Feeling meh with the typical beauty lineup?
Table Of Content
- Why You’ll Want to Invest in European Indie Makeup Brands
- 10 European Indie Makeup Brands You’ll Love
- 1. Oden’s Eye (Sweden)
- 2. WeMakeUp (Italy)
- 3. Clove + Hallow (USA)
- 4. Elate Cosmetics (Canada/EU)
- 5. Asgard Queen Cosmetics (Russia)
- 6. Crow & Pebble (UK)
- 7. Enchanted Lustre Cosmetics (Australia/EU, friendly)
- 8. Necromancy Cosmetica (Puerto Rico)
- 9. LK Makeup (Spain)
- 10. Hynt Beauty (UK)
- Comparing These Underrated European Indie Makeup Brands
- Pro Tips To Use European Indie Makeup Brands
- What Makes This List Better Than Other “To-Indields”
- Final Words
Same here.
I’ve spent the last five years as a U.S.-based makeup artist in backstage rooms and at tech events. And guess what? My biggest thrill lately has been diving into the world of European indie makeup brands. These under-the-radar labels are passion projects, not profit machines, and they’re delivering weirdly amazing performance.
Today, I’m giving you a full guide to European indie makeup brands you haven’t heard of but should, because knowing about this feels like a secret handshake.
Why You’ll Want to Invest in European Indie Makeup Brands
Let’s cut through the noise: mainstream beauty feels repetitive. Beige packaging, repeated formulas, and every “new” launch look the same under the spotlight.
Here’s why “the best European indie makeup brands” are a buzzy term for a reason:
- Values Meet Value: They aren’t throwing money at ads. That budget goes into formulation, sustainable packaging, and ethical sourcing.
- Ingredient Transparency: With stricter EU regs, you’re getting safe, often clean, and cruelty-free makeup. It does what it says on the tin.
- Exclusive Storytelling: Many are woman-owned or founder-led, with personal backstories that big brands can’t replicate.
- Shade Range & Inclusivity: No more makeup that assumes everyone’s a cool or warm light. 02. Indies cater to all skin types and tones.
10 European Indie Makeup Brands You’ll Love
These 10 European indie makeup brands are my favorite, and here’s why:
1. Oden’s Eye (Sweden)
Country: Sweden
Why it’s awesome: Oden’s Eye brings high pigment and lush textures wrapped in mythology-inspired packaging. These aren’t your typical neutrals. I’m talking purples that pop and bronzers with depth.
Hero product: Solmåne eyeshadow palette, buttery mattes and dreamlike shimmers. Every shade feels wearable yet editorial.
Where to buy: Ships globally via the official site; restocked at Cult Beauty.
Pro tip: Mix matte mattes from this palette with shimmer from Enchanted Lustre for balance.
2. WeMakeUp (Italy)
Country: Italy
Why it’s awesome: Straight out of Milan, but feels indie in spirit. Their tools scream quality: wooden lip liners reminiscent of a luxury boutique (without the price).
Hero product: More Mascara. It is blacker than black, length without clumping. Plus, this is better than most high-end mascara formulas.
Where to buy: The official EU site ships to the US; also available via Beauty Bay.
Pro tip: Their liquid lipsticks are bulletproof, paired with their wooden liner.
3. Clove + Hallow (USA)
Country: USA
Why it’s relevant: You might not label it European, but it’s indie with transparency. Their formula is clean, vegan, and made by a pro, MUA founder.
Hero product: Liquid Skin Tint. It is glowy, sheer coverage. If your base tends to irritate, use this is SPF 12, fragrance-free, silicone, light.
Where to buy: The official site ships internationally.
Pro tip: Match footprint and tint for summer; mix with moisturizer in winter.
4. Elate Cosmetics (Canada/EU)
Country: Canada (EU shipping, friendly)
Why it’s awesome: Packaging meets UN goal, level sustainability. You can plant the boxes. For real
Hero product: Better Balm. It is a whipped, glossy lip balm. The balm feels luxe and works like butter.
Where to buy: Elate’s site ships worldwide; available in a few EU stockists.
Pro tip: Their wooden palette is refillable and gorgeous; grab that too.
5. Asgard Queen Cosmetics (Russia)
Country: Russia
Why it’s awesome: Handcrafted, Norse mythology-themed, and includes cute touches like rune stones and candy.
Hero product: Gersemi Highlight Stick. It has a pink/shimmer duo, chrome. This is subtle, wearable, and unique.
Where to buy: Etsy shop ships internationally (heads up: slow).
Pro tip: Send refunds for empty pans, starter of sustainable packaging.
