Podcast Summary: Coffee N° 5 with Lara Schmoisman

Episode Title: Why Indie Beauty Is Dead—And What’s Replacing It with Nader Naeymi-Rad
Release Date: August 5, 2025
Host: Lara Schmoisman
Guest: Nader Naeymi-Rad

Introduction

In this insightful episode of Coffee N° 5, host Lara Schmoisman welcomes Nader Naeymi-Rad, a prominent figure in the beauty industry known for his extensive work with indie beauty brands. The conversation delves into the evolution of the indie beauty movement, its current demise, and the emergence of a new landscape in the beauty sector.

The Rise and Evolution of Indie Beauty

Nader's Journey into Indie Beauty
Nader recounts his accidental entry into the beauty industry back in 2015, sparked by assisting his friend Gillian Wright in launching the first Indie Beauty Expo in New York City.

“We did it in August because it's the cheapest time to get space in New York... It was a huge success.” ([01:15])

Growth of Indie Beauty Expo
Starting with modest expectations, Indie Beauty Expo quickly expanded, hosting multiple events across major cities like Los Angeles, Dallas, London, and Berlin by 2019. This expansion positioned Indie Beauty Expo as a central hub for independent beauty brands, fostering a community of innovation and entrepreneurship.

“By the end of 2019, we had five, five, two day events. We had over a thousand brands exhibit with us, and we became the center of the independent beauty movement.” ([04:30])

The Impact of COVID-19 on Indie Beauty

Pandemic Devastation
The COVID-19 pandemic dealt a severe blow to Nader’s ventures, leading to the cessation of events and a drastic reduction in business operations.

“Our business shrank by 94% in one month. So it was really a matter of we didn't know if there was gonna be a business.” ([06:08])

Shift to Digital and Resilience
Despite the setbacks, the community remained supportive. Nader pivoted to focus on Beauty Independent and initiated webinar series and awards to maintain engagement within the industry.

“Beauty independent, you prevail.” ([06:50])

Transition from Indie Beauty to Professionalization

End of Indie Beauty Era
Nader asserts that the indie beauty era has concluded, giving way to a more professional and competitive environment.

“Indie beauty is dead. That term, that concept, that notion, it had its time.” ([18:30])

Emergence of Challenger Brands
He explains the transition to a landscape dominated by emerging and challenger brands that prioritize professionalization over the DIY spirit of indie beauty.

“It's now the professionals that do the [beauty entrepreneurship].” ([09:17])

Challenges of the Modern Beauty Market
Nader emphasizes that the modern beauty market demands more than just a good product; it requires strategic marketing, robust infrastructure, and significant capital investment.

“They have to have that same mentality [long-term thinking]... If you're building a brand that you hope L'Oréal will buy, you need to have that same mentality.” ([24:50])

The Role of Founder Stories vs. Consumer-Centric Branding

Balancing Founder Stories
The discussion shifts to the importance of founder stories in branding. Nader highlights that while founder stories can create a human connection, they should not overshadow the brand's identity.

“The best brands outlive the founder. The best founders create a brand that they birthed into the world and the brand has a life outside of the founder.” ([28:30])

Consumer-Centric Approach
Lara concurs, emphasizing that successful brands prioritize consumer needs over founder narratives, ensuring the brand remains relevant and personable.

“It's about the consumer, always. It's not about the founder.” ([30:23])

Future of Young and Mid-Sized Beauty Brands

Survival of the Fittest
Nader predicts a highly competitive future for young and mid-sized beauty brands, characterized by the "survival of the fittest."

“It's the survival of the fittest. We're in the age of champions.” ([32:22])

Professionalization and Adaptation
He asserts that only brands that continuously adapt and professionalize will thrive, likening the current landscape to the technology sector where only a few emerge as leaders.

“Most brands will not make it. Many will end up being zombie brands just out there selling what they have and trying to eke out a living.” ([33:41])

Strategic Growth over Quick Exits
Nader advises against pursuing brands solely for quick exits, advocating instead for long-term brand building that ensures sustainability and legacy.

“If you're doing it purely to get an exit, then no, you are competing with people like who just sold floor to TSG.” ([24:27])

Practical Advice for Aspiring Beauty Entrepreneurs

Specialization and Delegation
Nader emphasizes the importance of founders specializing in one area of the business and delegating other tasks to experts.

“You have to have something that you're bringing to the table that gives you an advantage in that value chain.” ([38:30])

Building a Professional Team
He advises aspiring entrepreneurs to hire professionals for roles like marketing and social media to avoid spreading themselves too thin.

“You need to hire the right people to run your business, to do your Instagram, to your TikTok.” ([36:14])

Continuous Learning and Adaptation
Nader stresses the necessity of constant learning to stay relevant in the ever-evolving beauty industry.

“If you are not constantly learning, you will be redundant very quickly.” ([34:04])

Conclusion

The episode concludes with Lara expressing gratitude for Nader’s candid and insightful perspectives. Nader reiterates the importance of professionalism, strategic planning, and adaptability in building a successful beauty brand in today’s competitive market.

“Don't invest [in a brand]... Just leave it alone. Or if you're going to invest in brands, give it to a proper VC.” ([39:10])

Final Thoughts
Nader’s frank assessment serves as a reality check for aspiring beauty entrepreneurs, highlighting the shift from the indie movement to a more structured, competitive industry landscape. His advice underscores the necessity of professionalism, strategic growth, and continuous adaptation to thrive in the modern beauty market.

Key Takeaways:

• The indie beauty movement has evolved into a more professional and competitive landscape.
• COVID-19 significantly impacted indie beauty events, leading to a shift towards digital engagement and professionalization.
• Founder stories are important but should balance with consumer-centric branding.
• The future of beauty brands lies in survival of the fittest, requiring continuous learning and strategic adaptation.
• Aspiring entrepreneurs should specialize in their strengths and delegate other tasks to professionals.

Resources:

• Lara Schmoisman's Website
• Episode Notes: Available here (link to podcast episode notes)

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