In case you’ve been living under a rock for the past few years, we just want to remind you that the indie beauty global takeover is here—and not going anywhere anytime soon. With brands at the forefront of the wave (think: Glossier and Milk Makeup) rapidly becoming household names and entire tradeshows dedicated to this sector of the industry, indie beauty is booming louder than ever.
Sure, we’ll always consider ourselves Sephora superfans and are here for its ever-expanding arsenal of all things mainstream beauty, but sometimes we want to try something new, different and, well, marketed specifically to us and our fellow millennials.
And so, we searched all corners of the internet to seek out the best spots to stock up on the coolest indie beauty goods online, from brands you may already know—and plenty you don’t. Take a sneak peek at what some of our favorite hidden gems have to offer in the video, below.
Done? Scroll on to learn more about the eight meticulously curated indie beauty havens—many also following the natural and clean beauty trend—that are worth bookmarking.
Kindred Black is a gold mine of sustainable luxury products that are ethically sourced, from clothing and natural beauty to handmade home goods and crystal dildos. (Yes, you read that correctly: crystal dildos.) While the site’s many offerings are a minimalist’s dream, the apothecary section is where it’s at. Carrying clean beauty favorites such as Peet Rivko, Kjaer Weiss, and Vintner’s Daughter, the retailer also offers an assortment of indie delights such as Botnia's body care products, natural perfumes and botanical incense from Pretty Hole Collective, and a slew of skin necessities from White Witch.
LeVert Beauty’s super-curated selection of clean, non-toxic beauty happens to carry some of our all-time indie beauty favorites—from sundays’ gorgeous 10-free polishes to Agent Nateur’s deodorants and (amazing) serum. You’ll also find everything from cosmetics by Ilia and Vapour Beauty to hair care by Rahua and bath soaks by Indie Lee.
CAP Beauty has a storefront here in New York, but, lucky for everyone else, its natural beauty and wellness offering (which, very importantly, includes a ton of healthy snacks) is available online as well. The brand serves to provide its consumers with practices and knowledge to "create true and lasting radiance." On its shelves (both physical and digital), you’ll find indie brands such as Balmyard Beauty, Marie Veronique, and HairPrint, but its own brand is where it’s at. CAP’s namesake product line features everything from on-the-go matcha packets to CBD-oil infused elixirs and bath soaks.
Chances are you’re already familiar with The Dreslyn, though likely with the L.A.-based online retailer’s collection of minimal-chic clothing and accessories from brands like Rachel Comey, Shaina Mote, and Gray Matters. What you may not notice is its remarkable indie brand beauty section. Sure, they sell known favorites such as Oribe and Rodin but keep scrolling and you’ll find seven-free polishes by J. Hannah, skin care by Grown Alchemist, and an assortment of products from cool-kid brands like Context and MAKE.
The Stell, the stylish online destination for all things natural beauty, runs by the mantra “If you wouldn’t put in your body, you probably shouldn’t put it on your body,” a statement we should all consider when it comes to choosing products we use. In its well-curated assortment, you’ll find cosmetics by Kosås and Henné Organics, bath and body products by Meant, and skin care by indie favorites like Little Barn Apothecary, MŪN, Noto Botanics, and many, many more.
Mills Pharmacy + Apothecary
Mills Pharmacy + Apothecary originally opened as Mills Pharmacy in 1946 in Birmingham, Michigan. In 2010, the brand was completely revamped; the original pharmacy, as well as the rest of the stores and pop-ups in the Detroit area (and, of course, the website), have gone above and the beyond your typical full-service pharmacy. Now, you’ll find quite possibly the most luxurious assortment of beauty, fragrance, and home goods from brands such as Pre de Provence, Panier des Sans, and Mad et Len.
Shen Beauty’s online shop (as well as its Brooklyn, New York, storefront) offers a well-curated selection of longtime favorites and new discoveries. Its eco-friendly assortment of cosmetics, skin care, hair care, and wellness has the natural beauty enthusiast covered in every possible way. If you’re not looking to shop, its blog will keep you updated on the latest trends and brands to know.
We were once lucky enough to have a Follain pop-up literally around the corner from the NYLON offices, but luckily, we still have its e-shop is the best place to get in on all the non-toxic personal care it has to offer, from skin and hair care to cosmetics and deodorant. In addition to carrying some of the best clean beauty brands out there—such as RMS Beauty, French Girl Organics, Earth Tu Face, and more—it also has a handful of collabs under its belt: a bath elixir with Farmaesthetics, a rose milk bath with Rica Bath & Body, and a heavenly rose body butter with Organic Bath Co. The brand currently has a new pop-up in Fivestory on New York's Upper East Side (open until January 15), as well as two storefronts in Boston.