Ever wondered just how important small businesses are? Independent brands (just like us) are more likely to use high-quality, ethically sourced ingredients, handcrafted processes, and thoughtful formulations because they’re passionate about what they do. Not only that, shopping this way encourages innovation and ethical business practices in our economy.
We’re bias, but - buying from small businesses is the way to go, especially when it comes to anything you ingest or put on your skin. There’s something so comforting about knowing your moisturizer was handcrafted with care rather than churned out in a massive factory. But what if that “small-batch, clean beauty” brand you love is actually owned by a global corporation?
Lately, more and more big companies are marketing themselves as indie, artisanal, and family-run, when in reality, they’re anything but. It’s not about calling anyone out—it’s about awareness. Because when we know better, we can choose better- for our health, happiness and our bank accounts.
Why Do Big Brands Pretend to Be Small?
Consumers today crave authenticity. We want to feel good about where our money is going, and we want transparency about what we’re putting on our skin. So, major skincare brands have caught onto this and started rebranding themselves with a “small business” aesthetic—think minimalist packaging, messaging that feels personal and intimate and even curated Instagram feeds that allude to warmness.
It’s called “stealth marketing”—when big corporations buy out independent brands but continue to market them as if they’re still the little guys. The problem? It can make it extra hard to tell if you’re actually supporting a small, mission-driven company or just adding another dollar to a multi-billion-dollar conglomerate’s bottom line.
Something to keep in mind…
Here are a few examples of large skincare brands that are often confused as independent:
Drunk Elephant – Started as an indie brand but was acquired by Shiseido for $845 million.
Native – Once a small, independent deodorant brand, now owned by Procter & Gamble.
Burt’s Bees – Its “farmhouse” branding feels handmade, but Clorox has owned it since 2007.
The Ordinary – Marketed as an affordable disruptor brand but is majority-owned by Estée Lauder.
Kiehl’s – Uses old-school apothecary vibes but has been part of L’Oréal’s empire since 2000.
These brands aren’t bad, in fact, we have used (and loved) some of their products in the past! But it’s important to know who’s behind them, especially if you’re trying to support truly small, independently owned businesses.
How to Tell If a Brand Is Truly “Small”
If you want to support small businesses, here are a few ways to spot the real ones:
- Look up the parent company. A quick Google search of “[Brand Name] parent company” can reveal if it’s owned by a major corporation.
- Check where it’s sold. Small brands usually start on their own website or small boutiques before scaling. If a “small-batch” brand is in every drugstore and big-box retailer, it may not be as indie as it seems.
- Read their story. Independent brands often have a clear, personal founder story on their website. If the “about” page feels vague or overly polished, that’s a clue.
- Check the packaging language. Words like “clean,” “green,” and “natural” are often used in marketing, but transparency matters more than buzzwords. Look for brands that show ingredient lists, including where and how they source them.
Why It Matters
Supporting small skincare brands isn’t just about aesthetics—it’s about values. When you buy from a truly small business, you’re supporting real people, ethical ingredient sourcing, and often, better transparency in formulation. Whether it’s a family-run farm, a handcrafted skincare line, or a boutique wellness brand, these businesses add diversity and richness to our shopping experiences—something we lose when big corporations dominate the market.
Awareness is a journey, and the beauty industry is designed to be confusing. The goal isn’t to judge—it’s to empower each other with knowledge. Shop small!