makeup products
(Photo : Vecteezy/Esther Moreno)

The widespread embrace of makeup products from luxury brands and cosmetic giants is understandable, given their reputation and quality. However, it would be great to check out and appreciate independently owned makeup brands that may not have the same level of recognition but certainly deserve attention.

Now more than ever, there is a call to support small businesses with distinct purposes in the makeup industry. These independent brands bring a fresh perspective, often driven by passion and a commitment to unique values. It is a timely reminder for consumers to explore and champion these lesser-known enterprises, recognizing the innovation, creativity, and ethical standards they bring to the table.

Don't know where to start? Here are five indie makeup brands worth supporting this year.

1. Tower 28

Tower 28 Beauty, founded by Amy Liu, stands out as a beauty company specifically tailored for sensitive skin. It prides itself on having products that incorporate non-irritating ingredients and high-performance formulas, ensuring that its offerings not only look good but also feel gentle on the skin.

A noteworthy eco-conscious initiative by Tower 28 Beauty is the use of plastic product packaging crafted from a minimum of 50% post-consumer resin (PCR), also known as recycled plastic.This commitment to utilizing recycled materials aids in diverting waste from landfills, contributing to a more sustainable approach in the beauty industry.

2. Youthforia

Launched in 2021 by Fiona Co Chan during the COVID-19 era, Youthforia focuses on makeup that is both enhancing and beneficial for the skin.

Inspired by the idea that makeup should be good enough to sleep in, Fiona personally tested lab samples by sleeping in them, leading to the philosophy that makeup should be an extension of skincare. Youthforia is committed to caring for the skin and believes that makeup should contribute to overall skin health.

3. Sacheu

Sacheu Beauty, owned by Hong Kong-born beauty influencer Sarah Cheung, is a brand recognized for introducing groundbreaking products like the stainless steel gua sha and facial roller, as well as the revolutionary Lipliner Stay-N.

With a mission to revolutionize the beauty category with its innovations, Sacheu Beauty aims to positively disrupt the beauty sector on a global scale.

4. EM Cosmetics

EM Cosmetics, the indie makeup brand owned by YouTube sensation Michelle Phan, is another deserving venture that merits support. Founded with the mission to offer individuals the essential tools for self-expression, EM Cosmetics presents a diverse range of products that celebrates colors, lines, and various creative forms.

With a commitment to serving everyone, from novice beauty enthusiasts to experienced creators and professional artists, the brand strives to provide products that are refined, effortless, and exceptionally useful.

5. Depixym 

Depixym, founded by Victoria Feebery and Alice Rhodes, was born out of their dissatisfaction with the beauty industry's norms. After years in the field, they set out to create a brand focused on launching innovative products free from positioning, gender norms, and rules.

Depixym's mission is to empower individuals to embrace their true selves, unburdened by societal beauty standards. Despite being self-funded, the brand harbors ambitious goals to positively impact the world, emphasizing a commitment to both the planet's well-being and creating a safe space for self-expression.