5 indie brands that are taking over the beauty market

The beauty industry in India is witnessing an exhilarating shift, with a surge of independent brands stepping into the spotlight. These innovators are breaking away from traditional norms, offering unique products that celebrate individuality and cater to diverse beauty needs. With a focus on natural ingredients and sustainable practices, these indie brands are reshaping how consumers perceive beauty, prioritising authenticity and eco-consciousness over mass production.

Diam Beauty

Diam Beauty is shaking up the Indian beauty scene with inclusive, skincare-infused cosmetics that celebrate authenticity. Their philosophy is all about embracing your unique beauty and shining in your own way. What started as a mission to create makeup for brown skin has evolved into crafting effortless, high-performing products that simplify routines while catering to the diverse needs of Indian skin tones. They bring global beauty trends to India with affordable alternatives, specially designed for local skin types, climates, and preferences. 

Their latest must-have? The All Over You Multistick—available in 5 shades, it’s a non-comedogenic, dewy-finish marvel that works on all skin types while packing skincare benefits in every swipe. Plus, their Glass Tint Balm has gone viral for its gorgeous glossy sheen and sheer tint—a 3-in-1 lip balm, plumper, and gloss with high shine and zero stickiness, perfect for that barely-there, everyday glam!

Code Skin

Code Skin is shaking up the indie beauty scene in India with its game-changing, clean skincare! Founded by Oscar Pereira, a leading figure in the skincare industry with over thirty years of experience perfecting consumer-focused solutions, the brand is known for its science-backed formulas and no-nasties approach. Code Skin is all about transparency, safety, and catering to every kind of skin—especially sensitive and diverse ones. Plus, they’re big on sustainability, so you can feel good about what you're putting on your skin and the planet!

Their latest obsession-worthy drop? The Hyaluronic 7+ Serum. It’s a natural, non-invasive alternative to injectable fillers, serving up deep hydration and visibly plumping fine lines for that coveted dewy, glass-skin glow. Think firmer, radiant, and totally refreshed skin—no needles needed!

Hyphen Beauty

Hyphen began with the mission to simplify skincare by addressing the overwhelming number of solutions available for every skin concern. By hyphenating multiple powerful ingredients, they create result-driven products that cater to the unique needs of Indian skin. Combining nature's strength with scientific innovation, each product delivers a blend of benefits designed to elevate your skincare routine. Hyphen is built on a passion for skincare and a vision to empower you to have it all. Their products are vegan, clinically tested, PETA certified, and have a zero-plastic footprint.

Among their standout offerings is the viral Vitamin-Infused Peptide Tint, a popular dupe for the Rhode Peptide Balm, and the latest 10% Peptide with 2% Copper Peptide Face Serum that promises plump, hydrated skin instantly. Perfect for anti-ageing and hydration, this serum combines the power of peptides for glowing, youthful skin!

Sereko

Rooted in Psychodermatology, Sereko understands the link between psychological concerns and skin health. With India being the stress capital of the world, where 77 per cent of people experience stress symptoms, Sereko leads the skincare revolution. Their patent-pending NeuroCalm®️ formula is clinically proven to reduce stress and boost serotonin, tackling both the symptoms and causes of skin issues.

Their bestsellers include the 24H Hydration Sunscreen, which is always sold out, and the Sereko Calming Gel Pen, a travel-friendly, on-the-go solution for natural stress reduction and mood enhancement. Made with cooling ingredients like Basil Oil and Tea Tree Oil, this portable pen promotes calmness, reduces cortisol levels by up to 70 per cent, and doubles as an under-eye treatment and spot corrector for dark spots and acne marks. Perfect for a quick moment of relaxation anytime, anywhere!

Flossy Cosmetics 

A mass luxury brand that strikes the perfect balance between true luxury and affordability, it aims to bridge the gap between Indian and international beauty products. Our focus is on delivering the aesthetics, quality, and appeal of global luxury brands while tailoring everything to the unique needs and preferences of the Indian audience. Their commitment is to provide high-quality beauty solutions that elevate everyday routines, ensuring that Indian consumers don’t have to compromise between luxury and affordability.

Flossy Cosmetics’ latest launch is the Better Decision lip stain—India’s first-ever Jelly-to-Water tint! This 12HR+ stain is hydrating, non-patchy, and available in 4 stunning shades. It’s a multi-purpose lip-and-cheek product with a one-swipe application and comes with a silicone bendable applicator for a flawless finish. Plus, it’s Indian skin-tone friendly, making it the ultimate go-to for all-day wear!

By blending sustainability with unique formulations that celebrate diverse beauty, they’re proving that looking good can feel good too. So, whether you're hunting for clean ingredients or eye-catching aesthetics, these local heroes have got you covered. Get ready to embrace your individuality and elevate your beauty game with these exciting new players!

All images: The brands

Also read: Your new must-have sunscreens to keep skin protected and glowing year-round

Also read: 7 beauty and wellness trends that will continue to blossom in 2025