Indie beauty brands are innovative rule breakers that aren’t afraid to be different. Indie brands set the trends that mainstream brands eventually follow. From pressed glitters to duo chromes and multi chromes, these are just a few of the trends that indie beauty brands helped to catapult to the mainstream beauty market. And if it wasn’t obvious, indie beauty brands are often owned and operated by badass, risk-taking and rule-breaking founders. Check out this roundup of dope European indie makeup brands that you need to try this year!
What is an indie makeup brand?
All makeup brands fall into one of two categories: Indie or Not Indie. For decades, the mainstream beauty market was dominated by brands owned by large beauty conglomerates (often called parent companies) such as Estee Lauder, L’OREAL, and Shiseido. Brands owned by a parent company benefit from shared resources, distribution power, and marketing dollars.
With a winning combination of innovative products, social media marketing, and e-commerce sales, indie brands continue to grow at a faster rate than many of their mainstream counterparts. Beauty consumers increasingly shop with indie businesses.
However, a brand can be both mainstream and indie. For example, mainstream brands like Anastasia Beverly Hills, Melt Cosmetics, and Pat McGrath Labs are indie makeup brands despite their popularity. How so? They are not owned by a major beauty conglomerate.
Additionally, indie brands may or may not benefit from venture capital funding. For example, Anastasia Beverly Hills has major investment partners that have helped the brand to scale to meet demand this past decade. In contrast, indie brands such as Menagerie Cosmetics are self-funded and run by a small team.
10 European Indie Makeup Brands You NEED to try in 2020
Photo Credit: @blushtribe on IG
1 | Blush Tribe | UK, 2017
About the brand: UK-based, Blush Tribe is a Cruelty-Free, European Indie brand founded in 2017. Known for featuring colorful depictions of beauty influencers for its palette designs, Blush Tribe is ubiquitous in the small YouTuber space.
Why the Brand Excites Me: I am an unashamed eyeshadow fiend. As such, I have drooled over the Hasina 2 and Malika Palettes forever. P.S. I love how the brand features diverse women on the palette designs!!
Where to Buy: Blush Tribe is available via the brand’s online site.
Photo Credit: @certifeye on IG
2 | Certifeye | UK, 2016
About the brand: Founded by Aysha Ali in 2016, UK-based, Certifeye Cosmetics has steadily grown in popularity due to their colorful, Instagrammable 18-pan eyeshadow palettes. Certifeye is known for responding to customer feedback and actively working with fans to storyboard palettes.
Why the Brand Excites Me: I love how Certifeye isn’t afraid to play with bold colors, from electric brights to deep mattes. From a product perspective, I lusted after the Certifye Affinity and Destiny Palettes for a long time.
Reviews & Features on The Newbury Girl: 2019 Indie Beauty Roundup – Volume III
Where to Buy: Certifeye is available internationally via the brand’s online shop and at Beauty Bay (US/UK)
Photo Credit: @true_beauty_by_perla on IG
3 | Coloured Raine | UK, 2013
About the brand: Coloured Raine Cosmetics was founded in 2013 with the mission to make highly pigmented colorful eyeshadows wearable and approachable for the average beauty consumer. To this day, the brand is most well-renowned for its eyeshadow formula.
Why the Brand Excites Me: Coloured Raine’s eyeshadows are a much-raved about formula in the beauty community. Whether the brand releases neutrals or vivid shadows, consumers rave about the quality.
Reviews & Features on The Newbury Girl: 2019 Indie Beauty Roundup – Volume III
Reviews on the way: I am hoping to finally get my review of the Queen of Hearts Palette up this year!
Where to Buy: Coloured Raine is available internationally via the brand’s online store, at Beauty Bay (US/UK), and Target (US)
Photo Credit: @lethalcosmetics on IG
4 | Lethal Cosmetics | Germany, 2016
About the brand: Berlin-based, Lethal Cosmetics was founded in 2016 with the mission to create high-quality Cruelty-Free and Vegan for people use as a means of self-expression and a way to celebrate their uniqueness. Although the brand made a name for itself with the launch of the CHIMERA Liquid Lipsticks, Lethal Cosmetics is most well known for its eyeshadow formula.
Why the Brand Excites Me: Not only am I excited to support a Cruelty-Free and Vegan brand, but I am obsessed with the look of the Lethal Cosmetics palettes. If it wasn’t apparent from this post, I am an eyeshadow lover. Therefore, I LITERALLY want all three of the brand’s pre-made eyeshadow bundles: Hive Collection, Alchemy + Hysteria Collection, and Skyward + Landfall Collection.
Where to Buy: Lethal Cosmetics is available internationally via the brand’s online site, as well as various other stockists across Europe and the US
Photo Credit: @lindahallbergcosmetics & @hausofboo on IG
5 | Linda Hallberg | Sweden, 2016
About the brand: Launched in 2016 by acclaimed makeup artists and Swedish influencer, Linda Hallberg, Linda Hallberg Cosmetics aims to provide consumers with Cruelty-Free multi-use products that break beauty rules. The brand is known for its luxury price point and high-quality, editorial products.
