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  "path": "/articles/beauty/indie-beauty-brands-growing-closing/",
  "publishedAt": "2026-02-09T13:00:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "In a hyper-competitive beauty landscape, the cost of growth is always rising, and bootstrapped brands can feel outgunned by their better-capitalised peers. Going it alone can mean bigger hurdles, but bigger rewards.",
  "title": "How Indie Beauty Brands Are Surviving on Their Own"
}