Indie beauty brands are getting more recognition than ever, and for good reason — they're changing the makeup game for the better. If you're curious about learning more about the indie beauty world, look no further, because I spoke with Jillian Wright, co-founder of Indie Beauty Expo. Here are all the indie beauty trends you need to know about right now, and who knows, they might change your life, or at the very least, your beauty game.
So, what exactly is indie beauty? According to Wright, independent beauty brands are at least 50 percent independently owned and operated. So while a few indie brands are backed by investors, the majority are solely run by entrepreneurial boss babes (and dudes) out of their own kitchens and bank accounts.
Wright co-founded Indie Beauty Expo as a platform for recognizing, showcasing, and celebrating indie beauty, lifestyle, and wellness brands. "Indie beauty brands are smaller batch, so they have more control over ingredients and the freshness of their ingredients," Wright tells me. "Many are utilizing ingredients that solve problems. When you shop indie beauty, you’ll be overwhelmed by the innovation, creativity, passion and spirit of these entrepreneurs." What's not to love about all that?
Indie beauty could be the answer to your budget, skin, and sustainability woes. They are often more conscious when it comes to products and packaging, and many are founded by inventors who are looking to solve the bigger problems in the current makeup industry.
If you're ready to dive in, here's the latest and greatest trends in indie beauty, according to Wright:
The Butter Babe Organic Body Butter, $42, Butter Babes Inc
No, I'm not talking about special brownies. Indie brands often get ingredients from the local farmer's market, so their products are not only safe enough for your skin, but they're actually edible.
The Mother Dirt Bundle, $69, The Mother Dirt
Pressed serum? Live bacteria? Waterless cosmetics? The possibilities are endless when beauty and invention come together.
In the indie world, it's not enough for something to be beautiful and functional: It should be sustainable, too. To combat the global water crisis, some brands are creating entirely waterless products.
The indie beauty community takes inspiration from all over the world, and Korea is a hot spot for skin care. The Korean skincare trend of masks and eye masks for depuffing isn't going anywhere in the beauty world, so learn about it now!
Targeting specific skincare issues (and medical challenges) is a huge trend in indie beauty. These formulas are not only natural, but targeted to heal specific skin issues like body acne and Keratosis Pilaris.
To learn more about independent beauty brands, head over to Indie Beauty Expo's website.