There are so many great makeup brands nowadays; shopping for new products can get overwhelming! Every week, it seems like new cosmetics companies are popping up on the market, and it’s surprisingly difficult to sift through the launches and find some new faves. I’m personally trying to buy from smaller, cruelty-free businesses in 2021, so I’ve been looking into independent brands. Here are the 8 best indie beauty brands I’ve found that deserve some love this year:
- Juvia’s Place
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Juvia’s Place’s insanely pigmented eyeshadow palettes have long been used by the top beauty gurus on Instagram, and nowadays they are extending their line to include all types of new, wearable products. This growing makeup range is all cruelty-free, top-tier quality, and it’s half the price of what you’ll find at Sephora. What’s not to love? On top of that, the brand champions diversity. The company is black-owned and draws inspiration from the colors and products used by ancient African royalty. All of their vibrant packaging reflects this theme, and they cater to every skin tone.
- Kimchi Chic Beauty
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Kimchi Chic was founded by beloved TV star, Kimchi, who starred on Season 8 of Rupaul’s Drag Race. With this brand, she shares her love of makeup and creates products that can work for everyone- from makeup newbies to colorful drag performers. All of Kimchi’s products are sold in adorable pastel packaging, and the brand even sells helpful beauty tools like light-up mirrors and headbands. Kimchi Chic also values activism, and a portion of their sales goes to helping LGBTQIA youth through the charity, The Trevor Project.
- theBalm Cosmetics
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This brand is a woman-owned, San Francisco based business that specializes in the cutest retro products. theBalm is known for hit products like their Mary-Lou Manizer highlighter and Schwing eyeliner, both of which come in their signature pin-up girl packaging. Not only are the products great quality, but theBalm is also cruelty-free, paraben-free and talc-free. If you’re looking for any makeup product, from eyeshadow palettes to false lashes to blush, this brand is sure to have a fun option!
- Beauty Bakerie
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Beauty Bakerie is an innovative brand best known for its distinctive dessert themed packaging. They sell primer sticks that look like butter, beauty sponges designed like eggs and translucent setting powder packaged like flour. Besides their sugary sweet aesthetic, their products are high quality and high performance. The brand’s owner, Cashmere Nicole, is a black woman and a cancer survivor, and she ensures the company is always engaged in activism. She even founded a partnering charity called Sugar Homes which uses the brand’s profits to support orphaned children.
- Sugarpill
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Sugarpill is a colorful and creative brand for anyone who loves experimenting with makeup and breaking beauty boundaries! Founded ten years ago by Amy Doan, Sugarpill is all about embracing vibrant alternative aesthetics. The brand is especially known for its custom pro eyeshadow palettes where you can pick your own color schemes of pigmented matte and sparkly shadows. If you are interested in vegan beauty, the vast majority of their products are vegan as well as cruelty-free, and they’re conveniently sorted into their own section of the brand’s site.
- Hank & Henry
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This brand is 100% vegan and cruelty-free, and it specializes in chic products for those with a flair for makeup artistry. Hank & Henry boasts a gorgeous line with shimmering eye products, luxe lipsticks, and their own makeup brushes. Their unique products are perfect for creating show-stopping, glamorous looks. Hank & Henry also emphasizes giving back, with owner Henry Vasquez taking on new philanthropic projects each year. The brand is currently in the midst of their #TheWorldIsBetterWithYouInIt initiative in which their proceeds are helping fund suicide prevention and mental health charities.
- Melt Cosmetics
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Melt Cosmetics is a female-owned business and one of the largest, trailblazing indie brands in the cosmetics industry. Their products are high end and professional level, on top of being cruelty-free. The brand features sleek minimalist packaging and cult classic products, such as their matte lipsticks and eyeshadow stacks which bundle together all of the smooth, blendable pigments you could need for creating smokey eye looks. If you’re looking for a luxurious indie brand experience, Melt Cosmetics is your best bet!
- Trixie Cosmetics
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This brand is another drag queen owned company that promotes self-expression and philanthropy. Founded by drag superstar Trixie Mattel, the young indie company combines professional formulas and cutesy, retro toy themed packaging. Trixie Cosmetics’ products include gorgeous blushes and lipsticks to help you get a fun, wearable look, and their unique rainbow glitters add a dash of sparkle to your life. This brand is also all cruelty-free, and its love for fellow creatures is extended into their charitable efforts to help bees through The Honeybee Conservancy.
Keep these brands in mind as you shop for new makeup in 2021! Now is a great time to support independent brands, all of which are owned by either women, LGBTQIA folks or people of color. Each company is cruelty-free and has some great options, no matter your taste in cosmetics.