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BeautyBody CareWellness

8 Independent Beauty Brands Creating Makeup That Actually Benefits Your Skin

Ioli Baltas

Ioli Baltas

Editor @ Marmalade

Published on: November 15, 2024
Hero Image of product byo-blush-tinted-blush-oil
Hero Image of product liquid-matte
Hero Image of product soft-pinch-liquid-blush
Hero Image of product eyebrow-pomade
Hero Image of product sun-melt
Hero Image of product matte-bronzer
Hero Image of product glowiest-skin-ever-set
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Too Faced has carved out its niche with playful packaging and cult favorites like Better Than Sex mascara and Born This Way foundation. But while the mainstream beauty giant continues to dominate shelf space, a new guard of independent brands is quietly revolutionizing what makeup can do. These upstarts are crafting formulations that go beyond mere coverage and color - they're developing products that actively improve skin health through innovative ingredients and thoughtful design.
We've identified eight brands that are reimagining beauty through a skin-first lens. From pH-adjusting blushes to treatments masquerading as makeup, these alternatives prove that cosmetics can do more than just sit pretty on your face.

Saie
Sun Melt: Where Bronzer Meets Skin Therapy

Sun Melt
Sun Melt
Creamy bronzer for a natural, velvet finish. Smooth and build effortlessly.
$32
saiehello
5
1
SELF Healthy Beauty Awards
Cruelty-free certified
1% for the Planet
This isn't your typical shimmer-packed bronzer. Saie's Sun Melt delivers a natural glow while feeding skin with colloidal oats and grapeseed oil - ingredients typically reserved for high-end face creams.
The brand's adherence to EU cosmetic standards (which ban over 1,300 ingredients compared to the US's 11) speaks to their uncompromising approach. While most bronzers rely on synthetic dyes and fillers, Sun Melt's natural pigments create that elusive "just back from vacation" warmth without triggering sensitive skin.

Why we like Saie

  • 1

    Clean Formula Standards

    Adheres to strict EU cosmetic regulations

  • 2

    Skin-Nourishing Ingredients

    Features colloidal oats and grapeseed oil

  • 3

    Natural Finish

    Creates authentic warmth without synthetic dyes

Connie L.

Connie L.

02/09/24

I've had my Sun Melt for over a year and have barely made a dent in it because of how pigmented it is! Great for contour.

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Kosas
Complete Complexion Set: Science Class Meets Makeup Lab

Founded by a biology buff turned beauty innovator, Kosas approaches cosmetics like a chemist. Their Glowiest Skin Ever Set reads more like a treatment protocol than a makeup kit, featuring active ingredients that could easily belong in a dermatologist's office.
The brand's "comfy glam" philosophy manifests in products that multitask below the surface. Each formula contains concentrated doses of peptides and hyaluronic acid - proving that coverage and skincare don't have to be mutually exclusive.

Why we like Kosas

  • 1

    Scientific Approach

    Formulations based on biology and chemistry

  • 2

    Treatment-Level Ingredients

    Uses concentrated peptides and hyaluronic acid

  • 3

    Dual-Purpose Products

    Combines coverage with active skincare benefits

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Refy
Brow Sculptor: Engineering Meets Artistry

Refy's Brow Pomade brings architectural precision to brow grooming. With a dual-ended tool that would look at home in a drafting kit, this system transforms sparse arches into defined shapes that still move naturally.
The brand's approach is almost mathematical in its attention to detail. Their pomade formula strikes an exact balance between hold and flexibility, while the specialized brush enables micro-adjustments that standard spoolies can't achieve.

Why we like Refy

  • 1

    Precision Engineering

    Dual-ended tool for exact application

  • 2

    Perfect Balance

    Optimal ratio of hold to flexibility

  • 3

    Professional Results

    Enables micro-adjustments for natural-looking definition

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Rare Beauty
Liquid Flush: Mental Wellness in a Bottle

There's something refreshingly honest about Rare Beauty's mission to destigmatize mental health conversations through makeup. Their Soft Pinch Liquid Blush embodies this ethos with a formula that enhances rather than masks.
The brand's inclusive approach extends beyond shade ranges to skill levels. They've engineered their products to be foolproof - the blush's buildable pigments prevent the dreaded clown-cheek effect that makes many hesitant to try liquid formulas.

