Maybe now more than ever, small businesses need our love. And by love, I mean support. And by support, I mean money. Moolah. Good, hard, old-fashioned cash. The challenge for us beauty seekers is that it can be hard to know where to find small-biz beauty brands and even harder to know which products are worth our while. Enter, Amazon. I know what you’re thinking: “Amazon is big business!” “Amazon hates the little guys!” Au contraire! All you have to do is adjust your thinking a little.
Consider Amazon an aggregator of small businesses, a marketplace — if you will — of everything from whole-body deodorants to setting sprays, but not from the big names you’ll find at Ulta or Sephora. Oh sure, they’re on Amazon, too. But, small businesses like Kokua Skin Care, Curly Girl and Diva Stuff. This list is full of under-the-radar beauty products you can snag right on Amazon while you’re filling your cart with other goodies. So, get psyched over these 37 top-rated beauty products from small brands on Amazon.
You will love our editor’s curated product picks! FYI: We are an Amazon affiliate partner and may get a share of the sale of your purchase (at no cost to you).
The best deals selected by the 22 Words team for you.
Whole-Body Deodorant You Can Use From Head to Toe
They call it the “world’s first whole-body deodorant.” Lume, developed by a doctor, is designed to swipe anywhere externally where you need a bit more odor control. It’s free of aluminum and baking soda and lightly scented in fragrances like coconut, tangerine, and lavender sage. Lume comes in both stick and cream forms. Say “bye” to BO forever.
Say “Sayonara” To Swimmer’s Hair
Swimmers know the struggle. All that time in the pool or under the sun can leave hair tangled, dry and brittle. The Sun & Swim line from Fairy Tales, which includes Lifeguard shampoo and Lemon-Aid conditioner, is designed to hydrate and condition hair while gently clarifying ingredients like grapefruit peel oil, orange flower extract, and pineapple fruit extract.
A Versatile Styling Cream That Won’t Weigh You Down
Looking for a texturizing cream that works on wet or dry hair? Smudge by White Sands is a multipurpose option that won’t weigh hair done and can be used to accomplish a variety of styles. Apply to damp hair and air dry to get killer curls or blow dry for added texture and movement. Create piece-y styles or add shape when used on dry hair.
Go Nuts Over This Coconut Bath and Body Set
The smell of coconut might be one of my favorites. It reminds me of summer and the beach. This luxury spa set is all coconuts all the time, with shower gel, bubble bath, bath salts, body butter, scrub, and lotion scented with that tropical reminder. All of the bottles are situated in a natural wood caddy that makes it easy to move from linen closet to bathtub.
Take The Day Off With A Moisturizing Makeup Remover Oil
If you wear makeup, a good quality makeup remover is an absolute must. A lot of the ones on the market work great but are full of extra chemicals you just don’t need. This moisturizing eye makeup remover oil is formulated with tea tree and vitamin oil and superb oils like jojoba and grapeseed. Optometrists helped formulate this, so you know it’ll be kind to your eyes.
The best deals selected by the 22 Words team for you.
The best deals selected by the 22 Words team for you.
Set The (Makeup) Stage
Thank me later. No, really, that’s the name of this setting spray — Thank Me Later. But you really might thank me later for finding this hidden gem from Elizabeth Mott. It has 900-plus reviews and counting, including this one: “Eat your heart out, Urban Decay All-Nighter!!” Achieve a matte finish, control oil, and keep makeup from budging with this long-lasting facial mist.
One Compact, Full Face
This perfect pigment compact from Christina Compacts bills itself as “one-minute miracle makeup” and I’ll be honest, I kind of like the way that sounds. Encased in one compact, you’ll get foundation, highlighter, bronzer, blue and eyeshadow that you can, yes, apply in one minute or less. This would be the perfect addition to a gym bag or a purse for quick on-the-go touchups.
