There’s nothing like the momentum that comes with a rebrand. It re-energizes the internal team and signals change to your audience. It often creates a step change, that can unlock new conversations with stockists, investors, and collaborators who now see the brand in a new light. When done right, the experience can become a growth catalyst.

But some brands emerge from a rebrand looking sharp, yet still sounding like their old selves online. They’ve invested in new packaging, a refreshed logo, modern typefaces. But their story and message are still rooted in the past, with the same talking points, narratives that no longer reflect where the brand is headed.

IL Makiage is a $500M D2C beauty brand, and they scaled by leaning into a channel most brands overlook: YouTube ads. While many beauty and fashion brands continue to default to Meta alone, or bury video inside Google Performance Max campaigns, IL Makiage did something different. They treated YouTube like a core growth engine. They bet early, built a dedicated strategy around it, and continue to run the exact same winning ads years later the last time we checked.

By Q2, the energy that fuels January brand resolutions can sometimes begin to fade. The urgent deliverables, the campaign launches, the sales pushes, those still get done. It's the deeper, strategic priorities, the bold brand moves, the vision work, the long-term growth plays, that quietly get pushed to the sidelines. When you’re putting out fires today, it’s hard to build the future you dreamed of in January. In smaller indie brands, without extensive systems or dedicated teams to protect strategic goals, even the most ambitious plans often get shelved fast.

Trends may come and go, but one thing always remains constant: life events have a powerful impact on how people shop. Big moments, like landing a new job, getting engaged, or graduating, often spark a desire for a new look. This is when people rethink their style, upgrade their beauty routines, and seek out new products. For brands, this presents a golden opportunity: reaching customers when they’re most open to change.

YouTube has become one of the most powerful, yet underused, platforms for indie brands to show up meaningfully, and this is where our clients are beginning to double down. Clever brands are tapping in to YouTube’s Life Events ad targeting helps beauty and fashion brands connect with consumers at exactly the right time - when they’re ready to enhance their look and invest in themselves.

The brands that everyone’s talking about right now have unlocked a fundamental truth: a brand is more than a product or a logo. It’s an idea, a philosophy, a movement, or an identity that people connect with and want to be part of.

A brand philosophy is what you stand for, believe in, and why you exist in the first place. Leading brands have developed a compelling philosophy that’s documented in their brand story. They use it as a playbook for everything they do, from inspiring content storytelling to digital community building and even as a litmus test for product design. That’s how every touch point becomes an expression of a bigger narrative.

Breaking into retail is a major milestone for any brand. Whether you're running a beauty line or a fashion label, convincing buyers to stock your products requires more than just great design or formulation. Retailers are looking for brands that offer both creativity and commercial viability, brands that understand their market, and brands that can drive in-store demand. Here’s how to craft a pitch that helps gets you on the shelves, or the racks of top retailers.

While most brands are scrambling to capture Gen-Z’s attention on TikTok, Jones Road Beauty made a power move. They doubled down on a different demographic – women over 50. And It’s paying off big time. You know the saying, "When everyone Zigs, Zag." Jones Road did exactly that, and they’ve been quietly raking it in ever since.

They're investing heavily in YouTube ads, a platform most indie beauty brands barely touch. But instead of trying to appeal to everyone, they're going after an underserved audience: women over 50. And with over $1 million poured into a single ad? It’s safe to say they’ve cracked the code. As we introduce more of our clients to the merits of diversifying their ad spend with YouTube, this example is one we can't get past.

Some brands launch with game-changing products. Customers love them. They sell themselves. Growth feels effortless. But fast forward a few years, and something shifts. New competitors emerge. Ads get more expensive. Growth slows. The brand that once stood out suddenly blends in. Because in the early days, some brands that rely solely on hero products don’t prioritize investing in a compelling brand positioning and story. Without defining the intangible magic that truly differentiates them, they start paying the price.

While every other brand is knee-deep in TikTok, some forward-thinking brands are diversifying their focus and taking a different path. For the brands we work with, YouTube is taking center stage in 2025.

We’ve always believed in getting brand foundations right first—focusing on brand-building strategies and engaging content, to build vibrant brand communities. Great results on YouTube stem from strong brand foundations and the ability to connect with audiences meaningfully.

But surprisingly, very few indie brands are taking advantage of YouTube ads—a platform with untapped potential and the ability to deliver a more cost-efficient CPC compared to Google or Meta ads, right now. For indie brands looking to scale effectively, it’s a powerful yet underutilized channel for driving more impact and efficiency

From our experience, Q1 is often the prime season for brands to explore or launch a brand refresh. There’s something about the start of a new year—after some well-earned rest, brand founders and teams are energized and ready to bring fresh ideas to enhance their brand’s presence and impact. From our perspective, a brand refresh represents a 'step change,' while a rebrand is a major pivot involving a completely new look, feel, message, and often a new target market.

A brand refresh is about enhancing the existing 'you'—evolving to better reflect who you are today. It aligns with how your business, customers, and market have naturally progressed, ensuring you remain relevant in the current landscape. On the other hand, a rebrand is about starting fresh—targeting new customer segments, redefining your identity, and doing things in a completely reimagined way.

Whether it’s a refresh or a full rebrand, the key is striking a balance between evolution and preserving what customers already love most about the brand.