These Indie Founders Make O-Ward Winning Products

In an industry that used to be dominated by a handful of corporate beauty giants and big-box retailers (that, of course, we love), it’s refreshing—and exciting—to come across a smaller indie brand. Discovering a low-key, lesser-known beauty product makes you feel like you’ve unearthed something truly special. It feels insider-y—like we’re getting in on the ground floor before it becomes a cult favorite.

Sure, it's important to find products that perform—the night cream that'll leave your skin refreshed in the morning, a nude lipstick that perfectly matches your skin tone, or the shampoo that will finally relieve your dry scalp. But it can be just as rewarding to know you're supporting a small business, especially during the pandemic when so many entrepreneurs are facing (and overcoming) enormous setbacks.

The Oprah Daily Beauty O-Wards featured several indie-brand winners this year, and we’re truly inspired by their founders vision to challenge the industry, make it more inclusive, and just create darn good products. Here, allow us to introduce you to 11 entrepreneurs who have created innovative skincare, makeup, and haircare products that manage to stand out amongst the crowded store shelves.