Just like many other girls my age, I’m obsessed with makeup. I love walking around Ulta and Sephora and checking out new items and products. I also love trying out new shades, styles and trends. But, do you ever get sick of seeing the same few big beauty brands? I am. Sometimes it can feel like a monopoly of giant brands that all sell really similar products. Makeup is all about expression, and personally, I want the brands selling me makeup to be expressive too. Many big brands feel super corporate and like they’re trying to sell me something (which obviously they are but I want a little fun). So, I went out on a hunt to find all of the best indie beauty brands that need our attention! Here are a few of my new favorites!

Jilly B. Cosmetics

Jilly B. Cosmetics was founded by Angel Hayes in 2020, with a mission to provide high-quality products made with clean ingredients, and made with cruelty-free and vegan formulas. Their products currently include lipgloss, lipstick and lip liners. I’m obsessed with their Girls Who Brunch lipstick collection which offers shades like Bubbly, Drunk, Sneaky Link and more.

Hello Biscuit Beauty

Hello Biscuit Beauty is a fun country-themed makeup brand. Hello Biscuit Beauty was founded by Danielle “Nellie” Calderon and is a perfect mix of her passion for the cowgirl lifestyle, country music, and western heritage and passion for beauty. They offer matte lipstick, liquid matte lipstick and a super cute Queens of Country eyeshadow palette with shades named after Shania, Reba, Dolly and more. 

Eclectic Beauty Cosmetics

Eclectic Beauty Cosmetics is cruelty-Free, vegan, Latina-owned and handmade in Los Angeles. Their products have a bit of a spooky vibe that I love. They have a new collection called Hotel Antoinette which is inspired by the song of the same name by Petals and Poison. They also offer Faerie Dust (glitters named after different types of Fae), Blood Vials (Liquid Lipsticks and Lipgloss inspired by molecules responsible for the color of blood), Storyteller (Lipsticks inspired by books, short stories, faerie tales, and poems) and Ofrenda (Eyeshadows inspired by components of a Day of the Dead altar).

Kraken Cosmetics

This brand is so fun and unique! First of all, all of the products are inspired by video games and are also vegan, cruelty-free and handmade. Creator of Kraken Cosmetics Mallory wanted a way to combine her two passions: video games and beauty. I love video games, so incorporating two of my hobbies sounds pretty cool. The brand offers eyeshadow palettes, highlighters, blush, scrub, glitter gel, Legendary Hero and Legendary Princess collections and more. Are you a nerd or a gamer? This is the online shop for you.

Serenity Cosmetics

This shop isn’t even open yet! Exciting, right? It officially opens on 10-15-21 so, just a few days from now! The first product that was announced is their SYNCHRONICITY lashes! Serenity was founded by Serena Nicole and is cruelty-free! We’ll just have to wait and see what else they have to offer!

We’d love to cover more indie beauty brands in our magazine, so please comment your favorite ones down below! Thanks for reading!

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