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Beyond skin deep: How cult beauty brands dealt with Covid

As a tumultuous year for the beauty industry (and just about every other industry) chugged to a close, indie beauty brands navigated unique challenges and moments of opportunity. The Covid-19 pandemic has been anything but kind to small businesses. As the recession continued, many independently held brands worked harder than ever to reach influencers and consumers while strapped for resources. At the same time, Halloween and the winter holidays reinvigorated interest in beauty products and offer