6. Crow & Pebble (UK)
Country: UK
Why it’s awesome: One, a woman brand with literary inspirations. Eye primers and pigments based on texture and story.
Hero product: Parchment eye primer. It is creamy and works with all eyeshadow types. They also offer alternatives to mainstream heavy primers like Painterly.
Where to buy: Crow & Pebble site; also available through Storybook Cosmetics.
Pro tip: She names shades after book themes, great convo starter.
7. Enchanted Lustre Cosmetics (Australia/EU, friendly)
Country: Australia
Why it’s awesome: Ritu is a scientist who mixes nicer than mainstream shimmer formulas. Think ultra-soft and laser-sharp.
Hero product: Dragon Prism II palette. It is textured multichromes galore. The shimmers that stay shimmering and don’t dust.
Where to buy: EU shipping via the official site, also on Etsy.
Pro tip: Their shadows layer easily with Oden’s Eye for day/night looks.
8. Necromancy Cosmetica (Puerto Rico)
Country: Puerto Rico (EU accessible)
Why it’s awesome: Dark romantic shades with deep pigment. Vegan and limited-edition vibes.
Hero product: Paper Flowers lipstick. It is soft mauve matte. This stands out without harsh dryness.
Where to buy: The official site ships to the EU/US.
Pro tip: Try two shades as a weekend lip combo; switch from day to goth.
9. LK Makeup (Spain)
Country: Spain
Why it’s awesome: A brand you wished Sephora would carry. Think rose-gold packaging meets creamy, zero-fuss formulas.
Hero product: Soft Matte Blush, a rose-tinted cream blush that doesn’t sweat. The best part is, it stays put in the summer heat.
Where to buy: EU retailer websites, Spain-based indie shops.
Pro tip: Mix with primer for a hydrated cheek glow.
10. Hynt Beauty (UK)
Country: UK
Why it’s awesome: Medium coverage foundation done clean. Packaging is minimal magic.
Hero product: Flawless Silk Foundation that is buildable and has a skin-like finish. This is not cakey or greasy, just lived-in glam.
Where to buy: EU stockists and also indie beauty Shopify stores.
Pro tip: Use Crow & Pebble’s Parchment primer for long wear.
Comparing These Underrated European Indie Makeup Brands
| Brand | Hero Product | Price Range | Standout Feature |
| Oden’s Eye (Swed.) | Solmåne Palette | $35–$45 | Myth, driven swatches with pigment |
| WeMakeUp (Italy) | More Mascara | $18–$22 | Luxury lash look without clumps |
| Clove + Hallow (USA) | Liquid Skin Tint | $20–$25 | Skin-matched eye base |
| Elate (Canada) | Better Balm | $16–$20 | Seed paper packaging |
| Asgard Queen (Russia) | Gersemi Stick | $12–$18 | Refillable highlighter |
| Crow & Pebble (UK) | Parchment Primer | $15–$18 | Skin, matched eye base |
| Enchanted Lustre (Aus.) | Dragon Prism II | $42–$48 | Multichrome shimmer gems |
| Necromancy (Puerto Rico) | Paper Flowers Lipstick | $15–$18 | Cool mauve matte comfort |
| Lk Makeup (Spain) | Soft Matte Blush | $20–$25 | Heat-resistant cream blush |
| Hynt Beauty (UK) | Silk Foundation | $36–$38 | Clean skin,like medium coverage |
Pro Tips To Use European Indie Makeup Brands
- Start small: Pick one standout product (mascara, lip, or shadow).
- Check undertones carefully: Especially for tinted bases, shade naming isn’t always consistent.
- Use primer wisely: Mixing indie primers with mainstream formulas often gives you the perfect base.
- Prep your skinscape: Toning mists help multichrome shadows look vaulted, not patchy.
- Stay alert on customs: Products from Russia or Asia may get delayed.
- Follow brand founders on socials: Indie creators are approachable and responsive.
What Makes This List Better Than Other “To-Indields”
Competitor lists often focus on aesthetics only, looking at the pretty packaging! Here, in these European indie makeup brands, you get:
- Ingredient and ethics breakdowns
- International shipping tips
- Performance opinions from experience
- Ugly truth calls (like foundation/concealer mismatch)
- Clear price category callouts
Final Words
If you’ve been stuck in the same makeup loop, it’s time to break out. European indie makeup brands bring something different: formulas with heart, shades that surprise you, and packaging that feels personal.
Most of the indie makeup brands we covered are cruelty-free European makeup, ingredient-conscious, and built by artists who care about what goes on your skin. You’ll find underrated European beauty brands doing things bigger names won’t even attempt.
So pick one, maybe a bold lipstick or a unique eyeshadow, and try it. You might just find your new holy grail.
