As the founder of IN BeautyConsulting and a member of Beauty Collective, I've walked alongside dozens of indie beauty brands navigating everything from retail launches to regulatory chaos. In 2025, tariffs changes added a new layer of complexity that many emerging founders weren’t prepared for — and honestly, who could’ve seen this coming at this scale?!
The good news is you are not alone. There are steps you can take right now to protect your margins, keep your product accessible to customers, and strengthen your brand for the long game. Here’s what we’re sharing with our clients and community as we worked to get insights and solutions at Beauty Collective:
1. Be Strategic — Pricing Is a Long Game
Don’t jump to price hikes just yet. Tariff percentages are still unstable and shifting by country. Reliable resources, like Market Defense, are reporting that beauty is largely maintaining current pricing right now. In fact, many brands are openly saying they do not want to be the first to raise prices — but also not the last.
Take a breath. Monitor your landed costs closely. If you do need to adjust pricing, do it thoughtfully and strategically, and consider how you will stay competitive. Your customers will appreciate the stability, and you’ll be positioning your brand as one that leads with calm confidence instead of reactive moves. “In shaky economic times, the worst thing a beauty brand can do is play copycat,” says Vanessa Kuykendall, Chief Engagement Officer at Market Defense.
2. Lean Into Brand-Building – Lead With Your Core Values
This is the moment to lean into your edge—your founder’s story, that killer formulation no one else has, the community that actually cares. Customers are choosy with their dollars, so don’t panic and pivot. “Stand tall in who you are and remind them why you’re worth it,” adds Kuykendall.
Julia Labaton, founder of RED PR, advises, “Use all of your owned channels – website, blog, socials, ads – to clearly communicate your commitments -- to ingredient quality, traceable sourcing, earth-friendly packaging and processes, keeping your team’s jobs. Are you holding back on new product launches to focus on scientific research for even more effective solutions? Let your community know.”
3. Serve & Educate, Don’t Just Market — Be the Brand That Guides, Not Just Sells
In the face of rising uncertainty, customers are overwhelmed, too. “Prices are shifting, ingredients are being swapped, and misinformation spreads fast,” says Ayesha Sultan, founder of Geek Sultan. It’s not the time to cut back on marketing communications. Labaton adds, “A lesson learned after the 2008 financial crisis is that strong brands recovered nine times faster in terms of market value compared to weaker brands, according to an analysis from Kantar.” That’s your cue to step in with a calm, credible voice.
Sultan recommends looking at this as your opportunity to be a helpful, credible voice:
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Host live sessions or stories breaking down what’s happening in plain terms — no fear mongering, just facts. Position yourself as a trusted source that’s walking with your community through the changes.
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Create swipe posts, Reels, or blog updates that answer questions like: “Why are prices rising?” or “What does ethical sourcing mean now?” Bonus if you make it visual and shareable.
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Collaborate with other founders or pros (like formulators or supply chain experts) for joint content to reinforce collective insight and cross-promote audiences.
Educational content isn’t just a value-add — it becomes a reason to follow, engage, and trust. “In a market flooded with reactions, teaching is a power move!”
4. Tap Into Relief Programs — Don’t Go It Alone
Many indie brands assume tariff exemptions are only for the big guys — but that’s not true. If you’re paying new import duties on packaging, ingredients, or finished goods, you might qualify for temporary exclusions. Here is some recent advice Beauty Collective has gathered:
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Track USTR exclusions for any HTS codes that match your product or materials. These get reviewed and extended often — and yes, smaller brands can apply.
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Join public comment periods or team up with trade groups asking for relief. There’s power in numbers, and we’ve seen founders successfully advocate for small business carve-outs in the past through Covid and recessions.
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Stay close to your state trade or economic development office. Some are offering grants or incentives if you reshore production or pivot sourcing.
5. A Manufacturer's Perspective — Don’t Panic
Kayla Childress, Director of Sales Naturich Labs states “Tariffs are creating real pressure across the beauty industry, but many brands see it as a call to sharpen their strategy, not panic. Deep breaths here!” Kayla recommends:
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Start by working closely with your contract manufacturer to diversify sourcing, stay flexible, and communicate early is critical. Beyond that, brands should also work with their partners to pre-qualify alternate materials and forecast demand more aggressively.
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Explore domestic or nearshore production options, and, most importantly, lean into their network of trusted relationships.
In times of disruption, the right partners — suppliers, manufacturers, logistics teams and agencies — can mean the difference between staying ahead or falling behind. “In this market, agility isn’t a bonus — it’s the price of admission!” says Childress.
6. Navigate Regulatory Complexities — Stay Compliant While Adapting
Tariff changes often trigger ripple effects in regulatory compliance, especially for beauty brands that may need to adapt formulations or change suppliers. Here's what beauty brands should consider states, Claire Bing regulatory expert at Confiance Cosmetic Group:
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Audit your compliance documentation: If you're changing suppliers or ingredients due to tariff pressures, ensure all new components have complete safety documentation and meet regulatory requirements across your markets.
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Watch for regulatory divergence: As trade tensions increase, we're seeing growing differences in cosmetic regulations between major markets. What's compliant in the EU may face different requirements in the US or Asia. Document these variations if you sell internationally.
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Leverage digital compliance tools: Several affordable compliance management platforms now offer regulatory monitoring specifically for indie beauty brands. These can alert you to regulation changes that might affect your reformulated products.
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Consider sustainability regulations alongside tariffs: Many markets are simultaneously implementing both tariff changes and stricter packaging/sustainability requirements. Plan your supply chain shifts to address both challenges simultaneously.
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Join industry advocacy groups: Organizations like the Independent Beauty Association offer regulatory guidance specifically for smaller brands and can help you navigate changing compliance requirements during supply chain transitions.
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Build regulatory resilience into your sourcing strategy: When evaluating new suppliers, assess not just their pricing and quality, but also their regulatory support capabilities and documentation standards.
7. Future Proof Your Company Now! Diversify Your Supply Chain — Smart, Not Expensive
Moving away from China doesn’t have to mean losing quality or doubling your costs. We're helping brands explore other countries.
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Vietnam, South Korea, and Mexico for packaging and manufacturing -- all have growing capabilities and more favorable trade relationships.
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Split sourcing. If you love your Chinese vendor, consider a parallel backup in a non-tariff country so you have options.
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Domestic packaging runs. Yes, it can be pricier — but paired with lower shipping and zero tariffs, it often nets out.
Tariffs aren’t going away tomorrow. But you don’t have to face them with guesswork or in isolation. With the right tools, smart sourcing, and a network that shares real solutions — you’ll adapt, build resilience, and grow stronger through the storm. We are working hard at Beauty Collective collaborating to give our clients resources in a variety of countries. Beauty Collective shares vital information and resources like these:
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Sales and distribution
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Bite size education to fit any budget
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Manufacturers including resources in Canada, India & Mexico (and beyond)
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PR and Social Media
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3PL
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Templates and guides for just about anything related to the beauty biz
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Sales and Training Support
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Regulatory Support
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Amazon Insights
Thank you for reading and for being part of this ever-evolving beauty industry. We’re grateful you’re here.
Need an extra dose of sanity? Read this article by Beauty Matter from 4/29. It’s packed with business realities, while recognizing that there is always a path forward.
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