We all know the heavy-hitters of the beauty industry, whether it’s drugstore brands that have been around forever, like Olay or Maybelline, or newer brands that instantly became bestsellers after debuting in Sephora, like Fenty Beauty or Glow Recipe. While we love these brands just as much as the next girl, we’re always on the lookout for the coolest new indie brand. After all, that’s part of our job as beauty editors! That’s why we chatted with Jillian Wright, co-founder of Indie Beauty Media Group, about her favorite under-the-radar beauty brands, all of which were showcased at the 2018 Indie Beauty Expo in New York City. Don’t be surprised if you start hearing about these brands everywhere really soon.
This article originally appeared on TotalBeauty.com