Founded in 2013, Notoriously Morbid is a Skelton, West Virginia makeup brand creating in-house cosmetics for bold, imaginative self-expression. Its small team handcrafts orders and is particularly known for distinctive eyeshadow formulas and color stories, with products made ethically and without animal testing. The brand operates as a Spellcast Beauty Inc. company.
Cruelty-Free
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Atomic MakeupFounded in 2015, Atomic Makeup is a California-made indie cosmetics brand creating small-batch, rock ’n’ roll-inspired lipsticks for bold everyday self-expression. The Latina-owned and operated company makes its vegan, cruelty-free formulas by hand in California and gives a portion of proceeds to local Southern California charities.BROOKLYN, NY
Westman AtelierFounded by makeup artist Gucci Westman, Westman Atelier makes clean beauty products designed to bring professional makeup artistry into easy, everyday routines. Its signature approach centers on skin-mimicking color and blendable textures, including the Face Trace Contour Stick and Baby Cheeks Blush Stick, with formulas presented as vegan and not tested on animals.NEW YORK, NY
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
Winky LuxFounded in 2015 by longtime friends Natalie Mackey and Nate Newman, Winky Lux set out to make beauty feel less self-serious and more joyful. The New York City brand creates playful makeup and skincare for everyday rituals, with a focus on cruelty-free, plastic-neutral formulas and transparent ingredient standards.