Indie brands have proven to be nimble on social media and effective in sustaining high search ranks on Amazon, but their capabilities don’t end there. L2 research has found them to be increasingly swift at capitalizing on trends. When Kylie Jenner released her first lip kit in March, the supply sold out in twenty minutes and the Kylie Cosmetics website crashed in the process. Several lipstick brands did not sit idle, and quickly marketed their products as alternatives to the Kylie Lip Kit. ColourPop, NYX, and Anastasia had the highest share of media impressions for editorial content comparing them to a Kylie Lip Kit shade.


As beauty blogs and online magazines listed these brands as alternatives for those who could not get their hands on an original Kylie Lip Kit, their organic search rank improved as they capitalized on a trending topic. ColourPop and NYX Cosmetics own the first two organic results for “matte liquid lipstick.”

Similarly, it is no coincidence that Anastasia Beverly Hills, Benefit Cosmetics, Kat Von D, Smashbox, Stila, and Too Faced are among the top 50 best-selling lip products on Amazon and Sephora. Meanwhile other dupes like Tarte and ColourPop are among best-sellers on one of the two top cosmetic retailers.


This “next best thing” strategy is highly recommended, as brands with similar offerings to trending products can benefit.

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