Celebrating Indie Skincare Voices: Meet Emma from Beauty Folio

One of the most special things about being part of the indie skincare world is the people you meet along the way and Emma from Beauty Folio has been one of those rare and treasured connections for me.

A true champion of independent skincare brands, she’s created a welcoming space through Beauty Folio that’s full of thoughtful reviews, brand spotlights, and gentle encouragement for anyone exploring natural skincare. What really stands out is the care she brings to everything she shares, each post feels grounded, sincere, and focused on helping others discover products that truly work, particularly for sensitive or reactive skin.

Her own skincare journey plays a big role in that perspective. Having struggled with eczema and allergies since childhood, she knows firsthand how harsh conventional products can be. Everything changed after winning a natural beauty giveaway—natural skincare made a genuine difference to her skin, and that moment sparked the beginnings of Beauty Folio.

Since my Leonie Botanics days, her support has been a constant. From taking the time to try and review the products, to sharing them with her audience in such an honest, thoughtful way, it made a real difference, especially during those early stages when every bit of visibility and encouragement counts.

When I later made the transition to Incicellar, she didn’t just cheer me on, she was actively part of the journey. In fact, she even designed our logo. She understood exactly why I wanted to move into ingredients and support other indie formulators: to make quality, small-quantity ingredients more accessible. As always, her encouragement was thoughtful, generous, and deeply appreciated.

As if the blog wasn’t enough, Emma is also a judge for the Free From Skincare Awards and also runs a free digital green beauty magazine, another incredible resource for discovering indie brands and hearing from founders who pour their heart into what they do. The magazine serves as a platform for brand stories, product highlights, and interviews, making it an ideal place for indie brands to connect and be seen by a wider audience.

You can read the first 2 issues here https://beautyfolio.co.uk/magazine/

So if you’re an indie brand looking to get noticed, Emma is the kind of advocate you want to connect with. Through Beauty Folio and her free digital green beauty magazine, she gives emerging brands a platform to be seen, heard, and celebrated. Emma’s genuine interest in sharing new products means she’s always on the lookout for brands that align with her values, particularly those that put quality and integrity at the forefront. Her reviews and brand spotlights help smaller brands gain the exposure they deserve, and often open doors to new customers who are genuinely interested in discovering what they offer.

At Incicellar, we’re passionate about supporting formulators and makers behind the scenes, but we also know how vital it is to have advocates like Emma who can bring those brands into the spotlight. Whether you’re looking for honest reviews, new formulations/product testing, beautiful product photography, or simply someone who will champion your brand with authenticity, Emma is the voice you need in your corner.

You can explore her work over at beautyfolio.co.uk or follow her on Instagram and Facebook @beautyfolio