Retailers Give Some Love To Under-The-Radar Indie Beauty Products They Believe Don’t Get Enough Of It
In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 18 retailers: What’s an indie beauty product that doesn’t get the love it deserves?
- David Olsen CEO, Cos Bar
Doctor Rogers Restore. Some might see it as a bit too high priced healing balm, but it is a truly multifunctional product: cuts, scrapes, rashes, diaper rash, chapped lips, eczema, lip gloss, eyelash styler, dry skin, post-tattoo care. And, on top of all that, it is 100% clean!
Eva Chen just posted a story that it “might be her new favorite lip balm,” and Joanna Czech also uses it on her clients and raves about it. Frankly, everyone that buys it does! It’s in some very quality retailers, and it does very well in our doors, but I’m always surprised every single customer doesn’t add it to their purchase.
- Sal Martorano Co-Founder, The Gathering Shops
Continuum by Elysian Cosmetics. I'm not sure why it doesn't get the love. I would think it's a mixture of the fact that the consumer has to be educated that The Gathering Shops is a place to come and discover beauty products, and it has a small footprint. What I mean by that is we need more educational and marketing materials on the product. This is essential.
Why we like it is one big factor. It works great! Continuum is one of the products that has consumers thanking us for introducing them to the brand. We get repeat buyers, and every woman in the store uses it. Great reviews, too.
- Jeannie Jarnot Founder, Beauty Heroes
A brand I think deserves a lot of credit is Meow Meow Tweet. They are a leader in Blue Beauty, beauty that goes beyond being sustainable and gives back to the planet. I love them for all of their initiatives and that they consider the full life cycle of each product and its packaging.
But, beyond that, I think they have tight and totally unique and authentic branding. Their products perform, and they work hard to keep them price accessible, an important value of their company. They're whimsical and quirky, and they are building a great business while staying true to their values.
- Madeline Alcott Co-Founder and Co-CEO, Petit Vour
There are so many indie products that go unnoticed, but perhaps the one superstar in our shop that doesn't really receive much publicity is Petal Polish by Kani Botanicals.
The texture is awesome, but I think what really wows people is the outrageously beautiful scent. It buffs the skin, leaving you absolutely glowing and, all the while, it feels like you're applying the most decadent dessert.
- Mandy Butera Owner, Wren and Wild
Two years ago, I happened to find out about Kindred Skincare Company when the owner, Frances Thrasher contacted us as we were opening our first clean beauty store. We quickly learned what an amazing skincare line she had and immediately brought it on board. Kindred is an oil-based organic skincare line that cleanses and nurtures the skin while simultaneously lifting the mind, body and spirit. This brand is hand-batched by Frances and her team.
Frances is one of those people you meet and you instantly fall in love with as she is such a beautiful person inside and out. She radiates an inner calm and clarity that we have found endearing. We are currently obsessed with her new Shinrin Energy Mist and Serum Magique, both will instantly transform not only your complexion, but your outlook on life. In our opinion, Kindred's beautifully made products are vastly under-recognized in the indie beauty industry.
- Jennie Fresa Founder and Owner, Copal Clean Beauty
Botnia Skincare is an indie brand we love standing behind. Justine, the founder, is an aesthetician herself. So, her products are made with such integrity and love. We retail her products and also use her products in the back bar of our spa room. We love that we can customize every facial to specific needs. Her back bar is like an apothecary, so we mix every treatment on the spot for our facial clients.
Botnia products are sourced from the highest-quality ingredients. Justine and her team grow many of their own plants and build relationships with local farmers and suppliers. Each product is handcrafted in their very own lab in Sausalito, Calif., so you can trust that the skincare is being designed for optimal skin health from start to finish.
- Romain Gaillard Founder and CEO, The Detox Market
Siam Seas has incredible formulas, is high performance, and feels like a spa experience. I think because the founder, Supadra, lives in Florida, she tends to fly under the radar, but people in the know really know how good it is.
The products are inspired by traditional Thai remedies, and are particularly good for combo or breakout-prone skin and those looking to brighten while also promoting youthful skin.
- AMY JARGO Global Category Manager for Beauty, Whole Foods Market
One of our cult favorite brands is Evanhealy. The product quality is amazing. All items are certified organic and use the high-quality raw ingredients like rosehip oil, shea butter, and lavender that are hand-harvested in small communities all over the world creating global economic opportunities.
The brand preaches holistic skincare and creates regimens that foster healthy skin balance. My personal favorite is the blue line, which is created for sensitive skin with lavender and blue cactus.
- Niki Richards Founder, Organa Beauty & Wellbeing
The indie beauty brand that we feel needs the spotlight is Naya. Their Everyday Face Oil is one of the best we have tried, and we’ve tried and tested many brands over the last six months. They use pure cacay oil sustainably sourced from South America.
This super oil is naturally packed with some of the most nourishing nutrients, including vitamin F, E and A, but also omega 6. The fine molecular structure also allows outstanding performance for both hydrating and protecting, especially when we think about the damaging effects of pollution.
We have used it every day on ourselves and our teenagers as it’s great for acne blemishes, scars and signs of aging. Clinical studies in Germany and South America have proven cacay oil’s benefits as nature’s answers to retinol. For us at Organa, it was love at first try. That’s why we were one of the first to stock it.
- Dr. Joel Schlessinger Founder and CEO, LovelySkin
We recently welcomed beauty brand Imbibe to the LovelySkin family of products and, in just a few short weeks, it has really started to resonate with our customers. Imbibe Miracle Collagen is comprised of 100% hydrolyzed bovine collagen types 1 and 3 (these are the types that most benefit skin) and contains no fillers, artificial flavors or preservatives.
