All brands want loyal customers, but for indie beauty brands, customer loyalty is imperative for growth. In an increasingly crowded industry, customer loyalty isn’t just a nice-to-have—it’s essential for survival, especially as an indie brand. Brands that can’t retain a loyal customer base may struggle to achieve long-term growth, as repeat customers are often the foundation of sustainable revenue. Indie brands often don’t have access to the kind of capital that allows brands to run splashy advertising and marketing campaigns throughout the year or offer deep discounts to entice shoppers like bigger brands and retailers. Instead, indie beauty brands must find innovative and authentic ways to connect with customers and build long-term relationships. But how do they do it?To uncover the strategies behind their success, BeautyMatter spoke with indie beauty founders to learn how they foster customer loyalty without resorting to tactics that significantly cut into their bottom line. While many indie brands are busy chasing retail opportunities, these brands are doing the difficult work of cultivating owned communities and communicating the value of their brand in a way that connects with their audiences. From offering exclusive sales of products before they launch to loyal customers to rewarding customers for more than just purchases, these eight brands shared how they turn first-time buyers into passionate repeat customers who champion their products.