Getting Rooted in the Indie Beauty Market

Inspiring Innovation In The Indie Beauty Market

Founded in 2017, Noble Roots is a small pack, raw ingredients supplier and partner to startup and growth stage beauty brands. Noble Roots supplies and supports the development and innovation of products in the personal care industry including hair care, skin care, sun care, color cosmetics, and more. Noble Roots shares the entrepreneurial spirit of the customers and is backed with the expertise and resources of their industry-leading parent brand, Essential Ingredients.


Essential Ingredients' (Ei) customers loved their products, services, and knowledge; but, for many customers, the sizes of the products were too large for their need, resulting in wasted product and wasted money. The leadership at Essential Ingredients considered acquiring a small pack supplier, but ultimately determined the best approach was to launch their own company and down-pack their bulk products.

The new company required a memorable and compelling brand that could connect with startup and growth stage beauty brands. Essential Ingredients sought out a strategic and creative partner to assess the market opportunity and develop a strong business foundation and growth plan.

Getting Rooted in the Indie Beauty Market


Red Caffeine was brought on to develop their brand and to act as a growth consultant. We began with +strategy, carefully evaluating the competitors and marketplace to determine the best position to enter the market. While there was a large population of consumers making beauty and soap products, we concluded the growing opportunity of the indie beauty market was the best fit and most closely mirrored Essential Ingredients’ existing business model.

Before you can have brand awareness, you need a brand. We built the brand for indie beauty makers, including a name, visual identity and brand story. Our technologist and developers consulted and created their entire tech infrastructure to help them sell online.

The brand launch included releasing a polished eCommerce website, and launching a direct mail campaign, social media presence and a forward-thinking strategy to establish Noble Roots as an industry leader in product innovation and knowledge. Despite being states apart, our effective collaboration with Essential Ingredients and Noble Roots allowed us to work quickly and launch an impactful brand that resonated in the marketplace.

Getting Rooted in the Indie Beauty Market


Noble Roots launched in 2017. In its first four months live, the website received 1,860 unique visitors. A direct mail campaign had a response rate over six percent points higher than the industry average, leading to strong initial contact pool. With a compelling brand established, Noble Roots is primed to expand its market footprint with the strategic and creative support of Red Caffeine.