We all know the heavy-hitters of the beauty industry, whether it’s drugstore brands that have been around forever, like Olay or Maybelline, or newer brands that instantly became bestsellers after debuting in Sephora, like Fenty Beauty or Glow Recipe. While we love these brands just as much as the next girl, we’re always on the lookout for the coolest new indie brand. After all, that’s part of our job as beauty editors! That’s why we chatted with Jillian Wright, co-founder of Indie Beauty Media Group, about her favorite under-the-radar beauty brands, all of which were showcased at the 2018 Indie Beauty Expo in New York City. Don’t be surprised if you start hearing about these brands everywhere really soon.
[ Next: 8 Indie Beauty Brands That Want to Be the Next Glossier ]
This article originally appeared on TotalBeauty.com
The 10 Best Indie Beauty Brands of 2018
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Primal Derma
Co-founder Matt Stillman is a former Food Network executive who became obsessed with Paleo, so much so that he started this skin care line, which utilizes triple purified beef fat to condition skin. Don't worry, you won't smell like a hamburger after using the head-to-toe moisturizer, $25. "The line not only works for all skin types, but it really does smell pleasant," says Wright, who notes that the products are formulated with uplifting essential oils like lavender, bulgaris, cypress and lemongrass.
Learn more at primalderma.com
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Herbal Dynamics
Wright loves this line, which features everything from a strawberry antioxidant cleanser, $20, to a cucumber cooling eye cream, $24, to a mango and macadamia body balm, $26, because the products are beautifully packaged with elegant formulas for under $30. "What else can I say, I love better-made beauty at an affordable price," says Wright.
Learn more at herbaldynamicsbeauty.com
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Josephine Cosmetics
This chic skin care and makeup line was named after Josephine Baker, one of the most successful African-American performers in French history. (She was also a spy in WWII and an activist. NBD!) "This organic skin care and mineral makeup company has made a name by developing effective, clean formulas and creating rich pigmented colors," says Wright. From richly pigmented liquid lipstick, $34, to super-precise liquid eyeliner, $26, channeling your inner French girl has never been easier.
Learn more at josephinecosmetics.com
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Glamcor
No makeup bag is complete without a mirror, and Glamcor's go above and beyond. Wright describes this line as "chic, portable mirrors that make your selfies 'lit' every time." She's a particular fan of the Riki Skinny Mirror, $195, which comes with a case and barely weighs a thing, so it's easy to stash in your carry-on.
Learn more at glamcor.com
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Kanai Organics
Sometimes simple is best, and that's exactly what this Ayurvedic skin care line (which was inspired by founder Aditi M. Gaur's trip to the Himalayas) delivers. Wright notes that the plant-derived ingredients used in products like a turmeric and apricot face mask, $14.99, and avocado oil moisturizer, $9.99, are truly effective.
Learn more at kanaiorganics.com
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Maniglovz
One of the downsides of gel manicures is that your hands are exposed to UV light. Enter these handy gloves, $24. Wright explains that the fingerless gloves use UV 50+ protective compression fabric along with hydrating aloe vera microcapsules to protect your hands from premature aging during gel manis. Plus, a portion of the sales go to the Skin Cancer Foundation and Pediatric Cancer Foundation — and the gloves come in fun colors and patterns.
Learn more at maniglovz.com
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AndMetics
You no longer have to be afraid of at-home waxing, especially when it comes to getting rid of hair on smaller areas. These kits for ears, toes, lips and brows, $7 to $12, "are a perfect travel companion and work on the go to avoid embarrassing situations in between salon appointments," says Wright.
Learn more at andmetics.com
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Planet Botanicals
Wright's favorite product in this seaweed-based skin care line is the seaweed soap. "Using Maine seaweed as the primary ingredient, your senses are delighted with the smell of lemongrass as it gently exfoliates your skin," says Wright. "Sustainably sourced, you get fresh ingredients 'from farm to bottle,' plus, using bar soap is better for the planet as you eliminate any plastic waste in the process."
Learn more at planetbotanicals.com
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Beauty Steep
Take your masking routine to the next level with these tea-infused eye masks, $12. "Black and green tea eye masks help reduce the appearance of dark circles, puffiness and [provide] overall eye rejuvenation," says Wright. "These masks are the perfect addition to a Sunday self-care ritual but easy enough to even be used during a long plane flight."
Learn more at beautysteep.comImage via @beautysteepnyc
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First Salt After the Rain
This brand uses a very rare salt from Korea in products ranging from toothpaste, $17.50 to shampoo, $24.50. "First Salt After The Rain is the first brand to use 100 percent Sinan salt, highly nutritious after having absorbed large amounts of minerals from the mudflats, for its personal and skin care products suitable for all skin types," says Wright.
Learn more at firstsaltaftertherain.com
