How To Know When Indie Makeup Is Private Labeled

[@AmyLovesMakeup]

I just wanted to update that one of the brands I spoke about Karla Cosmetics posted after this video some behind the scenes creating their products on their IG stories. It looks like some products are handmade and some are made by their supplier in PRC. Although the previous multichrome packaging looked like the product on alibaba I just wanted to correct my assumption. These tips help me for personal use, but they’re not always 100% which is why I said I’m not typically one to throw around private label claims.

[@mariaryder7840]

It’s OK to research things as a consumer, but unless you have some sort of a degree in business management or anything at all you probably shouldn’t speak on things that you were not 100% educated about. Because then just like this you have to go back and correct yourself, and then you just sound like an idiot. How do I know that’s not the only thing you need to correct? Literally all you did was Google, and then spread the information/assumptions I should say. You’re not actually educated in any of this and so you should not be speaking on it.

[@AmyLovesMakeup]

Maria Ryder I didn’t google any of this. I spoke on my own human experiences and things that I’ve learned over the years. I made a mistake and I corrected it. If you don’t find my information to have value then there’s nothing I can say to change that. Have a nice day.

[@gettoknowalex]

@@mariaryder7840 not sure how a business degree would help you recognize whether Make-up is private labelled or not?

[@whitneyk3708]

@@mariaryder7840 Being a consumer who purchases makeup and enthuses about makeup and has made it a hobby/career, especially indie makeup, would make her educated on the topic... You don't need a college degree to be educated in things you find interesting or enjoy. If that's the case, you're probably an idiot about a lot of things.

[@DoraSometimes]

@@whitneyk3708 Oh God, is it ok that I enjoyed your comment this much?! 😂 Thank you for standing up for...all of us w/o college degree in "indie brands"!

[@RobertWelsh]

Amy, this topic was on my mind recently! I’m so happy you made this video. It was so informative I learnt a lot! Thank you! 🖤

[@AndriaSilvaful]

I love it that you are always willing and eager to learn more!

[@AmyLovesMakeup]

Robert Welsh thank you so much Robert 😊It means a lot coming from you.

[@krahvata]

Too many glitters in a palette with bland packaging and 100 shades are a dead giveaway for me hahaha.

[@StrangeKindaErin]

Yeah.

[@Sue-pn7mq]

There are some amazing glitter brands out there like With Love Cosmetics. Doing research often pays off.

[@krahvata]

@@Sue-pn7mq I dont like glitter so...

[@alolaninetales]

Can't forget the generic shade names like "Fierce" and "Goddess" haha

[@kimbradawn4975]

Morphe

[@glitterberserker1029]

Never buy makeup that doesn't list it's ingredients. Even if it isn't private labeled it super sketchy, reputable brands list ingredients because people can be allergic to things.

[@AmyLovesMakeup]

That was one of my red flags in my original video starting this series. I’m guilty of forgetting to look for ingredients sometimes but it’s a good tip 😊

[@AutsiticAlien007]

This I agree with. And it can apply to skincare!

[@creatrixZBD]

Because it is the law that you must list the ingredients. Another giveaway that something is bogus, if that info is absentee

[@riverg9677]

@ Juvia’s Place... when they released Wahala i asked them to list the ingredients twice (to which they responded that they were working on getting it up on the site... post-launch)... and they never did. actually nothing on their site has a list 🙃

[@taylorjade6918]

@@riverg9677 Oh how odd!

[@shesblessedx3]

I feel like alot of these brands with lashes in the name sell those bulk allibaba aliexpress products.

[@akatobi2002]

They do And lipglosses 👀 I respect the hustle but nothing good comes easy, I'd rather support someone who's heart is entirely in it.

[@shesblessedx3]

@@akatobi2002 i FULLY ENTIRELY AGREE! same!

[@ciaociara]

I’ve actually bought one of these lash kits and then saw it on wish for $8. I paid $40 🤦🏻‍♀️ I got GOT

[@shesblessedx3]

@@ciaociara dang. Im sorry. 😩

[@jesalopez660]

I just mentioned this on the post above--i see girls on fb and ig saying they have their own lash business, loose glitters, loose pigments, and limited lip gloss in a tube like the 99 cent store stuff, but selling it for $15-$20 like they're abh and I see the exact products on wish for $3. I buy my lashes from wish and they're perfectly good lashes in sets of 6 for $3-$5. They dont have a name or a brand but nobody knows or cares if I paid $35 or $5 for them. I would never pay $20 for 1 pair of lashes. I bought the magnetic liner lash kit from wish for $7, it came with the liner, 3 pairs of lashes, and the tweezer tool. I've seen that same exact kit in stores selling for a lot more. The same exact packaging--black tube, gold lid, no name or brand on the tube, just on the on the outer package, the part that you throw away. Now it's making me wonder why people in the beauty influencer community tell everyone to not buy beauty products from wish.

[@juliasgalaxy5985]

The abundance of “new” bands that randomly pop up on suggestions on IG etc with palettes all the time, I feel like are most of the time private labeled. This was a fantastic video and subject!

[@krahvata]

I swear I saw the same neon palette 5 times hahahha

[@juliasgalaxy5985]

@@krahvata haha I'm pretty sure I've seen the same neon palette you speak of 🤣🙌

[@RitaBaumann]

I'm old enough to remember when about three or four companies used to all sell the 88 palettes Coastal Scents and B&H sold them forever.

[@jesalopez660]

They're still being sold on amazon, but I remember the ones from bh cosmetics. I had just found them online and was so excited to get all those colors in 1 palette, 120 shades. I had a big one from sephora brand kind of similar with blush and lip gloss in the palette too. My cat knocked it off my counter and a lot of shades were broken. I was so sad, I kept looking for another but not finding anything until I found the bh website.

