Our Story

Real people. Real beauty.

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

Indie Beauty
Mission

Champion the makers who put craft before scale.

Beauty is quietly changing. Small studios across the UK are formulating with more care, transparency and 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 insights
Timeline

How we got here.

2019

A weekly newsletter from a spare bedroom.

2021

The first brand directory launches.

2023

Founder stories become our most-read format.

2025

180 brands, 25,000 readers, still independent.

The team.

Lauren Ashcroft

Lauren Ashcroft

Senior Editor
Sophie Marsh

Sophie Marsh

Beauty Writer
Ellie Yates

Ellie Yates

Content Editor
Nadia Costa

Nadia Costa

Community
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