Looking to shake up your beauty routine? Indie beauty brands are where it’s at in 2023. These small, independent companies bring fresh ideas and unique products to the table, often focusing on natural ingredients and sustainable practices. Whether you’re after clean skincare or makeup that stands out, these brands offer something special that big-name companies just can’t match.
From Herbivore Botanicals with its natural, plant-based skincare, to Fenty Beauty‘s commitment to inclusivity, these indie brands are making waves in the beauty world. Each one has its own distinct vibe, but they all share a dedication to quality and innovation. If you’re in the USA or UK, these are the bran
What Makes Indie Beauty Brands Stand Out?
When it comes to indie beauty brands, there’s something inherently special that sets them apart from the mainstream giants. These smaller, often independently-owned companies, bring a fresh perspective to the beauty industry, emphasizing quality, innovation, and ethical practices. Unlike large corporations, indie brands are typically more agile and responsive to consumer needs, offering products that are not only unique but also thoughtfully crafted.
One of the most appealing aspects of indie beauty brands is their commitment to cruelty-free and sustainable practices. Many of these brands are pioneers in using organic, vegan, and eco-friendly ingredients, ensuring that their products are not only good for your skin but also for the planet. In contrast, mainstream beauty brands often focus on mass production, which can sometimes lead to compromises in quality and ethical standards.
Moreover, indie beauty brands are known for their innovation. Because they operate on a smaller scale, they can experiment with new formulas, ingredients, and packaging that larger companies might shy away from. This creativity leads to products that cater to niche markets and specific skin concerns, often filling gaps that mainstream brands overlook. For example, you might find an indie brand that specializes in skincare for sensitive skin, using gentle, natural ingredients that are free from common irritants.
Lastly, the personal touch that comes with indie beauty brands is unmatched. Whether it’s a handwritten note in your order or a personalized recommendation from the founder, these brands build strong, loyal communities by fostering a close connection with their customers. This customer-centric approach not only enhances the shopping experience but also ensures that you’re using products that truly meet your needs.
Why You Should Support Indie Beauty Brands in 2023
Supporting indie beauty brands is more than just a consumer choice—it’s a statement. In 2023, as awareness of environmental and ethical issues grows, more consumers in the USA and UK are turning to these brands for their beauty needs. Here’s why:
Sustainability and Ethical Practices
Indie beauty brands often lead the charge in sustainability. From recyclable packaging to ethically sourced ingredients, these companies are committed to reducing their environmental footprint. For instance, many indie brands avoid single-use plastics and instead use glass or biodegradable materials. Additionally, they often partner with suppliers who adhere to fair trade practices, ensuring that workers are paid fairly and work under safe conditions.
Innovation and Creativity
As previously mentioned, indie beauty brands thrive on innovation. They are often the first to introduce new ingredients or technologies to the market. For example, some brands are now incorporating adaptogens—plants known for their stress-relieving properties—into skincare products. This kind of forward-thinking approach not only meets the needs of today’s consumers but also sets trends for the broader beauty industry.
Supporting Small Businesses
By purchasing from indie beauty brands, you’re directly supporting small businesses, many of which are run by passionate entrepreneurs. In a world dominated by multinational corporations, choosing to buy from an indie brand helps to sustain diverse, independent companies that are often more in tune with their customers’ needs. This is particularly important in the USA and UK, where small businesses are vital to the economy.
Quality Over Quantity
Indie beauty brands tend to focus on producing smaller batches of high-quality products. This means more attention to detail and a greater emphasis on quality control. As a result, the products you get from indie brands are often superior in terms of effectiveness and safety.
The Top 9 Indie Beauty Brands You Need to Try in 2023
As indie beauty continues to gain traction, especially in the USA and UK, certain brands have emerged as leaders in the field. Below is a comprehensive look at 9 indie beauty brands that you need to try this year.
Herbivore Botanicals
Brand Overview:
Founded in Seattle, Herbivore Botanicals is a leader in the natural beauty space. The brand was created by Julia Wills and Alexander
Kummerow in 2011 with a mission to produce safe, non-toxic, and effective skincare products. Herbivore’s products are made with 100% natural ingredients, and the brand emphasizes transparency, listing every ingredient used in its formulations.