[@rayeofsunshine83]

I bought the 88 matte Coastal Scents palette back in the day (I loved watching Queen of Blending). I was so excited to have all those colors...and used like 10 shades. 😂 But it did introduce me to colors that I love and I now buy better palettes with those colors. ☺️

[@foxwaffles]

I don't mind private labeling of any kind but I don't want to be lied to. I don't want to buy from a brand trying to advertise otherwise.

[@AmyLovesMakeup]

Totally agree

[@jaycreswell7008]

I'm totally with you.

[@nairabee245]

Even if they don’t lie about it, I feel icky paying $40 for something that actually cost $4 on aliexpress. I get that it helps a new brand get on their feet but honestly it feels like im being scammed. If I really like these mass produced, bland, uncreative neon palettes that much I’d cut out the middle man and buy them for the $4 they’re worth. I like Amy’s approach that if you couldn’t muster up the energy to rearrange the shades or be unique with color scheme/marketing/packaging etc. you don’t deserve peoples money. Coz then it’s more like a tacky, poorly planned get rich quick scheme, or phony Instagram “brand” instead of someone actually trying to start a real brand with a dedicated customer base and products of their own.

[@jaycreswell7008]

@@nairabee245 I know what you mean. But I tend to feel more scammed by brands like Natasha Denona and Pat McGrath because those products can't possibly cost anywhere near that much to make.

[@nairabee245]

Jay Creswell oh definitely them too. Most of luxury is people paying for a name. I’m sure they’re quality. But quality worth an entire car payment? Nope💀 high end (ABH, Melt, etc) is as high as I’m willing to go. Only for palettes And only on 20% + sales. The rest of my makeup is drugstore. Also makeup overall has a huge profit margin and is pretty upcharged but at least many come up with their own ideas, marketing, creative process, formulas etc. imagine paying luxury or high end prices for an alibaba formula?😬 nah. Most of my makeup is elf, nyx, and colourpop. I only buy high end shadows (on sale) and I only have 5 eyeshadow palettes. So ik all about the scam of luxury too well and avoid it like the plague.

[@multichromatica9174]

Remember when like every single indie brand dropped pastel cake liners within like two months? I’m positive a private label must’ve gone out for those.

[@toxxicx]

same with those loose neon eyeshadows that started showing up everywhere

[@multichromatica9174]

@@toxxicx RIGHT! They all perform and look the exact same too, just packaged slightly different.

[@Sue-pn7mq]

That was a whole mess as they were created by an indie company and the factory producing it sold them to a lot of other brands who had them even before the original creator got a chance to sell them.

[@kelsey2333]

@@Sue-pn7mq yeah I remember that drama!!

[@jesalopez660]

@@toxxicx I still want some of those neon pigments, but I dont want to pay $40 for them.

[@AnnettesMakeupCorner]

Oh the copy/paste ingredient list is brilliant, I never thought of that! And I totally agree with you that i want to see the passion in the makeup thats made as well. I dont inherently have anything against private labeling, and like you said, it can be done right. I usually find another sign a brand isnt making their own formulas is when there are pressed glitters in the palettes lol. Not many brands wants to actually make that mess from scratch

[@badtothebrow]

Colourpop does pressed glitters and they aren’t private labeled though.

[@myhauntingromance]

The point about pressed glitters is so interesting. Never would've thought about that

[@Mjones5018]

Yeah it’s hard plus they tend to run and make the palette gross like the main reason I decided against pressed glitters in mine was bc I got a palette from sparrow in the mail and the oil had seeped out and made an oil mark on the palette and it looked so bad. I was like yeah ok no hahaha

[@Mjones5018]

@@myhauntingromance there are brands who do it tho. Copacetic, sparrow, Colourpop isnt private labeled, dear katie brown isnt private labeled, baby bat beauty isnt.... devinah has some glitters now. A lot of handmade and just manufactured brands have pressed glitter honestly

[@Kate-jk6pf]

Colour pop is a large scale operation that has its own lab.

[@melodyrecchione]

I know on Twitter you said you were a little nervous on posting this so I wanted to let you know what a great job you did! It was informative without bashing. Thanks for the insight 😊

[@AmyLovesMakeup]

Thank you ❤️❤️

[@untolddreams123]

Certifeye and blush tribe were selling private labelled palettes as well. Another useful tip is to check the first 4 ingredients. Generally private labelled palettes have talc, mica, mineral oil and kaolin as the first 4 ingredients.

[@crazydiamond38]

Omg

[@FrizzyHoran]

Ohmygod does certifeye still do that??

[@untolddreams123]

@@FrizzyHoran I think they still do because a few ingredients on the ingredient list are misspelled on purpose. Their ingredients list are also identical to rude cosmetics, midas and pinkyrose.

[@scray00]

@@untolddreams123 thanks for that tip. Misspelling the words. Now that shady as fuck Truthfully Midas always seem to be very inconsistent. Some people like it and others don’t. That’s why I haven’t bought from them. Ty for the heads up on the other brands you mentioned. 🙂

[@gilded_lady]

@@FrizzyHoran probably, given that blush tribe denied to her dying breath that it wasn't and also did the misspelled ingredients. I bought blush tribe after she said she was no longer private labeling to learn she still was. I rather like the palette but never bought again because of the price hike and lying.

[@Khaleesi_Of_Kittens]

*Remember that '24 Karat Gold Moisturizer' scam from Boxycharm(?), where the product was literally $2 or something on Alibaba and a lady private labeled it and was trying to claim it was worth, like, $102 (or something outrageous) because there was "gold" in it?!! It was literally a watery gel with gold flake in it. Gold flake sells for $1 at craft stores!*

[@AmyLovesMakeup]

Yes that was crazy!!

