitive market.
I also realised that consumers who actively want to support independent, ethical, natural, organic, or sustainable beauty brands do not always know where to find them. There seemed to be a gap between these incredible brands and the consumers who would genuinely appreciate them.
That observation inspired me to create INDIBE.
The vision was to build a platform dedicated to helping independent beauty brands become more discoverable while making it easier for consumers to explore and shop beyond mainstream beauty. We wanted to create a space where founder stories matter, where conscious consumers can discover brands that align with their values, and where independent beauty businesses feel part of a supportive community rather than simply another retail relationship.
Many independent beauty brands have excellent products. Why do you think so many still struggle to get discovered?
Having a great product is essential, but product quality alone is rarely enough in today's market.
Consumers are presented with endless choices every day, and many independent founders are managing multiple aspects of their business with limited resources. They may be developing products, handling customer service, managing operations, and trying to market their brand all at the same time.
Large beauty companies often have significant marketing budgets and established distribution channels. Independent brands rarely have access to the same resources, which can make visibility one of their biggest challenges.
At the same time, many consumers actively want to discover smaller brands that align with their values, but they don't always know where to find them. That's where curated discovery, founder storytelling, partnerships, and supportive platforms can make a real difference.
What separates the brands that successfully grow from those that remain overlooked, even when they have great products?
The brands that grow successfully usually combine great products with clarity, consistency, and connection.
They have a clear understanding of who they serve, what makes them different, and how to communicate that message effectively. They tell their story consistently across their website, social channels, packaging, and customer experience.
The most successful founders also understand the importance of building relationships rather than simply focusing on transactions. They engage with their customers, listen to feedback, and create communities around their brand.
Visibility matters, but trust and consistency are often what transform a good brand into a sustainable business.
When evaluating a brand for visibility opportunities, what signals tell you that a brand is truly ready?
We look for authenticity, clarity, and commitment.
A brand doesn't need to be large or have a huge following, but it should have a clear identity, a strong understanding of its audience, and a genuine reason for existing.
We also look at product quality, professionalism, customer experience, and whether the founder is actively engaged in building the brand. The most successful brands are often those that are prepared to invest time in storytelling, community building, and long-term growth.
How important are brand positioning, founder storytelling, and customer experience when it comes to attracting customers today?
They are incredibly important.
Consumers increasingly want to know who is behind the products they purchase and what a brand stands for. Founder stories create connection and trust, while strong positioning helps customers understand why a brand is different.
Customer experience is equally important. Discovery may attract attention, but experience determines whether customers return.
It's also important to recognise that many independent beauty brands operate on a smaller scale and often use carefully sourced ingredients, ethical suppliers, and sustainable practices. This can result in higher product costs compared to larger brands. Helping customers understand the value behind a product is an important part of the customer journey.
What are some of the most common mistakes founders make when trying to grow their brands?
One of the most common mistakes is trying to appeal to everyone. The strongest brands usually have a clear audience and focus on serving that audience well.
Another challenge is focusing too heavily on vanity metrics such as followers and likes instead of building customer loyalty and repeat purchases.
Some founders feel pressure to follow every trend, even when those trends don't align with their brand values or long-term vision. Others underestimate the importance of storytelling and customer relationships.
Growth takes time, and sustainable growth is often built on consistency, trust, and patience rather than quick wins.
How can smaller independent brands compete effectively in a market dominated by larger beauty companies?
Independent brands have strengths that larger companies often struggle to replicate.
They can be more agile, more personal, and more closely connected to their customers. Consumers increasingly value transparency, authenticity, and founder-led brands.
Independent founders often have direct conversations with their customers, can adapt quickly to feedback, and can build genuine communities around shared values.
Those qualities can be powerful competitive advantages.
What trends are you seeing among the most successful independent beauty brands right now?
Several trends stand out. We're seeing brands focus more on community rather than simply customer acquisition. Founder visibility is also becoming increasingly important, with consumers wanting to hear directly from the people behind the brand.
