One of the lessons the pandemic taught us is that if you treasure a small business, you should make sure to support it, lest it go out of business. While Black Friday weekend is traditionally known for purchasing a new TV or five-star vacuum, today is Small Business Saturday, the best time to stock up on indie beauty brands, many of which are available on Amazon.
Today, under-the-radar, small batch beauty gems are discounted. It's the perfect day to visit your local mom and pop shop, but you can also peruse the beauty offerings from the comfort of your warm and toasty home. I have gone through every single indie beauty brand on Amazon with a deal or sale, and now I come to you with this curated (by yours truly, a beauty writer) list of the 18 items you should shop.
Toners and Face Washes
instyle - 20 Available at Amazon
instyle - 41 Available at Amazon
instyle - 22 Available at Amazon
Step one (or step one and two) of your skincare routine should be face wash and then toner. Among the selection I have included are two cleansers and two toners. My pro tip is to shop Allies of Skin and PSA, which are both personal favorite brands and 30 percent off right now.
Serums and Moisturizers
instyle - 31 Available at Amazon
instyle - 71 Available at Amazon
instyle - 38 Available at Amazon
The next steps in your skincare routine would be your serum(s), followed by moisturizer. The Verso serum is great for winter, a season that usually dries and dehydrates the skin. The Eight Saints vitamin C serum is a great pick for brightening skin while keeping it hydrated thanks to aloe vera and jojoba oil. Lastly, there is the Trilogy Rosehip Oil, which has a 30-percent-off coupon in the listing and provides ample, soothing hydration.
instyle - 70 Available at Amazon
instyle - 36 Available at Amazon
instyle - 49 Available at Amazon
Apply your eye cream or treatment following your moisturizer. This selection of eye creams covers it all: There's a retinol option with effective anti-aging benefits for under $50; a microbiome-boosting gel cream for sensitive, dehydrated skin that's at its lowest price all month; and a matcha-infused treatment best for dark circles that's $15 off.
instyle - 18 Available at Amazon
instyle - 12 Available at Amazon
Winter is lip treatment season, but beyond that, lip care is important if you're dedicated to anti-aging products since lips can be one of the first places to show signs of aging. Here is a now-$12 sugar scrub to exfoliate the dry or lipsticked-stained skin on your lips and a lip mask/gloss treatment for under $18 that will leave your pout plump and nourished.
Masks and Treatments
instyle - 27 Available at Amazon
instyle - 8 Available at Amazon
instyle - 19 Available at Amazon
Face masks and treatments are the products you incorporate into your routine on a non-daily basis, and they're also on sale right now. Out of the deals, I've selected an Instagram-favorite clay mask for clearing and refining pores, an eye mask that minimizes fine lines while hydrating skin, and an intensive repair cream that can be used on anything, anywhere.
instyle - 14 Available at Amazon
instyle - 11 Available at Amazon
instyle - 9 Available at Amazon
instyle - 11 Available at Amazon
For the uninitiated, let me introduce you to Fluide, a gender inclusive makeup line meant for every single person. I am obsessed with all the products but especially the mascara that goes on like butter and the multi-use crayons and glosses that I smear literally everywhere on my face. Also included is a K-beauty lip product that will give you that powdery, blotted look — sort of like you just finished a bunch of raspberries — and is only $19 with the coupon in the listing.