Indie Beauty

The emerging crop of indie brands are not only unique, but have incredibly thoughtful backstories that resonate with digital audiences.

"Today, more than ever, shoppers understand that how and where they spend their dollars can drive real economic impact," says Geenie founder Chana Ginelle Ewing.

It even cracked the code on formulating vitamin C that can't oxidize and a retinoid that won't irritate.

These candles, lip balms, skin sets and wellness must-haves are slightly off the beaten path — in a good way.

Being a thoughtful gift-giver doesn't have to mean emptying your wallet on the fanciest, bougiest finds that money can buy.

"We're not doing this to be one small store in the West Village. We really want to enact a shift in how people take care of themselves."

Starting Tuesday, the retailer will begin selling a range of 40 perfumes, sheet masks, makeup palettes, deodorants, bath soaks and more.

Indie beauty e-tailer The Stell fills us in on the products that fly off of its shelves most often.

According to an expert, you're seriously missing out if you haven't tried them.

Every one of these picks is the stuff of Instagram dreams.