The second Glossier hit the beauty scene, influencers and Instagram users alike went insane. Everyone raved about the Milky Jelly Cleanser, Balm Dotcom and Perfecting Skin Tint. The brand’s popularity was largely due to the reputation of Into The Gloss and its founder Emily Weiss, but the millennial-focused marketing, packaging and attitude is the real secret to Glossier’s success. Through social media and digital branding, the beauty company feels like your best friend, which is exactly what your favorite beauty products often become.
Unsurprisingly, many other indie beauty brands have popped up, trying to achieve the same instant success. While some flopped, others have flourished. More than ever, consumers are open to trying the latest and greatest from indie brands that they’re finding on Etsy, Instagram and other social media outlets. Consumers no longer care if their products have a big brand name to back them up, as long as they work (and even better if they make for a pretty shelfie).
Ahead are eight indie hair care and skin care brands that are angling to be the next Glossier.
[ Next: 11 Indie Beauty Brands You Need to Know for 2018 ]
This article originally appeared on TotalBeauty.com
8 Indie Beauty Brands That Want to Be the Next Glossier
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Velvet Report
The brand originally started off as a beauty and fashion blog (sound familiar?) but got such a great response that founder Lindsey Arnold decided to take it one (incredibly huge) step further. Aside from its weirdly-satisfying-to-look-at minimalistic packaging, Velvet Report prides itself on providing customers with high quality, vegan beauty products. The name itself stands for (V)egan (E)thical (L)uxury (VET)ted. The brand has proven the motto to be true: You can live a vegan life — including your skincare — without sacrificing luxury.
Image: Velvet Report
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Gisou
Popular fashion and beauty blogger Negin Mirsalehi is known for having better-than-a-Kardashian hair. Her long, full brown locks are her signature, which is why it makes so much sense that she created Gisou, a bee-based, sulfate- and paraben-free hair product line. For six generations, she's had beekeepers in her family, so when her mother couldn't find the perfect product to keep her hair healthy, she created her own. Gisou features honey from the Mirsalehi's honeycombs, which provides all the vitamins, minerals and antioxidants your hair needs to look and feel shiny, strong and protected.
Image: @gisou
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Peet Rivko
Meet your new favorite ultra-gentle, plant-based skin care line started by sensitive skin struggler Johanna Peet. The line was formulated to be simple, calming and help to restore the skin's natural health. To make that happen, Peet made sure that no matter what, her formulas would be free of parabens, sulfates, phthalates, PEGs, phenoxyethanol, silicones or petroleum. Aside from harmful ingredients, the skin care products are also free of other harsh actives that can irritate sensitive skin, like fragrances and potent extracts.
Image: @peetrivko
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Mega Babe Beauty
There are many topics that women are hesitant to talk about in public and Mega Babe is out to break the taboos, thanks to incredible products, encouraging social media posts and hella cute packaging. The line was born to solve many unsexy issues that women deal with, like thigh chafing, body odor, boob sweat and sweaty vaginas. The simple, non-toxic brand offers creative, unique and much-needed products like Thigh Rescue, an anti-chafe stick, Bust Dust, an anti-boob sweat spray, Rosy Pits, a deodorant, and Megafresh Wipes, pH-balancing care-down-there cleansing cloths.
Image: @megababe
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By Rosie Jane
Launched in 2012 by celebrity makeup artist Rosie Jane Johnston, this simple beauty line makes life just that: simple. Johnston curated and created a collection of the perfect fragrance and beauty products that can be used in multiple ways. All her products are actually hand-mixed, which is something you don't see much these days. Johnston uses essential oils, absolutes and nature identicals to make sure you're getting clean, safe and eco-friendly beauty.
Image: @byrosiejane
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Lawless Beauty
Founder of Lawless Beauty, Annie Lawless, created the brand after being diagnosed with celiac disease at a young age. After years of suffering from multiple symptoms, she came to the life-altering conclusion that what you put in your body — even on the skin — directly correlates with how you look and feel. She created the line, now containing a foundation and lip products, without ingredients that can be harmful to the body. There is even a section on the website called "Always Free of This BS" detailing all the bad-for-you ingredients the brand doesn't use in its products.
Image: @lawless
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Meant Simply
Many beauty products these days are marketed to be used for only one task simply because the brands want you to purchase multiple products to keep sales up, but not Meant Simply. This multipurpose brand features body care products that can be used essentially anywhere and everywhere, keeping your routine simpler than ever. Founder and self-proclaimed "OG Minimalist" Lindsay Knaak-Stuart set out to make natural, organic, yet still powerful and effective products like The Do-All Wash, a shampoo, body wash and facial cleanser, and The Absolute Balm, a topical salve or hydrating oil for the face/body/hair.
Image: @meantsimply
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Allies of Skin
If there's one skin care brand out there that blows our minds, it's Allies of Skin. The brand has created a line of "adaptogenic skincare" that works synergistically with your skin to adapt to exactly what it needs. Essentially, each product gives you specifically what you need, when you need it. The brand's philosophy is that the skin has the ability to heal and correct itself and your products should simply guide it in the right direction to help it look and feel its best.
Image: @alliesofskin
