6 indie brands helping define the mindful beauty movement

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (1001gece)
© Getty Images \ (1001gece)

Related tags Indie beauty brands mindful beauty Sustainability conscious beauty aromatherapy

Mindful beauty is a catchall term that describes the sorts of businesses and brands that conscious consumers want to support. Here, Cosmetics Design takes a look at 6 types of mindful beauty and a small selection of the indie brands that are envisioning a more mindful future for personal care, cosmetics, and fragrance.

As 2018 came to a close, Cosmetics Design posted our annual trends forecast video online. And one of the trends—of particular relevance for the Americas region in 2019—mentioned in that forecast was mindful beauty. Mindful beauty is about the next generation of natural ingredients, safe synthetics, environmental sustainability, mission-driven business, slow beauty, aromatherapy, crystals, moon cycles, astrology, and more.  

For consumers, mindful beauty is very much about “feeling connected to yourself and something larger,” ​as Cosmetics Design noted in that trends forecast video​. But the movement “is not just about consciousness on the part of the cosmetics and personal care consumer.Mindful beauty is about consciousness on the part of the brand and the supplier, the manufacturer and the distributor, everyone really​. It’s about designing for a circular economy; about ethical, transparent business practices; effective products of course; and ​developing brands and products that enhance consumers' emotional wellbeing.”

The six brands highlighted here exemplify as many aspects of the mindful beauty movement and are but a small fraction of the independent and startup brands actively reimagining the business of beauty.

Astrological approach

Zodica Perfumery​ is a brand developed around the principles of astrology, personality, and fragrance. Founded by Kristi Moe in 2016 the brand guides consumers to discover a fragrance for themselves or as gift according astrological sign, season, or attraction. As Moe told Cosmetics Design earlier this year, “You may embrace your sighn, reflect the current season, or attract the sign’s intention into your day through scent.” Learn more about the mindful fragrance brad here on Cosmetics Design.

Aromatherapy benefits

Aba Love Apothecary​ is another brand using the power of scent to build a more mindful future. Aba Gyepi-Garbrah founded the brand, which she describes as a “plant-based skincare and healing aromatics wellness brand.” ​The brand’s collection of organic skin care includes both facial and body care items, products for both men and women, and even a room / linen spray. Learn more about this functional fragrance brand here on Cosmetics Design.

Crystal energy

Āether Beauty is a color cosmetics brand with crystal energy at its core. Founded just over a year ago by Tiila Abbitt, the brand has a small portfolio of products (3 full eye pallets and a single shadow option,) all formulated with and conceptualized around crystals. This new vegan beauty brand is mindful in more ways than one; earlier this year Cosmetics Design spoke with Abbitt about her eco-friendly approach to makeup packaging​.

Sustainable packaging

Another indie brand changing what’s possible with beauty packaging is Ethique​. Founded by Brianne West in 2012, Ethique is personal care brand with a full portfolio of products in bar form—a formulations strategy that eliminates plastic packaging. In fact, Ethique packaging is compostable and the brand prides itself on being a “zero – consumer waste” ​brand, as West told Cosmetics Design last year​. And Ethique is now reaching a whole new segment of beauty shoppers thanks to a distribution partnership with Target​.   

Mission-driven business

Mission-driven beauty brands like Thrive Causemetics are (if you will) for-profit non-profits; that is, they are businesses that are as much if not more invested in a social or environmental cause as they are in turning a profit.

“Everyone who purchases a product become a part of our mission to give back,”​ said Thrive Causemetics founder Karissa Bodnar earlier this year when the brand donated $25 million in product to celebrate Thrive’s 4-year anniversary. Read more about that gift and the brand’s broader philanthropic efforts here on Cosmetics Design.

Natural beauty

Fully natural beauty brands seem more scarce now than they did just a few years back. And there are numerous reasons why that’s true; but more importantly, there are still straight-forward, plant-based skin care brands that hold sway in the marketplace—especially with a subsegment of today’s mindful beauty consumers.

ULIV skincare is one such brand. Founded in 2017 by Lishawn Lalonde, ULIV is skin care formulated with “vitally potent organic ingredients [like] …turmeric, manuka honey, antioxidant rich essential oils, phytonutrients from…roses, rosemary, lemon peel, and calendula,” as Lalonde told Cosmetics Design in her Indie Beauty Profile​ late last year.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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