16 Beauty Hidden Gems From Amazon’s Indie Beauty Section

We usually head straight for Amazon's vast assortment of hair products and tools, drugstore skincare, and (if we're feeling fancy) its A+ Luxury section when shopping for beauty loot. But, as it turns out, there's another major area we've been sleeping on. The massive e-tailer also offers an impressive collection of new, emerging beauty brands — many of which are eligible for that fast and free Prime shipping, too.

From an Instagram-famous pink clay face mask to a vegan glittery cream shadow, Amazon's page of under-the-radar brands allows indie-product discovery with the ease of shopping, well, non-indie products. You don't need the time or patience to hunt through pages upon pages of unique finds, because we already did a deep dive into the sleeper section for you — pulling out the best buys in makeup, hair, body, and skincare. Prepare to inspire some serious "where'd you get that?" beauty-stash envy in three, two, one...