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Looking to up your makeup game but are tired of the same big name brands?
These smaller, more niche beauty brands are becoming more and more popular as the global beauty industry grows.
According toForbes, the global cosmetics-products market is expected to reach $805.61 billion by 2023.
This industry continues to grow and thrive due to Gen Z’s influence.
Keep reading to discover some indie beauty brands that have been gaining popularity in the industry recently.
Popular products include skin serums and correctors that act as a perfect base for makeup.
The goal for Thornton’s brand was to celebrate and promote inclusivity.
“My goal with Klur has always been to build something better.
One of the brand’s newer products is theSupreme SeedDelicate Purification Mask.
Another one of their most popular products is theImmersionSerum Concentrate.
This hydrating fluid works to plump and hydrate your skin, leaving a healthy glow.
Patrick Ta
Patrick Ta is a makeup artist who has over half a million followers on Instagram.
According toForbes, Ta launched a career in the culinary industry before he started working at a salon.
In 2019, Ta launched his own makeup line as homage to the women in his life.
“I have always gravitated towards women.
Growing up, I knew I was gay but wasn’t out to the world.
Patrick Ta’s products range from brushes to glosses to bronzers and blushes.
They have also partnered with Pact Collective to create aSaie Recycling Program.
The program has three steps, and it is relatively easy to recycle your empty Saie product containers.
First, clean out the product container and check that there is no makeup residue.
Their products are popular and award-winning, ranging from face and lip products to tools and eye products.
Some of their best sellers include theSlip Tint Moisturizer.
This dewy tinted moisturizer with SPF 35 is available in 14 shades.
HIGHR Collective
HIGHR Collective was created to make luxury but sustainable lip products.
Their product line includes a range of different lipstick shades from nude to pink to red.
Their products also include a “lip milk.”
This unique formula is a lip treatment gloss that adds sparkle and shine.
Westman Atelier
Westman Atelieris another indie beauty brand who prides themselves on their ingredients and clean beauty.
Some of these include parabens, sulfates, silicones and phthalates.
Westman Atelier also doesn’t test on animals.
One of their most popular products is theirVital Skin Stick.
Beauty influencers went crazy over the concealer which is marketed as “clean concealer for skincare freaks.”
Kosas prioritizes skincare within their products, and also offers a wide variety of shades and undertones.
They’re a “no-makeup makeup” brand that emphasizes the importance of healthy beautiful skin.
Besides the concealer, another popular Kosas product is theCloud Set Setting Powder.
Kulfi Beauty
This brand started off with eyeliners that celebrate South Asian beauty.
Kulfi’s products take the company’s mission into consideration and are curated with self expression in mind.
Kulfi also released aMain Match Concealerthat is available in 12 different shades on their website.
The product line is extensive, and there is something for everyone within Danessa Myricks Beauty.
They come in 15 different shades, and were an Elle Future of Beauty Winner in 2021.
They’re buildable, cruelty-free, and have a 4.9 star average out of 277 customer reviews.
By Cindy Joseph
Indie beauty brand BOOM!
By Cindy Joseph is targeted towards women in their 50’s and older.
It was founded by Cindy Joseph, a supermodel turned makeup artist.
The older you get, the less makeup you should wear.
It’s not a blank canvas anymore.”
’s most popular products include theirBoomstick Trio, which is advertised as many makeup products in one.
These sticks can act as a blush, lipstick, eyeshadow, highlighter, contour, and more.
They’re designed “for every woman’s skin tone” because of the sheerness of the formulas.
The products are lightweight and airy, and are perfect for older women.
