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‘Tis the season to start ordering those holiday gifts — and don’t forget to add yourself to that shopping list. While buying gifts for family and friends may be at the top of your to-dos right now, treating yourself is important, too. That’s why InStyle editors and writers are giving you some insight on the beauty products we’re buying for ourselves this season, all from small businesses and indie brands on Amazon. From a pedicure kit that landed on Oprah’s Favorite Things list last year to gorgeous bath salts to a luxe shea butter that comes in the prettiest packaging, we have a feeling you’ll be inspired to invest in some TLC for yourself after browsing through these picks.
Here are 12 beauty products from small businesses that InStyle editors are gifting themselves this year:
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Flawless by Gabrielle Union Deep Conditioning Hair Masque, $10
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I’m Meme Pep! Balm, $10
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Flawless by Gabrielle Union Scalp Soothing Tonic Hair Treatment, $10
Mother’s Shea by Eu’Genia Shea Butter
Black- and woman-owned business
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Christina Butan, Amazon Ecommerce Writer: I’m so excited to finally buy myself this nourishing shea butter from Mother’s Shea by Eu’Genia. The luxe cream is made with shea butter, extracted from African shea nuts in Ghana, along with shea, apricot, and sunflower oils. The whipped butter comes in four fragrances — lavender, eucalyptus, rose, and vanilla — and is packaged in a giftable tin. It makes the perfect self-care gift, and a great stocking stuffer, too.
Shop now: $20; amazon.com
FootNanny Smooth Feet Starter Kit Bundle
Black- and woman-owned business
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Nina Huang, Lifestyle Ecommerce Writer: Even though I have a 10-step beauty routine, I always forget about taking care of my feet as part of skincare. So this year, I’m going to give them some extra TLC in the form of FootNanny’s Oprah-loved Smooth Feet Starter Kit Bundle. My feet always get extremely dry and crackly during the winter season, but they should be no match for Footnanny’s kit that comes with a buffing pad, a pair of socks, and the brand’s own foot cream that leaves feet super soft. The brand has been on Oprah’s radar since 2013, and this exact kit was even one of her Favorite Things last year. I’ve had it on my to-buy list ever since, and I can’t wait to try it.
Shop now: $50; amazon.com
Live By Being Bath Salt Collection
Woman-owned business
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Erin Johnson, Senior Product Reviews Home Writer: I have really become a bath person over the past year. I love ending my day by drawing a warm bath, sprinkling bath salts, lighting a candle, and putting on my favorite podcast. The only downside is that I often run out of candles and bath salts. These Live By Being salts come in beautiful packaging that will look gorgeous on the side of my tub, as well as ease my aches and pains that my body gathers throughout the day.
Shop now: $56; amazon.com
Briogeo Don’t Despair, Repair! Leave-In Mask
Black- and woman-owned business
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Eden Lichterman, Amazon Ecommerce Writer: I’m a huge fan of Briogeo’s wash-out hair masks, so I’ve been wanting to try the Don’t Despair, Repair! Leave-In Mask as well. I have thin, color-treated hair that tends to get dry, so this strengthening and moisturizing product is exactly what my hair needs. Plus, it has the same light floral scent that I know and love from the deep conditioning mask in the same line. I’m treating myself to consistent good hair days with this product, and I think you should, too.
Shop now: $28; amazon.com
Averr Aglow Clear Skin Elixir
Woman-owned business
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Jennifer Maldonado, Ecommerce Editor: Averr Aglow’s products have helped my skin change for the better, especially the Clear Skin Elixir. Anytime I feel a pimple starting to form, I break this bad boy out as the final step in my skincare routine. After applying it as a spot treatment overnight, any former bumps are much smaller and less red the next day. I’ve used countless acne serums, creams, masks, and spot treatments over the years, but this is the only one that never burns or causes any irritation, which is why I’m going to continue to buy it. And the fact that Averr Aglow is a woman-owned business just makes it even better. We love to see it.
