Published on August 28, 2017

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Photography by Josephine Cosmetics

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. 

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Photography by Josephine Cosmetics

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.

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Photography by BRAND

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.

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Photography by Vital Proteins

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.

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Photography by Lauren B

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.

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Photography by Hum


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.

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Photography by Au Naturale Cosmetics

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.

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Photography by Little Moon Essentials

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.

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Photography by RootFoot


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.

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Photography by Dope Naturally

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.

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Photography by Freedom


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


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