5 dreamy indie makeup brands you need to know about
It’s always good to champion the small guys – here are 5 standout independent makeup brands that will elevate your routine
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One of the great joys of being a beauty editor is being introduced to small, independent makeup brands. They may not have the reach of the big-hitters but you’ll always find a creative, passionate founder at the beating heart of these companies. With no layers of corporate bureaucracy around them, they have a crystal clear vision of who their customer is and what they want – and they deliver on those things. Which means that when you find an indie brand that really speaks to you, it’s often love at first makeup swipe.
While there’s nothing wrong with sticking to the reliable household names, I urge you to seek out and champion those small fish in the big beauty pond – the brands that’ll bring a bit of extra pizzaz to your look; the ones your friends will quiz you about when you pull a lipgloss out of your handbag on a night out.
So here’s the lowdown on five up-and-coming independent makeup brands that have taken up residency in my beauty bag of late. Most are currently flying under the radar but they all deserve to soar.
Prefer a polished but natural look? Try Sweed
Swedish makeup artist Gabriella Elio had a vision for ‘clean’ vegan products to enhance, not conceal, the wearer’s skin – the upshot was Sweed, so called as it blends Elio’s home country with the word ‘sweet’. Launched in 2015, it’s all about wearable shades that are easy to apply (think a more modern day version of Bobbi Brown) with the range spanning makeup, tools, false lashes, lash, brow and hair growth serums, as well as under eye skincare masks. When it comes to price, it’s middle of the market with everything under £40. This is not obvious makeup in bright shades, this is makeup you’ll want to wear all day every day. And the packaging reminds me of Tiffany & Co, which is no bad thing. It’s available in Marks & Spencer as well as in Space NK, Cult Beauty and via their website.
My Sweed standouts:
This blusher has quite a unique texture. On application, it feels bouncy and creamy, but as soon as you buff it in, it dries down to a powdery velvet finish. It comes in five shades, and I switch between the soft coral shade of Cheeky and on days where I feel I need a bit more life in my skin, go for the bright pink flush of Doll Face.
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If you buy one Sweed product, buy this mascara. It’s loved by beauty editors and influencers everywhere – and it’s all down to the wand. It’s densely packed with fairly small bristles, which means lashes get separated but also loaded with product, which makes them look thicker.
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Sweed Glass Skin Foundation, £38
Now that you know what Sweed is about, it won’t surprise you to learn that the foundation offering isn’t a heavy full-coverage number. This base feels lightweight on the skin and offers good coverage while still allowing your skin to shine through.
Buy NowAdore vibrant colour? Try Kulfi
Playfulness and joy are at the heart of Kulfi, the South Asian makeup brand that’s just launched here. Created in 2021 by former Estée Lauder staffer Priyanka Ganjoo, Kulfi was born from Ganjoo’s search for products that spoke to her roots and worked with her skin tone. Frustrated by the lack of options on the market, she created her own. Named after a sweet, colourful Indian dessert, Kulfi majors on jewel tones and interesting textures. Check out its eyeliners, lip products, brow gel, concealer and primer at Space NK.
My Kulfi favourites:
Kulfi Main Match Concealer, £26
Finding the right undertone for your skin is key to nailing the perfect concealer, and Kulfi has got it sorted. There are an impressive 21 shades of this creamy, crease-free concealer to choose from, and it’s also infused with skincare ingredients such as hydrating rosehip extract and soothing liquorice extract, so feels lovely to apply.
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Kulfi Zari Eyes Eyeshadow, £30
One of the products Ganjoo struggled to find that worked with her skin tone were shimmers, so she created her own and they are utterly gorgeous. There are seven iridescent cream eye shadows to choose from with a few nudey tones but some absolute standout colours such as the lime green shade, Chammak Challo and the turquoise blue, Disco Dreams. Go big or go home!
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If you were to ask any member of the GTG team, this would be the Kulfi product they would buy on repeat. It’s a lash-lifting and lengthening tubing mascara that manages to be quite dramatic – which is unusual for this type – and gives even the straightest of lashes a gorgeous curl that stays.
Buy NowObsessed with eye makeup? Try Hildun Beauty
If you love Victoria Beckham’s highly pigmented eyeliner pencils, but don’t love their price tag then Hildun Beauty will be right up your street. It was created by former Irish beauty editor Suzy Griffin Dunne in 2022, after she recognised a gap in the market for makeup with the textures and high performance of luxury products but at affordable prices. Alongside the kajal eye pencils (amazing for a quick smoky, sultry look), there are eyeshadow quads and shimmer shadows in the mix too. However, there’s also a liquid shimmering bronzer that is worth your attention.
My Hildun must-haves:
A creamy pinky white eye pencil (think the colour of ballet shoes) that instantly brightens the whites of eyes. Sweep it along your bottom waterline, and it will make you look more awake and ready for the day. An absolute makeup hero if you’re tired (aren’t we all).
