For beauty lovers, is there anything that beats the joy of falling in love with a new brand? Keep reading to discover 20 dope American Indie Makeup Brands that you need to try in 2020.
What is an indie makeup brand?
All makeup brands are either independently owned and operated or owned by a conglomerate company. A conglomerate, sometimes known as a parent company, is a corporate entity that owns multiple subsidiaries (brands) that span various industries. Examples of known parent companies include Coty, Estee Lauder, L’OREAL, LMVH, and Shiseido.
Indie makeup brands are independently owned and operated by an owner that is not a parent company. However, indie makeup brands can be self-funded or financed by venture capitalists.
An indie makeup brand can be mainstream, such as Anastasia Beverly Hills and Melt Cosmetics, or it can be niche such as Touch of Glam beauty. Similarly, brands owned by parent companies may be mainstream or niche.
About the brand: Founded by Cuban born, Gabriela Trujillo, in 2017 Alamar Cosmetics aims to bring inclusive Cruelty-Free beauty to the marked. Inspired by Trujillo’s Cuban heritage, the brand aims to empower beauty lovers of all skin tones.
Why the Brand Excites Me: First,I love how Alamar Cosmetics’ inclusive line of makeup is a celebration of Cuban heritage. Second, Gabriela’s thoughtful product creation and quality of each new release always impress me.
Alamar’s Colorete Blush Trio was featured in my 2019 Newbie Awards roundup. In addition to being an indie cosmetics maker, Alamar creates brushes – I received the brand’s face brush set in my February 2020 Boxycharm.
Why the Brand Excites Me: Have you seen the brand’s Stained Glass collection? These show-stopping multi-chromes from Clionadh Cosmetics come in a variety of shades and finishes. Check out swatches of the Clionadh’s Stained Glass shadows in my indie beauty single shadows collection.
Devinah Cosmetics Single Shadows (Photo Credit: Devinah Cosmetics Instagram)
3 | Devinah Cosmetics
About the brand: Founded by DeAndra DeArmas, Devinah Cosmetics set out to provide MUAs of all stages and talent-levels with affordable, high-quality hand-pressed shadows that span a wide range of colors and finishes.
Why the Brand Excites Me: Devinah Cosmetics takes risks. The founder constantly works hard to release new and interesting products. From the brand’s high-quality mattes to its impressive shimmers, beauty lovers better watch out for Devinah.
Dose of Colors Baked Browns Palette (Photo Credit: Dose of Colors Instagram)
4 | Dose of Colors | 2013
About the brand: Anna Petrosian founded Dose of Colors in 2013 to provide pigmented, high-quality beauty products. The brand has since garnered a cult following for its popular lip glosses, liquid lipsticks, and well-known collaborations with Desi and Katy as well as Karen Gonzalez a.k.a. ILuvSarahii
Why the Brand Excites Me: Like so many other Dose of Colors fans, I love the brand’s lip products and eyeshadow formula. Dose of Colors’ comfortable, high shine lip glosses are some of my favorite glosses in my lip gloss collection, while the brand’s all-matte quintets are go-to eyeshadow staples.
Reviews on the way: Baked Browns Palette, Blushing Berries Palette, Liquid Lipsticks, Lip Glosses
Give Me Glow Cosmetics Vintage Rose Palette (Photo Credit: Give Me Glow Cosmetics Instagram)
5 | Give Me Glow Cosmetics
About the brand: Give Me Glow Cosmetics is an American Indie cosmetics brand that known for creating highly pigmented shadows and blinding highlighters. The brand’s single shadows and palettes frequently run in and out of stock due to the hype surrounding the brand.
Why the Brand Excites Me: First, I am always so impressed by the performance of the Give Me Glow shadows that I own. Check out some swatches of my single shadows from Give Me Glow in my indie beauty single shadow collection. Second, the Give Me Glow Shadows and Highlighter swatches posted on Instagram are sickeningly pigmented.
Reviews on the way: Summer Vibes Palette, Single Shadows
About the brand: Best friends, Jennifer and Deandra founded JD Glow Cosmetics in 2015. This Baton Rouge-based indie makeup brand aims to make beauty accessible to beauty lovers through its high quality, affordable beauty products.