Popular Products to Try:
- Blue Tansy Resurfacing Clarity Mask: This mask is perfect for those with oily or acne-prone skin. It contains white willow bark, fruit enzymes, and blue tansy oil to exfoliate and soothe the skin.
- Lapis Facial Oil: Known for its deep blue color, this oil is infused with blue tansy to help reduce redness and clear congested skin.
Availability:
Herbivore products are available online through their official website, as well as at major retailers like Sephora in the USA and Cult Beauty in the UK.
Glossier
Brand Overview:
Glossier has become a household name in the beauty industry since its launch in 2014 by Emily Weiss. The brand started with a simple mission: to create beauty products inspired by real life. Glossier’s products are known for their minimalist packaging and their focus on enhancing natural beauty rather than covering it up.
Popular Products to Try:
- Boy Brow: This brow pomade is one of Glossier’s bestsellers, offering a natural-looking hold that isn’t stiff or crunchy.
- Cloud Paint: A gel-cream blush that’s easy to blend and gives a natural, dewy flush to the cheeks.
Availability:
Glossier ships internationally, including to the USA and UK, and has physical stores in select locations.
The Ordinary
Brand Overview:
The Ordinary, a subsidiary of DECIEM, has revolutionised the beauty industry with its no-nonsense approach to skincare. Launched in 2016, the brand offers clinical formulations at affordable prices, making it accessible to a wide audience. The Ordinary is known for its transparency in ingredient lists and its commitment to affordable, effective skincare.
Popular Products to Try:
- Niacinamide 10% + Zinc 1%: This serum is a holy grail for those with oily skin, helping to control sebum production and reduce the appearance of blemishes.
- AHA 30% + BHA 2% Peeling Solution: A powerful exfoliant that targets dullness, uneven texture, and fine lines.
Availability:
The Ordinary products are widely available through online retailers like ASOS and in stores such as Ulta (USA) and Boots (UK).
Pai Skincare
Brand Overview:
Based in London, Pai Skincare was founded by Sarah Brown in 2007. The brand specializes in products for sensitive skin and uses certified organic ingredients. Pai’s commitment to transparency and sustainability has made it a favorite among those with reactive skin.
Popular Products to Try:
- Rosehip BioRegenerate Oil: This oil is packed with vitamins and omegas to help regenerate skin and improve the appearance of scars and stretch marks.
- Camellia & Rose Gentle Hydrating Cleanser: A calming cleanser that gently removes impurities without stripping the skin.
Availability:
Pai Skincare is available through their website and in specialty beauty stores across the USA and UK.
Drunk Elephant
Brand Overview:
Drunk Elephant has made waves in the beauty industry with its “clean-clinical” approach. Founded by Tiffany Masterson in 2012, the brand focuses on creating products free from the “Suspicious 6” ingredients that are often responsible for irritation and breakouts. Drunk Elephant’s products are biocompatible, meaning they work with the skin’s natural processes.
Popular Products to Try:
- C-Firma™ Fresh Day Serum: A potent vitamin C serum that brightens and firms the skin while fighting environmental stressors.
- T.L.C. Sukari Babyfacial™: An at-home facial that resurfaces the skin for a smooth, radiant complexion.
Availability:
Drunk Elephant products can be found at Sephora in the USA and Space NK in the UK, as well as online.
Charlotte Tilbury
Brand Overview:
Charlotte Tilbury, a renowned makeup artist, launched her eponymous brand in 2013. Known for its luxurious feel and professional-grade formulas, the brand has quickly become a favorite among beauty enthusiasts. Charlotte Tilbury offers a range of products from skincare to makeup, all designed to help you achieve a flawless look.
Popular Products to Try:
- Magic Cream: A rich, hydrating moisturizer that plumps and preps the skin for makeup.
- Pillow Talk Lipstick: This universally flattering shade has become an iconic product, loved by celebrities and makeup artists alike.
Availability:
Charlotte Tilbury’s products are widely available in department stores across the USA and UK, as well as through their online store.
