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The history: Punk Rockers, Kandy Kidz, Drag Divas, and Pastel Princesses have been in love and lusting over Sugar pill ever since it’s debut on Valentine's day in 2010. Social media and Youtube beauty babes started broadcasting badazz reviews of the brand, and top beauty blogger Temptalia named Sugarpill the "#1 Indie Brand for 2010." Within months of its launch, Sugarpill had become a cult favorite of the indie makeup world.

Why we love them: What makes this brand so bomb is each cruelty-free color is individually developed to achieve that perfect balance of intense color, incredible staying power and wearability. The Berkeley based founders are animal-loving vegetarians/vegans and do not wear fur or purchase cosmetics from companies that test on animals.

One phrase:Color me crazy.

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