There’s a unique satisfaction in putting your money where your values are, especially when you choose to support small businesses over massive conglomerates on Black Friday. While it’s tempting to snag deals from big-box retailers, choosing to support smaller brands can lead to discovering unique products, fostering community connections, and contributing to sustainable business practices. Here are 12 small brands that deserve your attention this Black Friday — and why they might just be the perfect fit for your holiday shopping list.
1. Wildflower Cases
Wildflower Cases stands out in the sea of generic phone accessories with their vibrant, artistic designs and quality craftsmanship. Founded by a mother-daughter duo, each case is handmade and unique, reflecting the creativity that runs deep within the family. You get the sense that buying from Wildflower isn’t just about having a stylish phone case; it’s about supporting a small team of passionate creators. Plus, their limited edition releases create an exciting urgency that mass-produced brands can’t replicate.
According to a 2020 article from Forbes, companies with strong storytelling elements, like Wildflower’s family-driven narrative, tend to build more lasting relationships with their consumers. This connection often translates to repeat customers and brand loyalty that big-box stores rarely achieve. You’re not just another transaction at Wildflower; you become part of a larger story. So if individuality and supporting familial passion projects resonate with you, this brand should be on your radar.
2. Otherland
Otherland is redefining the candle industry with their stunning packaging and carefully crafted scents that transport you to different worlds. Founded by Abigail Stone, this brand focuses on bringing art and storytelling into the candle experience. Every scent is designed to evoke a memory or feeling, transforming your home into a personal sanctuary. If you’re looking for a sensory escape, Otherland offers that in spades.
Caring for the environment is another cornerstone of Otherland’s mission. They use sustainable soy and coconut wax and avoid any harmful phthalates, giving you peace of mind with each burn. Influenced by art, every candle is packaged in reusable glass jars, making them as beautiful as they are functional. The unique combination of eco-friendly practices and artistic inspiration makes Otherland a must-visit on Black Friday.
3. Girlfriend Collective
Girlfriend Collective is your go-to for ethical and sustainable activewear that doesn’t compromise on style or performance. Known for turning recycled materials into high-quality leggings and bras, they’re on a mission to balance fashion with environmental stewardship. Their transparency about manufacturing processes, from water usage to working conditions, sets them apart in an industry often shrouded in secrecy.
In a report by the Ellen MacArthur Foundation, it was noted that circular fashion models, like Girlfriend Collective’s, significantly reduce environmental impact. You won’t feel like just another consumer here — instead, you’re part of a movement toward sustainable fashion practices. So if you’re looking to upgrade your workout wardrobe, this is a brand that lets you feel good about every purchase.
4. Blueland
Blueland is changing the game when it comes to cleaning products by eliminating single-use plastics from their line. Founded by Sarah Paiji Yoo, Blueland offers refillable bottles and cleaning tablets, reducing waste and simplifying your cleaning routine. Their beautifully designed products not only work effectively but also add a chic aesthetic to your home.
The simplicity of Blueland’s system is its genius: just add water to their tablets for an eco-friendly clean. You’ll find yourself rethinking the way you approach household chores — and feeling good about the reduction in your environmental footprint. Supporting Blueland this Black Friday means investing in a cleaner home and a cleaner planet, all without sacrificing style or convenience.
5. Cuyana
Cuyana emerged with a philosophy of “fewer, better things,” focusing on quality over quantity in the world of fashion. Founded by Karla Gallardo and Shilpa Shah, their timeless pieces are designed to outlast fleeting trends. Cuyana’s commitment to sustainability can be seen in their careful selection of materials and their efforts to minimize waste.
A study in the Journal of Fashion Marketing and Management highlighted how brands like Cuyana, which prioritize sustainability and quality, often enjoy more brand loyalty and customer satisfaction. The idea of creating a capsule wardrobe has never been more appealing, especially when every piece is crafted with intention and care. Shopping at Cuyana allows you to curate a wardrobe that reflects your values and stands the test of time.
