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When you’re a beauty obsessive, going through the fabled aisles of Sephora and ULTA can get to be kind of predictable — been there, tried that. Sometimes, the drugstore just doesn’t have what you need when you’re looking for a pop of weird color at an affordable price. And, unfortunately, many brands aren’t yet up to speed on animal testing and gluten allergies. All of this can limit your choices in beauty drastically and make trying something new a tough pill to swallow.
But, no longer! There’s an incredible number of hush-hush beauty brands out there that cater to even the most specific desires. Not only are they (usually) more affordable, but they also speak to more adventurous tastes in colors. Even better? Many of them are gluten-free, vegan, and cruelty-free, to boot. So, if you've ever had difficulty finding the perfect shade of emerald-green lipstick or are just struggling to find a nice eyeshadow that suits your allergies or personal preferences, look no further. We're sharing a roundup of the best of the indie brands you've got to put on your radar, now.
These brands have been tried, tested, and approved by diehard beauty bloggers, but they haven't quite hit the big time yet. No, you might not see them in a single glossy, and most call the owners' homes their headquarters. But, you'd never notice since the quality of the products is comparable to the best of the big shots. The wares ahead just happen to be, um, one-third of the price and come with a handwritten note from the founder. Are you ready for V.I.P. indie beauty?