Achieve All The Right Angles With Beauty Tape
How do y’all get those absolutely perfect eyeshadow angles? It’s something I swear I’ll never understand … and definitely won’t be good at. However, I think this makeup tape could be the answer to my inquiry. It promises to help me create perfect winged liner looks and shadow angles that would make any makeup artist jealous. And, how can you not just fall in love with that bedazzled dispenser? That’s worth the purchase price alone.
A Luxe Makeup Brush Cleaner
When was the last time you cleaned your makeup brushes? Wait … don’t answer that. This electric brush cleaner is so quick, fun, and easy to use that you’ll stop putting off that necessary task. Dip the brushes in the solution (or even soap) and watch them spin their way to clean with minimal effort on your part. I love the included cleaner dock where your brushes can rest while drying, too.
Mermaid-Worthy Dry Shampoo Powder
Want hair like a mermaid? Duh, of course, you do. Captain Blankenship Mermaid Dry Shampoo is the perfect solution to unwashed, lifeless hair. Use it to refresh your hair, extend the time between washes or absorb sweat after a workout and, hey, stop spending big bucks on big-name dry shampoos when you can have this one for 14 bucks. Reviewers love the fragrance and that it absorbs oil and pumps up the volume.
Detox After Socks
Tired, achy feet? Yeah, I feel you. Nothing feels quite as nice as a detox foot soak like this one from Daily Remedy. Add it to a foot spa (or anything that will hold water, if you don’t have one) and detox with citrus while softening your feet at the same time. Epsom salt-based foot soaks have been a favorite of many people for years, relieving your body of impurities and imparting other great benefits.
Ultimate Hydration from Girl+Hair
Natural gals, this one is for you! Girl+Hair’s entire line is designed for “under hair care.” That means a focus on natural hair underneath hair extensions and other protective styles. This cleanser uses natural ingredients that will both gently cleanse hair and impart moisture to thirsty hair follicles. One reviewer who said she’s never going back to regular shampoo added, “This shampoo left my scalp feeling so clean and stimulated while my hair was braided that I decided to continue using it after I took my braids out.” Winner, winner.
Sunscreen With Hawaiian-Grown Ingredients
If there’s one thing Hawaiians know, it’s sun and, and by extension, sun protection. This SPF 50 water-resistant zinc sunscreen gets rave reviews. It has the highest percentage of non-nano zinc oxide available and 23 total antioxidants, seven of which are sourced directly from Hawaii. The reviews are worth a look because several include images of “sunscreen tests” that prove how well this product worked.
A Hair Towel For the Curly Girls
Microfiber hair towels are nothing new, but this one is special because it’s designed for our curly girlfriends. Designed to absorb water more quickly for faster results, reviewers are thrilled with their results — from “since using this, my curls look like curls” to “it cuts drying time in half.” It has a convenient hanging hook for drying speediness, too.
Five-In-One Leave-In Spray For Blondes
Where are my blondes at? This set is for you. Hask’s Blue Chamomile 5-in-1 leave-in spray is designed to moisturize and condition, provide thermal protection, control frizz and detangle, add shine, prevent breakage, and repair dry hair. (Phew, that’s a lot!) Blue chamomile has nourishing benefits that help reduce brassiness, lightening, and boosting blonde tones for the better.
The Purest Virgin Coconut Oil
Coconut oil has so many uses; I would legit need a full article to explain them all. So, let me just condense it and say, “Coconut oil is the bomb and does it all.” This one, from Coco & Co., features 100 percent raw and organic coconut oil that has myriad benefits for both hair and skin. This listing gets you a full 8-oz. jar for your bathroom vanity and a 2 oz. travel pot you can take anywhere.
This Face Scrubbie is The Berries
I know this looks like fruit leather, but please don’t eat it. These face scrubbies are single-use; simply moisten the towelette and rub it over your face and neck, then rinse. The one pictured uses the essence of strawberry for cell renewal, but there are a dozen or so other choices at the link, including honey and lime, soft cherry and watermelon, and tea tree, each with its own great skin benefits.
