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If you’re feeling overwhelmed by the speed at which the beauty industry has been moving these days, you’re not alone. It feels like every day there is a new eyeshadow palette or a new celebrity makeup line. All of this aggressive capitalism, often driven by the competition between Sephora & Ulta, has made me rethink the types of brands I want to support. This holiday season, I am choosing to focus on indie beauty brands for Black Friday, Cyber Monday (aka Cyber Week), and throughout the holiday season.
Salt New York is best known for beautiful, vegan magnetic makeup palettes, but the brand recently expanded into multi-purpose Crème Tints. The brand is the brainchild of makeup artist & YouTuber Kiki. G.
YouTube-favorite skincare brand Colleen Rothschild will be running their biggest sitewide sale of the year for Cyber Week, making it a great time to stock up on cult-favorite items like the Radiant Cleansing Balm, Extreme Recovery Cream, and the Complete Eye Balm. Brand founder & President Colleen Rothschild got her start in the beauty industry working behind the scenes in labs for over 20 years before using her experience to launch her own brand in 2012.
Inspired by necessity & hectic lifestyles, Wander Beauty founders Divya Gugnani and Lindsay Ellingson focused on multi-tasking essentials for beauty lovers on the go. The Baggage Claim Eye Masks, Nude Illusion Liquid Foundation, and Mile High Club Mascara have inspired a devoted following.
One Love Organics is an environmentally-conscious natural skincare brand that prides itself on high-concentration formulas engineered to deliver maximum results. Bestselling products include the Botanical Enzyme Cleansing Oil, Skin Savior Multi-Tasking Wonder Balm, and Botanical C Facial Serum.
Founded in 2013 by Sarah Gibson Tuttle in Beverly Hills with a focus on luxury services, Olive & June soon expanded into products that bring the salon experience home. Most notably the brand’s nail polish application tool The Poppy provides more control & makes applications easier by replacing the handle of any nail polish bottle.
Founded in 2009 by CEO Brian Esper as a pro-focused tools line, Stilazzi grew to offer a full line of color cosmetics. The brand’s bold personality runs throughout the website, marketing, and social media channels. With a standout color story, the Darkroom Eyeshadow Palette was created in collaboration with makeup artist & YouTuber Jordan Liberty.
Featured photo via Salt New York Instagram, property of Makeup Just For Fun.