[@PaulinaAspljung]

To me you're the queen of indie brands. Respectful, loving, talented and creative. I trust each and every review/video you put up. I feel the exact same way about indie brands as you do and I think this was very helpful for many, including me :)

[@AmyLovesMakeup]

Thank you Paulina! ❤️

[@JG-kk1mr]

queens supporting queens, we love to see it

[@MiaRBeauty]

I used to use a lot of Aliexpress makeup when I was in college, and the amount of stuff I can TELL at first glance is private labelled from Aliexpress...the audacity.

[@fruit4evr]

um I have a question, if u don’t mind, is aliexpress like a good place to get makeup if ur on a budget?

[@MiaRBeauty]

@@fruit4evr Definitely, but you have to be discerning with what you buy! If you see copies from ''big'' brands with no name, run. However there are many reputable brands on Aliexpress that come out with their own stuff & sometimes with dupes (like Makeup Revolution does, as a western comparison) - Focallure, Beauty Glazed, UcanBe, MEIS, Novo, Hojo, o.two.o...for brushes I recommend Jessup, all of my brushes are from them.

[@SourEggz]

I have genuinely researched that Kim Chi’s brand is privately labeled by Moira. You can see that even their websites are a similar format, packaging (earlier products) and some colour stories . Now the formulas are different and clearly Kim Chi has input in the production from graphic design to types of products but I think it is interesting. Nothing wrong for doing that because you can see that her cosmetics are different from what Moira is offering but still... thought I would share.

[@Sue-pn7mq]

The original creator of Nyx is behind the brand, so I don’t even really consider it as a true indie brand to be honest. I like the products though.

[@SourEggz]

@@Sue-pn7mq Oh. That makes sense since at work we placed their stuff near the NYX Section, since it was part of the Plano. Although, wasn’t NYX sold to L’Oréal? And therefore this would be considered still an independent if it the former owner... I dunno. I am curious - you likely know more than I.

[@Sue-pn7mq]

@@SourEggz The brand is owned by an LLC, so I can’t be sure as I have no idea how the business is actually structured. That’s why I said I don’t consider it a true indie brand. It’s a bit of a grey area when it comes to defining it as a business can use the term when they are privately owned, which only means the way the shares are divided isn’t public knowledge, but an LLC can have elements of a corporation as well.

[@RitaBaumann]

There is a difference between using a company for a lab and private labeling to me. I don't expect every indie brand to have their own lab; that's silly. However, I like to see creativity in the color story and/or formulation that shows a brand has it's own voice.

[@SourEggz]

@@RitaBaumann Well, either way, it isn’t an issue in my mind - it isn’t a criticism, just a fun observation I wanted to share. I just felt like a sleuth when I discovered it... not saying I am Sherlock Holmes or Hercule Poirot - more like Scooby Doo. 🤷‍♀️ I didn’t really know that there was a difference - I would add they must be using the same website platform and their earlier palettes were very similar to each other. Again, the formulas are (not super, massively) different. I, also, suspect they are using the same graphic design company - both are different aesthetically, but can we talk about the packaging?! Both are such top tier packaging - like, I can see them in the future really becoming the newer, better Morphe because the packaging alone is stunning. Both Moira and Kim Chi’s look stunning! Love it! Whoever is working for their packaging design for both need a raise. Kim Chi’s makeup is supposed to be very, very good - but it all looks like they were made in the same facility and using the same resources. I have a palette from Moira and it is very good, too; so all that being said, I just thought it was cool. I don’t really think any Drag Performers have the financial backing or resources or time to have their own production company or factory, so it isn’t surprising either. I just think it is awesome that LGBT+ that are divergent, progressive and creative making their own makeup ventures is just amazing. I mean, Kim Chi is KNOWN for her artistry with makeup design, so I think it is all good and if I didn’t already own a lot of makeup - I’d buy some!

[@lillianacanales8562]

Brb gonna do a cool toned eye look with a red lip real quick 🏃🏻‍♀️🏃🏻‍♀️ You look so beautiful!

[@AmyLovesMakeup]

Yasss!

[@celestecelestial90]

I put on a red liquid lipstick after I saw how beautiful she looks in it. 😁

[@AlcideIzMine]

Some products in subscription boxes are private labelled too. Like stuff directly from the Coloured Raine website are made in the US, but the Coloured Raine products from IPSY are private labelled in China. Which I guess makes sense. That's how they can churn out such a large volume & for a discounted price.

[@Sue-pn7mq]

I’ve seen their Iconic London palettes for example, they don’t even look like the ones you buy on Cult Beauty.

[@suzannemarroncelli8357]

They did this with Storybook Cosmetics too. They bought the empty palettes and had the colors recreated cheaply private label! It wasn't the same product but they were not up front!

[@BeautyJacked]

I look for the small indie brands that are showing how much they are hustling to make a great product. Those are the brands that I want to support. But if brands want to go down the route of private labeling, no shade to them, I just probably won’t be interested in buying from them. Also as a side note, that red lip shade is literally amaze balls on you!!!

[@MorganTurnerMakeup]

very very interesting topic. So much of what we buy, not even makeup, is private labeled. Its more common than we think, but as we consumers are becoming for savvy on this topic, I do think it is in brands best interest to become more custom. I 100% think there is nothing wrong with private labeling, but a brand MUST be professional and prepared when it comes to getting "Caught". That is how brands like morphe got started, and theyre lucky that they got started when they did, because now they would not have reached their level of success knowing what we know now. I agree, if youre going to do private labeling, theres needs to at least be love and vision behind it. Point blank, the private labeled makeup quality isnt always bad! As a consumer we also need to support the vision and growth. Its an investment in the brand!

[@Sue-pn7mq]

On Amazon it’s being done all the time and if people buy the right product in bulk they can make a lot of money without doing something as Amazon does the distribution. It’s a little bit of a gamble, but some people are amazing at it and have made millions.

