Here Are the Indie Beauty Brands to Try ASAP, According to Other Indie Brand Founders

Ace Beaute creates everything from the perfect false lashes to incredibly pigmented eyeshadows. But while the products are certainly a hit among makeup-lovers, founder Niye Attang still experiences the struggles of any smaller-scale beauty brand. "As an indie brand founder, I understand how it feels to feel like your brand can always be overshadowed by all the bigger brands out there owned by conglomerates, and so I make sure to support indie brands as much as possible," she said. "There are so many to support like Beauty Bakerie, Briogeo, and Black Girl Sunscreen among many others. Most of us have the same stories — we started really small, had setbacks, but still pressed on, and now have all these amazing success stories to share."