Shop now: $49; amazon.com
Flawless by Gabrielle Union Deep Conditioning Hair Masque
Black- and woman-owned business
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Kayla Greaves, Senior Beauty Editor: As someone with a mix of different textures on my head, there aren’t many deep conditioners that I truly believe in. I often find that some areas of my hair are left feeling hydrated, while others could use a little something extra. However, Flawless’ Deep Conditioning Masque is crazy good. After washing and detangling, I slather this on, go under my hair steamer and let the product work its magic for the next 20 to 30 minutes. Once my hair has been rinsed out, it’s silky soft and smooth like butter. Whatever Gabrielle Union and Larry Sims are selling, I’m buying. Oh, and you can’t beat the price point. At only $10, this product is a literal steal.
Shop now: $10; amazon.com
Panier des Sens Provence Hand Cream
Indie beauty brand
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Christie Calucchia, Lifestyle Ecommerce Lead: I apply hand cream multiple times a day to keep my skin soft and moisturized this time of year. That’s why I have my eye on this French lotion made with shea butter and olive oil. I also love that it comes in a variety of natural scents, including citrus and lavender.
Shop now: $16; amazon.com
Beets and Apples Self Care Gift Basket
Woman-owned business
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Rachel Nussbaum, Ecommerce Beauty Writer: I live and die by a good bath, and this set will make for a delicious one. For $30, you get pink clay and rose-scented bath salts, a hand-made lavender candle, rose goat milk soap, vanilla lip balm, and artisanal chocolate to enjoy while you soak (or immediately after you open the box). I couldn’t ask for a better evening.
Shop now: $30; amazon.com
I’m Meme Pep! Balm
AAPI-owned business
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Tamim Alnuweiri, Ecommerce Beauty Writer: At this point, any pigmented product should be multi-use — having something in my bag that I can touch up my lips and cheeks has been increasingly necessary for me during our mask-wearing era. I like that this formula from Korean beauty brand I’m Meme includes shea butter, which ensures that it delivers moisture and soothing protection with a flush of color. Plus, it comes in little paint tube-looking packaging, which makes my approach to makeup even more sustainable.
Shop now: $10; amazon.com
Averr Aglow Radiant Cleansing Nectar
Woman-owned business
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Taylor Lane, Ecommerce Writer: After doing a deep dive for new beauty products in the middle of the night, as one does, I landed on the Averr Aglow’s Radiant Cleansing Nectar, and I’m so happy I did. I’ve been using it for nearly two weeks, and already know I’ll be getting myself another bottle. It’s one of the most refreshing face washes I have ever used (and I’ve tested hundreds); it easily removes traces of my leftover makeup and cleanses deep into my pores. I also love that it doesn’t leave my skin feeling tight and dry, thanks to the grape-seed oil that is packed with vitamin E to maintain moisture in the skin.
Shop now: $37; amazon.com
Flawless by Gabrielle Union Scalp Soothing Tonic Hair Treatment
Black- and woman-owned business
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Tess Garcia, Ecommerce Writer: I’ve had my eye on Gabrielle Union’s hair care line since it relaunched in 2020, and this $10 treatment feels like a no-brainer. I’ve had a dry, itchy scalp for as long as I can remember, and its combination of soothing aloe vera, peppermint oil, and tea tree sounds like the formula of my dreams. More than 1,000 customers have given it a five-star rating, too, so I trust that it really is as great as it seems.
Shop now: $10; amazon.com
Avarelle Hydrocolloid Cover Patches
Indie beauty brand
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Maya Gandara, Ecommerce Writer: I’ve tried a fair amount of acne patches, but the Avarelle Hydrocolloid Cover Patches are easily a staple in my regimen for how fast they make stubborn blemishes disappear. I run though packs fairly quickly, so I’ll be gifting myself a bunch this year to keep my skin smooth and clear. Plus, there are plenty of unique options to choose from.
Shop now: $9; amazon.com
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