Our Story

Real people. Real beauty.

We're a small editorial team on a simple mission: to help you find independent beauty brands worth your time.

Mission

Champion the makers who put craft before scale.

Beauty is quietly changing. Small studios across the UK are formulating with more care, more transparency and more restraint than the industry that raised them. We built Indie Beauty to give those brands — and the people behind them — a proper editorial home.

25,000+
Community members
180+
Independent brands featured
1,400+
Honest reviews
Timeline

How we got here.

  1. 2019
    A weekly newsletter from a spare bedroom.
  2. 2021
    The first brand directory launches.
  3. 2023
    Founder stories become our most-read format.
  4. 2025
    180 brands, 25,000 readers, still independent.

The team.

Lauren Ashcroft
Senior Editor
Sophie Marsh
Beauty Writer
Ellie Yates
Reviews Editor
Nadia Costa
Community