Free People Is Secretly Stocked with Cult-Favorite Beauty Products—14 Standouts I’m Adding to Cart

I can’t help but love a well-curated beauty section, especially when it’s from a retailer that isn’t primarily focused on beauty. Think: Less Sephora, more surprise gem in your favorite clothing store—like Free People. The same place where you buy witchy prairie dresses, boho chic staples, and breezy basics doubles as a serious beauty goldmine. What started as a casual scroll for an outfit to wear to a desert weekend spiraled into a full-blown shopping cart situation with serums, concealers, and fragrances galore.

Free People’s beauty section is filled with tons of fan-favorite, editor-approved finds from brands like Youth to the People and Kosas, but there are also a ton of niche, indie brands that, surprisingly, I’ve never tried before. (It’s kind of a big deal considering how many hundreds of beauty products I test every year.)

Naturally, I had to put on my ‘lil Sherlock cap and investigate. Amid the tried-and-true faves are kitschy-cute hairbrushes, pretty perfumes, holy grail lip oils, and more. Bottom line: Next time you’re shopping at Free People, spend some time in the beauty section! In the meantime, keep reading for my favorite beauty finds from Free People, so you can get obsessed, too.