It’s flavorless, odorless and can easily be added to a morning smoothie or even a cup of coffee. It contains 18 amino acids that are bioavailable, meaning it is formulated in such a way that it can be readily absorbed into the body, to encourage collagen synthesis within the skin cell’s fibroblast, which enhances skin’s elasticity and supports healthy hair and nail growth.
In the same ingestible beauty and supplements category, we’ve also just added the tea and skin care brand Teami to our LovelySkin brand lineup. In particular, our customers love the Teami 30 Day Detox Tea Pack.
As a supplemental way to support a healthy diet and exercise regimen, these particular teas help to remove unwanted toxins from the body and provide anti-inflammatory benefits for the body as well as the skin. It is comprised of two unique teas formulated with oolong, a black fermented tea that facilitates fat oxidation and rhubarb root, a plant rich in fiber that facilitates healthy digestion.
- Nathan Gareau Communications Manager, Kent of Inglewood
A favorite that I use personally is Schaf out of Ontario. Started by Peter Schafrick, Schaf was born out of a desire to make gender-neutral skincare products that are made as sustainably and safely as possible.
Each bottle has a large list of nasty ingredients that is excluded from them and is updated when Peter finds a better way to make his product, which he works non-stop to do. I personally use the moisturizer, cleanser and scrub.
- JENNIFER FREITAS Founder and CEO, The Truth Beauty Company
An indie beauty product that doesn't get enough love is actually a category in my view: ingestible beauty products. I am presently loving the Golde line, although there are many variations: Well Told, Moodbeli, New New Age, Dope, Ora Organic and I could go on. I take my supplements and adaptogens daily and feel they totally benefit my skin, hair and nails.
The Golde Turmeric Tonic Blend contains cacao and is high in magnesium, which is a hormone balancer and that potentially could help those that suffer with acne. The turmeric has anti-inflammatory and anti-bacterial benefits, which potentially could help reduce redness from acne and offer calming for those that suffer skin conditions like eczema and rosacea.
But, if I have to choose one product, I am going to note Cocoon Apothecary's Carotene Glow. It is an antioxidant booster that contains concentrated botanical extracts that act to repair the skin barrier. Organic sea buckthorn, organic pomegranate and organic rosehip are all rich in bioactives and together they work to repair, regenerate and promote skin elasticity. The orange pigment of the serum, the carotene, protects from UV damage and is converted to retinol, an active vitamin A that keeps skin smooth and firm. It also adds an instant warm glow to the skin. I love this stuff.
- Ian Ginsberg President, C.O. Bigelow
We love heritage brands that come from multi-generational families, and one that really captured our hearts is Gülsha out of Turkey, run by four generations since 1965. They are the largest producers of rosa damascena, one of the most delicate roses in the world, which is central to their products.
To give you an idea of how special this flower is, it takes around four tons of rose petals to produce one liter of oil and is rarer than other types of roses typically used in cosmetics. Blossoming and harvested only during the month of May in Isparta, Turkey, they hand-pick the roses themselves to ensure the purest natural components go into creating the skincare. You can tell they pour their heart and soul into this brand, while carrying on a family tradition.
Another brand we love is Erbaviva, which means “living herbs” in Italian. They are made in Los Angeles in their own clean, green solar-powered manufacturing facility and are among the few companies globally to achieve B Corp Certification. They are the real deal.
At the end of the day, we’re storytellers and emotional connection wins over algorithm any day. As a retailer, we have a reputation to uphold and really appreciate the thoughtfulness and passion that go into creating a labor of love.
- Michelle Connelly Director of Stores and Merchandising, Credo Beauty
Routine Cream Deodorant. A lot of people are afraid of cream deodorants and don’t want to rub their deodorant on with their fingers. We have to overcome both perceptions that cream formats are inconvenient, and also that aluminum-free deodorants are not as effective.
Routine is a staff favorite at Credo and works so well. Once a customer actually tries it, they are easily sold. I wear this deodorant daily and trusted it enough to wear it on my wedding day when it was 90 degrees!
- Sarah White Creative Director, The Girl Floral
I'd say Niu Body's Sugar Lip Polish. Most consumers think lip polishes are made of only sugar or have had bad experiences in the past. This one is super moisturizing and smells delicious.
It's made with shea butter and avocado oil, so it exfoliates and hydrates at the same time. It compares to more expensive brands in performance, but at a great price point.
- Tara Foley Founder, Follain
Women obviously love to talk about hero makeup and skincare trends and products. I tend to think soap deserves much more attention that it's received historically. We use it so many times throughout the day, so it should deliver a positive experience but also should have clean ingredients for us and the planet.
This is why we love our refillable liquid soap and bar soaps so much. For products that you use so frequently, they are beautiful rich scent experiences, environmentally-responsible, and super clean.
- Laura Linsenmayer Owner and Founder, ROOTS the Beauty Underground
My first instinct is to respond with the brand Zyderma. I truly feel that the product should be a staple in every single home. Whether it is a rash, a wound, acne, any time where the skin is just off balance, somehow Zyderma is always my go-to. It provides a scentless antibacterial barrier to assist in the skin returning to its natural healthy state.
- Kimberly Smith Founder, Marjani
I wouldn’t say this brand doesn’t get the love it deserves, because those that know about it are obsessed. But I believe more people need to be in-the-know.
Dehiya Beauty. We just launched this Moroccan inspired brand in our store two weeks ago and within the first week, we were already sold out of a number of products in the line. We love the brand story of the founder, Mia Reddy, and the ingredients are just to die for.
The hero product, The Glow, is a deep cleanser we’ve incorporated into our regimen. This argan oil beldi not only deep cleanses but prepares the skin for exfoliation, brightens and hydrates, leaving skin soft and supple after just one use. My skin is truly glowing!
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