New Eyelash Growth With An Old Formula
I have — and love — my lash extensions, but who wouldn’t want stronger, healthier natural eyelashes? That’s what this eyelash serum that uses castor oil from Majestic Pure Cosmeceuticals is all about. Castor oil has been used for hundreds of years to help with thinning hair. This serum uses 100 percent pure castor oil and works for not only lashes but also thinning brows.
Mind Your Beeswax Lip Balm
I’m kind of a lip balm/Chapstick addict. I can’t help but check out the options at any store I go in. I love this five-piece set that uses 100 percent natural ingredients such as beeswax, coconut oil, vitamin E, and aloe vera leaf extract. The flavors are great, too: Peppermint Frost, Pomegranate Passion, Vanilla Luxury, Mango Mist, and Green Tea Essence. Use one, gift one, and stash the rest away for a chapped day.
Small-Batch Face Cream Made In The U.S.A.
Niara Beauty has developed a winner here with its face cream that is anti-aging, moisturizing, and targets fine lines and uneven skin tone. That’s due in part to its premium ingredients like rose distillate, aloe vera, vitamins C and E, and essential oils and antioxidants to keep you looking young and radiant. One reviewer boasted about this product: “A lot of times you are paying for a label, and that’s about it. This cream is by far one of my favorites.” She totally gets what this list is all about.
Fur Oil Fur Real
Fur oil sounds like something you’d use on man’s best friend, but this product is for man … and woman. Fur oil is an ingrown concentrate; that’s right, it’s formulated to tackle ingrown hairs, banishing bumps and redness along the way. This product works anywhere you’re prone to redness or irritation, from face to legs and anywhere in between. The included finger mitt helps you target problem areas.
Revitalize Your Hair With Caffeinated Shampoo
Caffeine in my cup? Yes, please! Caffeine in my hair? Hold up a second! I’d never honestly given a thought to caffeinated shampoo until I saw this biotin shampoo and conditioner set from Paisle. Apparently, caffeine assists with hair growth. Who knew? The accompanying thickening conditioner is the perfect end to a wash, both gentle and lightweight. Reviewers rave about this product, from its scent to how well it works.
Wax Beads For Bikini Babes
These hard wax beads by KoluaWax are specially formulated for coarse hair with no paper strips required. The beads melt quickly, and the wax pulls off cleanly. Ah, Kelly Clarkson! (Sorry, I can only picture the waxing scene from “The 40-Year-Old Virgin.”)
This Organic Lip Serum Is Packed Full of Nutrients
There are a lot of lip products out there on the market. I know it, you know it, everyone from L’Oreal on down knows it. That doesn’t stop new products from popping up all the time, though, and even the little guys like Leovard get into it with their lip luster lip serum. This product is great because it’s natural and organic and made for men and women of all ages, skin types, of complexions. (It also has a ton of good moisturizing stuff in there, too.)
Nail It With Vegan Polish
I gave up nail polish for acrylic dip powder a few years ago, but I love the idea of a clean, organic, non-toxic nail polish that is both vegan and cruelty-free. This one, named Madison Avenue, is the sheerest of peachy shades and is one of more than 150 colors that Karma Organic has to offer. The polish has a built-in nail strengthening formula that will nourish your nails while looking cute.
This Foot Soak Is An At-Home Pedi Must
Maybe you (or your partner) aren’t into froufrou foot soaks. Hey, I get it. This one, from Viking Revolution, is just the necessities — Epsom and Dead Sea salts and a few essential oils — to tackle athlete’s foot, nail fungus, or any other unwanted condition you have on your feet. Designed as a men’s grooming brand, Viking Revolution also has a full line of beard essentials and face and hair care products.
Power Toner For Smoother Skin
Kombucha is all the rage right now, and it’s not hard to see why. Fans of the drink claim it aids digestion, rids your body of toxins, and boosts energy. If all of that is true, it kind of makes you wonder why it took so long for someone to put it in a toner to use on your skin. This Youth To The People power toner does just that, combining kombucha and lactic and glycolic acids for a truly powerful addition to a skin regimen.
