Beauty Store Business magazine - December, 2019

Indie Bound: Indie Beauty Must-Haves

With eclectic brand and product options, Indie Beauty brings vitality to your store.

With a vast selection of unique, innovative offerings to choose from, more and more consumers are choosing smaller, indie beauty brands. Indie Beauty Expo cofounder Jillian Wright thinks its due, in part, to the personal and human connections those behind the brand establish with their customers. “Independent brands connect because they are human. The face behind the brand has a lot of staying power in the industry due to their accessibility, creativity and passion,” explains Wright.

According to Nini Zhang, vice president of luxury, beauty and apparel at Credit Suisse, while indie brands account for ten percent of the market, they are growing at four times the rate of their prestige legacy competitors. Wright advises, “In order for retail to thrive, beauty store owners should shift their attention to indie beauty brands with stories and missions behind them.” Here's our curated guide of diverse indie products your customers will love!

Acaderma
Sesame, peony and summer snowflake extracts work together in the Invisible Shield Serum to target damage caused me pollution, blue light and free radicals.
SRP: $80, acaderma.com

Mona
The Essence Stick in Orange utilizes arrowroot, baking soda and zinc oxide to refresh and eliminate odor naturally.
SRP: $11.99, mondabrands.com

Sky Organics CBD
The ethically made, cold-pressed Fortifying Castor Oil houses 50 mg of CBD and is suitable for all hair and skin types.
SRP: $18.95, skyorganicscbd.com

My 21
Youthful Infinity Infused with Skin Firming Serum is crafted with an adenosine complex and collagen formula mean to reduce fine lines and wrinkles. Available in a 10-pack.
SRP: $59.99, my21mask.com

The Better Skin Co.
Moisturize and protect from harmful pollution with the lightweight Better Skin Super Shield.
SRP: $38, thebetterskinco.com

Jesse Jimz
The sulfate-free formula behind the Clean Slate Purifying Face Wash and Toner prepares skin for shaving while providing a non-drying deep clean.
SRP: $25, jessejimz.com

Star Face
The hydrocolloid infused Hydro-Stars absorb fluid, shield pimples from outside bacteria and prevents skin-picking in an adorable star design.
SRP: $25, starface.world

My. Haircare
The 100 percent vegan, cruelty-free Infuse My Colour Shampoo will add color to hair with every wash. Available in 8 shades. Pictured in Cobalt.
SRP: $21, my-haircare.com

Bondi Chic
Soothe, brighten, moisturize and nourish with the Australian Blue Mountains Natural Spring Water Hydrating Mist in Kakadu Plum.
SRP: $18, bondichic.com.au

Mineralgia
Containing a custom blend of 98 percent natural ingredients including menthol and camphor, the Pain Relief Cream is safe for every day, long lasting relief of acute and chronic pain.
SRP: $34.95, mineralgia.com

Jessicurl
Spiralicious Styling Gel tames and defines curls leaving hair feeling soft to the touch.
SRP: $16.95, jessicurl.com

Chella
With a rich and creamy formulation, the Eyebrow Cream can be blended into the natural brow for an even look, available in 6 shades.
SRP: $26, chella.com

Botanical Republic
Radiant Hydrating Toner contains willow bark, salicylic acid and rosewater to hydrate, clarify and exfoliate.
SRP: $28, botanicalrepublic.com

Wooden Spoon Herbs
Naturally ward away mosquitoes, gnats, ticks and more with witch hazel-based Buggin’ Out Bug Spray.
SRP: $18, woodenspoonherbs.com

Gamma+
Absolute Power blowdryer houses an insulated barrel, double-wave heating and advanced tourmaline-ionization technology to dry hair up to 75 percent faster.
SRP: $139.95, gammaplusna.com

L:A Bruket
Tattoo Cleanser counteracts inflammation of newly tattooed skin, while keeping ink looking fresh.
SRP: $30, labruket-usa.com

PMD Beauty
Get “fresh from the spa” skin with the Personal Microderm Pro, a convenient, easy-to-use weekly treatment for more radiant-looking skin.
SRP: $199, pmdbeauty.com

Field
Smell My Feet deodorizing spray neutralizes foot odor caused by sweaty feet, while moisturizing the skin.
SRP: $26, fieldbotanicals.com

Petal Fresh
Apply your daily dose of caffeine directly to the body with the Get Buzzed Shower Milk for firm, invigorated skin.
SRP: $7.99, petalfresh.com

