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Welcome to Small Wonders, our R29 editor-reviewed list of small businesses we love — and love to support. With all the attention on mass retailers, we’re here to shine a light and highlight small shops, from AAPI fashion brands to black-owned businesses to mom-and-pop shops, that deserve your utmost attention. Specializing in everything from sustainable clothing to sign necklaces, beauty products and vintage popcorn makers, there’s something for everyone.
These products from small businesses aren’t just great for gifting yourself, though: they’re also the perfect way to surprise someone special with something they won’t find at the local mall. So get excited as you browse our growing list of fashion, fine jewelry, beauty and homeware brands. We’ll be constantly adding small businesses to our list every month, so don’t forget to bookmark this page and find new stores to support. And if you have a small business you’d like to see featured, be sure to leave it in the comments below!
Small Fashion Businesses
Ahead, get ready to discover new fashion brands like Salter House, Les Belles and AAPI-owned Verloop, where you’ll find essentials like cozy house slippers, clogs and more.
Verloop
Our interview with Verloop founder Ella Lim revealed that the AAPI-owned accessories brand has a lot more to love than its focus on sustainability. It is an heirloom brand that draws from experiences and family history through the use of deadstock yarn sourced directly from Lim’s family-owned factory.
His cheerful website sells colorful mini bags, pouches, trendy hats, slippers and countless home decor items, all created with fabric scraps.
Salter House
Cottagecore enthusiasts will be over the moon when they explore Salter House’s dreamy, eco-friendly offerings for the home lifestyle. The label gives a contemporary and sustainable update to must-haves like clogs, boots, airy dresses and pyjamas, made from organic cotton and hemp plastic using natural dyes derived from hemp plant sugars, pomegranate peels and more.
Les Belles
Don’t settle for a tight that will tear after one wear. Les Belles creates breathable, seamless and super-strong tights from double-layer yarns, created with 3D-knit technology that makes them tear-resistant. The light and soft leggings are unisex, with sizes from XS to 3XL and offer a choice of classic or high waist.
Small Jewelry Businesses
Whether you’re looking for an up-and-coming jewelry brand that will have everyone asking, “Where did you find that?” or looking for the perfect gift for a friend, these small businesses do not disappoint. Add a personalized necklace or two to your collection from some of our favorite publisher and celebrity brands.
Kinn Studio Jewelry
Kinn Studio jewelry is one of my personal favorites as the brand taught me a new way to love my Korean name. It’s the first Korean fine jewelry brand I’ve found that specializes in Asian nameplate jewelry.
The Heritage Collection is the brand’s latest line in an Asian script in celebration of Korean American Day on January 13. It consists of five 14k gold pieces, from bracelets and necklaces to rings and customizable charms in Korean, Chinese, Vietnamese, Thai or Japanese.
Amelia Rose Design
Amelia Rose Design is one of Oprah’s favorite brands — and one we love, too. The jewelry brand’s original handmade sterling silver necklace was voted one of the media moguls favorites in 2023.
Small Beauty Businesses
After all our daily stressors and hard work, our self-care routine can always include more rich and hydrating skincare products to look forward to. We can’t wait to win these self-care must-haves, from hair oils for split, curly and afro hair to award-winning Gua Shas.
Pink Moon
Sorry to break it to you beauty fanatics, but you might be using Gua Sha the wrong way. Our Senior Travel Writer, Venus Wong shares tips and tricks on how women in China actually incorporate the skincare tool into their lives with an AAPI-owned Pink Moon review.
Beauty Bread Supply
Black-owned hair care brand Bread offers “hair care essentials for non-essential hair” with its critically acclaimed selection of shine serums to conditioning masks and gentle shampoos, all specially formulated for 3a to 4c hair textures. Give it a whirl with the brand’s best sellers hair oil and duo set.
Public Spirit
Enjoy luxurious soaps, lotions and fragrances all at an affordable price under $25. The products are made with a short list of vegan and cruelty-free ingredients, including niacinamide, hyaluronic acid and rich mango butter.
Small lifestyle/home businesses
Give your home a makeover with fresh household goods like a durable new pan, scented candle refills and other quirky items. These little luxuries will elevate your home and create a homely atmosphere in no time.
Boojee
Are you like me a candle that goes through countless candles every month? Boojee’s fragrance refills have come to the rescue! Scented candle refills come in a paper container that is easily removed and reinserted in a colorful pigment Boojee ceramic pot.
Triple T Studios
Cat lovers, this is for you! Light up your hallways or rooms with a playful motion-sensing cat night light. Choose from three colors: pastel pink, black, gray or white. The quirky light has a five-star rating from customers, with over 300 stellar reviews raving about the perfect amount of light it provides and its adorable petite size.
Xtrema cookware
The New Year is the perfect time to unleash your inner Giada by treating yourself to a set of the best pots and pans. Xtrema Pure Ceramic cookware serves up non-toxic everyday cookware, with the best-selling 7- to 11-inch pan leading the way.
Small Food Businesses
If you’re a little tired of the same old snacks and tried-and-true teas, consider trying one of the up-and-coming businesses. From popcorn sets to healthier and tastier teas, these small business purchases are sure to become kitchen staples.
Popsmith
Instead of microwave popcorn, bring back the old-school fun with Popsmith — I know I have. In fact, it’s now my favorite way to start my Friday movie nights. Chef-made and pre-measured kits allow you to create crispy, light popcorn with his classic cooking. All I need is right in the kits — coconut oil, salt and corn.
The Starter Bundle is a great introduction to Popsmith. It includes a Popper stainless steel cooktop available in retro shades like Butter, Poppy and Cobalt, and ten kits of the brand’s Oh Sooo Buttery and Sweet n’Salty Kettle Corn.
Cola Goodies
Keep your tea drawer stocked with goodies from AAPI-owned Kola Goodies. There’s everything from rich teas and creamy oat milk teas to ultra-healthy green latte blends to keep your mornings and evenings nourished and balanced.
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