Why the Brand Excites Me: Linda Hallberg is often thought of as the Charlotte Tilbury or Pat McGrath of Sweden. Well known and respected in Sweden for editorial style, Linda Hallberg Cosmetics line consists of bold, multi-use products.
I am most intrigued to try the Spectral Palette, the Multifunctional Crayons, and the brushes.
Where to Buy: Linda Hallberg Cosmetics is available on the brand’s online shop (international), Beauty Bay (US/UK) and Kicks (Sweden).
Photo Credit: @lisaeldrigemakeup & @stefannikolovski on IG
6 | Lisa Eldrige Makeup | UK, 2018
About the brand: Did you know that world-famous, UK makeup artist, Lisa Eldridge, was the first professional MUA to launch her own website? A leading makeup artist in the space with a long list of celebrity clients, fashion editorial work, and creative director roles, Lisa Eldrige launched her own line of lipsticks in 2018.
Why the Brand Excites Me: Lisa Eldridge is an inspiring MUA who is renowned for her fresh-faced beauty. Although I love a bold eye look, there are days when I want a fresh face and a bold lippie.
Where to Buy: Lisa Eldridge’s lipsticks are available for sale internationally via her online shop.
Photo Credit: @nablacosmetics on IG
7 | NABLA | Italy, 2013
About the brand: Founded in 2013, NABLA Cosmetics is an Italian Indie brand that aims to provide consumers with high quality, innovative, Cruelty-Free beauty products. Although they were founded in 2013, the brand began to explode in the American market in 2019.
Why the Brand Excites Me: First, as an Italian American, I LOVE seeing Italian brands shine under an international spotlight. Second, have you seen the brand’s eyeshadow palettes!? Like ColourPop, NABLA isn’t afraid to play with multiple colors and formulas within a palette.
Reviews & Features on The Newbury Girl: NABLA Dreamy 2 Palette Review | NABLA Skin Glazing Highlighters Review | What I Got for Christmas 2019
Reviews on the way: My next NABLA review should be on the NABLA Coral Cutie 6-Pan Palette. I hope to pick up more NABLA Palettes, as well as more of the Skin Glazing Highlighters. In general, NABLA is a brand that I want to explore more in 2020.
Where to Buy: NABLA is sold internationally through the brand’s web store. Other retail outlets include Morphe (International), Ulta (US), Beauty Bay (US/UK).
Photo Credit: @odenseyecosmetics on IG
8 | Odenseye | Sweden, 2017
About the brand: Founded in 2017, Odenseye is a European Indie makeup brand founded in Sweden. In fact, from product names to packaging design and color stories, each Odenseye product is clearly tied to some aspect of Norse mythology.
Why the Brand Excites Me: I was first introduced to Odenseye by the indie makeup queen, herself, Angelica Nyqvist when she reviewed the Solmåne Eyeshadow and Highlighter Palettes. As a result of her reviews, I want to try the brand. I love the softer color schemes and the dainty packaging design of the Odenseye products.
Where to Buy: Odenseye is available on the brand’s website. Please note that all sales are final.
Photo Credit: @SarazaarCosmetics on IG
9 | Sarazaar Cosmetics | UK, 2016
About the brand: Sarazaar Cosmetics may create some of the most viral Instagram videos on the platform. Known for its 24-carat gold-infused highlighters and mesmerizing loose pigments, Sarazaar knows how to capture consumers’ attention.
Why the Brand Excites Me: Sarazaar Cosmetics creates some of the most viral Instagram videos on the platform. Although the brand has expanded its product line, I still hope to own a few of the High Shine Foil Pigments from the Insta-famous brand.
Reviews & Features on The Newbury Girl: 2019 Indie Beauty Roundup – Volume III
Where to Buy: Sarazaar Cosmetics is available for international purchase online
Photo credit: @SILKTIFY on IG
10 | September Rose Cosmetics | UK, 2018
About the brand: Founded in 2018, UK-based September Rose Cosmetics EXPLODED onto the European Indie makeup scene with the launch of the Slush Palette. In fact, this Cruelty-Free and Vegan brand is best known for its beautiful palette designs and the Slush Palette.
Why the Brand Excites Me: I may not need another rainbow palette, but my heart skips a beat whenever I see the Slush Palette. I hope to own this beautiful palette one day!
Where to Buy: September Rose Cosmetics is available internationally via the brand’s website.
Final Thoughts on the 10 Dope European Indie Makeup Brands You NEED to Try in 2020
Unsurprisingly, the majority of the European indie makeup brands included in this roundup are based out of the UK. As an English-speaking, American consumer, UK brands are typically more accessible to me compared to other European Indie makeup brands. However, I was excited to include indie makeup brands from Germany, Italy, and Sweden in my roundup.
