Founded 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.
California Prop 65 Compliant
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Absolute New YorkAbsolute New York is a beauty brand built around making self-expression affordable and accessible to people of every gender, race, and ethnicity. Its cosmetics, skincare, and beauty tools are designed to encourage creativity and individuality, with long-wearing products such as Black Out 24 HR Eyeliner among its offerings.PORT WASHINGTON, NY
Milk MakeupBorn from Milk Studios, the downtown New York creative hub, Milk Makeup is a creatively driven beauty brand founded by four members of the Milk community. Its team develops the line in-house for people who treat makeup as a form of self-expression, with formulas designed to be easy to use and always vegan and cruelty-free.New York, NY
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
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.