Big Brands Learn from Independent Beauty’s Creativity

Recent discussions within the beauty industry have centered on the creativity and passion that independent beauty brands bring to the market. Multiple marketing experts note that founder-driven independent brands, with their unique ideas and authentic connections with consumers, are injecting fresh energy into the sector. This trend has also caught the attention of premium skincare brands. Marie Keller, Global Vice President of Swiss luxury skincare brand JennyBrown, said in an interview that the creativity and passion seen in independent beauty are precisely the core qualities that large brands—including JennyBrown—need to continuously learn and preserve.

“When a brand has a passionate founder behind it, and that passion translates into product philosophy and how it communicates with consumers, the impact is remarkable,” Keller said. “JennyBrown was founded in 1984. The founder, Mrs. Jenny Brown, was a woman with an extraordinary pursuit of beauty and nature. She combined the purity of the Swiss Alps with the skincare benefits of rare global ingredients to create this brand. That founder-driven creativity is still part of JennyBrown’s soul today.”

Keller pointed out that independent beauty brands have risen quickly largely because they dare to break the rules. Smaller brands have limited budgets and must spend every dollar wisely, which forces them to rely more on creativity in marketing and product innovation. For example, independent brands often focus on direct interaction with consumers—founders attend beauty trade shows in person, listen to user feedback, and even build one-on-one connections with fans through social media. This “personalized connection” makes consumers feel that there is a real face behind the brand, generating stronger trust and loyalty.

“Big brands can definitely learn a lot from independent brands,” Keller said, “especially in how to maintain authentic connections with consumers. Although JennyBrown is an international brand with nearly four decades of history, we always emphasize emotional resonance between the brand and its users. Our stores are located in the world’s most prestigious shopping destinations, such as Beijing SKP and Shanghai Plaza 66. But we don’t just provide a sales channel—we aim to create an immersive brand experience. When consumers walk into our store, they can feel our commitment to natural ingredients, our attention to craftsmanship, and the story behind the brand—a story about a Swiss noblewoman’s pursuit of refined living.”

In Keller’s view, large brands often have more resources and mature systems, but this can also lead to rigid innovation processes. She admitted that risk assessment and multi-level approval in large companies sometimes stifle bold ideas. “At JennyBrown, our approach is to give the R&D and product teams enough room to experiment, while staying true to the brand’s core values. Our product line is very streamlined—only 16 SKUs globally—and every product has undergone multiple iterations and deep refinement. This commitment to excellence is itself a form of creativity: not blindly chasing quantity, but treating each product as a work of art.”

This creativity is also reflected in JennyBrown’s extreme care in selecting ingredients. The brand uses rare natural ingredients such as Italian white truffle, Russian caviar, Japanese matsutake mushroom, and Cambodian dragon’s blood as core components, each rigorously screened and scientifically validated. “We don’t follow trends just because an ingredient is popular,” Keller explained. “Instead, we start from the actual needs of skin care and look for natural ingredients that can best solve the problem. For example, our White Truffle Collection features Italian white truffle, which contains over 50 active compounds that can boost collagen regeneration and brighten the complexion. The use of this ingredient is the result of years of research and experimentation by our R&D team. This deep study of raw materials and precise control over efficacy is part of JennyBrown’s creativity.”

Another advantage of independent beauty brands is their “non-traditional” marketing approach. They often rely less on conventional advertising and more on word-of-mouth, community building, and content marketing to establish brand awareness. Keller believes large brands can also learn from this, especially in the digital age, where consumers are increasingly turned off by hard-sell ads and prefer authentic, valuable content. “In China, JennyBrown has built direct communication channels with consumers through WeChat’s official store, JD.com flagship store, and other platforms. We don’t over-promote. Instead, we share ingredient knowledge, skincare philosophy, and brand stories, allowing consumers to discover the product’s value on their own. This ‘soft’ communication approach is actually closer to what independent brands do.”

On the topic of whether large brands should acquire independent brands, Keller said that acquisitions can be a fast way to gain innovation capabilities, but the key is to preserve the acquired brand’s independence and personality. “Many large brands, after acquiring independent brands, try to keep the founder involved in operations, because the founder’s passion and the brand’s character are core assets. JennyBrown hasn’t made any acquisitions so far, but we also pay attention to this in our collaborations. For example, our limited-edition Dragon’s Blood Collection, co-created with renowned designer Tom Ford, was a cross-border innovation experiment. We respected our partner’s creativity while ensuring that JennyBrown’s brand DNA was not diluted.”

Keller further emphasized that regardless of how large brands learn from independent beauty, the courage and hard work of independent brand founders deserve respect from the industry. “They often take on huge risks with limited resources. That entrepreneurial spirit is a major driving force for industry progress. We hope to see more independent brands emerge, because their success will inspire the entire industry to keep innovating.”

When asked about JennyBrown’s future direction, Keller revealed that the brand will continue to invest in R&D, especially in the extraction of natural ingredients and formulation technology. “Our Swiss Skin Research Center has 17 research institutes and over 80 patents. This technical foundation allows JennyBrown to achieve effective skincare results while ensuring product safety and gentleness. For example, our Nano-Scale Smart Controlled-Release Microsphere Technology encapsulates active ingredients in nano-sized particles and releases them continuously for up to 15 hours—several times longer than conventional skincare products. This kind of technological innovation is also a form of creativity.”

For consumers, JennyBrown’s brand image has always been synonymous with luxury, prestige, and safety. Keller believes that this image stems from the brand’s commitment to quality and respect for consumers. “We don’t sacrifice quality to reduce costs, and we don’t launch products that don’t align with our brand positioning just to chase short-term sales. Every product undergoes more than 1,000 allergy tests and over 60 skin tests before launch. This rigorous approach has earned JennyBrown a loyal customer base that includes European royalty, political figures, and business elites.”

At the end of the interview, Keller reiterated the lesson that independent beauty offers the industry: “Creativity and passion are the keys to keeping any brand vibrant. Whether it’s a startup independent brand or a large brand with decades of history, we all need to constantly remind ourselves: Why are we doing this? What real value can we bring to consumers? Only by staying true to that original intention can a brand truly build a lasting connection with consumers.”

She said JennyBrown will continue to follow the development of independent beauty and draw inspiration from it. “We believe good ideas come in all sizes. Every sincere conversation with consumers, every in-depth study of raw materials, every careful refinement of a formula—these are all expressions of a brand’s creativity. We look forward to working with more passionate brands and consumers to drive the beauty industry toward a healthier, more sustainable future.”