Los Feliz Botanicals
Inspired by the Los Angeles neighborhood of the same name, Los Feliz Eau de Parfum contains gentle notes of amber, tonka bean and jasmine.
SRP: $120, losfelizbotanicals.com

Carter + Jane
The Everything Oil Angelic Clementine boosts collagen production, improves cellular turnover and reduces the signs of aging.
SRP: $128, carterandjane.com

Gabriel Cosmetics
The medium-to-full coverage Moisturizing Liquid Foundation is made from naturally derived ingredients meant to even out complexions. Pictured in Natural Beige and Tawny.
SRP: $29.40 (each), gabrielcosmetics.com

The Perfect V
VV Beauty Sheets are formulated with aloe leaf extract to gently cleanse, condition and soften delicate skin of the bikini area.
SRP: $24, theperfectv.com

LaBelle
Made of synthetic fibers, Rose Gold Brush Set includes a face brush, pointed highlighter brush, eyeshadow blending brush and eyeshadow brush.
SRP: $38, labellemakeup.co.uk

SF
Pop art meets self-care with the Face It papaya, acai and vitamin B-infused face mask.
SRP: $6, sfglow.com

Good Science Beauty
Reinforce the skin’s natural renewing process while removing impurities and illuminating the complexion with the Skin Brightening Cream.
SRP: $98, goodsciencebeauty.com


Doll 10

Rose Brilliance Face & Eye Palette features 9 multi-dimensional eyeshadows along with a highlighter and blush, infused with ceramides and white tea.
SRP: $44, doll10.com

Naisture
15 MIN Pamper Me and Groom Me Kits for men and women are 5-piece, all-in-one sets meant to revive and refresh the body from head to toe.
SRP: $10-$13, naisture.com

Mad Hippie
Vitamin C Serum contains a blend of stabilized vitamin C and antioxidants that aid in the overall appearance of the complexion.
SRP: $39.99, madhippie.com

Pete’s CBD
The Two-Step Skin + Body Wellness Kit features a calming botanical skin serum and soothing beauty balm loaded with 300 mg of pure CBD.
SRP: $65, petescbd.com

Kocostar
Office Beauty Kit contains everything you need for on-the-go beauty including Nail Therapy, Split End Therapy, Face Spot Mirror Patch, Plump Lip Capsules and Luster Hair Capsules.
SRP: $32, kocostarusa.com

18.21 Man Made
Clean and condition from head to toe with the 3-in-1 Man Made Wash in Spiced Vanilla formulated with macadamia glycerides, hydrolyzed quinoa and jojoba esters.
SRP: $24, 1821manmade.com

We Are Paradoxx
Restore, rehydrate and add shine to damaged hair with the Hangover Hair Elixir.
SRP: $33, weareparadoxx.com

Laurmé
Exfoliating Lemon Tart Whip features natural astringent properties to revive dull complexions.
SRP: $32, laurmeskincare.com

OMM Collection
Infused with 100 percent natural oils, the Emulsified Sugar Scrub in Pear and Ylang Ylang helps hydrate and revitalize the skin.
SRP: $29.75, ommcollection.com

Brosily
Nourish skin and relax the senses with the Lavender Bliss Body Butter.
SRP: $22, brosilybathandbody.com

Rouge and Rogue
Lioness Lashes are a vegan-friendly, faux mink way to add volume to eyelashes.
SRP: $10, rougeandrogue.com

Reshma Beauty
The Turmeric Face and Body Cream has strong antioxidant, anti-inflammatory and anti-carcinogenic properties.
SRP: $9.99, reshmabeauty.com

Parodi
The deeply nourishing formula behind the Intensive Moisturizing Hand Cream provides quick comfort and hydration to dry, overworked hands.
SRP: $22, parodicare.com

Bathing Culture
The organic and biodegradable Mind and Body Wash is a concentrated, all-purpose soap.
SRP: $20, bathingculture.com

Ænon’s
Loaded with antioxidants from hibiscus and goji plants, the Rituall Antioxidant Serum + HA hydrates and protects skin from environmental aggressors, as well as maintains skin’s elasticity.
SRP: $48, aenons.com

Klei
Formulated with regenerative and moisturizing ingredients like hazelnut, meadowfoam and borage, the Avocado & Rosehip Nourish Treatment Oil can be used both day and night.
SRP: $56, kleibeauty.com

Kosmatology
Free from parabens and petroleum, these Lotion Bars make it easy to moisturize in just one swipe.
SRP: $11, kosmatology.com

Photo by The Honest Company.