Discovered at Verishop! Clean Beauty Brands To Know Now
Something epic is happening in the self-care industry: Independent brands are dominating clean beauty and skincare, and our makeup bags have never been happier. With wellness-minded offerings and meaningful company DNA (think family traditions, cultural roots and personal wellness journeys), our favorite clean beauty brands are too good not to share. When it comes to self-care, these high-quality beauty products, featuring clean ingredients, are at the top of our list. From antioxidant-rich cleansers to ultra-soothing facial rollers, our curated selection of truly clean beauty is second to none. Meet the up-and-coming clean beauty brands no one is talking about yet. As they say, IYKYK... And now, you know.
Ghost Democracy
"We believe that clean skincare, and the confidence it brings, should be accessible to everyone."
Meet the direct-to-consumer brand on a mission to democratize high-quality skincare. Based on the fundamental belief that healthy skincare shouldn't be out of reach, Ghost Democracy offers a full clean routine at truly accessible prices. They also simplify the path to beautiful skin with versatile multi-functional products that do the most (so you don't need a cabinet full of products). Creator @kat considers her Ghost Democracy daily cleanser one of her skincare "holy grails".
Indie Lee
"Grounded in nature, supported through science, and inspired by life."
This emerging brand has a powerful story. After founder Indie Lee was treated for an environmentally derived brain tumor, she became more passionate than ever about creating clean, effective formulas and empowering people to live healthier lives. Must-haves include the ultra-soothing I-Recover Mind & Body Gel (featuring black pepper, lavender and eucalyptus) and the cooling antioxidant CoQ-10 Toner. Skincare loving creator @amiradanan has multiple Indie Lee products on her favorites list, including the Active Oil-Free Moisturizer.
Mount Lai
"Our mission is to be a source of wellness and healing."
Rooted in traditional Chinese medicine, Mount Lai is an Asian-owned clean beauty brand we’re really excited about. Inspired by founder Stephanie Zheng's grandmother — who has practiced gua sha and facial rolling for over 50 years — Mount Lai merges ancient rituals with modern tools. The result? Cruelty-free, vegan offerings powered by healing herbs, plants, and family skincare secrets. If you’re ready to add gua sha to your routine, watch @kirstine.chao’s evening routine featuring the Gua Sha Facial Lifting Tool.
Rae Wellness
"We put our consumer, our people, at the forefront of every decision."
CEO and Co-Founder Angie Tebb is no stranger to holistic healing and beauty. After all, she grew up in a household where reiki, homeopathy and meditation were the norm. As adult life became increasingly hectic, she noticed a glaring need for self-care products (and a lack of quality options). That’s why Rae Wellness offers affordable, clean-ingredient supplements for busy, wellness-minded women. @chfeyh's recent skincare haul included some Rae Wellness holistic must-haves.
Axiology
“Our mission is to make the most ethical makeup on the planet.”
Inspired by a love of nature, Axiology multi-use makeup sticks will challenge everything you know about glowing up. Their tubeless tinted crayons add color to eyes, lips, and cheeks. Smooth, buttery formulas come in on-trend colors and (and timeless tints) that range from sheer and bright to bold and rich. Created with natural ingredients for all skin types, they’re a genderless clean beauty essential you’ll want to keep in your bag. They don't cake or dry when worn — and, best of all, they’re completely zero waste.
