We Are So Excited About These Indie Beauty Launches

When you’re a beauty obsessive, going through the fabled aisles of your go-to beauty emporiums can get to be kind of predictable — been there, tried that. 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 indie beauty brands out there that cater to even the most specific desires. Even better? Many of them are gluten-free, vegan, and cruelty-free, to boot. Ahead, we've rounded up a slew of new indie beauty launches we are so excited about. Are you ready for this?

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This silky body treatment, derived from almond and meadowfoam seed oils, banishes winter flakes and dullness.
Etta + Billie Grapefruit Cardamom Bath + Body Oil, $20.00 Buy
We've written a lengthy love letter to Lawless Beauty's line of paraben-, mineral oil-, and silicone-free lipsticks, so you can imagine our excitement over the brand's new pink shades: Alex (fuschia), Parker (baby pink), and Prince (berry). The creamy lipsticks glide on with intense pigment, then dry to a matte, long-wearing finish that never leaves our lips feeling parched.

Lawless Beauty Soft Matte Liquid Lipstick in Alex, $25, available February 1st at Lawless Beauty.
— PAID —

Most people think of keratin as a chemical-ridden, in-salon straightening treatment, but it's important to note that not all keratin is created equally. Enter: Virtue Labs, a hair-care line formulated with human-derived keratin that's not only totally safe to use on the reg (it's free of parabens, sulfates, and phthalates) but also super nourishing for all textures — yes, even ultra-fine, straight hair. Our fave from the range? The Recovery Conditioner, which is a must-have during frigid (and dry) winter months when your hair could use the extra TLC.

Virtue Labs Recovery Conditioner, $40.00, available at Virtue Labs.
We were first attracted to this moisturizer because of its beautiful packaging, but it doesn't just sit pretty on a vanity — it's effective, too. The gentle cream is loaded with rosewater, aloe vera, white tea, and rice extracts to hydrate and soothe. Plus, because of its fast-absorbing, lightweight texture it won't disturb any makeup you apply over top.
Herbivore Botanicals Pink Cloud Rosewater Moisture Crème, $48.00 Buy
Fans of Captain Blankenship's Mermaid Sea Salt Spray will love the brand's newest addition: Mer-Mane Shampoo. Thanks to the formula's blend of aloe vera, sea buckthorn, sea salt, and organic kelp it hydrates as it texturizes.
Captain Blankenship Mer-Mane Shampoo, $34.00 Buy
This spray makes the benefits of a hair mask so much easier. After hopping out of the shower, generously mist the argan oil-, aloe extract-, and rosehip oil-infused spray through your roots and ends, then comb the product through your hair — no rinsing necessary.
Briogeo Don't Despair, Repair! Strength & Moisture Leave-In Mask Spray , $28.00 Buy
"That micellar water is so pretty," said no one ever — until we laid eyes on Girl Undiscovered's Cleansing Water. Not only does the bottle look like it belongs on a mermaid's underwater vanity, but the formula effectively removes makeup while hydrating with manuka honey and coconut oil.
Girl Undiscovered Under the Waterfall Crystal Cleansing Water, $42.00 Buy
We keep this aloe vera-, hyaluronic acid-, and cactus extract-infused face mist on our desks for much-needed hits of moisture throughout the day.
Make Beauty Succulent Mist, $25.00 Buy
This pink, duo-chrome highlighter is the newest addition to Milk Makeup's Holographic Stick family. The rosy glow giver has a blue, iridescent shift that looks beautiful tapped onto cheekbones or worn as a blush.
As R29 beauty writer Rachel Krause says, "Sometimes you just want a damn good moisturizer," and this one is just that. Drunk Elephant's newest offering is loaded with vitamins, proteins, peptides, and marula oil to hydrate skin without making it look greasy.
Drunk Elephant Protini Polypeptide Cream, $68.00 Buy
As a 100% vegan and totally cruelty-free beauty brand, Pacifica is climbing the ranks as one of the most creative and innovative indie natural beauty brands on the market. It offers a full range of cosmetics, perfume, and skin care, but we're currently loving their clump-less waterproof mascara.

Pacifica Aquarian Gaze Mascara, $14, available at Ulta Beauty.
If you constantly deal with irritated skin, it might be a good idea to try out this makeup removing cleanser. The gentle oil-gel formula uses rosemary, squalane, and black currant seed to not only protect skin from environmental stressors, but also cut down on sensitivity.

