16 Small Businesses That Are So Evie-Coded
There’s a particular thrill in stumbling across a small business that feels like it was made just for you.
This year, we asked our readers which small brands they love, compared notes with the Evie editors, and pulled together a list of the shops we reach for again and again. These are makers working from kitchen tables, backyard studios, and family workshops whose pieces become favorite parts of your everyday life without you even noticing.
Consider this your editor-approved guide to the small businesses worth supporting, celebrating, and gifting this season.
This article may contain affiliate links or paid partnerships. We may earn a commission or compensation at no extra cost to you. All products are chosen independently by our editorial team and reflect our genuine recommendations.
Carly Jean Los Angeles
Carly Jean Los Angeles earns a spot on our list every year because it has everything we love. Founded by the mom of four, Carly Jean Brannon, at her kitchen table, CJLA was created to solve the universal “nothing in my closet feels right anymore” crisis. Every piece is tested, lived in, and designed to be flattering, timeless, and wearable through every season of life, from student days to motherhood and beyond.
Hearth & Homestead
Rooted in the Blue Ridge Mountains of Virginia, this family-owned brand creates truly clean, tallow-based skincare that feels both ancestral and incredibly luxurious. Their formulas are made with regeneratively sourced ingredients, no synthetics of any kind, and packaging so beautiful it practically doubles as home decor.
Tallow Lip Balm Collection, $29
Shop the full Hearth & Homestead collection and use our code "EVIE20" for 20% off your order!
Spearmint Love
Spearmint Baby is an Arizona-based gem (Founder Shari Lott calls the business her “American Dream") for all mommas and moms-to-be, offering some of the cutest and most affordable baby clothes on the internet. Their Christmas knit hats (especially the reindeer and snowman ones) are impossibly adorable and practically guaranteed to end up in your holiday photos.
Candy Cane Organic Pointelle Lounge Set, $44
HRH Collection
HRH Collection is the definition of unapologetic, hyper-feminine style, offering bold jewelry and accessories. Founder Alex Pierce has built a brand that feels equal parts glamorous and rebellious, and every piece has that “cool girl” energy that TikTok can’t get enough of.
Fontana Candle Company
Fontana Candle Company is a family-owned brand born from a commitment to natural living. After experiencing firsthand how conventional candles triggered headaches and worsened health issues like asthma and autoimmune conditions, the founders set out to create a cleaner, safer alternative. Their research opened their eyes to the hidden toxins in most fragrance products, inspiring them to develop candles made with the purest ingredients.
Winter Wonderland Jar Candle Bundle, $70
Love, Olive Co.
Love, Olive Co. nails that rare blend of modest and modern with clothes that feel feminine and flattering and fit effortlessly into real women’s lives, whether you’re chasing toddlers, dressing for Sunday, or want something pretty that doesn’t pinch, ride up, or feel fussy.
Cami Monet
Cami Monet offers original watercolor art with a whimsical, feminine flourish plus a wide array of girly home goods. Her shop is filled with beautifully illustrated prints, tea towels, home goods, and party essentials that make everyday moments feel magical.
Santa's Pantry Wrapping Paper, $16
Elevate Beauty
Elevate Beauty, founded by beauty guru and influencer Amanda Ensing (whom we adore), has some of the best clean, American-made liquid lipsticks on the market. The shades are stunning, the formulas are long-lasting without feeling heavy, and the price point makes them an easy yes for gifting.
MarieRings
MarieRings began with a lifelong jewelry lover stringing beads on a butterfly rug and eventually bloomed into a TikTok-loved shop with rave reviews. Every piece is crafted just outside Nashville by Marie herself.
Blushing Brunette Boutique
Blushing Brunette Boutique is a Georgia gem with an online selection full of cute, easy-to-wear pieces for every season. Cozy shackets, soft knits, flirty dresses, and whatever else you need for your next girls’ night or country concert.
Rif Care
Rif Care is an Evie favorite for reimagining period products in the cleanest, cutest way possible. Their hemp-based pads are bestsellers at Erewhon, offering a healthier, eco-conscious alternative in our plastic world. Pair that with their leakproof underwear, and you are more than ready for that time of the month.
Leakproof Period Underwear PFA-Free, $29
Hope Outfitters
Hope Outfitters is another longtime favorite for their well-designed, flattering pieces (especially the men’s tees that somehow look perfect on every husband). The brand also stands out for its mission: a portion of every purchase supports victims of self-trafficking.
Premium Hoodie Camo Jesus Set Me Free, $65
By His Grace
Founder Natalie started this shop during a season of heartbreak and spiritual renewal, and the brand has expanded beyond a small jewelry hobby to include apparel and lifestyle pieces, all rooted in faith and love for Jesus Christ.
Thankful Comfort Wash Ivory Pullover, $55
A’DEL Natural Cosmetics
A’DEL Natural Cosmetics is a holistic makeup brand that truly walks the clean-beauty walk, crafting every product by hand in Texas with simple, safe, ethically sourced ingredients. When they say no fillers, no mystery additives, no greenwashed marketing, they mean it.
Rowe Casa Organics
What started with homemade elderberry syrup quickly grew into a thriving natural-health company built on quality, purity, and trust. Rowe Casa Organics began when two sisters, Jill and Alicia, set out to find safer, more transparent wellness products for their families. Their commitment to clean, non-toxic ingredients and third-party testing makes their formulas some of the most reliable in the holistic wellness space.
28
28 was created by the founders of Evie (it doesn't get more Evie-coded than that), born from the shared frustrations of daughters, sisters, and mothers who were tired of being dismissed or told their pain was “normal.” Their standout product, Toxic Breakup, is a 3-in-1 hormone cleanse created by holistic doctors to help women detox, replenish, and rebalance after coming off birth control. It supports the liver, restores depleted nutrients, and encourages natural hormonal harmony. The perfect place to start for anyone seeking a gentler, more informed way to reconnect with their cycle.
TOXIC BREAKUP™ Birth Control Detox, $89
Don't forget about Evie's Black Friday sale going on right now! Get 25% off your annual Evie subscription with code "BLACKFRIDAY25," 20% off The Raw Milkmaid Dress with code "BLACKFRIDAY2025," and 20% off Evie 2024 Limited Print Edition with code "BLACKFRIDAY2025" (while supplies last).
Happy shopping!