10 Best Indie Makeup Brands (And Our Favorite Product From Each)

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A lot of us talk about supporting small businesses when it comes to restaurants. Avoiding chains is all fine and good when eating a burger, but it's not the only place we can try to support independent companies vs. big chains.

Independent and indie makeup brands are doing some amazing things, showing innovation and quality that some of the larger brands can't touch — and often at an impressive price point! There's a lot of great stuff to be bought from the major known brands, but don't forget about these other guys.


When it comes to the best makeup brands, they pretty amazing. See for yourself.

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1. INIKA Organic

INIKA is 100 percent Australian owned and is now a globally recognized and trusted go-to brand for organic and natural makeup. Certified cruelty-free, it's also certified as vegan and organic, so you can rest assured it's being kind to the earth at the same time it'll look good on your face.


Winner of numerous beauty awards and a favorite of celebrity makeup artists from NYC to LA, INIKA Organic Long Lash Vegan Mascara is a beautiful, luxurious formula that uses 100 percent plant-derived and natural ingredients to boost length, volume and lash span. Clean and free of synthetic ingredients, this buildanble yet gentle formula is ideal for sensitive eyes.  

(INIKA Organic, $33)

2. Lawless Beauty


Just a year old, Lawless Beauty is redefining what we think of "natural" makeup. Using clean ingredients, Lawless doesn't skimp on high-coverage, high-pigment and longwear power in luxe, sleek packaging.

The newcomer to the color cosmetics space, the booming brand is making a name for its cult-favorite, Seal The Deal Loose Setting Powder. Talc-free, this translucent powder uses mica to impart a flawless, filter finish on the skin.

(Sephora, $36)

3. Dermelect


Dermelect is an independent beauty brand that boasts a collection of skin, makeup and nail products that are formulated by estheticians and dermatologists to offer women multi-targeted treatments to address specific beauty concerns. They source their ingredients worldwide and formulate only with the best to cohesively create effective solutions to address the problem.

The Revitalite Brow Transformer makes it easy to shape and color your eyebrows to achieve the look you’re after, whether thin or thick. The Revitalite Brow Transformer (available in Ash Blonde and Oak Brown) has an angle tipped retractable pencil that allows you to easily follow the natural shape of your brow.

(Dermelect, $26)

4. Makeup Geek


Started by one of the original beauty influencers, Marlena Stell, Makeup Geek is a line of vegan products for eyes, lips and face designed to help women tap into their inner makeup artists and enhance their natural beauty. This line, much like the beauty influencer's voice behind the brand, is about creating confidence, even if that confidence is based in finding the lipstick that looks just perfect for you. 

Plush Creme Lip is a cross between a cream and mousse, and this unique formula sits on top of the lips for a soft, "plush" feel. The Plush Cremes are cruelty-free, vegan, and paraben-free.

(Makeup Geek, $12)

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5. Color Up Therapeutics

Color Up Therapeutics is the first CBD-infused brand on the market with an advanced comprehensive skin care line, as well as a full facial protocol for both professionals and at-home care. With nine skin care products so far, the plant-based, cruelty-free CBD products are intended to balance the mind, body, and spirit. 

Dark Circle Reduction and Firming Eye Cream is infused with 25 mg of CBD. This peptide formula boosts collagen production, reduces the appearance of fine lines, and with inclusion of licorice root extract leaves skin with an even tone.


(Color Up Therapeutics, $47.50)

6. Elina Organics Organic Makeup

Offering guilt-free makeup, Elina Organics offers an alternative to conventional talc-based and mineral makeup products. All makeup products are 100 percent natural, containing Pearl Powder and Zinc Oxide for all day sun protection. They contain very minimal ingredients, making it perfect for even the most sensitive complexion!


Elina Organics Probiotic Lip Color is as soothing as a facial, but it's for a pretty pout. This super-pigmented gloss can also be used as a cream blush, and its buildable color will let you to be in control of how bright you want that color to be (we say go all the way).

(Elina Organics Skincare, $24)



This is a natural and organic-based cosmetic brand, with a color selection, innovative formulas, and packaging that reflects a passion for high fashion, beauty and pop culture from around the world. From lipstick, lipgloss, eyeshadow to their signature camouflage cream, NU EV offers beauty without toxicity with style with real substance.

Their Camouflage Cream is vegan friendly, can be used as a concealer, and it also doubles as a buildable medium to full coverage foundation that covers breakouts and discoloration. This foundation is jam packed with nourishing ingredients that soothe, hydrate and heal the skin.

(Nu Evolution Cosmetics, $32)

8. Dr. Hauschka Makeup


This brand is 100 percent natural, ecologically conscious and good-for-you beauty. Dr. Hauschka has been providing plant-based, medicinally-inspired products for more than 40 years. This makeup brand is famous for its commitment to sourcing the highest-quality fair trade ingredients, and for advancing social and environmental sustainability through partnerships with local organic farmers across the world.

The Dr. Hauschka Concealer softens dark shadows with natural light reflections. The formulation combines mineral pigments with soothing botanical ingredients such as anthyllis and almond oil. It's perfectly suitable for sensitive skin.

(Dr. Hauschka, $26)


9. Morphe Brushes

Morphe Brushes is known for their professional quality makeup that are super-affordable and cruelty-free! These brushes are made from a natural blend of sable and goat bristles, and are professional makeup artist-quality at a surprisingly affordable price.

The Morphe Travel Set includes 12 Professional makeup brushes: Powder Brush, Blush Brush, Flat Foundation Brush, Angled Shadow Brush, Flat Shadow Fluff Brush, Blender Brush, Chubby Shadow Brush, Blender Fluff, Concealer Brush, Detail Shadow Fluff, Lip Brush, and Angle Liner Brush.



10. Velour Lashes

Velour makes super-sexy mink lashes that are lightweight and cruelty-free. These lashes can be worn 25+ times, meaning they will be a staple in your beauty arsenal in no time flat.

We love the Serendipity lashes, lashes that are set on an invisible (clear) lash band to give the illusion of lash extensions without the damage and are hand-crafted layered (3D). They maintain their shape and form, even after use.



RELATED: 10 Best Vegan Makeup Brands

Aly Walansky is a NY-based lifestyles writer. Her work appears in dozens of digital and print publications regularly. Visit her on Twitter or email her at alywalansky@gmail.com.

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