Grown Alchemist Hydra+Facial Cleanser Rosemary CO2 Extract, Squalane, Blackcurrant Seed, $54.95, available at Grown Alchemist.
The Saturday Skin line is designed to give you skin that's as easy as waking up with no plans on a weekend morning. Our favorite product offered: the brightening sheet mask, which has bilberry, licorice, and lotus extract to soothe and freshen up dull complexions.

Saturday Skin Spotlight Brightening Sheet Mask, $30, available at Saturday Skin.
Not only does this patchouli- and rose-scented hair powder smell incredible, but it's an A+ oil absorber thanks to a mixture of white clay, rice powder, and baking soda. And that packaging — swoon!

Catbird x Lulu Organics Patchouli Rose Hair Powder, $10, available at Catbird.
It's rare to find an eco-friendly eyeliner that performs in both the longevity and pigmentation departments. But — you guessed it — this one does. Unfortunately, it takes a bit longer than we'd prefer to dry (around 30 seconds in our experience), but once it does, it sets to a budge-proof finish.

W3ll People Expressionist Liquid Liner, $17.99, available at W3ll People.
Natural beauty has exploded in popularity, but still, we haven't seen many brands tackle eye primer. This gel-like one works as well as the classic ones we love, improving the wear-time of our eyeshadows and minimizing powder fallout.

Alima Pure Eye Primer, $26, available at Alima Pure.
Most hairsprays leave our hair feeling hard and helmet-like, but this one holds while delivering cool-girl texture. Our favorite feature, though, is that it doesn't spray out in a big mist that gets everything, so we can focus in one small sections.

Verb Strong Hairspray, $14, available at Verb.
Photo: Courtesy of KB Shimmer.
Glitter-packed polishes tend to be either too watery and translucent or have the dreaded "taco glitter" (which, according to nail bloggers, is perma-curly glitter chunks that won't be tamed by a topcoat). KB Shimmer manages to avoid these issues and produces some of the most unique glitters and duo-chrome polishes in the business.

At under-$10 a pop, they're not much more than your drugstore favorites, but a lot more daring. We also love the brand's collaborations with die-hard nail bloggers, which always result in bold, on-trend shades.

KB Shimmer Nail Polish in Pigment Of My Imagination, $9.25, available at KB Shimmer.
Use this fragrant mist with rose water and aloe vera juice as your toner or keep it on your desk for a mid-day boost of hydration.

Odacité Aloe Immortelle Hydra-Repair Treatment Mist, $39, available at Odacité.
This bronzer is made up of ingredients you can actually pronounce — cocoa seed powder, argan oil, and rice powder — and gives cheeks a rich, reddish-bronze glow.

Han Skin Care Cosmetics, $16, available at Credo Beauty.
Coconut water, shea butter, and lactic acid are just three of the skin-loving ingredients in this lightweight hydrating cream. It's so good that this beauty writer's dad (who never uses skin-care products) decided to keep it for himself after trying it.

One Love Beauty Skin Dew Coconut Water Cream, $58, available at One Love Organics.
A heavy-duty scrub that will turn dry, flaky elbows and heels into buttery-soft skin is a must during the cold months. This one is packed with sugar, shea butter, coconut oil, and olive oil to hydrate as you exfoliate, but there is one caveat: It's pretty gritty, so we'd limit it to the body.

S.W. Basics Cream Scrub, $17, available at S.W. Basics.
Scoop a dollop of this salve-like body balm into the palms of your hands and generously slather it all over your body. The warmth from your skin will melt the balm and transform it into a luxuriously rich oil. Added bonus: the incredible herbal rose scent.

True Botanicals Rose Neroli Body Balm, $125, available at True Botanicals.
This handy tube from Juice Beauty crams a creamy highlighter and blush into one convenient package.

Juice Beauty Flash Luminizer, $32, available at Credo Beauty.
We can't stop singing the praises of this game-changing new sea salt spray. (No, seriously.)

Reverie Mare Mediterranean Sea Mist, $34, available at Sephora.
When you ball up this mesh exfoliator, it's almost like a loofah on steroids. There's no scientific way to explain it, but it feels like liquid body washes hold better and act faster with Luv Scrub, compared to a boring ol' washcloth.

Luv Scrub Mesh Body Exfoliator, $18, available at The Luv Scrub.
Forget everything you think you know about toner, and get acquainted with this tonic instead. It balances science-y skin-care technology (lipids! Stratum corneum! Lamellar membranes!) with ingredients you could technically drink in a desert-island scenario (green tea extract, apple cider vinegar, licorice root). The result is a uniquely hydrating, skin-restoring potion that will leave you glowing — even if it smells a tiny bit like salad dressing at first.
Marie Veronique Balancing HypoTonic, $45.00 Buy
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