If you have the fortune to meet Axiology Founder, Ericka Rodriguez, in person, you’ll quickly learn that for this California-born beauty, she’s not into playing small. A vegan since her tween years, Ericka has been an advocate against animal cruelty for as long as she can remember, using her voice to protect the voiceless. She also had a mad crush on lipstick, amassing a collection of shades to pair with her current mood. Imagine her shock when she realized many of her favorite brands tested on animals and even contained animal byproducts. She turned her anger into action and set out to create the most comfortable, wearable, sustainable lipstick on the planet, starting with small batches from her kitchen.
Oyl + Water
A distinguishing factor of Indie Beauty brands is that more often than not, products are formulated based on the founders’ personal values. SkinOwl Founder Annie Tevelin so perfectly demonstrates this in the relaunch of her Hero product, Beauty Drops PM. … Continued
Hello Giggles gives a rave review to May’s Beauty Discovery. “I am someone who personally feels exhausted by decision fatigue, so being presented with a few full-size options with clear uses felt refreshing and more personal.”
Founder and curator Jeannie Jarnot is the queen of finding the best, most pure, most safe, most luxurious products on the beauty market. Jarnot puts careful consideration into absolutely every aspect of her subscription service and the accompanying online store.