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Meet Lin Chen, Founder of Pink Moon & Indie Beauty Lover

By Stephanie Jade Wong



Following your passions can take you far, and we’re all about supporting passionate founders, like Lin Chen. Lin is an entrepreneur based in New York City who founded PINK MOON 

PINK MOON started as a consultancy to help indie, sustainable, eco-conscious, and women-owned wellness brands grow. Its wellness oasis is opening soon in Manhattan and will offer services and products from a selection of women-owned brands curated to help you live a cleaner and more sustainable lifestyle. 

So what beauty products does an indie beauty supporter use on the regular? We’ve got all the details for you here.

Love, Indie B.: What’s your daily beauty routine like?

Lin Chen: I try to be minimalistic with my daily beauty routine. Every product I use is non-toxic and created by a woman-owned brand. I use a maximum of four products per routine (both AM and PM), and I rarely wear makeup. 

In the morning:

  • A light cleanser to wash off bacteria collected from my pillow from hair oils
  • An antioxidant-rich, aloe-based serum to protect from pollution
  • A lightweight oil to prime skin for makeup or to mix with my SPF zinc oxide powder

In the evening:

  • Double cleanse with an oil-based cleanser and then a foaming cleanser
  • An aloe-based serum that evens out my skin tone
  • An oil or balm
  • A hydrating mist

LIB: What makeup products do you use on a daily basis and why? 

LC: I don’t wear makeup on a daily basis because I like to let my skin breathe, and I love my skin. But if I do wear makeup, I usually use a brow gel, multi-purpose bronzer and cream blush, and finish with lipstick. 

LIB: How did you get into this daily beauty routine?

LC: I work in the clean beauty industry, so I am often sent products to try. The ones I don’t like or my skin doesn’t agree with, I give to friends. Since I have so many products, I usually have the same products on rotation, but sometimes I’ll switch according to my skin’s needs and condition. 


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LIB: What are your favorite indie beauty brands? 

LC: Earthwise Beauty’s formulas are so effective, and meticulously crafted. The scents are unique and they use ingredients I’ve never heard of. They’re also a very eco and ethical company.

Lhamour is Mongolia’s first natural skincare brand. They empower women by employing mostly women, funding various social initiatives to inspire young girls, and was founded by Mongolia’s ‘Woman of the Year’. Their products are so effective and nourishing for eczema. 

LIB: What are your must-have indie beauty products? 

LC: These are my top four. 

  1. Malaya Organics cleansing oil leaves my skin so soft and clean. The scent is very calming and makes a perfect evening cleanser. 
  2. Earthwise Beauty Resiliency Serum makes my skin instantly plump and firm. It helps to even out skin tone and lighten sun spots.
  3. Lhamour Hand Butter keeps hand eczema at bay and doesn’t leave hands greasy like most hand butters do.
  4. Cupid & Psyche lipstick in Brigid is a universally flattering red. It’s my go-to lipstick shade and I always get compliments when I wear it. 

LIB: How do you find out about new beauty products?

LC: Instagram ads, blogs, and friends. 

LIB: Why is indie beauty important to you?

LC: I’m supporting a dream and giving my money to what matters.

LIB: Why is clean beauty important to you?

LC: For my health, our planet, and our communities. 

Climate change is becoming more than just a word with each and every passing day. Oceans and rivers are filled with chemicals; we’ve all seen marine life photographed with plastic in their mouths. Resources are depleting. 

It’s a blessing to see that companies acknowledge the power they have to keep our planet healthy. 

Want more on clean beauty? Read on: Clean Beauty: What is it and What to Look For?

Live a Clean Life



Ready to get clean? Having a clean beauty routine can be a great way for you to feel better about nourishing your body with non-toxic ingredients as well as not harming our beautiful mother earth.

Lin lives and breathes eco-friendly and indie beauty. You can check out PINK MOON here, follow PINK MOON on Instagram and give PINK MOON a like on Facebook here.

Whether your whole beauty routine is indie, or if Lin has inspired you to start making clean and indie beauty product picks, start your journey here

Want to be featured on the Love, Indie B. blog like Lin? Fill out this form here.


About the Author: 

Stephanie Jade Wong is a NY-based freelance writer. She likes long walks to coffee shops, trying new beauty products, and petting strangers’ dogs.

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  • Deborah Hernandez says...

    I would love to try your product. I read this and it sounds amazing.

    On Oct 17, 2019

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