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Indie beauty is having a moment. So much so, we had to follow up with a part two of our favorite indie brands, this time highlighting makeup and wellness. We found 11 companies at the Indie Beauty Expo that you need to know about ASAP.

Josephine Cosmetics

All organic products, yet highly extravagant and edgy. Think MAC meets Josie Maran. Loving the HD Mineral Graphic Eyeliner ($26) for a super intense, easy-to-use eyeliner pen.


Antonym Cosmetics

Certified organic makeup, cruelty-free makeup brushes, and sustainable bamboo packaging that are all highly effective, yet gentle. The Highlighting Blush Cheek Crush ($42) packs a 2-for-1 punch with a subtle blush and highlighter in one (bamboo) package.


Vital Proteins

Already exploding on the wellness scene, Vital Proteins is indeed indie. It’s our go-to brand for highly sourced collagen, and yep, you should be using collagen.


Lauren B

Each formula is non-toxic, eco- and vegan-friendly, and proudly made in the USA. The result is quick-drying nail polish that delivers a chip-resistant, long-lasting, mirror-like shiny finish.



Taking the confusion out of supplements, Hum has you first take a quiz that tailors your health supplements according to your needs. The quality of ingredients are the utmost importance to Hum, and a team of nutritionists have perfected each product. The Here Comes The Sun ($8) is a great Vitamin D boost with the main oil being olive, instead of the standard inferior alternative like corn oil.


Au Naturale Cosmetics

Leading the green beauty revolution with scientific innovation, the founder used to be a nuclear analyst and gave up her career to make clean cosmetics in Wisconsin. The Semi-Matte Powder Foundation ($32) is natural yet innovative, and provides an airbrushed finish with natural ingredients.


Little Moon Essentials

Not new, but still independent and very worthy of your hard-earned cash. This Colorado-based brand has been a trusted producer of bath salts, essential oil sprays, and body lotions. The highly effective Sleep Comes Easy mist ($6.50) is a mix of bergamot, chamomile, lavender, and lemon, which makes relaxation and sleep almost too easy.



Finally a brand that celebrates your spirit animal. But no really, high-grade organic and wild essential oils and scents with accessories that are themed according to your go-to animal spirit. “Choose the ones that resonate with you and feel their intuitive guidance,” says RootFoot.


Dope Naturally

A new contender in the ingestible beauty market, this one is focused on beets. Founder Sylwia grew up drinking a glass of beet juice every day in Poland. Seeing how it would extend her endurance, she was inspired to create Beet Force ($35), which features benefits from beets, dragon fruit, mangosteen, and mulberries. Oh, and Sylwia would know about endurance, she created the high energy workout Tonique.



A natural deodorant company that actually works—hallelujah! Highly hydrating for underarms, too.