I spent a good chunk of my teenage years yearning for the things advertised in magazines – sea monkeys on the back of Archie comics and bubblegum-flavored lip balm. While I quickly realized the sea monkeys were a scam, the allure of lip balm took a little longer to fade. Now, as an adult, my approach to beauty has evolved. While I still enjoy makeup, I’m more intentional about my choices. I gravitate towards handcrafted skincare products, created in small batches by passionate individuals. These products often feature fresher, higher-quality ingredients, sourced from local farms or specialized suppliers. They prioritize responsible production methods and, to me, the most enticing factor – they are often niche, unique, and tell a compelling story.
Our country is witnessing a surge in new homegrown beauty brands. However, it’s not just about the sheer number, but the *kind* of brands emerging. Some scale rapidly, becoming unicorns with billion-dollar valuations. But I find myself drawn to the smaller, independent brands. They emphasize using high-quality ingredients, often sourced from smaller farms or specialty suppliers, giving them more control over quality. Their business models are unique, often operating independently and selling directly through their websites or a limited number of retailers. For instance, Korean skincare brands are renowned for their aloe gels, but I consistently choose The Dearist’s aloe vera gel. I recall the owner sharing her experiences in Jodhpur, exploring aloe vera fields to find the purest juice. Their product is scentless, has a slightly tacky texture compared to other popular brands, and blends seamlessly with my facial oils.
These small-batch beauty brands often come at a higher cost than mass-produced serums or creams. Availability can be inconsistent, and you might need to be more diligent in checking their testing and production processes. Interestingly, today’s beauty giants like Tata Harper, Drunk Elephant, The Body Shop, Kiehl’s, and Burt’s Bees all started as small-batch brands. So, why would I intentionally choose an aloe gel from a small brand that takes longer to arrive and is more expensive? Because I’m captivated by the story behind it.
Take D’you, for example. They excel at being vulnerable and sharing their experiences, fostering a loyal following. They recently changed the packaging of their cleansing balm from a tube to a tub based on user feedback. And I’ve already ordered two!
However, there are potential downsides to be wary of. As someone with sensitive skin, trying a product from a smaller brand can be a risk. Therefore, I prioritize transparency – full ingredient lists, information about suppliers or labs, and even the origin of the brand idea. We can and should demand more information. I’ve contacted new brands to request sunscreen certifications, and I always patch-test new products for extended periods.
Ultimately, the appeal of small-batch or handcrafted skincare products lies in their customization. The fact that someone carefully considered what I might like and didn’t just replicate a formula passed down from their grandmother. The research behind it, the reason for its existence, and the pursuit of the highest quality ingredients – it’s a story that unfolds. This story then shapes the brand, reflected in its aesthetics and communication. Someone created a beautiful or funny reel with music I was listening to on repeat, and before I knew it, I was adding it to my cart. The journey was decidedly more lyrical than picking it off a shelf. And we could all use a little romance in our lives.