[@NikkiRaven]

I don’t really mind private labeling that much, however... what I’ve seen happen is for instance with lashes. A brand sold a lash book for 25$ that I had previously bought from AliExpress for 3$. 😅 and I’ve seen the same thing happen with palettes..and then there is the dead giveaway of different brands releasing the exact same palette😅🙈

[@scray00]

And this is why p l is a complete sham !! It’s a total con job on people, and it pisses me off to be honest. If a company is t willing to stand behind their product with the proper information about said product, it’s a big freakin no from me

[@NikkiRaven]

@Witch's Brew Views I use either Shop Miss A or Primark

[@hayylily]

Thank you for creating these educational videos when it comes to indie brands. As an international customer, shipping is usually so expensive that I can't imagine giving my hard earned money to indie brands that don't put as much effort into their products. No offense to those who don't mind supporting private label-made makeup. I just prefer to give my money to brands that put more creativity and passion into their products. Hence why you've become one of my main go-tos when it comes to discovering new indie brands 😊❤️

[@scray00]

AMEN !!! Why on gods green earth would I want to buy shit makeup when I can buy real makeup. P l is a con job and it’s bs if you ask me. Like you said support a REAL brand !! It’s a no from me on pl. I get heated even talking about. I don’t like that they take advantage of people and that’s the only way to put it.

[@badtothebrow]

I’m still confused on Karla cosmetics, they post videos of them filling their jelly multichrome jars, and responded to someone in the comments asking about if they are handmade/custom formula and Karla Cosmetics responded they have a small lab near London. When I got my order however, the packaging said “made in the PRC”. I was under the impression those were their own formula so I wish they were just completely transparent. I wonder if there is a possibility they get the jelly multichromes made and shipped in some sort of container that then allows them to fill each jar themselves.

[@jaellow3190]

Its even written in der Insta Bio 😒

[@Sue-pn7mq]

I wonder how many brands order from Sheenbow, they have an AliExpress store, but also make on request. I’ve seen a lot of brands with their stuff.

[@tabithacheung4180]

@@Sue-pn7mq sheenbow’s multichrome pigments are absolutely stunning! Only 3.5 USD per gram and the shift is beautiful.

[@Sageyoursoul]

🤯very helpful!👍

[@emmkej9096]

Omg I was actually planning on ordering from Karla cosmetics. Set of 4 multichromes are 60 pounds!!!! Now I feel tricked. 😒

[@SofiasOutlet]

Love this red lip with this smokey eye 😍 I have always wanted to know more about private labelling, so I am definitley excited about this video!

[@AmyLovesMakeup]

Thank you! I hope this is helpful ❤️

[@SofiasOutlet]

@@AmyLovesMakeup It indeed it is 🤗❤️

[@LucisZ39]

I work a lot with private labeling in the Food Industry for my day job so I go into it like this: It comes down to who owns the formula and being up front about it. It's more complicated then just the formula because there are products private labeled through a lab who then can sell that formula to other brands which I believe is what we saw with Glam Vice's pastel cake liners earlier this year. There are benefits of private labeling like what equipment a Manufacturer has that a small indie brand wouldn't have access to, the ingredients they can source based on the manufacturer's size/ relationships with suppliers, the volume that can be produced, and even safety/quality assurance testing that would be difficult and expensive to come by. I would also say packaging isn't necessarily the best indication of private labeled products if nothing else about the product is especially suspect. There are significantly less packaging vendors/Manufactures out in the world than there are ingredient manufacturers.

[@jesalopez660]

The formula in make up is the recipe for that product. And eye shadow palette can have several different formulas bc each shadow has it's own recipe. Some companies formulate their own shadows--where the ingredients come from doesnt matter, it's the recipe that we're talking about being private labeled. They shouldnt be charging $30 for eye shadows they didnt have to pay to create. They just chose colors from a catalog or whatever, they didnt come up with the recipe for each shadow.

[@baileydorey1572]

Notyce Beauty was (I’m not sure if they still are) selling those multichrome eyeshadows pots from Alibaba for $17 and saying they were hand made too!

[@AmyLovesMakeup]

I knew there was one more brand! Totally forgot to mention them

[@badtothebrow]

@@AmyLovesMakeup I was waiting in anticipation to see a screenshot when I was watching 😆

[@amandawright9790]

I had bought 3 from them and after Amy and Millie both commented on them I haven't used them since

[@rachelel9087]

Thank you! I had stopped following them on instagram, but a bunch of their products were still hearted on my etsy and I couldn't remember if that was the brand I wanted to avoid or not.

[@inkasaraswati7625]

The skeptic in me tells me that nobody specifies whose hand made it lol. On the other hand, it could be that they truly made their own products and just bought cheap bulk packaging from China, but that's may be too much of a coincidence.

[@lealibean3507]

I watched Paulina's video about this and it definitely made me look at a few things in my collection and on my current wishlist a bit closer! I have noticed a few of my favorite creators have mentioned private labeling after she did that video so I am SUPER glad she got the ball rolling! We all NEED information like this! I know private labeling is not the worst thing a brand can do & it can possibly be a stepping stone for an awesome indie brand get started, just like you said- but still great to know!!! I am SO glad you went more in depth ab this & also gave us tips and hints to help us be more educated consumers! Thank you soooooo much for making this video! 💜🖤 BTW- You look absolutely STUNNING!! ❤

[@annagraf1908]

This is what kept me from trying indie brands for so long. But thankfully I found your channel and I trust your recommendations 100%. My fav indie brand is Devinah and LOVE their quality and they are in my state Oregon! Shopping local and indie ftw!!

[@ev.8972]

It’s not just online, I’ve definitely seen palettes at the mall (pre corona times obviously) that I’ve also seen a million times on Instagram that have all the red flags

[@vetaasmr1016]

Damn, I didn't know karla cosmetics was private labelled. I was so close to buying one of their overpriced multi-chromes. Thank you Amy! Oh, and it also means that their "cruelty free" claim is likely bs.

