How Do I Choose An Indie Company?

I’ve had a couple of people ask me how I choose between all the indie companies out there.   I certainly don’t have a set ‘formula’ per se but I have some criteria that I generally follow.   I’ve jotted down some thoughts for you guys but please remember that something that does or doesn’t work for me might or might not work for you.

For starters I’ll admit that I generally don’t purchase from brand new companies.   The only time I’ll order from a brand new indie is if I get a glowing review from a good friend or fellow blogger.   If I  know the new owner personally then I’m always willing to support a friend and will always try them out.    I need to build  trust in a company as a lot of disreputable indie makeup companies have sprung up.  I’ll give you an example of each so that you can see what I look for.

A few months ago the wonderful Vanessa Warriner launched her new indie company, Chinovi Cosmetics.     The web site is professional, the photos are accurate representations of the products and the ingredients are listed on each individual product listing.  I put that one in italics because it’s important to me.  I had an experience with some not  approved for eye ingredients and want to know exactly what I’m buying.   All of the ingredients in Chinovi products are approved for the use they are intended.   The site is easy to navigate and it’s simple to find all the information you may need.   Check it out here:

Things I like to see!

Now I’m going to show you  an example of an new indie company that I would choose to avoid.   The site is actually just a Facebook page rife with text speak and grammar issues.    The three times I have looked at the ingredient list, they have changed, with the owner stating that carmine had been in the ingredient list by mistake (she was claiming to be a vegan company) and still claims to be cruelty free but has silk derivatives listed.   *scratches head*  The colors themselves are suspect as they look like neons and last time I checked, they are still not approved for use around the eyes in the US.  Unknowingly (I assume) this young indie makeup owner has already violated at least three federal guidelines which can be found here:

I snapped a couple screen shots so that I could show you guys something I very much DON’T want to see when I’m researching a new indie makeup company.

Home grown berries?!?   WTF?  And then the ingredients were changed again.  Now it’s a 100% organic company which is against FDA regulations to claim.

Some of the ingredients listed above just make no sense and honestly you would have NO IDEA what’s actually in the ingredients.  This gets a huge BUYER BEWARE from me.   When researching a new company, there are times when I might have a question about ingredients.   Typically I will email the owner and if they are professional they will take the time to answer my questions.    If I get a defensive answer or no answer at all then I’ll just move along to a more professional and therefore trustworthy indie.

I hope this has helped.   What do you look for when contemplating a new purchase?

Published by Hottie McNaughty

Hottie was a local burlesque performer and producer in the Seattle area. She now spends her day rallying for pet health insurance and here evenings running The Rhinestone Housewife.

6 thoughts on “How Do I Choose An Indie Company?

    1. I think Chinovi just came out with some new colors so you should definitely check them out. I did a gigantic Chinovi swatch post as well if you want to see some of the colors swatched!

  1. I look at ingredients, I look at the about / faq, If it’s a brand new company approaching me, I ask questions. If I don’t get answers that I like, I skip. That company, wow, ‘homegrown berries,’ uh huh. Yuck.

  2. Really informative post! 🙂 I’ve actually seen a lot of companies that claim to be vegan with carmine in their products, I’m beginning to wonder if that is one product derived from an animal that is still considered vegan…lol, I really have no clue. I love indie brands, like Fyrinnae or Glamour Doll Eyes, but you are so right— you have to be careful & do research! And home grown berries? WTF? ANYTHING could be in thoser berries….lol. 🙂

    1. Thank you! I really think it’s a matter of not enough research and owners wanting to jump on the vegan/cruelty free bandwagon.

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