6. Golde
Golde is turning wellness into a colorful and inclusive experience with their superfood-based products. Co-founded by Trinity Mouzon Wofford, the brand offers a range of powders and masks designed to boost your health and beauty routines. Their holistic approach to wellness is both accessible and fun, making it easy to incorporate into your daily life.
The vibrant packaging and playful branding make Golde products a joy to use, but the real magic lies in their efficacy. Whether it’s a skin-boosting mask or an energy-enhancing latte blend, you’ll find products that deliver on their promises. Supporting Golde means embracing a wellness journey that’s as joyful as it is nourishing.
7. Catbird
Catbird has become a staple for those seeking unique and thoughtfully crafted jewelry pieces. This Brooklyn-based brand emphasizes sustainability and craftsmanship, ensuring that each piece tells its own story. From delicate rings to elegant necklaces, Catbird’s creations are crafted to be cherished for a lifetime.
According to a piece in The New York Times, the demand for sustainable jewelry is on the rise as consumers become more conscious of their purchasing power. Catbird’s dedication to using ethically sourced materials and supporting local artisans aligns perfectly with this trend. If you’re on the hunt for a piece of jewelry that’s both beautiful and ethically made, Catbird should be on your Black Friday list.
8. Baggu
Baggu is on a mission to make reusable bags a part of everyday life with their fun and functional designs. The brand’s iconic tote is a staple for anyone looking to reduce their carbon footprint without sacrificing style. Baggu’s offerings have expanded to include backpacks, fanny packs, and other accessories, each infused with the same playful aesthetic.
The versatility of Baggu’s products means they can easily transition from the farmer’s market to a weekend getaway. You’ll find their bags incredibly durable, making them a smart and sustainable investment. Supporting Baggu not only means reducing waste but also adding a splash of joy to your daily routine.
9. Nécessaire
Nécessaire believes that personal care should be both effective and environmentally responsible. Their line of body care products is formulated with clean ingredients that prioritize skin health. By using biodegradable packaging and avoiding harmful additives, Nécessaire sets a new standard for conscious beauty.
The minimalist packaging and focus on essentials make Nécessaire products a bathroom staple. You’ll appreciate the brand’s commitment to quality and transparency, ensuring that you know exactly what you’re putting on your skin. This Black Friday, indulge in self-care that aligns with your values at Nécessaire.
10. Brightland
Brightland is elevating the olive oil experience with their selection of high-quality, California-made oils. Founded by Aishwarya Iyer, the brand places a strong emphasis on transparency, flavor, and sustainability. Each bottle is a testament to the passion and care that goes into creating a product that’s both delicious and ethical.
You’ll find that Brightland’s oils are perfect for everything from drizzling over a salad to dipping freshly baked bread. The beautifully designed bottles also add a touch of elegance to your kitchen counter. By supporting Brightland, you’re choosing a healthier, tastier, and more sustainable option for your culinary endeavors.
11. Devoción
Devoción is committed to delivering the freshest coffee possible, with beans sourced directly from Colombian farms. Their focus on quality doesn’t stop at the coffee itself; it extends to fair wages and sustainable practices. Devoción’s unique approach involves milling and drying the beans at origin, preserving the integrity and flavor of each batch.
Coffee aficionados will appreciate the care and precision that goes into every cup of Devoción coffee. The rich flavors and aromas make your morning ritual something to savor. This Black Friday, treat yourself to an elevated coffee experience that respects both the product and the people behind it.
12. Parachute
Parachute is your destination for premium home goods that emphasize comfort and sustainability. From bedding to bath linens, every product is crafted with quality materials and careful attention to detail. The brand’s commitment to responsible manufacturing ensures that you can enjoy luxury without compromising your values.
Transforming your home into a cozy retreat is easy with Parachute’s timeless designs. You’ll find their products not only elevate your space but also last through years of use. Supporting Parachute this Black Friday means investing in both comfort and a more sustainable future.
This article is for informational purposes only and should not be construed as financial advice. Consult a financial professional before making investment or other financial decisions. The author and publisher make no warranties of any kind.