[@Sageyoursoul]

omg me too! i currently have Karla c. on my wish list (the multichromes to be exact) Now Im so glad to remove it nd so so glad i never purchased it🤯

[@Sue-pn7mq]

If you’re looking for an amazing European brand try the Glamshop Poland. Their single shadows are absolutely stunning.

[@inkasaraswati7625]

Just want to clarify on the cruelty free thing. IIRC from Jen Luvs Reviews, animal testing is only required for products imported to China. So if the products are made in China but are not sold in China, they might still be cruelty free because no animal testing is required. I don't know where Karla Cosmetics falls into though.

[@jesalopez660]

@@Sageyoursoul I like your name! I'm jesa, pronounced the same as yours but only 1 s.

[@britneynguyen718]

The cruelty free thing might still be true since some of the products I saw on Alibaba say that their products are cruelty free. Maybe Alibaba is lying but sometimes small businesses just trust it and say the product is cruelty free

[@levbastet]

Thank you for making a video about this, it pains me to see so many brands getting away with a fake sense of 'indie'. Personally have no issue with private labeled products as long as some customization goes into them and when the brand is open about it. Also, even though Karla shared a video of making their one specific product I doubt all of their products are handmade. I just wish there was so much more transparency from reliable brands.

[@AmyLovesMakeup]

Yeah they said their multichromes are made by their supplier which was the product that I was confused about because the old packaging looks just like the wholesale. Either way not everything is handmade or handcrafted so I personally would have liked more transparency there.

[@Mjones5018]

I’ve talked to a brand owner who didn’t even know what private labeling was- they thought it was the same thing as how urban decay or too faced works. If it’s your own formula it’s not private labeling. But if anyone can call up a manufacturer and get the same products- it’s private label.

[@RinaProjektRev]

As a long-term indie lover, the ingredient list thing is my go-to! I'm generally not a fan of private label so it is always helpful. This is a great video and much-needed in this space!

[@claudinestah]

Omg thank you for this video!! I want to support more indies but I've been burned by bad quality private label palettes 😑 Now I'm hesitant unless they have a good track record and I watch reviews first!

[@AmyLovesMakeup]

I totally understand.

[@celestecelestial90]

If the products are hand pressed its very unlikely that they are private labeled. I avoid private labeled makeup unless I can get it super discounted because to me at least the formulas aren’t as good as other brands who aren’t private labeled. I like shroud, Devinah, menagerie and Sydney Grace of which I don’t believe are private labeled. I also love my Looxie shadows but I’m not totally sure if they are still handmade because I haven’t bought from them in like 3 years.

[@Lolzadoodle8484]

@@celestecelestial90 I think Looxi is still hand made. I bought from them recently, and their formula has improved so much since their earlier days, especially mattes.

[@auranah_was_taken]

Omg omg omg this is such an interesting topic! Couldn’t even wait until I had actually watched this video before I commented 😅

[@kelsey2333]

Your hair is such a gorgeous color

[@danicee]

I used to work retail and manage accounts which is basically your account with a brand, and they would recommend a retail price with each product because they wanted the account holder (me) to be enticed into purchasing more product to sell at a higher retail price so we would continue to order from them. I wouldn’t be surprised if these private label cosmetics companies that create these products are selling the items on a bidding site where the more they purchase to sell, the better the discount; therefore the higher the profit margins. Suggested retail price does not mean a brand that sells private label has to sell it for that price, it’s a suggestion but businesses don’t care. The companies you notice that do this should not be referred to as an Indie makeup brand, they are taking advantage of their customers and doing so simply for the profit. They are cosmetics retailers, not brands. Also, retailers may purchase what are called “retainer” products which is basically older products at a deep discount so I highly suggest that when you buy product online and you suspect it’s a private label product the affordable price may be an indicator of very old or expired product. Value is an illusion we have come to expect (with fast beauty) it’s not guaranteed sadly 😑

[@AmyLovesMakeup]

Wow I didn’t even think about some of this. Thank you for sharing!!

[@akatobi2002]

Great video. There's A LOT of makeup on alibaba and Aliexpress I do want to support smaller brands but I can't support a lack of creativity.

[@AudraReinsOfficial]

Whew! I wasn't ready for all this gorgeousness while I learn. 🔥🔥🥵

[@AmyLovesMakeup]

Oh stoppp 😂🙈

[@ByHerHand]

That was interesting about peachy queen. They started being available at one of the online suppliers here in Australia a little while back and within a few months had *so* many new palettes available that I guessed they must have been private labelling.

[@jaycreswell7008]

I thought the exact same thing for the exact same reason. I even checked to see if we were just slow getting the whole line in Australia or if they were actually releasing that fast.

[@yesterdaybaby]

This was such a good and informative video, thank you Amy. I once asked a brand selling lipgloss on instagram about their ingredients because they had those little polymer clay fruit slices that you use for nail art in the lipgloss, which I wasn't sure was safe. They got really nasty with me and I was like. Mm that makes me even more suspicious. I'm not interested in most of the "cut and paste" private labeled stuff, and I'm glad I've held off ordering from some of the mentioned brands!

[@britneynguyen718]

I definitely don’t think that they are safe. Definitely probably not sanitary either. People starting putting those clay charms into lipgloss and then so many people copied regardless of how safe it could be

[@yesterdaybaby]

@@britneynguyen718 yep, I see TONS of lip glosses like it and I'm like. That's like putting craft glitter on your eyes!

[@MsJaesthetic]

I can’t stress this enough. Social media apps are doing sponsored posts for these companies that are selling ALL sorts of products, beauty, lifestyle and houseware etc that are available on wish and AliExpress for a literal fraction of the price. Please people do your research before buying anything you see on any social media sponsored post. Amazon and eBay are guilty of this as well. Save your money and your expectations people.

