Despite the closures, consumer research consistently suggests strong stated demand for values-driven beauty. In a September 2024 report from the SeeMe Index in partnership with Circana, beauty brands rated “certified inclusive” grew 1.5 times faster than less inclusive brands, with inclusive brands posting an 18% sales increase versus 12% for others.

Surveys also show consumers prioritize clean beauty. A 2025 CleanHub survey found that 63% of respondents say clean beauty is “very important” or “extremely important” when selecting cosmetics. Grand View Research’s 2023 clean-beauty market report projected strong double-digit annual growth through 2030, reflecting deep interest in ingredient safety- and sustainability-led brands.

However, that interest isn’t always enough to prop up beauty brands in today’s cutthroat market, where price, trendiness and convenience often dominate shopping decisions. Amid those pressures, we’re curious whether brands looking beyond profits to purpose will continue to have pull.

So, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 14 brand founders, executives and consultants the following: What do you think the future holds for mission-based brands? What operating models or distribution strategies give them the best chance at survival? And what missions resonate most with current beauty shoppers, and which no longer do?