Indie Beauty Entrepreneurs Share Their Favorite Brands (That Aren’t Their Own)

In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 12 founders and executives: What brands, other than your own, do you have in your medicine cabinet?

Emma Peters Founder, Aleph Beauty

I’ve been using Snowberry’s New Radiance Serum for several years. This is made with copper peptides, vitamin C and other natural ingredients, which help regenerate collagen. This is one of those products that, if I stop using for any reason, I notice a change in my skin, so I make sure I always have a large bottle of this in my cabinet.

It’s great for the chest, arms and hands, too. There’s no use treating just the face and having your skin everywhere else age faster! I also love MV Organics facial oils, Corbin Rd Restoring Cleansing Balm and Abel Cobalt Amber perfume.

Francelle Daly Founder and CEO, Lovecraft Beauty

OMG! I am beauty junkie! Being a makeup artist, lots of brands send me tons of product. I love supporting indie beauty because I own a brand, so I know how hard it is to get it out there. I also love anything new.

The skincare company Iris & Orchid was located next to us at IBE NY and introduced me to their line of sheet masks. [IBE shares a parent company, Indie Beauty Media Group, with Beauty Independent.] I am obsessed with the Aloe Vera one. Another one I love is the The Seaweed Bath Co., which makes Whole Seaweed Detox Bath. It’s like bathing in the ocean without the mess. The seaweed comes with a reusable pouch. How cool!

Sabeen Zia CEO and Founder, Muskaan

I'm currently obsessed with four products I've been using for over a year now, and it's changed my skin drastically. I travel a lot and these products are a must in my cabinet and travel bag.

Biologique Recherche P50 Lotion. It burns, but then it loves! Cosrx Triple C Lightening Liquid. This has changed the texture of my skin. It instantly brightens and smooths out my skin, making my makeup look so much better, and I’m a survivor of cystic acne. Charlotte Tilbury Magic Cream is a great moisturizer that instantly makes me look like I'm awake. Neogen Day light sunscreen is the only sunscreen I've found that does not feel like chalky sunscreen. It also has a light citrus scent that is way better than the typical sunscreen scent. It blends in so nicely and doesn't mess with makeup.

Patti Pao Founder and CEO, Restorsea

My go-to mascara is Trish McEvoy High Volume Mascara Jet Black. This is the only mascara that doesn’t smudge. I am devoted to Latisse. It has helped grow my eyelashes to the extent that people ask me where I get my lash extensions. The only issue is that it takes a long time to work, and you have to use it every day once a day. There are times when I am in bed and realize I forgot to apply my Latisse. So, I have to get out of bed, apply and, then, go back to bed, but it is completely worth it.

Kathy Chou Founder and CEO, Selfkaire

If you take a look at my actual fridge, you'll notice it's about 50% coconut water, 50% face masks. I would not survive a zombie apocalypse, but my skin will look great. I love K-Beauty brands like Mediheal, Leaders, CNP Laboratory and Sulwhasoo really because I love the smell of ginseng.

Asian brands are usually focused on water retention and hydration, so I turn to Sunday Riley—that packaging is gorgeous—and other United States/European Union brands for my retinol needs. I love these K-Beauty brands because of their star ingredients like propolis that work amazingly on my dry, dehydrated skin. Yes, I totally have a 10- to 12-step skincare routine.

Jasmine Dayal CCO and Co-Founder, Mora Cosmetics

I am obsessed with skincare and love to try out new brands and products, but I always use Ole Henriksen's Sheer Transformation Perfecting Moisturizer. I really like using an argan cleansing oil as well and have been using the one from Josie Maran. In terms of makeup, I usually always do my eyebrows and mascara at minimum. I use the Dipbrow Pomade from Anastasia Beverly Hills and a recent addition that I’ve been enjoying is the Lily Lolo Black Vegan Mascara.

Tamara Mayne Owner, Brooklyn Candle Studio

Herbivore Phoenix Face Oil. I love that it's all-natural and. after wearing overnight, my skin feels soft and is even in color. Glossier Cherry Bomb Dotcom has a nice subtle tint and leaves my lips feeling soft and hydrated. Malin + Goetz Eucalyptus Deodorant. I love that this deodorant is aluminum-free and really works and has a super refreshing scent. I have it in the full size and travel size.

David Simnick CEO and Co-Founder, Soapbox

Bulldog personal care. We're buddies with this amazing team, and they truly make incredible products. Their personal care items ranging from face wash to moisturizers are fantastic and offer the perfect match for your skin needs. The washes are not stripping and the moisturizers do not leave a caked-on feeling. They also share a common appreciation with us in terms of sustainable approaches to their business and that's something I can truly appreciate.

Liana Pekelharing Co-Founder, Cleban

In my medicine cabinet, you will find several flower essences. I believe in the spiritual benefits of plants. Lately, I’ve really been enjoying a tincture called Free To Be Me composed of Mountain Avens wildflower essences by Floracopeia.

I love flower essences in general, but this one in particular helps bring us back to our true self through self-acceptance and self-love by releasing impediments like self doubt, criticism and rejection. I think it’s very important to start your day off with the right energy to take on what may come. This flower essence helps enhance my morning ritual to do just that.

Yin Yin Wu Co-Founder and CEO, Botany Skincare

Even though I mainly use our own products, you will also find products from other brands such as Tata Harper in my medicine cabinet. The two other main products I use are Tata’s Illuminating Moisturizer, and lip and cheek tint.

I do feel that both of these Tata products complement our product line quite well. I use our radiant skin products at night and use Tata’s Illuminating Moisturizer, and the lip and cheek tint next day in the morning to achieve soft and glowing skin with natural looking minimal makeup.

Sébastien Tardif CEO and Co-Founder, Veil Cosmetics

I love Egyptian Magic cream for its simple yet effective ingredient list [and] the fragrance Oud Save The King by Atkinsons for its very unique scent. I also love Not Your Mother's Sea Salt Spray to add a nice lived-in beach look to my long hair.

Zane Piese Founder, Atlantis Skincare

I’ve been inspired by so many natural brands. Aurelia and Pai are both lovely brands, and we’d love to sit alongside them. I think the products are really effective and offer something different, which is something we’re passionate about as well.

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