This is our list of independent beauty businesses we think you should follow.

Best for all things make-up, skin, beauty and haircare, these independent brands have everything you need to stay confident in your own skin.

Prai Beauty

Founder and member for the Human Society of the United States, Cathy Kangas believes that, “different skin needs different care.”

The team at Prai beauty pride themselves on helping women understand why using specifically created products for the most forgotten about areas is important — especially the neck and décolletage.

Their Ageless, 24K Gold and Platinum lines combat the first signs of ageing and help keep your skin healthy as hormones change pre, peri and post-menopause. Products are cruelty free, made with clinically proven ingredients that deliver genuine results.

Find out more at and keep an eye out on Platinum’s social media @platinummagUK — we have been known to share some gifts and giveaways from Prai.

Look Fabulous Forever

“We celebrate the beauty, individuality and joie de vivre of older women,” says founder Tricia Cusdon.

All products are specifically created and formulated to enhance the natural beauty of older faces. A lover of make-up and beauty herself, Look Fabulous Forever is Tricia’s passion project. We love the Cover to Cover concealer and Continuous Cover foundation — both light and dewy, they’ll keep your skin glowing from morning until night.

Find expert guides, product tutorials and beauty advice on Tricia’s Instagram page @lookfabforever and YouTube channel.

Ariane Poole Cosmetics

Demystifying make-up is the core aim of Ariane Poole Cosmetics. Made with the environment in mind, all products are vegan and cruelty-free.

With over four decades of experience as a cosmetologist, Ariane has worked with some truly talented and beautiful women over the years, including Catherine Zeta Jones, Penelope Cruz, Uma Thurman, Helena Bonham Carter and Bianca Jagger.

From statement lipsticks and bold eyeshadow palettes to light foundations and full coverage concealers, you are sure to find something that suits you.

Find out more at

Votary London

At Votary, the team are passionate about utilising the power of plant oils and botanical actives to give you healthy, dewy skin — whatever your age.

The brand began at the kitchen table of makeup artist, Arabella Preston and has flourished ever since.

Votary cleansing oils and 100% pure cotton face cloths are at the heart of the brand and when applied alongside one of their nourishing creams, masks and powerful serums, will bring a healthy, happy glow back to your skin.

Follow them on Instagram @votarylondon for guidebooks, product announcements and giveaways.


An award-winning haircare brand, Bouclème create products for curly hair that enhance luscious volume as opposed to taming it.

Bouclème’s simple three-step system of cleansing, conditioning, defining aims to give you beautiful, shiny and nourished curls — just as nature intended.

With great belief in sustainability and farmers being paid fairly, the haircare experts use fair trade ingredients wherever possible. They are your go-to cruelty-free products that not only make your hair look fabulous but make an impact on the world around you, too.

Head to their Instagram page @boucleme for more information and happy hair guides.

Subscribe to Platinum today and get every issue delivered to your door. Or find your local stockist, here. Be sure to have a look at our beauty and style archives for more inspiration.