The pandemic has turned the world upside down. Almost every single industry has been affected in a way that has never been imagined. Whether or not it has been a negative development or a positive one depends on the industry.

Unfortunately, the beauty and makeup industry is one of those industries which were hit the worst. While stores across various industries closed down, salons were rendered inoperational as well. Online stores also suffered as borders closed down and shipping came to a halt. Your huge order of makeup might still be stuck at the docks.

To beauty gurus and makeup enthusiasts, this situation was worrying. What do you do when you can’t go to your favorite makeup store?

The answer to that lies in independent stores! Indie stores have taken the world by a storm as major retailers close down. When so many are struggling, there is all the more reason to support indie brands.

What is an indie makeup brand?

As discussed above, mainstream makeup brands have taken quite the hit due to the pandemic - L’OREAL, Sephora, Shiseido, they’ve all suffered (although it may not seem like it).

On the other end of the spectrum lie Indie brands. Indie brands, in contrast to their corporate giant counterparts, are not owned by major beauty conglomerates. Indie brands usually consist of small teams that are self-funded. However, there are still many Indie brands that are expanding day by day.

Why should you buy from Indie Brands?

You may have heard many people saying you should buy from Indie brands. But, few people tend to clarify precisely what the pros are of buying from such brands.

For one thing, it guarantees personalized services. Not only are Indie brands very customer-focused, but they add their personal touches to your orders as well. Who doesn’t want a cute handwritten note with their order? Many of these brands give extra samples as well.

Indie brands are definitely more unique. Mainstream brands may offer products every celeb is wearing, but what will make you truly stand out is investing in the quirky products Indie brands provide. The best part? Almost every single one of these brands is cruelty-free.

Where can you find Indie brands?

Contrary to popular belief, Indie makeup brands can compete with major brands in terms of quality. The problem is, where can you find such reliable and quality brands? Here is a list of Indie makeup brands you need to check out!

BH Cosmetics

As with most businesses these days, BH Cosmetics operates purely online. This brand is one of the few to reach the Fortune 500 status - it’s no small feat and entirely deserved. Their cosmetics line consists of products of a plethora of colors. There is no doubt that you can find a palette that is exactly your taste!

Devinah Cosmetics

I have purchased from Devinah Cosmetics, and honey, you will NOT be disappointed. This brand has probably the BEST multichromatic shades I have ever seen. The shadows are so buttery and smooth, yet colorful with beautiful shifts. If you don’t believe me, check these out. This brand is also a Latinx-owned brand so support!

Sugarpill

Although muted tones have always been in style, recently, vibrant makeup is on the rise again! If you’re looking for the latter, then look no further than Sugarpill. Now more than a decade old, they boast a line of highly pigmented makeup that’s bound to make you stand out. Best of all, all their products are cruelty-free!

Melt Cosmetics

Often, it isn’t easy to find quality lipsticks. Luckily, Melt Cosmetics has got your back! Although a comparatively new brand, there is no compromise on their quality. Even though they are still expanding, their line already has a variety of lipstick shades from red to black to green - you name it, they have it!

Violet Voss

Glitter adhesive can be hard to come across - especially the good-quality ones. Violet Voss is one of the brands that does glitter right. You can use Violet Voss glitter on your eyes and even your nails. Although they are known for their quality glitter, Violet Voss hasn’t stopped there - they are recently expanding to produce nail paints and eyeshadows as well, so keep an eye out for that.

EX1 Cosmetics

Farah Naz created EX1 with one intention in mind: “to design the highest quality collection of products for olive-skinned women.” The focus on whiteness is prevalent in the beauty industry, so it can be challenging for people of color to find their perfect shades. EX1’s claim to fame is products specifically for people of color, and it is definitely worth checking out!

Gerard Cosmetics

Gerard Cosmetics is by no means an unknown brand - it’s popular all through YouTube and Instagram and with good reason. Their goal is to provide accessible, luxurious, and chic products for women around the world. Their best-selling products include pigment glosses and creamy lipsticks, among other fantastic products. 

Clionadh Cosmetics

Clionadh Cosmetics has the sweetest origin story - created by two sisters who hand-make each product, this brand is one of those hit severely by the pandemic. Nevertheless, this hasn’t deterred the team from doing their best to provide quality products - their stained glass collection is a must-buy!

Velour Beauty

There are few brands out there that focus more on lashes, and Velour Beauty is at the top of the list. Their luxurious lashes are completely cruelty-free and can be reused up to three dozen times! Their range is rarely seen anywhere else - full, lightweight, wispy, you can undoubtedly find the best pair for yourself!

MAKE Beauty

MAKE Beauty has gained a large number of followers recently due to several reasons - cruelty-free, vegan, stunning Instagram; there’s no shortage of reasons to fall in love with their products. At the core of their brand is the encouragement to do whatever you want, to break any rule of beauty and makeup - either way, you’ll look amazing.

Let me know in the comments some of your favorite Indie Brands!!

Sharing is caring!