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Hildun Soul Shimmer Shadow in Champagne Truffle, £17
This has been a staple in my makeup bag for the last few months. It was created as part of a collaboration with makeup artist Hannah Martin and is a pressed glitter eyeshadow with a rose gold undertone to it (Victoria Beckham has a very similar product for more than double the price). For a daytime look, I wear it dabbed over a neutral eyeshadow all over the socket. However, you could also wear it on its own for maximum shimmer or just in the centre of the eye, as part of a smoky eye look.
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Hildun Luxe Eyeshadow Quad in Mythical Romance, £23
It’s hard to find good quality eyeshadow palettes that don’t either cost the earth or contain a whole host of colours you know you’re never going to use. That’s where this very considered, great value quad comes in (there two other colours options too). There is a light and darker brown – I blend the two together for the perfect everyday colour, as well as two gorgeous glitters. Perfect for those moments when you want a bit more glam. The textures are sublime – they feel like a cream but are, in fact, a silky smooth powder, they blend really easily and they stay put.
Buy NowLove chic, sustainable beauty? Try Saie
Gwyneth Paltrow’s Goop was one of the first retailers to stock sustainable US brand Saie (pronounced ‘say’) when it launched in 2019 but here it flies slightly under the radar, although you can find it in Cult Beauty and Sephora. Founder Laney Crowell, an Estée Lauder alumna, wanted a luxe makeup brand that was as sustainable as possible, with a completely transparent INCI list. She’s done just that, and Saie’s makeup is known for giving good glow, being a cinch to apply and lasting all day.
My Saie saviours:
Saie Slip Tint Undetectable Baked Setting Powder, £26
This is the newest launch from the brand, and is part of the ‘Slip’ family, a range that create a flawless and glowy base in a jiffy. There is a tinted moisturiser (which is fantastic) and a concealer (also excellent) that goes with it, and this very slightly tinted powder (there are five shades) manages to mattify, yet somehow still allows the skin to look radiant at the same time. No mean feat for a powder.
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This was my first foray into Saie, and I’ve had a bottle of it in my makeup bag ever since. It is a very pigmented, creamy and glowy blush. Start with the smallest of dabs, buff into the skin and see if you need more, as the colour is punchy and it blends like a dream. It feels so creamy that I’ve also worn it on my lips.
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Saie’s range of vegan brushes (the bristles are made from synthetic fibres instead of animal hair) is well worth a browse – they’re good value, feel lovely to use and are durable. I’m celebrating a 4-year anniversary with one of mine! This palm-sized, tapered brush is a great size for fitting into a smaller makeup bag and fabulous for buffing in powder textures. I’m also a regular user of the The Double Brush, £28, for cream formulas like tinted moisturiser or foundation.
Buy NowGot sensitive skin? Try Tower 28
Presumably the only makeup brand named after a lifeguard station, LA’s Tower 28 is at the junction where the Santa Monica pier and Venice Beach meet. Beauty executive Amy Liu was frustrated that she couldn’t find products that suited her eczema-prone skin and so Tower 28 was born in 2019. Everything is formulated with the most sensitive skin in mind. The brand’s hashtag is #ItsOkayToBeSensitive and it has taken social media by storm, making Tower 28 very popular with younger buyers (my 11 year old squealed when she saw the brand’s viral facial spray on my desk – more on that below), especially as the fun and colourful packaging is so eye-catching, but it’s definitely one for older skins too. Especially as the prices range from £15 for a multi-purpose pencil that can be used on eyes, cheeks and lip to £28 for the facial spray. The range is available in Sephora and includes some skincare, concealer, blush, lip colours and highlighters.
My Tower 28 top picks:
Tower 28 SOS Daily Rescue Facial Spray, £28
Not only has this facial hypochlorous mist won numerous beauty awards in the US and here in the UK, but it’s a firm favourite on TikTok. Anti-inflammatory and anti-bacterial, it’s a useful product to keep in your skincare arsenal for when skin has either flared up with eczema, spots or bites. It’s also great for calming skin post-tweakments or blitzing any germs on your skin post-workout or during a flight. As mentioned before, my tween daughter was overcome with excitement when she saw it and it’s now continually stealing it from me.
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Tower 28 MakeWaves Lengthening & Volumizing Mascara, £20
If full-bodied, dramatic lashes are your vibe, then you’re going to love this mascara. I don’t normally like comb mascara wands as I find they don’t give me the volume I’m after, but this one has won me over as it delivers maximum volume while also lengthening and defining. It’s available in brown and black. It has been formulated for sensitive eyes and can be worn with contact lenses.
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Tower 28 ShineOn Lip Jelly, £16
Creamy, glossy (but not too shiny) and hydrating, this lip jelly comes in six very wearable and neutral shades – I wear pinky tone, Coconut – and I have to wrestle it from my tweens’ grips all the time! It contains sensitive skin-safe oils for some extra soothing and hydrating effect.
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