Indy Beauty

Indy Beauty is a Swedish vegan beauty brand founded in 2017 by Therése Lindgren, one of Sweden's most prominent YouTubers and influencers [1][2]. The name is short for "independent beauty," and the brand built its identity around affordable vegan products, animal-rights advocacy and the mental wellbeing of young women. Its range spans skincare, makeup and haircare, sold mainly through Swedish pharmacies and Nordic beauty retailers.

Since 2022 the brand has been wholly owned by CCS Skincare Brands AB, after Lindgren sold her remaining stake [3]. It continues to operate and remains actively stocked across the Nordic market, though Lindgren has stepped back from her long-running role as its public face.

Indy Beauty was created by Therése Lindgren, a Swedish YouTuber and author with a following of roughly a million across Instagram and YouTube [3]. According to the design agency that developed the brand, Lindgren wanted effective and affordable vegan skincare but found the market lacking, and built the brand as a fully vegan line intended, in the agency's words, "to boost young women with confidence" [2].

The company behind it, Independent Beauty Sweden AB, was founded in 2017, with the beauty group CCS as majority owner from the outset; Lindgren served as the public face while holding a minority stake of around 20 percent. Sources differ on the date that should count as the brand's beginning: company founding is recorded as 2017 [5], while the public launch to market took place on 18 February 2018 after roughly two years of development [4].

CCS was a majority owner of Independent Beauty Sweden from the start, with Lindgren holding a minority share. In May 2022 Lindgren sold her remaining shares to CCS Skincare Brands AB for an undisclosed sum, making it the sole owner [3]. She announced the decision on Instagram, writing that it had become time for her to move on and hand the brand over to the new owner [3]. Lindgren remained the brand's public face for a period after the sale.

Indy Beauty presents itself as standing for "independent beauty" — in the company's phrasing, beauty on your own terms and for your own sake. It promotes what it calls an alternative beauty ideal "free from obligations, shame and feelings of inadequacy," pairing results-driven products at a reasonable price with advocacy work. The brand says all its products are 100% vegan and certified by Djurens Rätt, the Swedish animal-rights organisation, and that they are neither tested on animals nor contain animal-derived ingredients.

Beyond product messaging, the brand ties itself to mental-health and animal-welfare causes, naming Suicide Zero, Tjejzonen and Djurens Rätt among its partners. Its stated tagline is "Making beauty feel good!" The positioning targets young women, with particular resonance among Lindgren's social-media following.

The brand offers a broad assortment across skincare, makeup, haircare and body care, including cleansers, serums, moisturisers, masks and eye creams alongside items such as setting powder, lipstick and primer. Products draw on familiar active ingredients, among them niacinamide, hyaluronic acid, vitamin C, retinol, bakuchiol, ceramides, AHA and BHA exfoliants, and cica (centella asiatica). Manufacturing takes place in Sweden, and the range is positioned at an accessible drugstore price point, with individual products reported between 69 and 199 kronor [4]. Distribution runs chiefly through pharmacies and Nordic beauty retailers, including Apotek Hjärtat, Apoteket and Nordicfeel.

Indy Beauty received national business coverage in 2022 when Göteborgs-Posten reported on Lindgren's sale of the company to CCS Skincare Brands. The same reporting noted that the business recorded revenue of 41 million SEK in 2020 [3]. Lindgren's own profile — as one of Sweden's largest influencers — was central to the brand's visibility throughout its early years.

The brand's status is best described as acquired: it passed fully to CCS Skincare Brands AB in 2022 and continues to operate under that ownership. It remains actively listed and sold across major Swedish pharmacy and beauty retailers. Lindgren has since stepped back from public-facing duties, having uploaded her final YouTube video in November 2023.