Founded in 2017 by Mileyka “Millie Max” Maxwell, G.R.A.C.E. by Millie Max is a faith-based beauty brand built around the idea that beauty begins within. The company’s USA-made nail lacquer turns each manicure into an expression of faith and encouragement, with a percentage of annual profits returned to the community.
9Free
Compliance program
Cruelty-Free
Compliance program
Self Love CosmeticsFounded in New York City in 2017, Self Love Cosmetics is an independent beauty brand making makeup for self-expression, from everyday looks to bold and avant-garde styles. Its identity centers on self-acceptance and individuality, with cruelty-free products sourced from responsible manufacturers and formulas such as its best-selling Precision Brow Pencil and made-in-USA finishing powder. The company also says it supports social causes that empower people and promote acceptance.New York, NY
ROBI ROSEFounded by CEO and makeup artist Olimpia Fernandez, ROBI ROSE makes beauty products centered on self-love and women’s empowerment, including its Set N’ Go lipstick line. Fernandez built the brand from her home office after researching and testing formulas herself, and the company directs a portion of every purchase toward helping empower a child’s future. Its lip products are also presented as gluten-free, vegan, cruelty-free, and paraben-free.LINDENHURST, NY
Grande CosmeticsFounded in 2008 by Alicia Grande, Grande Cosmetics develops beauty-enhancing serums and serum-infused makeup designed to amplify natural lashes, brows, hair and lips. The company helped create the lash-serum category with GrandeLASH-MD, its signature ophthalmologist-tested formula made in the U.S.A., and says it has sold more than 10 million bottles. Its products are built around revealing rather than concealing natural features, with clinically tested formulas and cruelty-free claims.WHITE PLAINS, NY
La Chae CosmeticsFounded by image consultant Margaret Clark—known as Lady La Chae—La Chae Cosmetics creates retail makeup for the unique needs of women of color. Clark opened her first location in July 1995 and brings more than 35 years in the professional beauty and spa industry to the brand. Based in Lyndhurst, Ohio, the company also offers makeup education through La Chae Makeup Academy.BEDFORD, OH