[@PopSkinreviews]

Absolutely, i suspect they will catch potential customers who aren't so aware on make-up or watching these things, it's so frustrating.

[@TheresaisDead]

Thank you for this!

[@StrangeKindaErin]

Hey Theresa. Didn't NYC have a tornado warning yesterday?

[@dubsbeautydiary]

I’ve been trying to dive deep into what is and what isn’t private label lately but it’s rare that brands disclose anything. Would love an updated video on this topic OR just a list of private label brands. I just want to be sure I’m supporting brands that aren’t ripping us off.

[@Sageyoursoul]

Hey thanx for the great info! Just a few days ago I watched Paulina Beauty's video on why she no longer buys Indie makeup and she talks a bit about private labeled makeup and I had some questions and was a bit confused on exactly what PL meant. So thanx for the explanation I am definitely gonna be more cautious!

[@clidrevandijk]

Well, she even made a palette with a PL brand. I stop following her and all the girls (even bigger youtubers... ) who promoted that brand.

[@Sageyoursoul]

@@clidrevandijk can you give me a little more info on your comment? paulina made a palette with a PL? and promoted it too?

[@majesstic777]

I was surprised to see dulzura on here, I check out their insta all the time. Thats so crazy! And peachy queen? Wow I think I definitely fell for it with her line lol...I bought the amethyst palette back when we got locked down at the end of April...the color story is gorgeous 😍 but the formula is just meh at best, I paid $30 for it and it was probably worth $10! Thank u Amy for this info, it realty needs to be spread!!

[@jesalopez660]

Peachy queen is private labeled?

[@majesstic777]

@@jesalopez660 yes, idk about all of it but the amethyst palette I have is definitely private labeled, and Amy said a bunch of other palettes were too

[@jesalopez660]

@@majesstic777 that's so crazy! I thought they're packaging was so cute and unique. I paid around $30 for each of the palettes I got from there too, I've only used one so far, the spirit board, it wasnt anything special though. I wonder how to find out which ones are private labeled and used by other companies. It bothers me a lot that people/companies charge way more for something that's not theirs and mass produced for a lot less. I am mad now.

[@jesalopez660]

I almost bought that amethyst palette too when they had a big sale, I had 5 palettes in my cart. The sale prices were ok, like $10-$15, like juvias place. I wonder if jp is private labeled too. I like their palettes for the price, but I hardly ever reach for them bc they dont have a mirror.

[@majesstic777]

@@jesalopez660 I know girl, it's like they lied to us. Its legal though so they're not breaking any laws but its just not cool at all. I feel like I've been lied to, and its not a good feeling. No, the amethyst palette is nothing special either thats why I was pissed too. The colorstory is gorgeous though, and the packaging too youre right, but the formula is just morphe quality. Idk about juvias. I have a bunch of her 6 pans and I like them but its Nothing stellar either. You may be right. How ironic too because their ads always say something cringy like "ours is the most pigmented shadows in the world" LOL

[@PopSkinreviews]

Such a good video - I got that palette a while ago from a brand called Bella Noia Collection too after seeing a few reviews thinking it was legit, so disappointing. I think i'll probably cover it in a video and link back to this one!

[@krisismav]

i have a pretty good eye for private label makeup for the most part. at this point, if i like a private label color story ill try to buy from the source (usually for literal pennies), or if that's unavailable ill get the cheapest one i can find on amazon 😂 edit: i should mention ive only done it twice and probably wont any longer bc theres amazing indie brands that create their own id like to support, but also ive been on a no-buy since april soooo 🤷🏻‍♀️

[@kaymister0]

I was going to purchase some Sigil Inspired stuff on etsy and was doing some research and I found a person on reddit saying that they didn't use their own formula and bought it bulk. I'm waiting to learn more and I know you review them and everything is just so cute. I'll try some of these tips to learn more (although I don't trust only one person's claim). Also, I'm just now getting into more indie makeup and single eyeshadows so this will also be helpful for that! Thanks Amy 😊

[@Sue-pn7mq]

I’ve seen a video once where someone disputed that message and as long as Sigil Inspired doesn’t disclose we can’t know if it’s true. They for sure sell a lot of products, so they will buy in bulk. That part at least is true. If you’re from Europe and want a pressed version of some of those pigments (the base pigment is similar, just not the rest of the formula) Glamshop Poland has an amazing alternative. Their singles are among the most stunning shadows I own and I have a huge singles collection.

[@notyourbasicsteph]

Thank you for posting this video. I recently saw a new indie brand posting their 2 new palettes and thought 'hey, I've got that exact palette but by a different brand'. When I reached out to the brand that I have the palette of she said she was not aware and was even shocked. This rang alarm bells, so I asked if she designed the palette and colour story herself, and she dodged the question by saying 'Thank you so much'. I'm really disappointed

[@ByHerHand]

That was really useful information, Thankyou Amy. Also you look stunning today! Your red lip and bun makes you look like a ballerina :)

[@AmyLovesMakeup]

Thank you ❤️

[@EricaConger]

This is so great. I was just doing some research into what private labeling is as I just heard the term. Thank you for educating me. And also, you look soooo chic and beautiful! Love your whole everything!!😘

[@courtney8504]

Amy I am loving this whole look. Very good video. You always keep it real.

[@audz202]

This is so useful and omg a coincidence a brand I follow had that palette you showed at the end and I was shookt!!

[@chloer2996]

Oof my friend bought from ruby may so I gave her the heads up to check this video out. I agree I have nothing against the practice so long as its not deceptive. I see it all the time on kitchen products etc

[@Mikuchan018]

Thank you Amy! This has been on my mind lately. After exploring more on the indie makeup lines ive been seeing a lot lately. I am taking notes!

