Try These 8 Indie Beauty Brands

Tower 28

Tower 28 is an AAPI-owned brand that focuses on creating products for sensitive skin but suitable for everyone. Their formulas are vegan, cruelty-free, and adhere to the National Eczema Association's guidelines.

Kulfi Beauty

Kulfi Beauty is dedicated to creating products for the South Asian community, named after the South Asian ice cream. The brand promotes self-expression and confidence for women of all backgrounds.

Bread Beauty Supply

This Black-owned brand quickly became a bestseller at Sephora. Bread Beauty Supply offers clean, color-safe, sulfate-free, cruelty-free, and vegan hair care products. Their mud mask and hair oil are particularly popular.

True Botanicals

Known for its celebrity endorsements, True Botanicals offers nourishing and hydrating skincare products. The brand's clean formulations cater to dry, oily, and combination skin types.

Brandefy Skin

Originating from an app that helped users find affordable beauty dupes, Brandefy Skin focuses on high-quality ingredients without the luxury price tag. The 15% Vitamin C + E + Ferulic Acid Serum is a standout product.

PYT Beauty

PYT Beauty aims to create clean, safe, vegan, and sustainable makeup products. Their packaging is made from recycled materials, and they provide detailed recycling instructions.


This Gen-Z founded brand targets specific skincare concerns with scientifically-backed ingredients. Topicals also donates a portion of their profits to mental health organizations, aligning skincare.


Caliray combines beauty with wellness, offering products like the smudge-proof Come Hell or High Water Clean Mascara and the So Blown Primer. The brand focuses on lightweight, effective formulas.

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