Independent makeup brands are businesses that are independently owned and operated, but they’re so much more than just that. Indie brands are a lifestyle. Founders pour their heart, soul, beliefs, values, and passion into creating their brand and even use their own funds to start it up. They manufacture their own products and don’t receive any corporately-backed funding. By doing this, independent makeup brands allow for more creativity and take on a more personal approach to their consumers. Shopping indie brands are also a great way to support small businesses and be a part of a community that is focused on providing quality products. Here’s a list of some independent makeup brands that you definitely need to know about and check out!
Darling Girl Cosmetics is a small company that carries a wide catalog of artisan crafted makeup products. Founded in 2010, this indie brand aims to inspire their consumers to embrace their inner with an array of products inspired by the ’80s and ’90s. From creepy to cute collections and with vegan options, you’ll find products that allow you to step out of your comfort zone and explore makeup in ways you never thought to expect.
Coloured Raine is a cosmetic line that was founded in 2013 by Loraine R. Dowdy. She pours her life and passion into creating quality products that encourage self-expression and celebrate diversity. All of her company’s cosmetics are made and produced in L.A., which allows them to have full control over the ingredients, working conditions, and safety of their products. If you’re a fan of bright colors and highly pigmented eyeshadows and lipsticks, then Coloured Raine is your cup of tea!
ColourPop never stops! They’re always releasing new high quality products at the most affordable prices. Founded in 2014 by siblings Laura and John Nelson, ColourPop prides themself in producing budget friendly and cruelty-free makeup products. They’re constantly coming up with new and creative ways to go beyond the boundaries of mainstream makeup, and offer a huge array of unique and innovative cosmetics. They’re definitely one of the most popular independent makeup brands out there. If you haven’t tried their Super Shock Shadow formula, you’re missing out!
Makeup artist Bill Xiang created this makeup line after being inspired by the birth of his daughter. RealHer’s mission aims to empower women and encourage them to be their most authentic self by featuring inspiring affirmations on each of their products. Every time you pick up one of their products, you’re greeted with a message that reminds you that you are enough. The whole idea is truly inspiring.
If you love sparkle and glitter, you’ll love Lemonhead.LA. Made in the city of Angels, this indie brand is the ultimate shop for sparkly goodness. They make applying glitter mess-free and super easy. You’ll find yourself drowning in their products as soon as you try them out! Their products have been featured on celebrities such as Priyanka Chopra, Dua Lipa, Bella Thorne, and even the legendary Beyoncé.
Juvia’s Place is a black-owned company founded by Chichi Eburu that prides themself in their creation of eyeshadow palettes that are represented by African culture and art. Juvia’s Place has been a huge buzz in the beauty community because their highly pigmented eyeshadows come at super affordable prices. You can find their viral palettes along with their other makeup products such as foundation, concealer, powders, lipsticks, and more on their website and at Ulta!
Beauty Bakerie is most known for their ultra cute packaging and aesthetic that consumers with a sweet tooth fall head over heels over! Founded by Cashmere Nicole, Beauty Bakerie represents her belief that sweetness should be nurtured. Her story of being a teen mom and overcoming breast cancer inspires consumers to never give up on their dreams and determinations. Beauty Bakerie aims to empower individuals to “be better, not bitter” and walk on the sweet side of life.