About Us


Founded in 2017 by two friends who met on Reddit, The Indie Mood is a resource for indie beauty fans. We’re passionate about small beauty businesses. We post news, reviews, brand profiles, founder interviews, and roundups about our favorite indie makeup, skincare, bath and body, fragrance, lifestyle products, and more!  

indie beauty brands


The Indie Mood is a platform that highlights indie beauty brands and small businesses. We are the resource for fans of indie beauty to discover their next favorite product or brand. We firmly believe that your dollar counts and where you spend it matters. When you support a small business, you support a dream, a community, a family, and the greater good. 


The Indie Mood is dedicated to delivering accurate, well-researched, and unbiased content about indie beauty. We especially strive to publish content highlighting small businesses owned and operated by POC, LGBTQIA+ individuals, and people with disabilities.  Every brand and product featured in posts on The Indie Mood website and Instagram is cruelty-free. 



We will always tell you which links or codes are affiliated. At the bottom of every post on our blog, there will be a statement about affiliate links if they’re included in that post. We also note if a coupon code is affiliated by putting (affiliated) after listing the code. Affiliate links and codes earn us a small commission with no extra cost to you. They help us keep Indie Mood up and running, and we’re so grateful to anyone who uses them! Also, our discount codes help you save some coins, too. Check out our complete list of affiliate codes here. 


We promise to be 100% honest with our opinions no matter what. We do not accept sponsored partnerships that require a positive review; we have a clause stating as much in our contract with every brand we partner with! As indie lovers ourselves, we understand how important honest reviews are. 


We prioritize using The Indie Mood to share incredible indie brands owned and operated by POC, LGBTQIA+ people, people with disabilities, and other marginalized groups. The most inspiring thing about supporting small businesses is that it encourages the redistribution of wealth that is long overdue. 


Sustainability is incredibly important to us. We strive to prioritize low-waste, zero-waste, and sustainable brands. We especially love to feature zero-waste or low-waste alternatives to typically single-use staples like period products and razors


Every brand you see in our posts on our website and Instagram is cruelty-free. We made a promise to our audience since day one that we would never promote a brand that tests on animals, and we are dedicated to keeping that promise. Also, we do not post mink lashes or brands that sell mink lashes. 

Using Our Platform to Amplify Marginalized Voices

Since day 1, it has been our priority to use our platform to highlight small businesses, organizations, and creators from marginalized communities and diverse backgrounds. We understand the importance of having a platform and a voice, and we do not take that responsibility lightly. 

Our Indie Directory serves as a tool to discover indie makeup, skincare, and lifestyle brands from all walks of life. Do you wish there was a black-owned, vegan skincare brand in your life? We got you. Are you pining for an LGBTQIA+-owned candle brand that uses sustainable ingredients? Search for it on our directory! The purpose of the directory is to connect indie lovers with the brands they wish to support. 

Also, check out our resources tab for lists of Black Lives Matter organizations, black creators, and black-owned brands. We also have a list of AAPI-owned brands, organizations, and books about the AAPI experience. We will continuously work to provide the resources we can to support marginalized communities that make indie beauty such an incredible space. 

So Who Runs Indie Mood, Anyways? 

Liv and Giulia met on r/indiemakeupandmore in 2017 and have been posting news, reviews, and interviews about indie beauty ever since. Liv is a graduate of Pratt Institute and works as a freelance writer along with her work at The Indie Mood. Giulia is a graduate student and is most likely writing a 20-page paper as we speak. Liv and Giulia have a lot in common: they’re both book worms, 1st generation immigrants, members of the LGBTQIA+ community, and huge fans of Indie Beauty (if that wasn’t obvious enough). You can check out their reading list here. Sign up for the Indie Mood Monthly Newsletter to get updates on our newest content, monthly favorites, and books-of-the-month. 

Some of the links on this page are affiliated

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