The beauty industry is ever-evolving, and in 2024, indie brands are leading the charge with a focus on sustainability, innovation, and skin health. Whether it’s harnessing the power of natural ingredients or offering minimalist routines, these brands are redefining beauty. From mushrooms to papayas, and from simplified skincare to bold self-expression, here are the top indie beauty brands you need to discover this year.
Merit Beauty
For those looking to streamline their beauty routines, Merit Beauty is the answer. This US-born brand, now thriving in the UK, offers a curated selection of essentials designed to replace the clutter in your makeup bag. Founded in 2021 by Katherine Power, who also launched Who What Wear, Versed, and Avaline, Merit is all about minimalism—from ingredients and packaging to its easy-to-use products. With Hollywood facialist Biba de Sousa on board, Merit eliminated 73 potentially harmful ingredients, focusing on plant-based squalane and antioxidants to deliver skin-friendly, sustainable beauty.
HUNGER’s standout: ‘The Minimalist’
The Minimalist complexion stick is Merit’s star product. It’s not quite foundation or concealer but functions as both, offering buildable coverage in 20 shades. This versatile stick can also double as a creamy contour, making it the ultimate minimalist tool for your makeup routine.
Simihaze
Simihaze Beauty, created by twin sisters Simi and Haze, continues to captivate with its bold, versatile approach to beauty. Known for their DJ sets at Coachella and their distinctive LA style, the sisters have built a brand that blends futuristic design with playful self-expression. Their products, from vibrant face stickers to dazzling eye gems, are staples for anyone looking to make a statement, especially during festival season. Simihaze is famous Indie Beauty Brand.
HUNGER’s standout: ‘Sun Flush’ Face Tint
‘Sun Flush’ is a must-have for achieving a natural yet vibrant blush. This creamy, blendable tint comes in five shades and can be easily applied on the go, no brush needed. It’s perfect for adding a pop of color to your daily look.
Herbar
Berlin-based Herbar is all about the power of mushrooms. Founded by Catarina Oliveira and Rui Liu, this brand merges inclusivity with a passion for adaptogenic mushrooms and plants, which help the body adapt to stress and improve overall well-being. Herbar’s product line, which includes a face oil, skin pearls, and a gua-sha tool shaped like a mushroom, stands out not just for its potent formulas but also for its unique branding, featuring collaborations with local artists and unconventional campaigns.
HUNGER’s standout: ‘Adaptogenic Skin Pearls’
Herbar’s Adaptogenic Skin Pearls, launched in 2023, are a revolutionary ingestible product that complements their cult-favorite Face Oil. These pearls harness the power of fungi and cellular science to enhance skin immunity from within, making them a must-try for anyone serious about holistic skincare.
Youthforia
Youthforia, founded by Fiona Co Chan during the pandemic, has quickly become a favorite for its innovative approach to makeup as an extension of skincare. Chan’s vision of makeup that is good for your skin is backed by her own practice of sleeping in her products to prove their benefits. The brand’s plant-based synthetics ensure high performance while being environmentally friendly, avoiding the use of fossil fuels entirely.
HUNGER’s standout: ‘BYO Blush’
BYO Blush is a groundbreaking product, being the world’s first color-changing blush. This transparent oil reacts to your skin’s pH to create a personalized hue, making it perfect for any skin tone and type. It’s a must-have for makeup lovers looking for a unique, skin-friendly product.
Aslo Read: Unveiling the World of Coomer Party
Tower 28
Tower 28 has made a significant impact since expanding to the UK, with products designed specifically for sensitive skin. Founded by Amy Lui in 2019, the brand has become synonymous with clean, vegan, and irritant-free formulas that are safe for those with eczema. Tower 28’s commitment to gentle, effective skincare has earned it a dedicated following, including celebrities like Khloe Kardashian and Kate Bosworth.
HUNGER’s standout: ‘Shine On’ Lip Jelly
The ‘Shine On’ Lip Jelly is a game-changer for anyone looking for long-lasting moisture and shine. Available in 12 shades, this product combines the benefits of a lip treatment with the glossiness of a traditional lip gloss, making it a versatile addition to any beauty routine.
Oh My Cream
Oh My Cream’s beauty concept stores are a sensation in France, offering access to the best brands and expert skincare advice. Founded by Juliette Levy, the brand has expanded into the UK with its own skincare line, designed to be tailored to individual needs. Their products, which blend luxury with efficacy, are perfect for those looking to elevate their skincare routine.
HUNGER’s standout: ‘The Shower Gel’
Oh My Cream’s Shower Gel is a luxurious, oil-into-gel formula that transforms your daily routine into a pampering experience. With a natural bergamot fragrance, this foamy gel leaves skin feeling soft and hydrated, embodying the brand’s commitment to moisture and luxury.
Dizziak
Dizziak, founded by Loretta De Feo, is the answer to all your haircare needs. Known for its super-hydrating and inclusive products, Dizziak has become a staple for those with textured hair. Their deep-conditioning mask is a favorite within the curly community, and their body care range is equally impressive, offering solutions that combat dryness from head to toe.
HUNGER’s standout: ‘Deep Conditioner’
Dizziak’s Deep Conditioner is a cult favorite for a reason. Priced affordably at £22, this vegan and cruelty-free product delivers intense hydration without harsh chemicals, making it ideal for those with curly or textured hair who want to maintain healthy, bouncy locks.
BAO Essentials
BAO Essentials, launched by Jae Joseph, brings a fresh approach to skincare with products inspired by his Caribbean heritage and the concept of ‘bodega beauty.’ The brand’s line features four products, all infused with papaya enzymes, which help exfoliate and brighten the skin. BAO Essentials combines traditional superfoods with modern science to create a skincare routine that nourishes from within.
HUNGER’s standout: ‘Papaya Enzyme Toner’
The Papaya Enzyme Toner from BAO Essentials is a refreshing and effective product that uses papaya enzymes to dissolve dead skin cells and even out skin tone. With added ingredients like geranium, sage, and cucumber extract, this toner is a vegan and cruelty-free way to achieve a radiant complexion.
Oway
Italian brand Oway is revolutionizing haircare with its soil-to-scalp philosophy and zero-mile production process. Just in time for summer 2024, they’ve launched the Sunway collection, featuring the Sunlight Serum—a 100% natural SPF product designed to protect your hair, scalp, and body from sun damage. Oway’s commitment to sustainability and quality makes it a standout in the world of sun protection.
HUNGER’s standout: ‘Sunlight Serum’
Oway’s Sunlight Serum is a versatile, nutrient-rich dry oil that provides complete sun protection for both hair and body. With ingredients like biodynamic marigolds, organic baobab, and ethical passion fruit, this serum is perfect for keeping your hair and skin hydrated and healthy during the summer months.
Conclusion
In 2024, the beauty landscape is being reshaped by indie brands that prioritize sustainability, innovation, and individuality. These nine standout brands are not just offering products—they’re creating movements. From skin-loving, minimalist essentials to bold, expressive beauty statements, each brand represents a unique approach that caters to the diverse needs of today’s beauty enthusiasts.
As consumers become more conscious of their choices, these indie brands are leading the way with ethical practices, clean ingredients, and innovative solutions. Whether you’re looking to simplify your routine, embrace bold self-expression, or explore the latest in skincare technology, these brands offer something for everyone, making them essential additions to your beauty arsenal this year.
