The second Glossier hit the beauty scene, influencers and Instagram users alike went insane. Everyone raved about the Milky Jelly Cleanser, Balm Dotcom and Perfecting Skin Tint. The brand’s popularity was largely due to the reputation of Into The Gloss and its founder Emily Weiss, but the millennial-focused marketing, packaging and attitude is the real secret to Glossier’s success. Through social media and digital branding, the beauty company feels like your best friend, which is exactly what your favorite beauty products often become.
Unsurprisingly, many other indie beauty brands have popped up, trying to achieve the same instant success. While some flopped, others have flourished. More than ever, consumers are open to trying the latest and greatest from indie brands that they’re finding on Etsy, Instagram and other social media outlets. Consumers no longer care if their products have a big brand name to back them up, as long as they work (and even better if they make for a pretty shelfie).
Ahead are eight indie hair care and skin care brands that are angling to be the next Glossier.
This article originally appeared on TotalBeauty.com