At this point, it should go without saying that I’m a beauty fanatic. The only thing I love more than trying a new beauty product is discovering a new beauty brand. With the proliferation of social media and influencer marketing, there are so many cool, indie brands bursting onto the scene.
Recap: What are Indie Beauty Brands?
All brands in the beauty industry are either owned by a massive beauty conglomerate (ex. L’Oreal, Estee Lauder, Shiseido, etc.) or are operated independently. Popular brands that are owned by L’Oreal include NYX Cosmetics and Urban Decay.
Lately I’ve been super inspired and excited by the innovative releases from smaller, less-known beauty brands. If you haven’t read it already, check out the first part in this series to explore Indie brands that I know and love.
In today’s installment, I’m spreading love and awareness to brands I’m still in the process of testing and reviewing. Here are the brands I’m most excited to test more in 2019:
Indie Brands I’m Currently Testing
I purchased products from the below brands in 2018. While I have some definite thoughts on some of these brands, I want to test them more and eventually share my thoughts on the blog – especially for the luxury brands included on this list.
Note, some of the featured brands are well-recognized names, so you may not consider them truly *indie*. However, I’ve included such brands in this roundup because they aren’t owned by a huge beauty conglomerate and were founded within the last seven years. Plus, those less familiar with the beauty space may not yet recognize these brands as household names in the same way that a brand like Tom Ford might be recognized.
Dose of Colors | 2013
About the brand: Launched in 2013 by founder Anna Petrosian, Dose of Colors, aims to provide wearers with highly pigmented, top of the line beauty products. The brand has garnered a cult online following for their influencer collaborations with Desi and Katy, as well as Karen Gonzalez (ILuvSarahii).
Why this brand excites me? Everyone raves about the Dose of Colors liquid lipsticks and lipgloss formulas, so I decided to pick up a few shades of their lip glosses during Ulta’s Cyber Monday sale this past November.
Product review(s) on the way: I will be sharing my thoughts on the Dose of Colors Lip Glosses later this year, but I have yet to decide how I want to incorporate these into a post.
Where to buy: Ulta, Beauty Bay, DoseofColors.com
Huda Beauty | 2013
About the brand: Founded by beauty blogger in 2013, Huda Kattan, Huda Beauty has experienced a meteoric rise within the industry by offering high quality eyelashes, eyeshadows, liquid lipsticks, and more. Together with her two sisters, Mona and Alya, these boss babes continue to drop must-try products that consumers lust over.
Product review(s) on the way: After much internal debate and waiting for quite a few restocks at Sephora, I finally picked up one of the Huda Beauty Obsession Palettes before Christmas. Also, I snagged one of the Matte & Metal Liquid Shadow duos after Christmas.
Where to buy: Sephora, Selfridges, ShopHudaBeauty.com
Pat McGrath Labs | 2015
About the brand: Founded in 2015 by award-winning makeup artist, Pat McGrath, Pat McGrath Labs is all about creating the next mesmerizing, high quality makeup obsessions for your collection. Everything from the products, themselves, to the packaging is designed to communicate just how major makeup can be.
Why this brand excites me? I have been hyped about this brand since I saw Tati’s review of the limited edition Pat McGrath highlighters that launched in 2016, but was hesitant to try a brand with such a steep price tag. As the brand began to gain more widespread recognition, I continued to hold off on buying anything until I came across a product that caught truly my eye.
Luckily for me (and unfortunately for my wallet), there were quite a few products that caught my eye this past holiday season due to the brand’s artful packaging. The design of each product has a sleek, yet grungy feel that evokes a reaction. Also, everyone raves about the performance of the makeup.
Product review(s) on the way: When I purchased the goodies from Charlotte Tilbury this holiday season, I also picked up the MTHERSHP Sublime Bronze Temptation Eyeshadow Palette. A dedicated review is on the way.
Where to buy: Sephora, PatMcGrath.com
Persona Cosmetics | 2015
About the brand: Founded in 2016 by makeup artist and beauty blogger, Sona Gasparian, Persona Cosmetics is all about providing beauty lovers with high quality products that will make wearers look and feel good.
Why this brand excites me? If you’re a regular reader of my blog, then you know that Sona is one of my favorite underrated beauty YouTubers, so I was thrilled to see her launch her own brand. Over the past two years, this indie brand has taken its time to slowly roll out various products, from eyeshadows and liquid lipsticks, to eyeliners and highlighters.
Product review(s) on the way: I will be sharing my thoughts on one of the Persona Cali Glow Highlighter this year, but I have yet to decide how I want to incorporate these into a post.
Where to buy: Ulta, PersonaCosmetics.co
Thrive Causemetics | 2013
About the brand: Founded in 2013 by professional makeup artist, Karissa Bodnar, after a friend passed away from Cancer, Thrive Causemetics aims to provide buyers with “beauty with a purpose”. In addition to creating vegan, cruelty-free products, the brand helps women thrive by donating a portion of each sale to partners who aid women facing issues such as cancer, homelessness, or domestic violence.
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"I am really blown away by these because they are very different from other brow gels on the market. Normally I have to use a pencil in conjunction with a product like this, but I can use these on their own and my brows look filled in and have a good shape to them." @myriskelashes
Why this brand excites me? As soon as I learned about the brand, I knew I wanted to support them because of their mission to empower disenfranchised women. Outside of this, I’ve heard generally positive reviews of the indie brand’s products and I’d be lying if I said the cute, teal packaging didn’t draw me in. There is SO MUCH I want to try from this brand!
Product review(s) on the way: In January I ordered one of the brand’s customizable value sets containing an eyebrow pencil, eye brightener, and the brand’s famous tubing mascara.
Where to buy: ThriveCausemetics.com
Viseart | 2012
About the brand: Founded in 2012 by former model, Anastasia Sparrow, Viseart was designed to fill a niche in the professional makeup market by producing high quality makeup specifically designed for professional and editorial work. Viseart’s formula was designed to be long-lasting, even under the brightest and warmest camera lights, and is intended to be gentle on the skin.
Why this brand excites me? I’d be lying if I didn’t credit YouTuber, Stephanie Nicole, for familiarizing me with this San-Francisco based brand. As one of my most trusted sources for beauty reviews, I knew I needed to try something from this heavily praised brand. Moreover, the indie brand has an unmatched ability to develop cohesive and intriguing color stories.
Product review(s) on the way: I picked up the Viseart Grande Pro Volume I palette during the Sephora Sale this past November, so I’ve been actively testing this palette. Expect a dedicated review soon.
Where to buy: Sephora, Beautylish, Selfridges, ViseartParis.com
Have you tried any of these brands before? Of the above brands, what brand would you like to see reviewed first? Please let me know in the comments below.