In an ideal world, I’d try products from all of these dope European indie makeup brands in 2020. However, I know that is unrealistic due to the steep price tags.
Although I do not have to pay for customs costs in the United States, international shipping can become costly. Also, the conversion rate between the US Dollar and the British Pound or the Euro is unfavorable for Americans. When accounting for the conversion rate and the additional shipping costs, many of the brands included in this roundup enter luxury-level price points.
However, I am on track to try many of these dope brands this year!
Let’s connect on social media: Instagram | Twitter | Pinterest | Bloglovin’ | Influenster
Have you tried any of these dope European Indie Makeup Brands? What brand is most tempting to you? Please let me know in the comments below.
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sarahsarsby says
March 5, 2020 at 2:21 pmI honestly loved reading this post because there were a lot of brands I’d never heard of before, which I’ve clicked on and will be checking out momentarily! I also love supporting indie makeup brands, especially because they are so innovative and create some extremely unique products. I’m also a sucker for eyeshadow and some of the brands you mentioned have incredible-looking shadows! Thanks so much for introducing me to so many new brands
The Newbury Girl says
March 5, 2020 at 10:34 pmYay!! I’m so glad there were lots of new brands to you on this list…. especially since these are European brands, so they should be easier for you to get / less expensive in terms of shipping or customs.
Jenna Buege says
March 5, 2020 at 2:22 pmAll of these products look so beautiful! I def, need to add some to my beauty wish list.
The Newbury Girl says
March 5, 2020 at 10:34 pmI agree LOL – there are so many products from these brands that I want to try lol!!
jennifertarheelreader says
March 6, 2020 at 6:59 amI learned about so many new brands, LP. And gosh, so much bold color here! Love it!
The Newbury Girl says
March 12, 2020 at 7:32 pmI really love shining the light on these smaller brands because there are so many creative minds out there! Just like how I love learning about new books and (new-to-me) authors on your blog!!! 😀 I literally keep a list of books I’ve learned about thru your blog on my phone that I take with me when I go book shopping lol!
jennifertarheelreader says
March 13, 2020 at 6:37 am♥️
Nancy says
March 7, 2020 at 6:55 pmOooh! It is interesting that you’re sharing Euro indie makeup brands! Not going to lie, I just go with the mainstream ones because they worked for me. It is great that these brands are going for cruelty-free! The texture of these palettes looks super rich. Love that there are lots of options as well.
Nancy ♥ exquisitely.me
The Newbury Girl says
March 12, 2020 at 7:51 pmKnowing that you like luxury makeup, you may like Lisa Eldrige! 🙂 She has a very glamorous aesthetic and has a very long history doing makeup for luxury fashion brands and magazines!
PoojaG says
March 7, 2020 at 9:52 pmThese seem like great brands but like you said it ends up being pretty costly so I tend to stick with brands I can find in Sephora or drugstores.
The Newbury Girl says
March 12, 2020 at 7:54 pmWith indie brands I tend to wait for sales to make an initial purchase to try to bring down costs. Often times it is shipping that really brings up the cost!
PoojaG says
March 13, 2020 at 9:48 amYeah shipping is crazy sometimes!
oliveunicorn says
March 8, 2020 at 6:12 amSo many awesome brands . I really want to try Coloured Rain and Nabla. Blush Tribe is also on my radar too.
The Newbury Girl says
March 12, 2020 at 7:56 pmNABLA is now sold at Ulta so they’ve had some killer sales!! Blush Tribe has been on my list for so long, too!!
oliveunicorn says
March 12, 2020 at 7:57 pmOoh nice I really need to go into Ulta anyway thanks for the tip☺️
Castles and Hurricanes says
March 8, 2020 at 4:23 pmI love learning about new indie brands! The ones you included in this list sound amazing! The pictures you included for each brand look so colorful.
The Newbury Girl says
March 12, 2020 at 8:18 pmSo many indie brands aren’t afraid to play with colors and textures. Often times, mainstream brands end up copying these trends, but most consumers don’t realize!!
Simone | Beautymone says
March 12, 2020 at 2:31 pmI definitely didn’t know that NABLA is a European brand. I loved discovering new European brands which I can try and not having to pay lots of money on customs!
Hunida says
April 2, 2020 at 4:16 amAh, it’s such a bummer that buying most of these brands are so expensive due to shipping costs & such. I’d love to try every brand from Lisa Eldrige-#10. The blue Sarazaar fingers photo is mesmerizing!!
The Newbury Girl says
April 3, 2020 at 12:28 amLisa Eldrige’s brand is one of the top ones on my list – it looks super luxe and reminds me of Charlotte Tilbury in some ways…. which makes sense since both are UK-based Pro MUAs with long client lists of brands and celebrity clients lol. And I know – those blue pigments from Sarazaar always catch my eye whenever I see them advertised on Instagram!