Why the Brand Excites Me: Have you seen the brand’s Galaxy Shadows or Multi-chromes?? These multi-dimensional, wet-looking metallic shadows are quite impressive! To see some swatches of the JD Glow Multi-chromes check out my indie beauty single shadows roundup.
Reviews on the way: Galaxy Shadow & Multichrome Shadows
Juvia’s Place Loose Highlighters (Photo Credit: Juvia’s Place Instagram)
7 | Juvia’s Place | 2013
About the brand: Juvia’s Place was founded in 2013 by Chichi Eburu. Makeup lovers everywhere love this Black-owned indie beauty brand for its high quality, super pigmented, and affordable eyeshadows and visually stunning packaging design. The African inspiration behind each palette is clear and quite beautiful.
Why the Brand Excites Me: The Juvia’s Place eyeshadow formula is one of my absolute favorites. These shadows are easy for makeup beginners and makeup masters, alike.
Also, Juvia’s Place makes palettes for colorful shadow lovers and neutral lovers, alike. I’ve reviewed two of my favorite Juvia’s Place Palettes – the Nubian Palette and the Warrior Palette on my blog.
Reviews on the way: Warrior 2 Palette, Nomad Palette, The Berries Palette, The Nomad Palette, etc.
About the brand: Founded in 2008 by beauty influencer, Marlena Stell, Makeup Geek made waves in the beauty industry with its high-quality single shadows. When the brand first started it was known for making more affordable dupes to MAC Cosmetics single shadows.
Why the Brand Excites Me: Makeup Geek is one of the first influencer-owned, dope American indie makeup brands to burst onto the beauty scene. In many ways, Marlena’s success paved the way for new generations of influencer-founded brands.
Also, the brand’s focus on single shadows excite me. While I love palettes, I want to be inspired to create my own color stories using singles!
Reviews on the way: Makeup Geek Color Matrix System
About the brand: Founded by professional makeup artists, Lora Arellano and Dana Bomar in 2012, Melt Cosmetics ushered colorful beauty products to the market through the brand’s boldly colorful matte bullet lipsticks. The brand has since expanded into eyeshadow stacks and palettes, as well as countless other lip and cheek products.
Why the Brand Excites Me: If this is your first time on my blog – welcome.
If you’re a regular reader, then you know that Melt Cosmetics makes one of my favorite formulas and created some of my all-time favorite palettes. In fact, I own so many of the brand’s palettes that I’ve ranked them.
The founders create products thoughtfully, with clear passion and inspiration. Each product is created with great attention to quality and feels authentic to the brand.
About the brand: Founded in 2019, Menagerie Cosmetics is a wildlife-inspired, Vegan, Cruelty-Free, and indie makeup brand that burst onto the market with its Feral Palette.
Why the Brand Excites Me: I love the brand’s nature-inspired aesthetic and ability to create high-quality, colorful shadows that are Vegan! Also, the brand’s Violet Ink Micro Palette impressed me, so I want to try more from this brand!
Midas Cosmetics High Times Palette (Photo Credit: Midas Cosmetics Instagram)
11 | Midas Cosmetics | 2018
About the brand: Founded in 2018 by Rocio Nunez, Midas Cosmetics is an affordable indie beauty brand known for its colorful palettes and glitters.
Why the Brand Excites Me: From creating bold color stories to collaborating with small creators, Midas Cosmetics is an indie makeup brand that takes risks. Midas frequently collaborates with influencers who do not fit the typical ‘beauty guru’ mold.
Additionally, the brand’s transparency with customers during the release of the Smokey Glow collection impressed me. Both Hannah (Smokey Glow) and Rocio honestly answered buyers questions and allowed concerned fans to cancel orders impacted by the pandemic.
Finally, this indie brand creates affordable products that many cosmetics fans are sure to love. Plus, discount codes and frequent sales make this brand’s products a steal!
