When shopping for all things beauty, it can be easy and convenient to just head to the nearest drugstore like Guardian or Watsons, or head right to Sephora where you’re greeted with established brands and pick out what you need.
And while there is nothing wrong with supporting big labels, indie brands have a charm of their own. These lesser-known brands tend to share certain characteristics such as they’re small companies and generally have more intimate customer service; they’re creative, innovative and distinct with their formulations, offerings, and packaging; and that their products are artisanally-made and cruelty-free.
Moreover, you would be supporting a small enterprise and their dreams of creating what the markets lack. Plus, your new flex can be telling your friends you tried a new brand they may not have come across.
This article first appeared in Cleo Singapore.