[@bellou72]

Georgie's Cosmetics is also one of many brands that sells the 4 palette collection that I keep seeing everywhere. The green, blue, orange, and pink ones with the pinwheel design on the eyeshadows. I see those literally every time I'm on IG.

[@stinky3864]

a great, informative video (as always)! this channel deserves growth sooo much

[@myhauntingromance]

I'm slowly starting to support more indie brands and this series sounds brilliant. I can't wait to learn more

[@JG-kk1mr]

Oh Amy, I am so glad I saw this video!! I've been so curious about Karla Cosmetics, I keep seeing ads on instagram and their shadows look insanely special, I was actually going to hit you up and ask if you'd tried them before. They say everything they make is handmade - and I really believed them!

[@scotzmnswife]

I'm so glad you did a video on this topic, as there are indeed too many companies trying to put forth a product as their own when it isn't. I'm like you in the opinion that I have no issue if someone is using private label & choosing the shades, packaging, & being involved in a creative way, but the stuff of just slapping their name on a mass-produced, cookie-cutter colorstory gets to me. There's one going around recently that I've seen on Amazon as well as smaller company websites. It always sticks in my mind because the packaging has piano keyboard artwork with music notes (I'm a musician), so I did a reverse-photo lookup, & sure enough, it was as low as $2.50 on the Alibaba website. Drives me nuts! 🙄😠😤

[@greedygremlin7471]

Yesssss 🙌🏼 you are the all knowing Indie Makeup Oracle 👀🧡 Thanks for sharing the knowledge x

[@erin99373]

This is super helpful! Thanks for approaching it really respectfully too🖤

[@KarenHarrismakeup]

Nice work on this video! You look so beautiful with your hair pulled back 🥳

[@AmyLovesMakeup]

Thank you!

[@angiec.874]

You look beautiful in that red lip and smoky eye look!

[@AmyLovesMakeup]

Thank you! 😊

[@krisismav]

agreed! i was just about to say, what a stunning sexy yet chic look♥️

[@RoxyReyes]

Off topic but your baby pink vibes in the background are so soft and beautiful 😍 💗

[@leanna5922]

Ruby May is selling the same duochrome eyeshadow singles except you won't know it until you receive them. I looked on their website and their social media and see no shots of the packaging at all. It only shows them swatched out. They are selling them for $12.99 each or all 7 shades for $75! The packaging all the way down to the small bags and confetti these eyeshadows are shipped in are exactly the same as advertised on the ALIBABA website. I think its very deceiving how ruby May did this. And I wouldn't have known about it if I didn't watch this video. It was an awful products but thank goodness I bought them 50% off. $6 is still a rip off compared to what I got.

[@romanovalicky]

I’ve definitely fallen into the hole of buying something that was definitely mass made, and sold for much more. There’s a certain brand that sells really well, and yet, I’ve seen the same palette offered from others. The exact same one. It just makes me wonder; what’s the cost breakdown? Like; how much do they pay for it, and what’s the overall net profit for the brand?

[@ashleygeorge2901]

which one? blushtribe?

[@akatobi2002]

The makeup markup is INSANE. Everyother industry is Retail = wholesale x 2.5 I swear makeup can be 10× or more.

[@ingakarlsson]

Why are you afraid to say who it is?

[@Sue-pn7mq]

If you check sheenbow’s IG profile it will take you to an online shop with wholesale prices. You’ll find some of those palettes there if you want to check the markup.

[@LisaHaos]

This is so wholesome. I'm so glad youtube recommended your channel to me

[@sydneyp7867]

You look sooo good here. Like a femme fatale in an action movie. 10/10 do stan

[@swatchsea]

I’m looking for mutichromes from European indie brands, but so many seem private labeled 😕

[@jaellow3190]

Which brands? 🤔

[@ellenfreeman2140]

i was interested in buying multrichromes from a UK brand called VEcosmetics, so now I think those are also private labelled

[@jaellow3190]

@@ellenfreeman2140 oh wow, Ve 😳 I just wanted to buy from them this year, but, no.

[@Sue-pn7mq]

@@ellenfreeman2140 I wouldn’t get those as there isn’t even an ingredient list on those multichromes. The pastel roses have started to make their own shades, but their standard multichromes have been made in the PRC as well. Although their ingredient list is not the same as the ones from other brands I’ve seen and it’s says the product itself has been designed in the UK. They are great when it comes to answering questions and showing proof. I compared their multichromes to the Ve ones as they have the exact same shift and packaging, but the formula does feel different (the Pastel Roses ones are better) and someone else helped me to compare them to the Kaima multichromes because they look similar as well, and those do have a different ingredient list from the Pastel Roses ones. I have some of the Kaima pigments and haven’t seen any similar ones and they look stunning. I’m not sure if that’s helpful or not? If you have more questions, please feel free to ask. Neve has a duochrome palette, but they are not as sparkly and metallic as other brands. They have four iridescent pigments that are stunning though, which you can put on top if you want to make sure it’s not private label. If you’re looking for the most amazing European shifty shadows, even if on paper the pressed ones they have are duochromes, order from Glamshop Poland. There’s nothing like what they’re selling. Their shadows are absolutely amazing.

[@ellenfreeman2140]

@@Sue-pn7mq this is absolutely helpful! I'll definitely look into pastel rose as I've seen other people use them, thank you loads for the advice and help!

[@lenac7671]

Your makeup look today is stunning!

[@sakuratrb]

Oh wow! I had no idea this was happening, thank you Amy for sharing this information. I will be more careful from now on and also I will be telling my friends about it.

[@swatchsea]

Amazing video, so helpful! I love this look so much, by the way, it’s simple yet absolutely stunning 😍

[@janem3575]

Hi AMY, thanks for the public service announcement :). I was thinking along a different line when I clicked to view this video! I thought you'd be talking about retailers who sell their own house labels.

