You may be surprised that many of our favorite beauty companies are independent makeup brands, not part of a larger beauty conglomerate. In this blog, we recognize independent makeup brands making waves in the industry. These brands are all relatively new, but they are already making a big impact in the industry with their amazing products and inspiring missions.
Izzy Zero Waste Beauty
We love this independent brand, especially because all of its sustainably packaged products are zero-waste, cruelty-free, and vegan. The fact that the tubes can be refilled over 10,000 times is a major environmental win. Some of the company’s awards include the 2022 Global Beauty Awareness Award and the 2022 Women’s Health Beauty Award.
Our Pick: Izzy Zero Waste Mascara ($39, shop here)
Tower 28
Tower 28 gets its name from the tower between the Santa Monica Pier and Venice Beach. This crossroads symbolizes the brand’s ethos: community, healthy fun, and clean living. Tower 28 is perfect for people with sensitive skin, as all products are nontoxic, free of sensitizing irritants, and vegan.
Our Pick: Tower 28 SOS Rescue Spray ($28, shop here)
Half Magic
Doniella Davy, the head makeup artist of the hit show Euphoria, is one of the co-founders of the independent makeup brand Half Magic. The brand launched in 2022 with film and TV company A24. Half Magic is our go-to brand for glitter, bold colors, and individuality. The products are developed to help wearers express their emotions through makeup, just like the characters on Euphoria.
Our Pick: Half Magic Light Trap Duochrome Glow Power ($22, shop here)
Refy Beauty
In November 2019, Jess Hunt, known for her bold eyebrows and social media presence, launched Refy Beauty. This independent makeup brand aims to redefine beauty by highlighting your natural features. Refy wants to help people feel confident in their own skin. Its versatile products are designed to flatter all skin types and tones.
Our Pick: Refy Brow Set ($55, shop here)
Youthforia Makeup
Youthforia Makeup looks at makeup as an extension of skincare. The company was founded in 2021 by Fiona Co Chan, who wanted to make nontoxic cosmetic products that wouldn’t harm her skin. Youthforia products are more than just makeup; they’re also effective skin treatments. On the site, you can find a quiz that helps you select products that are right for you.
Our Pick: Youthforia BYO Blush Color-Changing Blush Oil ($36, shop here)