27 of the Best Indie Beauty Brands, From Skincare to Makeup


More often than not, if you were to walk up to a beauty editor and ask them to ID every single beauty product they’re wearing—from bronze to strands—you’d receive an eclectic earful. My personal product roster is proof, and I also happen to be friends with and regularly attend events alongside plenty of other product-wise beauty editors. Not to mention I live with my fellow WWW beauty editor Amanda Montell and know her beauty routine like the back of my hand.

There are certain super-iconic beauty brands that are household names—the well-known power players that consistently make bestseller lists and march across the glossy pages of our favorite magazines. We’d be lying if we said we don’t own, love, and regularly use a collection of products from said brands, but the majority of our beauty must-haves hail from lesser-known indie beauty brands no one seems to talk…

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