Ingredient transparency continues to be a major priority, alongside sustainability and purpose-driven business practices.
We're also seeing more strategic collaborations between founders, platforms, and complementary brands. The most successful businesses are often those that focus on building long-term customer relationships rather than relying solely on short-term sales.
What role do marketplaces, collaborations, founder communities, and strategic partnerships play in helping brands grow?
They create opportunities that many independent brands may struggle to access on their own.
Growth rarely happens in isolation. Partnerships help brands reach new audiences, build credibility, and learn from others within the industry.
At INDIBE, we see ourselves as a connector. Through our marketplace, founder events, community initiatives, and collaborations, we aim to create opportunities for brands to gain visibility, share experiences, and support one another.
Some of the most valuable growth opportunities come from meaningful relationships and shared learning.
How important is a strong website and customer journey when it comes to converting visibility into actual sales?
A strong website and customer journey are essential.
Visibility creates awareness, but conversion happens when customers feel confident, informed, and inspired to make a purchase.
A website should clearly communicate the brand story, explain the products, build trust, and make the purchasing process as simple as possible.
Even the best marketing efforts can be undermined by a poor customer experience.
For founders hoping to expand into new markets, what advice would you give them?
Start with research and curiosity.
Every market has different consumer behaviours, regulations, expectations, and cultural nuances. It's important to understand these differences before expanding.
Building relationships can also be incredibly valuable. Partnerships, local communities, industry networks, and trusted platforms can provide insights and opportunities that make expansion more effective.
While adapting to new markets, it's equally important to stay true to your brand's core identity and values.
What excites you most about the future of beauty discovery and the opportunities ahead for independent brands?
What excites me most is that consumers are becoming increasingly intentional about where they spend their money.
People are actively seeking brands that align with their values and are looking beyond traditional beauty companies. Technology, community-driven platforms, and curated discovery experiences are making it easier for independent brands to reach the right audiences.
I believe the future of beauty will be shaped by authenticity, innovation, and meaningful connections between founders and consumers.
If you could give independent beauty founders one piece of advice to help them stand out, get discovered, and grow, what would it be?
Stay clear on your purpose and focus on building trust.
Not every brand needs to be the biggest brand in the market. Success can look different for different founders. For some, it means building a loyal community, creating products they believe in, and growing sustainably while staying true to their values.
Focus on serving your customers well, telling your story authentically, and building genuine relationships. Visibility may open the door, but trust is what creates long-term success.
INDIBE also will host founder meetups and community conversations because you believe founders benefit from learning from each other, not just selling through a platform.
The future of beauty will not be defined by size, but by substance.
As consumer behaviour continues to evolve, Renju Karki and the vision behind INDIBE highlight a powerful shift: people are becoming more intentional about what they buy, who they support, and the values behind every product they bring into their lives.
Independent brands now have a unique opportunity to lead with truth, transparency, and trust. Growth will no longer belong only to those with the biggest budgets, but to those who understand their audience, stay rooted in purpose, and build meaningful relationships that go beyond transactions.
Platforms like INDIBE are not just reshaping discovery—they are reshaping connection. They remind us that behind every product is a person, and behind every brand is a story worth hearing.
For independent founders, the message remains clear: clarity attracts, consistency builds, and trust sustains.
And as Renju Karki continues to shape the future of beauty discovery, one truth stands firm—visibility may open the door, but it is authenticity that keeps it open.
Renju Karki is the founder of INDIBE, a platform dedicated to helping independent beauty brands increase visibility, connect with conscious consumers, and grow sustainably. With a background in biological sciences, healthcare, environmental health, and organic skincare formulation, Renju is passionate about ingredient transparency, sustainability, and supporting founder-led beauty businesses. Through INDIBE, she is creating a community-driven ecosystem where independent brands can be discovered, celebrated, and empowered to thrive.
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