Amazon’s New Beauty Shop Focuses on Indie and BIPOC-Owned Brands

If your Amazon shopping experience is typically about restocking essentials and clicking straight on what you need (like the cleanser you’ve been using since middle school and razor head refills), prepare to get your browsing muscle ready. The launch of its Indie Beauty Store last month introduced a new shopping destination filled with small, under-the-radar brands and other products and offerings that aren’t simple and easy to find.

It’s easy to shop too. There are categories for skincare and hair, plus more curated areas like those for natural, BIPOC-owned brands, or “innovative” products (think a mascara shield to keep smudges at bay or a scalp steamer). It’s the sort of stacked online shop that deserves plenty of poring over, but we’re happy to help get you started with a few finds we’re intrigued by…