Reviews on the way: High Times, Smokey Glow, and Temptation Palettes
Persona Cosmetics Cali Glow Highlighters (Photo Credit: Persona Cosmetics Instagram)
14 | Persona Cosmetics | 2016
About the brand: Founded in 2016 by Armenian makeup arist, beauty blogger, and YouTuber, Sona Gasparian and her husband K.B., Persona Cosmetics provides must-have staples created with Sona’s color theory expertise. Moreover, Persona provides inclusive, high-quality products expertly curated and designed to help beauty lovers look and feel their best.
Why the Brand Excites Me: Not only is Sona one of my favorite YouTubers, but Persona is a favorite makeup brand. I love the way Sona reinvents classic products with a modern twist. Thoughtfully crafted, Persona’s products work for makeup beginners and makeup artists.
About the brand: Founded by 17-year-old Aashna Sharma in 2019, Shared Planet is a Cruelty-Free and Vegan Indie brand that donates 10% of all sales towards Panthers & Polar Bears International.
Why the Brand Excites Me: I love Shared Planet’s mission to support animal protection and conservation for threatened species. Moreover, I am so impressed that Shared Planet was founded by such an accomplished teenager who is passionate about animal conservation.
Reviews on the way: Tiger Palette and Polar Bear Glosses
About the brand: In 2019 the brand formerly known as Strobe Cosmetics rebranded to Shroud Cosmetics. This Cruelty-Free and Vegan indie makeup brand is known for its edgy color stories and fun with color.
Why the Brand Excites Me: The Creepy Cute Palette is a classic and well-loved pastel palette within the beauty community. After hearing or reading so many people rave about this palette, I knew it was time to try it for myself.
Reviews on the way: Arcana Palette, Creepy Cute Palette
Sydney Grace Cosmetics Single Shadows (Photo Credit: Sydney Grace Cosmetics Instagram)
18 | Sydney Grace Cosmetics
About the brand: Sydney Grace is a high-quality, California-based indie makeup brand that is best known for its diverse range of eyeshadow singles.
Why the Brand Excites Me: Everyone from Mel Thompson to Jen (Jen Luvs Reviews) raves about the Sydney Grace eyeshadow formula. In fact, shadows from this American indie makeup brand are often used to dupe unique, luxury formulas. Click here to read my review of the Enduring Love Palette.
About the brand: Thrive Causemetics was founded in 2013 by professional makeup artist, Karissa Bodnar to create beauty with a purpose. Created after the loss of a friend to Cancer, Thrive creates Vegan and Cruelty-Free products. Additionally, the brand donates a portion of all sales to partners who aid women facing cancer, homelessness, and domestic violence.
Why the Brand Excites Me: Not only do I love the brand’s mission, but just looking at Thrive Causemetics’ turquoise packaging makes me feel joyful. So far, I’ve loved everything that I’ve tried from the brand. I like how Thrive Causemtics creates products that create effortless-looking beauty.
Uoma Beauty Say What!? Foundation (Photo Credit: Uoma Beauty Instagram)
20 | UOMA Beauty | 2019
About the brand: UOMA Beauty was founded by Sharan Chuter in 2019 to rewrite what it means to be inclusive and diverse. The brand celebrates and accepts people for who they are and not how they look.
Why the Brand Excites Me: UOMA’s mission resonates with me due to its authentic feeling. Everything the brand puts out exudes empowerment and celebrates badass women, particularly women of color. The brand’s high quality, unique formulations continuously impress me – I’ve even reviewed the brand’s Savage Black Magic Palette.
Reviews on the way: Badass Icon Matte Lipsticks, Say What?! Foundation, Stay Woke Concealer, and Double Take Contour & Highlight
Final Thoughts on the 20 American Indie Makeup Brands You NEED to Try in 2020
Technically, I featured 19 American indie makeup brands on this list, since Clionadh Cosmetics is Canadian. However, Canada is still a part of North America, so I had to mention them!
If it wasn’t apparent from this roundup, I love supporting American indie makeup brands. Not only does it make me happy to support a small business owner, but I love seeing people pursuing their creative passions. Many American indie makeup brands are the first to set trends that mainstream brands eventually follow.
Beyond my love of supporting small business, I enjoy seeing how so many American indie brands are Cruelty-Free and 100% Vegan or Vegan-friendly. I hope that more brands follow along with this trend to create inclusive makeup for all to enjoy.