Face and Body Wipes For Dudes
Dudes, let’s chat for a minute. I get it, you’re all business all the time. You want to just wipe and go; beauty products be darned. The Nobleman has heard your angsty pleas by creating literal go-anywhere face and body cleansing wipes. Throw them in your gym bag or work locker, and you can stay fresh 24/7. (Hey, and they have aloe and chamomile in them, but sshhhh …)
Illuminating BB Cream For No-Makeup Days
Lately, I’ve been all about lightweight, natural-looking beauty products that keep me looking fresh for Zoom calls with as little effort as humanly possible. One of the things I’ve added to my arsenal is a BB cream like this one from Pūrlisse. The four tones range from fair to medium and deliver help for fine lines and dullness with the faintest bit of coverage.
Small-Biz Body Scrubs In Lavender, Orange or Coffee
Brooklyn Botany is on to something here with its lavender body scrub (also comes in sweet orange or coffee). They’ve accrued more than 4,200 reviews on Amazon that cite things like “great for stretch marks,” and “cellulite scrubbed right off.” These scrubs are regular superheroes, fighting acne, wrinkles, dark circles, fine lines, and signs of aging. Get that jar a cape!
The Perfect Beard Tools For No-Shave November
I need you to get prepped for No-Shave November, and this grooming kit is a good way to get started. Created by Grow Alpha Beard (and who wouldn’t want an “alpha” beard?), this set includes a brush, comb, and scissors to help massage your facial hair, stimulate oil production and remove dirt. It also works to add shine and softness.
A Deep-Conditioning Cap At Home
Deep conditioning treatments always get a little boost when you add heat. This corded thermal heat cap is one you can use in the privacy of your own home with 10 heat levels and multiple timer settings. Just apply your favorite conditioner, cover your head with the heat cap and then catch up on your favorite Netflix series while the cap does its thing. Just remember you’re wearing it before you answer the door.
Dissolving Microneedle Eye Patches To Firm and Smooth
Normally, the words “needle” and “eye” wouldn’t belong in the same sentence, but we are deep in the bowels of the “Support Small” category on Amazon, and these dissolving microneedle eye patches went there. But it won’t hurt. In fact, the package says to wear them to bed and “wake up glowing.” I only glow on Fridays, sorry, but these patches from Skyn Iceland have me intrigued.
Put A (Mighty) Patch On It
I can attest first-hand to the magic that these Mighty Patch acne patches are. All you have to do is cover the problem area with one of these face stickers, and acne will basically disappear right before your eyes. I don’t know what hydrocolloid is, and I don’t need to know. I just know it works. But, hey, where were these when I was a teenager?
Play In The Mud With This Green Tea Mint Mask
Something about a mud mask seems so indulgent, which is weird because I avoid mud in any other form as much as I possibly can. But, ask me to slather some on my face, and I’ll all for it! This green tea mint mud mask has my “Add To Cart” finger itchy. Attack free radicals? Um, yes, please. Give me max hydration? I’ll take it. Healthy, glowing, smooth, and supple skin? Say no more.
Makeup Good To The Last Drop
Finally! Finally, someone came up with a solution for getting that last little bit of product out of the bottom of pots, jars, and bottles. The Spatty (short for “spatula, no doubt) is a Shark Tank alum that has grown in favor among Amazon customers. This sturdy, flexible and “tiny” gadget will get into virtually any space (even lipstick containers), so you get all the product your heart desires.
Day and Night Serums For Anti-Aging
Over the past couple of years, there have been a few brands that have proven you don’t have to give folks sticker shock to deliver serums and beauty products that just flat-out work. TruSkin Naturals is one of those companies with this day and night serum bundle you can scoop up for less than $35. The day version has vitamins C and E and hyaluronic acid for brightness and firming, while the night version boasts retinol, hyaluronic acid, and vitamin E for boosting hydration and skin texture.