Indie Brands for Independence Day

Red, white, and you!

Jul 02, 2025

Hello, Gorgeous!

I’m trying my hardest to…what’s that word that eludes me? Hmm. Relax? Yes! That word. While I no longer celebrate my workaholic tendencies, I still have a hard time figuring out how to completely unwind. Anyway in the pursuit of Zen, there won’t be a newsletter tomorrow or Friday for the holiday weekend, but I’ll be back in your inbox on Monday.

Anyway, if you’re looking to ditch mega brands in favor of the indie folx, here are a few you might like.

Beauty from a former Sephora exec

Liz R. recently asked about clean brands. I’m working on a great big list, but it’s worth checking out Credo Beauty. The brand is not only female founded (by Annie Jackson part of the original Sephora exec team) but also carries 95% female owned or operated brands who have to adhere to the Credo Clean Standard. They also have a private label brand Credo Skincare for face and body. Genius products include a serum with broad spectrum SPF.

Mermaid vibes

Founded by Holly Daniels Christensen, Dune Jewelry is such a cool sustainable brand that handcrafts all pieces in Massachusetts. It’s hard not to love a company that creates meaningful jewelry using sand and earth elements from beaches, trails, and destinations around the world. Pieces from this collection could also make an incredible thank you gift to a hostess after an extended visit. It’s such a nice way to remember time well spent together. Check out their luxury Siren collection which includes fantastic earrings and cuff bracelets (prices vary, dunejewelry.com).

Functional beverages

I kind of love the backstory on this one. Amanda Hester-Smith was brewing and blending healthier mixes in her farmhouse kitchen outside Nashville. Her brand Balaveda is crafted with Ayurvedic herbs, functional mushrooms, and organic botanicals to help you recharge in time for all the fireworks! I’m most intrigued with Immunity boost Elderberry (about $21, for a six pack at balaveda.com).

Skincare for wholesome hippies

I think that might be a perfect descriptor for me! (Though I tend to gravitate to five-star hotels). I love the idea of a brand that doesn’t market to the youth obsession but rather to attitude. I’m also loving the women-owned vibe of founders Sherri Dindal and Christa Dias who create small-batch production, 99% organic ingredients, without synthetic additives. Wholesome Hippy also makes their earth-friendly products in the U.S.A. with pricing at about $50 and under. Another brand I’m excited to try out.

Conversation sparks

Far too many people spend their days with their heads down staring at their phone. Irena Spegar, founder of a popular newsletter and lifestyle shop launched The Boonly Connection Deck with 50 head scratchers or conversation starters back in May. It’s a lovely way of reminding us to take time to get to know people. Unless you intend to swipe left in person ($20, theboonly.com).

Nutella. But make it healthy

I’m intrigued with Syren Spreads created by self-described midlife founder, former pastry chef Megan Castellon. I cannot tell a lie, I can’t wait to try this dark chocolate hazelnut “beauty-from-within supplement formulated with 2,400 mg of skin-supportive adaptogens per serving.” So much better than a gummie!

Did you know that Hello Gorgeous! is nearing its first anniversary?

I started this newsletter as a way to connect one-on-one with readers, in part because more traditional media outlets stressed the hard sell above all. Within six weeks of launching, Olay contacted me about a potential partnership - their first foray into the Substackverse. Seven months after our partnership went live in December 2024, our co-branded content is still the top post.

And Hello Gorgeous! kept growing from there.

I’m truly grateful for each and every one of you who spend part of your day with me! And I’m adding a fun new feature for paid subscribers starting this month.

I’ll also be doing giveaways and featuring more fun indie brands next week.

Have a wonderful weekend! Please don’t text and drive.

What’s your fave indie brand? And do you have any fun long weekend plans? Let’s meet in the comment section to discuss!

Rachel, Your beauty concierge 💋