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Top 10 Indie Beauty Brands

10 New Products To Try From Under-the-Radar Beauty Brands

10 New Products To Try From Under-the-Radar Beauty Brands

You're probably familiar with the major beauty brands that have been around so long you've even seen them in your grandmother's bathroom. They've stood the test of time, yes, but they had to start somewhere. That's why we love searching for and trying out under-the-radar beauty brands. Usually helmed by someone super passionate about their work, indie brands are more than just their products but about creating a lifestyle around their brand. These brands are incredibly inventive in their formulations which are often so good we're sure that they're soon to be "the next big thing". So take a look at the top products from ten different indie brands the beauty world can’t stop talking about—and you soon won’t be able to, too.

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April 3, 2017

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Top 10 Lists serve as unbiased shopping guides to the most trusted product recommendations on the internet. Products are scored and ranked using an algorithm backed by data consumers find most valuable when making a purchase. We are reader-supported and may earn a commission when you shop through our links.

The Rankings


Mizon Vita Lemon Calming Cream

Our Score

LOVED FOR: The cool gel feeling when you swipe it on

FUN FACT: Oh, you fancy? Well, you might like that this contains carbonated water from France which is rich in minerals, thus helping the skin with purification.


Youth To The People Kale + Spinach + Hyaluronic Acid Age Prevention Cream

Our Score

BEST FOR: Anyone with any skin type who simply wants their skin to feel soft and moisturized, not to mention rejuvenated and refreshed

USERS SAID: "Read the description of what this does and how it feels!!! It's so TRUE! It's like when your thirsty and need a cold drink of clean fresh water that will only quench your thirst!!! That's exactly what it does to your thirsty skin:)."


Skin Laundry Wrinkle Release Repair Treatment with Retinol

Our Score

LOVED FOR: Pulling double-duty on the moisturizing and wrinkle fighting fronts

BEST FOR: Those who want to combine clinically proven retinol with soothing botanicals in their quest for smooth skin


MILK MAKEUP Cooling Water

Our Score

LOVED FOR: Waking up your skin with a jolt of cooling caffeine

USERS SAID: "I have dry skin and this has to be one of the best products I have ever bought in my life. If you are hesitant to buy this... don't be. I put this on as a primer before I put on any makeup and it makes my skin glow and feel so fresh. I also dab it on a few places after I do my full face and it kinda sets everything in place and gives me a fresh look."


Too Cool For School Egg Mellow Body Butter

Our Score

BEST FOR: Extreme, luxe, out-of-control richness

FUN FACT: Its secret ingredient, as you might guess, is egg! Egg yolk extract nourishes and moisturizes, while egg white extract firms and purifies


Lime Crime Velvetine Matte Lipstick

Our Score

LOVED FOR: Being a cruelty-free, vegan product

USERS SAID: "My favorite liquid lipstick for the cost, variety of colors, and honestly - the smell. This formula smells too good!! One coat does the trick, dries super quickly, and a flawless application. You will be able to eat, drink, be merry with no worry. Comes off with baby oil/standard makeup remover in one swipe."


Indie Lee CoQ 10 Toner

Our Score

BEST FOR: Those abstaining from alcohol—in skincare products, that is

USERS SAID: "I read a blog post that mentioned this skincare line, specifically raving about the CoQ-10 toner. I had to try it! My skincare routine is very simple and I wasn't using a toner previously. My skin was oily in the T zone and dry everywhere else. Since using the toner for over a month I can really see a difference. My skin truly seems more balanced! I use it morning and night by just putting a little into my palm and patting it on (no cotton ball) before applying moisturizer."


Dr Roebuck's FACE Anti-Aging Moisturizer

Our Score

LOVED FOR: Being extremely effective and extremely conscious, from ingredients to packaging. 

USERS SAID: "This is one of the best creams I've ever tried! It smells so good but not perfumy. What I especially loved about it is the glow it gave my skin... I'm a combo skin but have some dullness, especially in the winter. Face gave my skin a gorgeous glow but without the greasiness some moisturizers give. And my makeup goes on like a dream; I don't even have to use my primer! LOVE!!"


Farmacy Sleep Tight Firming Night Balm with Echinacea GreenEnvy

Our Score

LOVED FOR: Transforming from a balm to an oil-gel when you warm it in your hands

USERS SAID: "I have combination oily/dry skin and it's very acne prone. If this is you then this stuff will feel very oily when you put it on. But let me tell you it's totally worth the discomfort. Like other reviewers said it is a mask so it won't absorb into your skin immediately. Put it on just before bed and sleep in it, it absorbs over time. I woke up with the softest skin. I'm 30 and when I woke up my skin felt like I was 16." 


Glossier Cloud Paint

Our Score

BEST FOR: A natural, dewy wash of color

LOVED FOR: How easily the pigment first blends and then stays all day

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