[@ultracurious]

Wow, great info! I've often wondered about this very topic. Thanks for all the work you put into this video.

[@1stYoutubeHandle]

good video! more people should watch this. I wouldn’t call private labelled makeup a scam, but i would definitely feel scammed if i buy them without knowing they’re private labelled

[@scray00]

Can I say this cool tone moment on this makeup 😍😍 don’t see you in these too often. Beautiful 💕💕

[@johannabilling7115]

This is such an amazing and informational video! Love these and so good tips!

[@leahmiranda8359]

Such great information! Thank you! It's a good thing to be able to make informed decisions! 💚💚💚

[@emilynmax]

This is such an interesting topic! I agree that private labeling isn't inherently bad, but then don't straight up lie and say they're handmade etc. Also super sketchy to be charging $40+

[@marianneainscough7127]

Such an interesting video!!! I will say, just to put it out there to anyone scrolling in the comments, that I have had an EXTREMELY bad experience with Ruby May cosmetics customer service, in which they sent me an email with an offer, I fulfilled the requirements, and was not given the sale price, as promised. It got to the point where they will now not return my emails. Also, I have paid for items I never received and was completely ignored by Hawaiian cosmetics. So not to say they're absolutely bad brands, but be careful out there, guys

[@RAINtears91]

A very important video! I looove your lipstick today, like wow!!

[@pinkTonya24]

Yes I LOVE Midas Cosmetics! Their Lemonade palette i my favorite yellow palette ever!

[@jamiemiller8850]

Amy the red lip is so perfect!!

[@ChloePultar]

loved this video so much, super informative & you have a really nice personality! immediately subbed ❤️

[@AmyLovesMakeup]

Thanks Chloe 😊

[@Lovely-sv1ye]

Your last point about reaching out to a brand and asking them would be a great idea for a video. I think if brands are transparent about their processes they would establish a relationship of trust with the consumer.

[@emily-honeybeejoyous4447]

hit play on this video so fast!! (also your look is stunning 🤩)

[@StevenForditude]

Yes!!! So excited for this video.

[@EvaLoVerde]

Amy today's look is so nice! Suits you well!

[@jessicastraw6593]

Not related to private labeling at all (although, very fascinating topic and I appreciate the video!), but your makeup is so pretty! Love the cool eye with the red lip!

[@loridoyle3068]

Thank you Amy. Good to know. An Indy brand that comes to mind had different ingredients on the pallet shown then in a different order on site. They called mineral oil "white cosmetic oil!" It was listed in a different order. They did give me a refund. I had complained about it not working for me on Karen Harris page and they messaged me on IG wanting me to remove it. I told them off. And that I am not a woman to bully. They said that It's Belle and adept have the same source they buy from. It was sugar drizzle. I do not want to buy from those brands either now. I am eyeing a mainstream luxury brand I suspect is doing it too.

[@symphonia-ix1478]

Loved this video, I've always been curious about this topic.

[@bgriffiths1840]

As a business owner who sells mass produced private label, local artisan private label, and self-formulated and made in my own home cosmetics (different vendors/price points for different products - sources not secret, and actually used as selling points for local artisan and self-made products), I was annoyed at the title and was ready to be angry about you dumping on private label. I was wrong to jump to conclusions. Very fair and interesting video :) Subscribed.

[@azaleasmart6455]

Thank you for this video, I've learned something that I don't realise was happening in the world of makeup.

[@bydivadream]

This is such a topic I’m passionate about! It frustrates me SO much that Morphe has fraudulently convinced people that they no longer use private labeling when ALL of their products (including Jaclyn and James collabs) are made by other companies in China (Beautydom and Jiaxing Huasheng are two of them) and they just invest more into customized packaging designs.

[@ashleygeorge2901]

This is an informative video. I do get confused sometimes because I find indies like Bitter Lace Beauty and Love Luxe Beauty on aliexpress and alibaba. I always assumed they were handmade. I wonder if aliexpress also sells knockoffs?

[@marythecontrarian]

Oh I really thought they weren't private labelled.

[@Sue-pn7mq]

There are brands that use other people’s or brands’s photos, but some amazing brands do also have stores on aliexpress. I have no idea about these two in particular though. I’ve bought custom pieces of jewelry on AliExpress that I had appraised and are legit and beautiful, but it’s a needle in a haystack kind of a thing. It’s just a platform for shops to sell their wares and many of them are wholesalers, but not all, some make amazing custom pieces or art. And not everything is low quality, it takes some research to find the good shops.

[@AmyLovesMakeup]

I believe they’re knockoffs. I’m 99% sure that Bitter Lace Beauty is not private label.

[@Sue-pn7mq]

@@AmyLovesMakeup They aren’t. They are making their own products, you can see on IG how they bake their shadows on large plates. I’m just not sure if they sell anywhere else besides their own website. As for Love Luxe I feel the exact same. Their products are way too fragile to be mass produced.

[@keishastroud9212]

I really enjoyed this... I don’t get why people got so rude it was a mistake anyone could make... and I like knowing what is actually made from a brand and if a brand isn’t making their products... I’ve seen that palette over and over again by different brands as well!!! I feel weird all the time with all the weird new brands showing up on IG with like a million shades and glitters too... easy no for me... I tend to only do indie brands I know for a fact are good and do their own work

[@shesblessedx3]

OMGGGGGGG you KNOW I've been waiting for this! I died when I saw the thumbnail! Lolol!!

[@AmyLovesMakeup]

I hope it was what you wanted it to be haha

[@shesblessedx3]

@@AmyLovesMakeup you did amazing as usual. You really should be a journalist or write columns. I think you would do amazing! Thank about it! 💜

[@annabennetmakeup]

Wow this makeup look is stunning! 😍

[@oliviajeanette1065]

Such a cool video! Love the look!