Consumers will be able to shop a selection of up-and-coming brands that aren't available at other major retailers

In June, Amazon will launch an indie beauty shop, giving customers a chance to score unique finds before they reach a wider audience. This may be Amazon’s way to better target the modern beauty world (and those bloggers and Instagrammers that help shape it) by providing an insider feel. It may also be a way to help indie markets outshine the big brands, and for Amazon itself to cap out other major retailers like Sephora and Target.

Customers can expect to find under-the-radar skincare products, men’s grooming essentials and makeup on the marketplace. PopSugar reports that the brands offered on Amazon’s new platform “must be at least 50 percent owned by an independent operator” and these products cannot be offered at other major retail stores. Depending on the brand, customers may also be able to use their Amazon Prime membership to get fast two-day shipping.

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Lead Image: Annie Spratt | Unsplash

In June, Amazon will launch an indie beauty shop, giving customers a chance to score unique finds before they reach a wider audience. This may be Amazon’s way to better target the modern beauty world (and those bloggers and Instagrammers that help shape it) by providing an insider feel. It may also be a way to help indie markets outshine the big brands, and for Amazon itself to cap out other major retailers like Sephora and Target.

Customers can expect to find under-the-radar skincare products, men’s grooming essentials and makeup on the marketplace. PopSugar reports that the brands offered on Amazon’s new platform “must be at least 50 percent owned by an independent operator” and these products cannot be offered at other major retail stores. Depending on the brand, customers may also be able to use their Amazon Prime membership to get fast two-day shipping.