“The beauty industry has seen explosive growth, especially among young, independent brands,” reported Forbes in 2018. A huge part of this expansion is because the consumers, who largely base their buying habits on social media, now support brands they deem authentic and are aligned with their personal values.
This global push for small independent brands has also meant that it’s easier for local beauty brands with advocacies to get started and quickly gain a following. It also helps that homegrown makeup brands are typically created with different complexions in mind (morena representation, yes!), a far cry from most Western brands.
Daniela Calumba
Inspired by nature, jewelry designer and slow fashion advocate Daniela Calumba’s latest fragrance line Perfume Drama is made with all-natural ingredients like honeysuckle, calamansi and ylang-ylang.
Filipinta Beauty
Filipinta Beauty, an indie cosmetics brand inspired by Filipino culture and mythology, recently released Kabal, an eyeshadow palette inspired by protective talismans. It features bold and basic shades of pink, gold and bronze.
Sundays Beauty
Sundays Beauty is an all-natural beauty brand best known for eyebrow products like the B.U.B. Tub, a brow-styling product made from castor oil. They also carry items like Spark Light, an easy-to-use highlighter made of reflective pearls.
Macynn Cosmetics
Macynn Cosmetics’ Illumina Liquid Illuminator has an easy-to-blend, silky smooth texture. The cruelty-free product comes in three shades: golden bronze, silvery pink and champagne gold.