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10 Aug

The 8 Best Inside Beauty Brands You Haven’t Heard Of Yet

@redearth_beauty/Instagram.

According to an expert, you’re seriously missing out if you haven’t tried them.

You may not even realize it, but we’re living in the Golden Age of indie beauty. As the mass beauty industry deepens its fixation on influencers and retailers struggle to find ways to get shoppers into their brick-and-mortar stores, indie beauty is thriving. Niche brands with lean infrastructures and a nimble ability to adapt to consumers’ demands are on the up and up, and even the traditional retailers are taking notice. Stores like AnthropologieTargetForever 21J. Crew and Urban Outfitters have started to diversify and increase their beauty offerings in recent years, and integral to that strategy has been a reliance on up-and-coming brands consumers won’t be able to find elsewhere. While certain indie brands — cough, Glossier, cough — have plenty of name recognition, there are others that are still flying under the radar. But that doesn’t mean they should be.

To find out what indie beauty brands are poised to be the Next Big Thing, we turned to Jillian Wright, the co-founder of the Indie Beauty Expo, an annual event held in New York City, Los Angeles and Texas that celebrates indie beauty brands from around the globe. When the event first launched in 2015 it featured 80 brands; this year’s New York City event will feature a whopping 220. See what we mean by Golden Age?

Read on for Wright’s list of eight must-know indie beauty brands that you’ve probably never heard of before. Trust us, you’re going to want to remember these names.

@smoothiebeauty/instagram
@smoothiebeauty/instagram
“Smoothie Beauty was created by Stephanie Peterson, a New York City [based] model. It takes the edible beauty trend to the next level with fresh smoothie masks that need to be refrigerated. Each pack contains three uses and is the perfect companion to your everyday workout; grab a green juice and a Smoothie Mask and your day is off to a great start. On her website, she offers a membership subscription but I see the Smoothie Beauty Masks in juice bars, fitness centers and spas all over the country.”
@winners_beard_oil/instagram
@winners_beard_oil/instagram
“This brand is co-founded by an ex-pro baseball player and ex-Marine. Their hero ingredient is caffeine and the packaging is designed with all men in mind with its simple matte black finish.”
@redearth_beauty/Instagram.
@redearth_beauty/Instagram.
“Red Earth is a brilliant Australian-based skin-care line geared toward the younger woman looking to make caring for her skin ‘fun and fearless.’  Their hero ingredient is Tasmanian sea kelp and the packing is spot-on gorgeous.”
@dope_naturally/instagram
@dope_naturally/instagram
“Sylwia Wiesenberg, the founder of Dope Naturally, grew up in Poland and consumed a glass of beet juice every day. Knowing how it made her feel and the added endurance she experienced, she’s dedicated her life to fitness and well-being. Dope Naturally uses only the purest and cleanest ingredients, all USDA certified, and promotes healthy living and healthy beauty — inside and out.”
@ranavatbotanics/instagram
@ranavatbotanics/instagram
“Created by Michelle Ranava, a former industrial engineer, this brand’s inspired by royal traditions of 5,000-year-old Indian royalty, but with modern messaging. It’s [a way to indulge in] deeply rooted Ayurvedic principles, but for today.”
@girlundiscovered/instagram
@girlundiscovered/instagram
“This is an incredible brand from New Zealand. It took years for this company to ace the formulation and packaging, but the result is a stellar brand that appeals to not only millennials and Get Z but to Gen X as well. They are 100 percent ethical and sustainable and work with communities that forage their ingredients. They’re committed to celebrating earth, along with the freedom of being a wild woman. Key ingredients are virgin coconut oil from Bali, Burmese Thanaka and Wild Island Manuka honey.”
@cuveebeauty/instagrm
@cuveebeauty/instagrm
“Founder Rachel Katzman celebrated her 21st birthday in Vegas, when friends decided to douse her entire head with a bottle of champagne. She loved the feeling so much that she decided to create a hair-care company based on champagne and truffle extract, re-creating that texture she experienced.”
@beneathyourmask/instagram
@beneathyourmask/instagram
“Dana Renee, creator of Beneath Your Mask, almost died from lupus. She changed everything about her lifestyle, and lucky for us, she founded Beneath Your Mask, a luxury body care line that is clean and green and sources ingredients from their original countries to optimize health and wellness.”
Sunyoung Hong
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