Milk Makeup
Brand Overview:
Milk Makeup was launched in 2016 by Milk Studios co-founder Mazdack Rassi. The brand is known for its minimalist, multi-use products that are easy to apply on the go. Milk Makeup’s products are 100% vegan, cruelty-free, and paraben-free, appealing to consumers who want clean beauty without sacrificing performance.
Popular Products to Try:
- Hydro Grip Primer: A hydrating primer that grips makeup for long-lasting wear while keeping the skin moisturized.
- Kush Mascara: Infused with hemp-derived cannabis oil, this mascara adds volume and nourishes lashes.
Availability:
Milk Makeup is available at Sephora in the USA and Cult Beauty in the UK, as well as online.
Fenty Beauty
Brand Overview:
Fenty Beauty, launched by Rihanna in 2017, has set a new standard for inclusivity in the beauty industry. With its extensive range of foundation shades and commitment to diversity, Fenty has quickly become a favorite among consumers looking for products that cater to all skin tones.
Popular Products to Try:
- Pro Filt’r Soft Matte Longwear Foundation: Available in 50 shades, this foundation provides buildable coverage with a matte finish.
- Gloss Bomb Universal Lip Luminizer: A non-sticky lip gloss that delivers high shine and moisture.
Availability:
Fenty Beauty is available at Sephora in the USA and Harvey Nichols in the UK, as well as online.
RMS Beauty
Brand Overview:
Founded by makeup artist Rose-Marie Swift, RMS Beauty is a pioneer in the clean beauty movement. The brand uses raw, food-grade ingredients to create products that not only enhance your appearance but also nourish your skin. RMS Beauty’s formulations are free from synthetic chemicals, making them ideal for those who prefer natural products.
Popular Products to Try:
- “Un” Cover-Up Concealer: A lightweight concealer that provides buildable coverage while moisturizing the skin.
- Living Luminizer: A cult-favorite highlighter that gives the skin a subtle, dewy glow.
Availability:
RMS Beauty is available through their website, as well as in specialty beauty stores across the USA and UK.
How to Choose the Right Indie Beauty Brand for You
Choosing the right indie beauty brand can be a rewarding experience, but it requires some consideration. Here’s a guide to help you make the best choice:
Personal Preferences
Start by considering your skin type and specific beauty needs. For example, if you have sensitive skin, look for brands that use gentle, non-irritating ingredients. If you’re passionate about sustainability, choose brands that prioritize eco-friendly practices.
Budget Considerations
Indie beauty brands range in price from affordable to luxury. Determine your budget and explore brands that offer products within your price range. Remember, investing in quality skincare or makeup often pays off in the long run.
Where to Buy
In the USA and UK, many indie beauty brands are available both online and in physical stores. Websites like Sephora, Cult Beauty, and direct brand websites are great places to start. Some brands also offer subscription services, providing a convenient way to try new products regularly.
FAQs
What beauty products are trending in 2023?
Clean beauty products, multi-use makeup, and skincare with active ingredients like niacinamide and hyaluronic acid are trending in 2023.
What is the most popular makeup brand in 2023?
Fenty Beauty continues to be one of the most popular makeup brands in 2023, known for its inclusive shade range and innovative products.
What are indie beauty brands?
Indie beauty brands are smaller, independent companies that focus on innovative, high-quality products, often with ethical and sustainable practices.
What is beauty in 2023?
Beauty in 2023 emphasizes natural and sustainable products, with a focus on individuality, self-care, and inclusivity
Conclusion
Indie beauty brands are making a significant impact in the beauty industry, offering innovative, high-quality products that cater to a variety of needs. In 2023, the USA and UK are at the forefront of this movement, with consumers increasingly turning to these brands for their beauty needs. By supporting indie beauty brands, you’re not only getting top-tier products but also contributing to a more sustainable and ethical beauty industry.
So why not take the plunge? Explore these 9 indie beauty brands and discover the products that could become your new favorites. Whether you’re looking for eco-friendly skincare, inclusive makeup, or innovative beauty solutions, these brands have something unique to offer.
