Indie makeup brands are some of the best places to find new, innovative products that are just as good as, if not better than, more well-known and expensive brands. Who doesn't want the eyeshadow or lipstick color that no one else knows about? Here, we've rounded up the 10 best under-the-radar makeup brands you need to know.
Too Cool For School
Too Cool For School was created in New York City and is one of the most popular makeup brands in South Korea. One of Too Cool for School's standout products is the Egg Mask Hydration, $24. The mask goes on smoothly and is extremely moisturizing.
Rouge Bunny Rouge
Rouge Bunny Rouge offers a full line of makeup from eyeshadows to lipsticks. One of the brand's most beloved products is Modelling Mascara in Witchery, $29, which reviewers say make their lashes appear longer and thicker without clumping.
Nudestix
Nudestix is a runway secret. The brand offers makeup crayons for eyes, lips and face. The crayons are enriched with vitamins, antioxidants and moisturizers. The Nudestix Concealer Pencil, $24, gets rave reviews for going on creamy.
Morphe
Morphe specializes in makeup brushes but also offers makeup for eyes, lips and face. The brand is hugely popular on Instagram. In January, Morphe debuted a line of Liquid Lipsticks, $13.
It Cosmetics
It Cosmetics is a cult favorite. The Bye Bye Foundation, $65, is adored for providing natural full coverage. One reviewer said that using the foundation was "the first time everyone noticed my skin, not my makeup."
ColourPop
ColourPop, created in 2014 by Seed Beauty, is made in LA. Bestsellers from the brand include the Super Shock Highlighter, $8, in Lunch Money which is a soft, slightly sparkly gold.
Sugarpill
Color addicts will love Sugarpill's line of highly pigmented eyeshadows and lip colors. The brand was named by beauty blogger Temptalia as the #1 Indie Brand for 2010. 2AM Pressed Eyeshadow, $13, in Matte Purple gets great reviews for being blendable and highly pigmented.
Lime Crime
Founded in 2008 by the self-proclaimed "Queen of the Unicorns," Doe Deere, Lime Crime has since grown into an international cult brand with a loyal following. The brand's liquid matte lip colors known as Velvetines, $20, create no smudges or transfers once applied.
Concrete Minerals
Concrete Minerals began as one of the many Etsy makeup brands but has since developed its own site and a loyal following. The brand's mineral eyeshadows come in a beautiful rainbow of shades, from neutral to shocking neon.
Shiro Cosmetics
For the nerdy makeup lover, Shiro Cosmetics is a cosmetic paradise among makeup companies. Each collection is named for a different TV show, book or movie, including Harry Potter and Lemony Snicket's Series of Unfortunate Events. The color names are wildly inventive.
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