What makes a cult skincare product so popular among beauty fanatics? Firstly, these lesser-known labels tend to focus on a single ingredient or complex that exists in every single product. They are also likely to adopt a more sustainable and natural approach to beauty whether in their use of clean ingredients or recyclable packaging.
Lastly, these brands also come in hip and made-for-the-gram packaging compared to the more mainstream labels in the market. In the past year or so, a handful of these indie brands have hit our shores, including the likes of Indie Lee and Dr Roebucks which are now stocked in Sephora. Here, we pick some of the best – and newest – products to add to your beauty stash.