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!
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
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
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
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
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
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
Soothe, brighten, moisturize and nourish with the Australian Blue Mountains Natural Spring Water Hydrating Mist in Kakadu Plum.
SRP: $18, bondichic.com.au
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
Spiralicious Styling Gel tames and defines curls leaving hair feeling soft to the touch.
SRP: $16.95, jessicurl.com
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
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
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
Tattoo Cleanser counteracts inflammation of newly tattooed skin, while keeping ink looking fresh.
SRP: $30, labruket-usa.com
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
Smell My Feet deodorizing spray neutralizes foot odor caused by sweaty feet, while moisturizing the skin.
SRP: $26, fieldbotanicals.com
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
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
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
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
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
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
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
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
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
Exfoliating Lemon Tart Whip features natural astringent properties to revive dull complexions.
SRP: $32, laurmeskincare.com
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
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
The Turmeric Face and Body Cream has strong antioxidant, anti-inflammatory and anti-carcinogenic properties.
SRP: $9.99, reshmabeauty.com
The deeply nourishing formula behind the Intensive Moisturizing Hand Cream provides quick comfort and hydration to dry, overworked hands.
SRP: $22, parodicare.com
The organic and biodegradable Mind and Body Wash is a concentrated, all-purpose soap.
SRP: $20, bathingculture.com
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
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
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.