7 Indie Beauty Brands To Be Excited About

Thanks to cool packaging, savvy ingredients and clever marketing, smaller beauty brands are having a breakthrough moment. From pioneering cleaner formulations, to making affordable, accessible products, here are seven names shaking up the industry …


CLE Cosmetics

Who’s Behind It: Founder & owner Lauren Jin

The Concept: Taking a ‘less is more approach,’ CLE products are designed to fit into your existing lifestyle. Non-fussy, they aim to double in function, so you can care for your skin while getting maximum pigment payoff, too. Packed with Eastern-based ingredients that are proven to calm inflammation and nourish, you can be sure everything in the range will benefit your complexion – even the lip tints. The brand itself has also promised to evolve by taking into consideration the feedback and needs of customers via social media.

The Best-Sellers: The Melting Lip Powders are a real standout, thanks to the hydrating blend of vitamin E and hyaluronic acid, providing lips with a creamy, satin stain that lasts for hours. Another best-seller is the CCC Cream. Fusing the benefits of a BB and CC cream, it also has SPF 45 and skims skin with a soft veil of coverage that’s dewy once blended.


Kopari Beauty

Who’s Behind It: Co-founder Kiana Cabell
The Concept: With a mixture of skincare, beauty and body care, Kopari’s range covers a multitude of different skin needs. Each product harnesses the many benefits of coconut – from the milk to the husk – to soothe and nourish. Also free from any ‘problematic’ additives, you won’t find any parabens in these clean formulas – transparency is key for this brand. It also sources all its ingredients sustainably, while the packaging itself is low-waste, not to mention fun and vibrant.
The Best-Sellers: The cult coconut melt is the best-selling product, thanks to the rich texture that can be used all-over – be it under the eyes, on hair or on skin for extra nourishment. Rich in vitamin E and fatty acids, you’ll see a difference within days. Another fan favourite is their Body Glow – it delivers a believable, vacation-like glow while the oil texture lends a pretty sheen.



Who’s Behind It: Amyris, A Biotechnology Company
The Concept: Recognising a space in the ‘indie’ skincare market for millennial customers, Amyris set out to create a brand which was transparent with effective products. Soon after, Biossance was born. Focusing on vegan and cruelty-free formulas, they source all their ingredients ethically – for instance, squalane is typically found in shark’s livers, whereas Bissoance sources theirs without compromising animals or the environment. Expect high-science formulas combined with hard-working ingredients.
The Best-Sellers: The 100% Squalane Oil is a best-seller, with an ultra-moisturising texture that promotes and encourages cell renewal. Use it on your face, body, and throughout hair for an intensive mask. The Omega Repair Cream promises big results too – with a whipped-cream texture, it sinks into skin, while omega fatty acids and acai berry plump and smooth.



Who’s Behind It: Founder & artist Sheena Yaitanes
The Concept: Newly launched in the UK, this brand is the brainchild of LA artist, Sheena Yaitanes. Designed with a zero-waste philosophy in mind, the whole collection acts like a capsule wardrobe, only offering products you really need in your routine with nutrient-dense ingredients. From beautifully pigmented lipsticks to sheer, tinted face oils, we dare you not to fall in love with these silky formulas that will leave you looking fresh and healthy.  
The Best-Sellers: Both the Kosasport Lipfuel and Tinted Face Oil continue to be best-sellers. The lip tint contains hyaluronic acid, natural oils, vitamins and botanical extracts for a healthy-looking hit of moisture, while the subtle colour provides a sheer wash of pretty colour. As for the oil, it’s the first of its kind – granting skin instant hydration while delivering a surface-smoothing pigment that subtly blurs out imperfections and uneven tone. The glow is second to none. 



Who’s Behind It: Founder Kal Vepuri (also founder of outwear label The Arrivals)
The Concept: The idea behind make up brand Onomie is to infuse each product with active ingredients so they perform just like skincare. The highlighter contains 10% vitamin C, while the lip sticks are formulated with skin-loving shea butter and fatty acids. The aesthetically-pleasing packaging is a bonus – clean, slick and with that millennial-pink tone, they’re as attractive as they are efficient. We were particularly impressed by the concealing elixir, which lends impressive coverage but still feels lightweight.
The Best-Sellers: The brand’s signature Lip + Cheek Sticks are cult classics – they’re multi-purpose, with a range of pretty, suits-all colours. The A.C.E. Eye Treatment is also a best-seller – vitamin C and E come together for a brightening, soothing effect, while the pearlescent mousse instantly highlights for a fresher appearance. Use along the tops of the cheekbones for a subtle sheen.



Who’s Behind It: Founder Namrata Kamdar
The Concept: Aimed at those keen to adopt a more organic and sustainable beauty regime, Plenaire is committed to the ‘clean’ cause. Plenaire means ‘in the open air,’ while the formulas use simple ingredients to treat an array of issues – from blemishes to dehydration and sensitivity. Think of the pared back collection like a capsule wardrobe, with items designed to mix and match with others in your regime. We love the playful brand ethos and aesthetic, too.

The Best-Sellers: The Skin Frosting Deeply Hydrating Mask and Violet Paste Blemish Solution earn the best reviews. The former uses camellia oil and shea butter to encourage moisture and elasticity, while soothing redness via plant extracts. As for the blemish paste, this has been dubbed ‘magic in a tub’ for its zit-drying benefits. Laced with azelaic acid, a small amount targets redness and regulates sebum, while zinc oxide balances out dryness.



Who’s Behind It: Founder & CEO, Katherine Power (also CEO & Co-founder of Who What Wear)
The Concept: The brand was launched with a single premise: to bring quality, clean skincare to all. Trying to solve the challenges real people experience with their skin, Katherine set out to create pared back formulas that don’t irritate or compromise a healthy skin barrier. Each product is straight forward and easy-to-use – whether you’re looking to target an acne breakout, achieve a healthier glow or need a product that promises a deep cleanse. Versed has it all, and for under £20, it’s no-fuss and low-waste, too.
The Best-Sellers: All four of these products earn consistently rave reviews. The cleansing balm is a fan-favourite – thick in consistency, it melts away all make-up and surface grime for a thorough and satisfying cleanse.

DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at info@sheerluxe.com.
INSPIRATION CREDITS: Instagram.com/CleCosmeticsInstagram.com/KopariBeauty, Instagram.com/Biossance, Instagram.com/Kosas,
Instagram.com/OnomieBeautyInstagram.com/Plenaire_Official, Instagram.com/Versed

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