5 independent beauty brands that should be on your radar in 2023

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As beauty aficionados and shoppers alike, we at In The Know know a thing or two about the beauty industry.

Yes, beauty has always been an icon, a legend, and the moment, but lately something has felt different in the beauty industry. Among all the other celebrities launching their own beauty line, there has been a boom of amazing independent beauty brands taking over the market and our bathroom shelves.

Quick recap: An “indie” brand is an independently owned brand, meaning without big corporate overlords. Basically, it’s new and it does things differently than what we expect from corporate brands.

Small purchases aside, our new favorite independent beauty brands are all founded by women, and have already amassed a cult following. From the celebrity-approved and eczema-approved Tower 28 Beauty to the innovative Dieux and its reusable eye mask, each brand has something unique and truly revolutionary to bring to the table. Also, the packaging and branding are simply top notch.

Shop our new favorite indie beauty brands below, and then you’ll be able to say, “I knew ’em before they were big” to all you train fans out there.

Best Independent Beauty Brands 2023

tower 28 beauty

Credit: Tower 28

Credit: Tower 28

Shop now at Tower 28 Shop now at Sephora

Founded by beauty veteran Amy Liu in 2019, Tower 28 already has a very devoted fan base. From TikTok stars to celebrities like Hailey Bieber, beauty gurus can’t get enough of the brand. Formulated specifically for people with sensitive skin, all Tower 28 products are certified by the National Eczema Association.

With over a dozen makeup and skincare offerings, you can definitely expect to see more from the brand in 2023. Some notable products include SOS Daily Rescue Facial Spray, $34, and MakeWaves Lengthening + Volumizing Mascara, $20.

Kulfi Beauty

Credit: Kulfi Beauty

Credit: Kulfi Beauty

Shop now at Kulfi Beauty Shop now at Sephora

Priyanka Ganjoo had two specific goals in mind when she launched Kulfi Beauty in 2021: to create products for the South Asian community and to celebrate culture and beauty from all backgrounds. Another mainstay of Kulfie Beauty? Mental health. According to the brand, self-expression is closely related to mental health, including standards of beauty and identity, which is why the brand partners with organizations to provide greater access to mental health services.

Kulfi Beauty’s must-have is the Nearly Perfect Kajal Eyeliner, $20. The ultra-smooth, waterproof, smudge-proof, and smudge-proof eyeliner features intense, long-lasting color that really won’t budge.


1 credit

1 credit

Shop now at Dieux

The son of co-founders Charlotte Palermino, Joyce de Lemos and Marta Freedman, Dieux has created a close-knit customer community with his data-driven, transparent and sustainable products. The brand first went viral on Instagram and TikTok thanks to its exclusive $25 Forever Eye Mask (a favorite among In The Know editors!).

In recent years, the brand has expanded its portfolio to include a serum, moisturizer, and eye gel. But it’s not just the products that keep fans coming back. The brand also focuses on creating educational content about skincare and social justice.


Credit: Topics

Credit: Topics

Shop now at Topicals Shop now at Sephora

Dealing with various skin issues their entire lives with less than stellar products, Olamide Olowe and Claudia Teng decided to take matters into their own hands. Thus began Topicals, the fast-growing Gen Z brand and online community serving those of us dealing with eczema, acne, hyperpigmentation, psoriasis, ingrown hairs, and more.

Since then, the Topicals line has expanded, but it’s the brand’s two hero products that will always have shoppers clearing Sephora’s shelves: the hyperpigmentation-eliminating Faded Serum, $38, and the calming Like Butter Mask, $38. $34.

half magic

Credit: Media Magic

Credit: Media Magic

Shop now at Half Magic

Still obsessed with Euphoria makeup? Same. Well, Half Magic is basically Euphoria in one brand. Actually no! Half Magic was founded by Donni Davy, the two-time Emmy Award-winning makeup artist for Euphoria, along with A24. Embodying the bold explosions of color and subtle pops of glitter that have defined the HBO show, Half Magic aims to help its clients embody every version of themselves.

The brand’s vegan and cruelty-free products include Cheek Fluff Soft Blush, $20, the best-selling Magic Brownie Liptrik Kit, $26 (original price: $32), and, of course, Face Gems, $12.

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The post 5 Independent Beauty Brands to Be on Your Radar in 2023 appeared first on In The Know.

Originally Posted January 23, 2023, 5:42 p.m.

Source: news.google.com