(Photo: The Seaweed Bath Co,/Brothers Artisinal Oil/Côte)
It may seem like the beauty world is dominated by a handful of big brands, but there’s a whole world of indie beauty brands out there just waiting to be added to your arsenal.
The appeal of indie beauty brands is that they’re not funded by corporate conglomerates like Procter & Gamble or Unilever. Instead, they’re usually financed by their founders and, according to Indie Beauty Expo, the indies are one of the fastest-growing product categories on the market.
Whether you’re looking for a new favorite nail polish color, a body wash that makes your bath smell like a spa or you just don’t want to give your hard-earned money to the CoverGirls and L’Oreals of the world, we recommend giving independent brands a chance. Thanks to the internet, it’s easier than ever to access their products.
What we love most about independent beauty brands is that they take a more personal approach to beauty, whether it be with superior transparency or missions to move toward sustainable practices. They put more care into their offerings, and we can get behind that.
Below, we’ve highlighted 9 of our favorite indie beauty brands ― check them out for yourself:
Beauty Bakerie, founded by Cashmere Nicole, is known for its smudge-proof, wear-all-day Lip Whips that absolutely do not budge. The brand also offers eye shadow palettes, highlighters, setting powders and more.
Glossier
Since 2014, Glossier has become a go-to brand for the skin care and beauty obsessives out there. Founded by Emily Weiss, Glossier is known for its "skin first, makeup second" ethos and its approachable, affordable product offerings. Some of our favorites include Milky Jelly Cleanser, Balm Dotcom skin salve and Cloud Paint cheek color.
Skylar Body
Skylar Body, founded and run by Cat Chen, is a "for women, by women" brand offering direct-to-consumer fragrances that are free of artificial dyes, parabens, phthalates and other harmful chemicals. Plus, the fragrances are cruelty-free, vegan and affordable.
Drunk Elephant
Since being founded in 2014 by Tiffany Masterson, Drunk Elephant has gained cult status in the beauty industry. The product offerings are a little on the pricier side, but the brand has a focus on clean ingredients that are suitable for all skin types. Right now, we're loving the T.L.C. Sakuri Babyfacial.
Nudestix
Nudestix, founded by sisters Ally and Taylor Frankel and their mom Jenny, offers a line of "makeup crayons" meant to highlight -- rather than totally cover up -- your natural beauty. Standout products include the concealer pencils, which go on so smoothly and are super creamy, and the Nudies All Over Face Color Glow, which adds a touch of dewy brightness to the skin.
Girl Undiscovered
Founded by friends Philippa Gebbie and Charlotte Devereux, Girl Undiscovered is committed to using naturally foraged ingredients that are sustainably and ethically grown and sourced from small communities around the world. Their products, like the Stumbled Across Paradise face mask, are made in New Zealand.
Wonder Curl
Wonder Curl is a hair care line created specifically for those with curly hair. It offers gels -- like the Get Set Hair Jelly, a top seller -- hair lotions and pomades that are meant to define curls and and leave hair looking great all day. The brand's founder, Scarlett Rocourt, has been been dubbed "the natural hair world's wonder woman," so you know she's doing something right.
LOLI Beauty
Tina Hedges started LOLI Beauty, which stands for Living Organic Loving Ingredients, with a mission to make a conscious change within the beauty industry. LOLI Beauty products are "never diluted or polluted, always food-grade, fair-trade, organic and ethical." Everything down to the packaging was chosen with sustainability in mind; the food-grade jars can be reused once products are finished, and the labels, bags and boxes are compostable.
Kjaer Weis
Kjaer Weis is the brainchild of Danish makeup artist Kirsten Kjaer Weis, who has worked with Vogue, Elle and Marie Claire. The brand uses organic ingredients in its formulations and puts an emphasis on reducing waste with its refill system. One of our favorite products is the translucent pressed powder, which controls shine, doesn't feel cake-y and leaves skin looking smooth.
Iredale Mineral Cosmetics
Iredale Mineral Cosmetics, founded by Jane Iredale, promotes a holistic approach to beauty. The brand offers supplements, skin care products and makeup made with natural and organic ingredients to help nourish the skin from the inside out.
Fenty Beauty
We couldn't compile a list of women-run beauty companies without listing Fenty Beauty, led by none other than Rihanna. Since its inception, Fenty has gained plenty of praise for both its inclusive attitude toward beauty and its products. Our favorites include the Stunna lip paint and the Match Stix makeup sticks.
It's A 10 Haircare
It's a 10, founded by Carolyn Aronson, aims to make hair care simple with products that are "designed to deliver a combination of 10 benefits" in one bottle. The brand's Miracle Leave-In product, a nourishing spray that eliminates frizz and restores shine, among other things, has become a cult favorite.
India Hicks Unexpected Beauty
Former model India Hicks worked with beauty industry veteran Catherine Walsh to create Unexpected Beauty, a line of natural and organic beauty products containing "no nasties."
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