Why we like Rare Beauty

  • 1

    Inclusive Design

    Suitable for all skill levels

  • 2

    Thoughtful Formulation

    Buildable pigments for foolproof application

  • 3

    Social Impact

    Supports mental health awareness

Alexandra Brown

Alexandra Brown

06/10/24

Love. Super pigmented and blends well.

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Youthforia
Chemistry Experiment: The First True Sleeping Beauty

In a market full of "long-wearing" claims, Youthforia actually created makeup you can sleep in. Their BYO Blush harnesses skin chemistry, using pH levels to create a custom flush while delivering nutrients through 20+ plant extracts.
The founder's commitment to overnight testing (she literally sleeps in prototypes for months) has resulted in formulations that work with skin biology instead of fighting against it. It's a radical departure from traditional cosmetics that require removal to prevent breakouts.

Why we like Youthforia

  • 1

    Innovative Technology

    pH-reactive custom color development

  • 2

    Overnight Wear

    Safe to sleep in without causing breakouts

  • 3

    Natural Ingredients

    Contains 20+ beneficial plant extracts

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The Lip Bar
Color Revolution: Breaking Beauty's Old Rules

The Lip Bar emerged as a direct challenge to beauty's limited shade ranges. Their Nonstop Liquid Matte lipstick collection proves that inclusive doesn't mean compromising on performance or comfort.
After leaving Wall Street, founder Melissa Butler approached color theory from a fresh perspective. Instead of creating standard warm and cool versions of each shade, she developed formulas that adapt to different undertones - solving the perpetual problem of lipsticks that look great in the tube but clash on the lips.

Why we like The Lip Bar

  • 1

    Inclusive Innovation

    Adaptive formulas for all undertones

  • 2

    Performance Focus

    No compromise between comfort and wear

  • 3

    Fresh Perspective

    Wall Street precision meets beauty innovation

Chelsey Reyes

Chelsey Reyes

09/17/24

this is so vibrant on my lips. It is matte but I love the fact that it is easy to apply and that is very long lasting.

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Milk Makeup
Swiss Army Stick: Minimalism Meets Maximum Impact

Milk's Matte Bronzer stick could teach a masterclass in efficiency. The cream-to-powder formula eliminates the need for brushes, primers, or complex application techniques - perfect for anyone who views their morning routine as a race against time.
Their stick format isn't just about convenience. The direct-to-skin application allows for better product control and less waste, while the cream base prevents the dreaded powder settling that can age makeup throughout the day.

Why we like Milk Makeup

  • 1

    Efficient Design

    All-in-one application without extra tools

  • 2

    Waste Reduction

    Precise application with minimal product loss

  • 3

    Long-Lasting Wear

    Cream-to-powder formula prevents settling

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Glossier
Hybrid Hit: When Customer Feedback Creates Chemistry

Glossier's Ultralip emerged from thousands of customer conversations about the gap between balms and lipsticks. The resulting formula proves that the best innovations often come from listening rather than assuming.
The brand's community-driven approach to development has created products that solve actual problems instead of inventing new ones. Ultralip's buildable color and hydrating properties address the common complaint that traditional lipsticks require choosing between comfort and color payoff.

Why we like Glossier

  • 1

    Community-Driven

    Product development based on customer feedback

  • 2

    Problem-Solving Focus

    Addresses real makeup challenges

  • 3

    Hybrid Innovation

    Combines benefits of multiple product types

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The Future of Face Paint

These brands represent a fundamental shift in how we think about makeup. Their products challenge the notion that cosmetics must be removed at day's end or treated as separate from skincare. While Too Faced mastered the art of makeup as fun, these alternatives are proving that serious skin benefits and beautiful color can coexist in the same bottle.