Amazon put a flag in the ground with the launch of its Indie Beauty shop earlier this year. The collection of small and emerging brands allows labels that might be easily lost in the retailer’s sheer amount of stuff to have a larger presence on the site. Shoppers benefit, too, since it’s far easier to discover finds that could have slipped past without notice otherwise (does a new lotion make a sound when it drops if no one’s around to see it?).

We combed through the makeup, skincare, tools, and haircare to find standout options from seven women-owned brands featured in the Indie Beauty shop. Browse our picks below.