Found: 13 Indie Beauty Brands on Amazon You Need to Try

While I am as ecstatic as the next beauty fanatic when a classic beauty brand finally becomes available to shop on Amazon, those aren’t the only brands with products worth adding to your cart. Amazon is a treasure trove of emerging beauty brands, including BIPOC– and women-owned, that you may have never heard of or passed over—until now.

While challenging myself to broaden my own horizons when it comes to my beauty routine, I perused Amazon’s Indie Beauty section to see what smaller brands are offering. I found high-quality, clean and vegan makeup, antioxidant-rich serums, glass skin-achieving cleansing balms, and more. This is all to say, don’t skip past under-the-radar brands on Amazon, they’re phenomenal. Keep scrolling to see 13 indie beauty picks worth adding to your lineup.

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AMI COLÉ Desert Date Cream Multistick ($22)

BIPOC-owned brand Ami Colé debuted in 2021 and ever since has created some of our favorite new makeup. (Their tinted moisturizer is one of the best on the market.) A standout that’s available via their Amazon storefront is the clean, creamy and antioxidant-rich Desert Date Multistick, a pretty wash of color for the lips and cheeks.

• BUY NOW – $22

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Kaja Play Bento Sculpting Trio ($28)

K-Beauty brand Kaja (pronounced “kah-jah”) makes face makeup foolproof with this 3-in-1 cream-to-powder compact of bronzer, blush and highlighter. There’s five shade variations to choose from and it’s small enough to throw in any bag or purse.

• BUY NOW – $28

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Bolden Nighttime Repair Serum ($29.50)

Especially great for darker skin tones, Bolden’s glycolic acid–rich serum helps to fade dark spots, improve the look of wrinkles and repair damage caused by acne and breakouts while you sleep.

• BUY NOW – $29.50

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Poppy & Pout Jumbo Lip Balm ($10)

This lip balm from Poppy & Pout made Oprah’s Favorite Things list in 2021 thanks to an all-natural ingredient list of beeswax, coconut oil and essential oils. Get it on Amazon in 14 different fruit- and spice-inspired flavors.

• BUY NOW – $10

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Girl+Hair CLEAR+ Apple Cider Vinegar Hair Rinse ($14)

Girl+Hair was dermatologist-founded to create the most ideal hair regimen for cleansing and protecting the scalp and hair while promoting healthy growth. With apple cider vinegar and rice water (and always alcohol-free), Girl+Hair’s clarifying rinse gets right to the scalp to remove product buildup and repair damaged strands while maintaining moisture levels.

• BUY NOW – $14

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The Good Mineral Loves-You-Back 3in1 Mineral Powder Foundation ($39)

This shimmering mineral foundation from clean makeup brand The Good Mineral warms up any complexion with a natural-looking radiant finish that feels light as air on skin. Pro-tip: let all skin care dry completely before applying.

• BUY NOW – $39

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FRÉ Recover Me Restorative Night Cream ($49)

Argan extracts, copper peptides, hyaluronic acid and niacinamide combine in clean beauty brand FRÉ’s overnight formula to repair a damaged skin barrier, boost collagen production and address other signs of aging like wrinkles and dullness.

• BUY NOW – $49

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Bossy Cosmetics Style Meets Substance Eyeshadow Palette ($25)

Woman-owned brand Bossy Cosmetics empowers women to look their best with high-quality makeup that’s vegan and cruelty-free. This luminous eyeshadow palette is all you need to create any eye look.

• BUY NOW – $25

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UOMA Beauty Cleansing Oil ($14)

Truy inclusive and Black-owned beauty brand OUMA prides their products on being high-quality, vegan, cruelty-free and eco-friendly. A standout is their Cleansing Oil, which uses vitamin E, olive oil, castor oil, grapeseed oil and white mulberry extracts to effectively remove every inch of dirt and makeup off your face.

• BUY NOW – $14

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Nooni Lip Oil ($12)

Korean beauty brand Nooni created a silky, yet glossy lip oil that over 16,000 Amazon shoppers can’t get enough of. Choose from 13 different subtle shades (but you’ll want them all) and feel the softness on contact.

• BUY NOW – $12

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HAN Pressed Bronzer ($18)

Made with oil-absorbing rice powder, açaí oil, organic cocoa powder, and vitamin E, HAN’s antioxidant-rich bronzer delivers a natural-looking glow while working below the surface to nourish and condition skin. Bonus: the cocoa powder creates the most delicious aroma of chocolate.

• BUY NOW – $18

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RANAVAT Radiant Rani Brightening Saffron Serum ($135)

Jenny Slate is a fan of this under-the-radar brightening serum that can be a great substitute if your skin is easily irritated by vitamin C. It contains a trio of Ayurvedic botanicals that visibly firms, boosts luminosity and decreases the appearance of hyperpigmentation.

• BUY NOW – $135

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Then I Met You Living Cleansing Balm ($38)

An effective cleanser is a non-negotiable and this balm option from Then I Met You (founded by Charlotte Cho of K-Beauty mecca retailer Soko Glam) is one of the most luxurious. Described as “sorbet soft,” it melts away makeup, dirt, oil and even sunscreen with antioxidants, essential fatty acids and vitamin E.

• BUY NOW – $38