11 Small Beauty Businesses We’re Proud to Support During the Pandemic
Countless businesses throughout the U.S. are struggling deeply right now due to the COVID-19 crisis. Across the hardest-hit industries, like restaurants, bars, and salons, it's the small businesses that are suffering the most and need ample support. The beauty industry is no exception — larger retailers like Sephora and Ulta are doing their part to limit the spread of the virus and make this time easier on their customers and employees, but it's the small beauty brands that will need dedicated support to make it through this period.
With that in mind, we wanted to shine a light on some of our favorite smaller beauty brands, to give them a boost during these strange times. Our editors have found themselves leaning on their beauty and skin-care routines more than ever just for some semblance of structure, so we asked them for a handful of the smaller brands they're turning to for beauty cabinet restocks, and they were thrilled to oblige.
All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.
Courtesy of brand1/11Soko Glam
If you're looking to use the quarantine as an excuse to finally dive head first into the 10-step skin-care routine, look no further than Soko Glam. Founded by skin-care expert Charlotte Cho and her husband, the Korean beauty e-retailer has a multitude of sets at the ready, tailored by skin type and brimming with a variety of best-selling K-beauty brands you might not have had a chance to explore yet. One Allure staffer always stops by Soko Glam to refresh her sheet mask collection. And the Living Cleansing Balm from Cho's own brand, Then I Met You, is a must-try. (There's a reason the citrusy, velvety makeup remover won a Best of Beauty Award in 2019.)
Courtesy of brand2/11Chillhouse
In the before times, Chillhouse served as a modern spa destination, offering a wide range of salon services, including facials, massages, and pedicures. But these days, the retailer knows the majority of its customer base is under quarantine, so it wants to help spa-ify your space. That means offering expertly curated items like organic bar soaps from Plant Apothecary, soothing incense and candle sets from Sunday Forever, and of course, all the beauty products you can shake a stick at. We've been treating ourselves to toxin-free nail lacquers from Floss Gloss and French Girl cuticle oil until it's safe to get manicures out in the world again.
Courtesy of brand3/11Lipslut
Lipslut built a name for itself as a cause-driven platform, donating 50 percent of earnings to charities chosen by customers. And during this crisis, the lipstick enthusiasts are raising the bar even further, donating a full 100 percent of sales to organizations helping those affected by COVID-19. That means you can shop the brand's glosses and matte liquid lipsticks to your heart's content, knowing you're doing good while you shop. (We love the #Time'sUp-themed F*ck Hollywood, a true red shade spiked with nourishing jojoba oil.)
Courtesy of brand4/11CAP Beauty
Brick-and-mortar locations of the wellness spa may be closed, but CAP Beauty is still shipping orders of its all natural beauty products. With all this free time and a bathroom that's never been more spotless, we've been treating ourselves to luxurious baths, topped off with the restorative Mustard Bath Soak from Dr. Singha and a charcoal clay-infused face mask from Lesse to slather on while we soak.
Courtesy of brand5/11The Buff
Ascribing to the theory that there's no such thing as one-size-fits-all when it comes to skin care, customized clean beauty brand The Buff blends every single one of its facial and body oils *by hand*. Take the brand's quick and easy skin quiz, which asks you about favored ingredients, skin-care concerns, and sensitivities, and then pops out a glowy oil that's brewed just for you. (Or choose one of the pre-blended oils if all the options feel too overwhelming.) It's as close as we can get to a customized facial or body treatment in a time of quarantine, and we have to say, these blends are so addictive that we almost don't miss going outside. (Almost.)
Courtesy of brand6/11Ace Beaute
Founded in 2015, Ace Beaute's mission is to encourage all people to play and have fun with makeup — regardless of their age, gender, skin color, religion, or socioeconomic status. It originally started off with a line of false lashes but has now expanded into color cosmetics with several eye shadow palettes, like its fan-favorite Quintessential Palette, and the Grandiose Palette (pictured above). If you're in the market for new eye makeup or some falsies, definitely check out the brand's website to peruse all of its awesome products.
Courtesy of brand7/11Captain Blankenship
Captain Blankenship is known for its ocean-inspired beauty products — the Mermaid Sea Salt Hair Spray, the Mermaid Dry Shampoo, and the Sailor Deep Blue Face Moisturizer, to name just a few favorites. If you've yet to try anything from the brand, now would be a great time to pick something up, as its having a 30 percent off sitewide sale — plus, free shipping on domestic orders over $50. No code needed.
Courtesy of brand8/11Each & Every
Each & Every is a women-founded brand that makes deodorants and fragrances free from common irritants like synthetic dyes, alcohol, and aluminum. In the wake of the COVID-19 crisis, it announced it'd be working with Good360, an organization that helps companies donate excess products to charities instead of tossing them, to make a donation to nonprofits that are supporting families and individuals impacted by job loss. To support them, consider picking up one of its Worry Free deos, which come in scents like lavender and lemon (yum), coconut and lime, juniper and mint, and more.
Courtesy of brand9/11Esker Beauty
Indie bath and body brand Esker understands that it can be hard to log off after working a full day from home. That's why it's holding a 20 percent off promotion right now on all orders — just use the code STAYINGPUT to redeem the offer. Might we suggest treating yourself to the new Calendula Hand Cleanser? It's packed with skin-loving ingredients like soothing helichrysum oil and hydrating glycerin; plus, its uplifting peppermint scent makes it extra lovely to use.
Courtesy of brand10/11Alder New York
Vegan skin- and hair-care brand Alder New York makes simple, sleek, and highly effective products, like its Everyday Face Moisturizer (pictured above), which contains vitamin C and hyaluronic acid, and its Fortifying Face Oil made with marula and squalane. It's currently offering free shipping on all orders over $50, and if you sign up for the brand's newsletter, you'll score a 15 percent off code.
Courtesy of brand11/11Golde
In the market for a new face mask? Consider one from Golde, like its Clean Green Anti-Pollution Superfood Face Mask made with certified-organic mango juice powder, marshmallow root extract, spirulina powder, and chlorella powder, all of which work together to nourish and brighten skin at the same time. It's also edible, so there's that. Right now, the brand is offering free shipping on all orders, regardless of how much you spend, so it's a perfect time to pick one (or more) products up.
Hair Texture: Fine-ish
Hair Color: Medium-to-dark brown
Biggest Hair Concern: Breakage, breakage, breakage
Skin Tone: Light/Medium with neutral undertones
Skin Type: Dry/Sensitive
Greatest Skin Concern: Redness ... Read more
