IBE Recap: 9 Indie Beauty Brands to Keep Your Eye On

One of my favorite parts of the beauty industry is finding new indie brands to support. Don’t get me wrong, I love big brands too but there’s something so personal about independent beauty brands that you can’t find with corporately owned ones.

I’ve been lucky enough to be invited to the Indie Beauty Expo in Los Angeles for the past three years and it’s so exciting to wander around meeting new brand owners with interesting stories and equally as interesting products and brands. While the Los Angeles show has passed, don’t fret, there are more shows throughout the year, with Berlin (March 25-26), Dallas (May 13-14), New York (Aug 26-27) and London (Oct 21-22). Today, I’ve put together a brief roundup of some of my favorites from this year’s show. These are the brands you should be keeping an eye on this year because they’re definitely on the up and up!

Besame Cosmetics

besame cosmetics 7030

Bringing luxury vintage cosmetics to the modern age, Besame Cosmetics has already made a name for itself by being the go-to brand for pin-ups and vintage bombshells. Founded by a cosmetics historian, Gabriela Hernandez, the brand replicates cosmetic items from the 1920’s to the 1970’s. Known for their Mascara Cake Tin, gold-encased Lipsticks and Cream Rouges, Besame Cosmetics has a few more products up their sleeves set to release this year and trust me, you’re going to want to stock up on them all!


keeko 7030

The ancient Ayurvedic dental technique of oil pulling has been given a chic modern update! The Ayurvedic practice requires swishing oil around the mouth to detoxify the teeth, gums and tongue while improving overall health and whitening those chompers. Keeko’s products are made with certified organic chamomile oil, lemon oil, myyrh oil and the star of the show, coconut oil. But if oil pulling isn’t your speed, Keeko also offers a range of oral cleaning products from a biodegradable Toothbrush, Toothpaste, Floss, Copper Tongue Cleaner and Teeth Whitening Pen. Basically everything you need for a shining smile.

Inked by Dani

inked by dani 7030

Have you ever wanted a small tattoo on your finger, behind your ear but you’ve always been afraid to go all in? Tattoos are a big commitment and therefore, taking the plunge isn’t for everyone. For those that want the look but don’t want to go under the needle, INKED by Dani’s got you covered. With a wide range of hundreds of adorably cute designs all hand-drawn by founder Dani Egna, herself!


veletta 7030

Created by Sarah Bacon out of a need to bring kind and gentle Halal-certified skincare without unnecessary chemicals to women of all ages, Veletta brings a balance of natural and luxury to the at-home skincare routine. The range contains a Cleansing Oil, Nourishing Moisturiser, Purifying Mask and a Radiance and Hydrating Treatment and is meant to hydrate, even out skin tone and improve skin texture.


dazey 7030

Formulated with full spectrum CBD derived from organically grown hemp, Dazey products are harvested, extracted and bottled on-site and promises to stay free of added flavors, sweeteners and preservatives to keep your body looking and feeling its best. Dazey tinctures span between 350mg to 1000mg of CBD to help boost focus, relieve sore muscles and aid in both mental and physical ailments. But tinctures aren’t their only products, say hello to their CBD-infused skincare lineup that includes a Bath Soak, Hair Mask, Priming Moisturizer and so much more!

Palette by Pak

palette by pak 7030

I previously mentioned Palette by Pak in our Winter Beauty Picks but I definitely had to mention them again because I think 2020 is going to be their year! Founded by Kate Westad, The Original High Fiver was invented out of a much needed beauty necessity. Traveling as a beauty and skincare lover is hard. All those gorgeously packaged products are hard to take with you and in response to this issue, Westad created a brand and product that not only allows you to take your favorite skincare products with you anywhere you go, Palette by Pak also vows to attack the sustainability issues the plague the beauty industry with their planet-friendly packaging and products made from recycled plastics.

Folly Fire

folly fire 7030

The peta-certified cruelty-free, vegan color cosmetics brand is also free of gluten and fragrances so bold color doesn’t have to come at the expense of anyone! Folly Fire brings the vibrant punk attitude to makeup with lively hues of lipsticks, eyeshadows, blushes, highlights and even a lineup of body glow mists that add a shine to any look.

Le Wand

le wand 7030

Sexual wellness is on the rise! Nearly gone are the days of skittishly shying away from discussions of “self care.” Le Wand was founded by women and was designed to pleasure all body types with a mission to break down societal constructs and embrace intimacy. I personally love the message of Le Wand but I also love the vast variety of products the brand offers. They’re chic, sleek and not nearly as intrusive-looking as sex toys of days past.


halosmile 7030

Do you have a special date coming up? Weddings, engagement pictures? Well HaloSmile has got you covered with their cosmetics for your teeth! When you need a non-invasive, gentle way to lighten up your teeth the HaloSmile system is just the answer. The system provides a naturally white smile for up-to 24 hours, while protecting from further staining. No peroxide or bleach are used which means there’s no pain or sensitivity. One of my favorite things about the system is that you can choose between a more naturally white smile or their glowing celebrity white option.

Have you heard of any of these brands or will you be trying any? Let me know in the comments below or on twitter or instagram!

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