Have you purchased more or less from "indie" brands over time?

More for sure! I think they’re becoming more accessible, more professional (of course, not always!), and more popular, generally, so it makes it easier to identify interesting brands and upcoming releases.

— Christine


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Mariella Avatar

I never purchase from indie brands (with the exception of the Sydney Grace/Temptalia palette) for 2 reasons. Mostly it’s not being able to see and try the products for myself, with my own eyes but also, it’s the cost of shipping, exchange, etc. that are added disincentives to buying online.

Natalie Avatar

I’ve been buying more from smaller or indie brands across the board, not just in makeup. I like buying from individuals more than larger companies and especially when products have more of an artistic vision rather than just targeting mass appeal.

Erica Avatar

Less. It’s just as repetitive. Quality is hit or miss. Hype is often in the cute picture on the cover. I’m not opposed to buying indie. All for supporting independent businesses but with their gimmicks, I buy from them less and less. Truthfully I don’t need anymore makeup so.

Nancy T Avatar

Definitely more than before! They tend to have much more interesting color stories than mainstream brands, as well as having some really great formulas, too.
The only caveat for me is making absolutely certain that the brand is not occult/spiritistic based, because some are. And, I also wouldn’t want to buy from a company that has a very problematic face of the brand, either.

Nancy T Avatar

Hi Tyra! There are some brands who are very openly and obviously occult/spiritistic themed. As in for example: Notoriously Morbid, My Pretty Zombie, Black Moon Cosmetics, etc. They aren’t hiding it.
However, there are some brands that are more subtle about it. And that’s why one needs to do their own research if that’s something important to them! For instance, I purchased two palettes from Oden’s Eye that were created by beauty content creators on YouTube that I follow. Nothing about either of those was occult or spiritistic in the least. But, when I then delved deeper into the site, I realized that they do use many names for shades that are in different palettes. And Melt and Glamlite walk a very fine line, too. Plus, Melt also has many pot related shade and palette names/themes, if that would be something you would prefer to avoid. One just needs to do their homework! Buyer beware

Tyra Avatar

Thank you for taking the time to elaborate! I know spiritist practices have been part of many cultures throughout history, even Christians in the 1800s, but it’s not something I’m personally comfortable with. I also remember very well when Melt came out with a pot palette and Morgan Turner was still a schoolteacher. She was definitely uncomfortable talking about it due to that aspect. I don’t have a problem with pot but everyone has to base their purchases on their own values. Another one I found objectionable was the BH cosmetics release with curse words on it and the sexual stuff like Too Faced and NARS. Pat McGrath pushes that a bit as well but her formulas are so lovely I buy them anyway. 🫣

Nancy T Avatar

Yes, I agree with you about everything that you said about certain mainstream brands with the rather off-putting sexually related names that just go way too far! Too Faced used to be really guilty of this. I’m not sure if they still are, since I just don’t have much interest in them. Tom Ford, Nars and occasionally PMG Labs can get ridiculous with what they will name a shade, sometimes a blush shade that can literally make someone BLUSH! And then there’s UD , who used to use many a drug related name for a shade. Do I own some stuff from Nars, UD, PMG Labs and even a couple items from Tom Ford? Yeah, but I try to avoid the really risque named stuff.

Deborah S. Avatar

Definitely more. I think they are offering more interesting products and generally at good prices. My only concern is related to how thorough they are in terms of testing their ingredients and the level of trust I have to put into a smaller Indie company when sending my hard earned dollars to them. I have had really good experiences and then some not so good ones. Over time I am sure that bad products and customer service issues will weed out the problem start ups. I do worry about the ingredient lists and how truthful they are. That is probably paranoid of me but I do have some allergies and I know that in the US there are label requirements but are they following them? I don’t know.

Patricia Avatar

Definitely more. The indie brands seem to address certain niches better than well-established brands, and they are often more innovative. Also, I like to support smaller and women-owned brands; if an indie woman-owned brand has a product similar to a well-established brand, I am more likely to purchase it from the woman-owned brand if all things are equal.

Nina Avatar

I haven’t for the simple reason I’ve never liked blind buys or waiting for something to be mailed. I prefer to swatch in person, get my purchase and go home.

Genevieve Avatar

The only indie brand that I have purchased eyeshadows from is Sydney Grace – and they are stellar. I’m not really into duochromes or multichromes, although I appreciate the beautiful shade range of these, so I haven’t purchased from the other brands.
I haven’t really purchased much makeup throughout this year, but if I was, say, starting over, I would definitely purchase more singles from brands like JD Glow and Give Me Glow.
And, let’s face it, most of the mainstream brands at the moment are purtting out some rubbish.

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