10 Emerging Beauty Brands to Shop on Amazon: Makeup, Skincare, Hair Care and More

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Stay ahead of the curve by trying these new and emerging beauty brands, all available to shop on Amazon.

Tired of always hearing about the same viral beauty products on your TikTok feed? As much as we love Laneige, Rare Beauty, Olaplex and all the other beauty brands the internet is obsessed with right now, we're always on the lookout for the next hot thing. We'd like to think we stay ahead of the curve, which is why we're introducing you to the best emerging beauty brands to shop as we approach 2023.

If you don't know where to start branching out from your go-to products, Amazon's indie beauty section features a wide variety of up-and-coming brands — with a focus on BIPOC and woman-owned companies. Just a few of our favorites include Gabrielle Union's affordable hair care, color-changing Korean beauty from Youthforia, and naturally-derived skincare from Angie Watts.

Shop Amazon Indie Beauty

With hundreds of new brands to choose from, you might need a little help narrowing down the best products to try. Below, we've rounded up ten of our favorite emerging beauty brands to shop as we head into 2023. 

1. Flawless by Gabrielle Union

Gabrielle Union hasn't aged a day since her '90s teen romcom stardom, which is why we trust the actress with all things beauty. Her beauty brand, aptly named Flawless by Gabrielle Union, creates affordable hair products for every type, texture and length. 

Flawless by Gabrielle Union Detangling Leave-in Hair Conditioner

Flawless by Gabrielle Union Detangling Leave-in Hair Conditioner
Amazon

Flawless by Gabrielle Union Detangling Leave-in Hair Conditioner

With over 700 five-star reviews, this leave-in conditioner from Gabrielle Union's haircare line detangles and hydrates hair with a blend of coconut oil, shea butter and biotin.

2. Bossy Cosmetics

Vegan and cruelty-free clean makeup brand Bossy Cosmetics is created by ambitious women, for ambitious women. Its richly pigmented eyeshadow palettes and lip products are formulated without sulfates or parabens while providing a powerful wash of color.

Bossy Cosmetics Substance Eyeshadow Palette

Bossy Cosmetics Substance Eyeshadow Palette
Amazon

Bossy Cosmetics Substance Eyeshadow Palette

Each pigmented shade of this eyeshadow palette is named after a city around the world filled with ambitious women.

3. Angie Watts

Each product from Angie Watts' naturally derived skincare line is made in the USA without sulfates, parabens, dyes, toxins or animal cruelty. The brand carries everything you need for nourished skin, from cleansing oils and face mists to beard wash and eczema treatment. 

Angie Watts FACE. Hydrating Facial Serum

Angie Watts FACE. Hydrating Facial Serum
Amazon

Angie Watts FACE. Hydrating Facial Serum

This baobab, camellia, marula and chia seed oil is noncomedogenic, meaning it won't clog your pores.

4. Girl+Hair

When founder Dr. Camille Verovic noticed a gap in the market for natural Black hair care, she made it her mission to create a line of clean and convenient hair care products. Girl+Hair creates dermatologist-approved, science-backed hair care to get you through wash day with ease.

Girl+Hair Refresh+ Daily Hydrating Hair Milk

Girl+Hair Refresh+ Daily Hydrating Hair Milk
Amazon

Girl+Hair Refresh+ Daily Hydrating Hair Milk

Give your scalp a much-needed refresh with this aloe vera, biotin and coconut-water infused treatment.

5. BOLDEN

Featured in Cosmopolitan, The Cut, Forbes and more, California-based skincare brand BOLDEN will help you get the best skin of your life. Its acne treatments, dark spot correctors, glow enhancers and other products are vegan and cruelty-free. 

BOLDEN Brightening Moisturizer Face Sunscreen SPF 30

BOLDEN Brightening Moisturizer Face Sunscreen SPF 30
Amazon

BOLDEN Brightening Moisturizer Face Sunscreen SPF 30

Protect your skin from the sun without worrying about white cast using BOLDEN's vitamin C-enhanced sunscreen for sensitive skin.

$27 $26

With Coupon

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6. Brooklyn Botany

If you're in need of some self-care-related gifts for the holidays, look no further than Brooklyn Botany. The cruelty-free body care brand specializes in heavenly scented body scrubs, essential oils, face masks and more.

Brooklyn Botany Lip Scrub Exfoliator

Brooklyn Botany Lip Scrub Exfoliator
Amazon

Brooklyn Botany Lip Scrub Exfoliator

Coconut oil, cocoa butter and shea butter gently exfoliate your lips while keeping them hydrated.

7. Youthforia

Korean beauty brands have been on the rise for years for their innovative products and chic packaging, and Youthforia is no exception. The clean beauty brand's line of sustainably produced makeup provides pops of color without irritating your skin.

Youthforia BYO Blush

Youthforia BYO Blush
Amazon

Youthforia BYO Blush

Don't let its neon green hue scare you — this blush oil is made to change color based on your pH for a true-to-you shade.

8. SweetSpot Labs 

One area of skincare that is oft-neglected is the vulva, and SweetSpot Labs is on a mission to fix that. Its gynecologist-tested and approved gentle cleansers, ingrown hair treatments, moisturizers and more are formulated specifically to maintain your vulva's pH balance without irritating.

SweetSpot Labs Unscented Body Wash

SweetSpot Labs Unscented Body Wash
Amazon

SweetSpot Labs Unscented Body Wash

Finally, a feminine wash that doesn't irritate with unnecessary fragrances or throw off your pH balance. 

9. Ustawi

Named after the Swahili word for "wellness," Ustawi's line of skincare is specifically formulated with melanin-rich skin in mind. The brand is created in tandem with board-certified dermatologists to deliver the most effective and safe products for your skin.

Ustawi Red Clay Mask

Ustawi Red Clay Mask
Amazon

Ustawi Red Clay Mask

Packed full of antioxidants, this red clay mask can help minimize oil while hydrating your skin. Vitamin C plus niancinamide and baobab fruit work to brighten your skin and create a more even tone. 

10. HAN Skincare Cosmetics

If you struggle with finding makeup for sensitive skin, HAN Skincare Cosmetics combines pigmented makeup with skin-friendly ingredients such as vitamin E, argan oil, and shea butter. Its bestselling 3-in-1 multistick boasts over 4,000 five-star reviews. 

HAN Skincare Cosmetics All Natural 3-in-1 Multistick

HAN Skincare Cosmetics All Natural 3-in-1 Multistick
Amazon

HAN Skincare Cosmetics All Natural 3-in-1 Multistick

Simplify your makeup routine with a multitasking color stick for your lips, cheeks and eyes.

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