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15 Best Face Scrubs in 2023  on October 22, 2023 at 10:00 am Us Weekly

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No matter how deep your knowledge of skincare goes, there’s one product that everyone knows. Face wash? Okay, yes. But we’re talking about the even more exciting face scrubs. Nearly everyone has had a face scrub in their shower at one time or another (the St. Ives Apricot Scrub, anyone?). And there’s a reason why everyone loves them. Their grainy texture removes dead skin cells from the surface of the skin to deliver a satisfying clean and baby-soft smoothness.

While face scrubs have had their highs and lows in the industry—peaking in their early days of the 90s and early 2000s and falling off the bandwagon in the later 2010s—there’s good news for fans of the physical exfoliant: new technology, gentler ingredients, and overall better formulas have put face scrubs back on the scene, and they’re better than ever.

Sorting through them all for you, we’ve compiled a list of the 15 best face scrubs in 2023, from ultra-gentle exfoliants to microdermabrasion powerhouses. There truly is something here for everyone.

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Dos and Don’ts of Face Scrubs

Before we dive into our top picks, let’s discuss the pros of using exfoliants and how to use them correctly, so you can start off on the right foot no matter which scrub you add to your basket.

Exfoliants, like facial scrubs, benefit the skin by buffing away the top layer of dead skin cells, which inevitably clears and prevents clogged pores, improves overall skin texture, boosts blood circulation, and fades dark spots. By removing that cell buildup, exfoliants also allow for better absorption of other skincare products, so you get more out of those active ingredients. For those who shave their face, using a face scrub prior to shaving can help soften and lift the hairs, so you’re less likely to get ingrown hairs.

It pretty much goes without saying that using a face scrub will make your skin smoother and softer, but to maximize these benefits, it’s essential to moisturize afterward, ideally when your skin is still slightly damp. It’s also important to remember that while exfoliation comes with a plethora of skin benefits, it has pitfalls when done too often. Over-exfoliation can damage the skin’s natural moisture barrier, leading to dryness, redness, irritation, and overall inflammation.

You also don’t want to use a face scrub that is too harsh. So look for ones with spherical, gentle beads that are less likely to scratch or damage the skin (compared to those with rough, jagged edges that cause micro-tears). The addition of chemical exfoliants can boost a face scrub’s effects but can also make them more irritating. So be sure whichever scrub you choose suits your skin type and sensitivity levels.

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The Best Faces Scrubs to Try Right Now

1. Blu Atlas Exfoliating Scrub

Blu Atlas

First up on our list is the Exfoliating Scrub from personal care brand Blu Atlas. According to the brand, this product is “a gentle powerwash for your face.” And honestly, that’s totally accurate. One of the reasons why the Exfoliating Scrub is the best face scrub to reach for in 2023 is that it gives your skin a gentle clean that doesn’t feel rough or dry.

A base of fatty acids, particularly palmitic and stearic acids, gives the scrub a creamy, whipped texture. These emollients also help the skin retain moisture, counteracting any of the stripping effects facial scrubs can sometimes have. And the moisturization doesn’t end there. You’ll also find glycerin, allantoin, panthenol, vitamin E, propanediol, and chamomile—all of which work together to soothe, hydrate, and deeply nourish the skin. To keep things energized, Blu Atlas also included caffeine and hibiscus flower extract, which are high in antioxidants that help brighten and protect the skin.

As for its exfoliating power, that all comes from silica, bamboo stem powder, and jojoba beads. These natural exfoliants are finely milled yet effective, which is why you can reach for this scrub multiple times a week. They’re also gentle enough for dry and sensitive skin types that struggle to find non-sensitizing exfoliants. That said, the scrub is also great for oily, combo, and normal skin types.

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If that wasn’t enough to convince you, our number one pick is vegan, proudly made in the USA, and made from 98% naturally derived ingredients.

Skin types: All | Active ingredients: Bamboo, caffeine, hibiscus flower, fatty acids | Price: $25 | How often to use: Two to five times a week

2. Kate Somerville ExfoliKate Intensive Exfoliating Treatment

Blu Atlas

Don’t have time to book a facial? No worries, the ExfoliKate Intensive Exfoliating Treatment will give you facial-like results in a matter of minutes—two minutes, to be exact. This clinic-inspired exfoliant is one of the best facial scrubs for smoothing skin texture, including fine lines, wrinkles, and pore size.

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It removes surface dullness with an AHA and BHA blend of lactic and salicylic acids, as well as physical exfoliant silica and natural papaya, pineapple, and pumpkin enzymes. To balance things out, it also includes soothing ingredients like aloe vera, honey, and vitamin E. It really is like a facial in a bottle, which justifies the high price tag.

Skin types: Normal, combo, oily, acne-prone | Active ingredients: Lactic acid, salicylic acid, fruit enzymes, aloe vera | Price: $98 | How often to use: Twice a week

3. Shiseido WASO Satocane Pore Purifying Scrub Mask 

Blu Atlas

Want the benefits of a purifying clay mask with the smoothing effects of a physical scrub? Yeah, who wouldn’t?! The Satocane Pore Purifying Scrub Mask by Shiseido is a tried-and-true exfoliant that’s rightfully made it to the top of our list. Formulated with Satokini (a Japanese sugarcane), its mud-like texture prevents sebum oxidation, a contributing factor to clogged pores.

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Kaolin clay also helps absorb excess sebum and target pesky blackheads. Betaine (a vegetal exfoliant) refines the skin’s texture and eliminates impurities with its gentle exfoliating prowess.  You can apply this all over the face or target your oilier areas, like the t-zone. Either way, five minutes of this mask will leave you with an even, glowy (but not oily) complexion.

Skin types: Normal, dry, combination, oily, acne-prone | Active ingredients: Japanese sugarcane, kaolin clay, betaine | Price: $38 | How often to use: Once to twice a week

4. Dermalogica Daily Microfoliant Exfoliator

Blu Atlas

This gentle polish is a cult favorite. The powder-to-paste formula comprises pore-clearing salicylic acid, calming colloidal oatmeal, and finely milled rice powder that activates when mixed with water, releasing a boatload of skin-perfecting enzymes. White tea and licorice also amp up the scrub’s brightening abilities for a quick glow boost.

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As the name suggests, the Daily Microfoliant Exfoliator is gentle enough for daily use. After cleansing, add a half-teaspoon-sized amount to wet hands to create a creamy paste. Massage in for one minute as you think about how good you’re going to look, and voilà! Fresh, super clean skin with visibly less dullness and texture.

Skin types: All | Active ingredients: Rice enzymes, colloidal oatmeal, salicylic acid, licorice root | Price: $65 | How often to use: Daily

5. Versed Day Maker Microcrystal Exfoliator 

Blu Atlas

The best face scrub for those on a budget (or anyone looking to achieve their softest skin ever) goes to the Day Maker Microcrystal Exfoliator from Versed. Made of plant-based cellulose, spotlight ingredient microcrystalline is a biodegradable alternative to traditional microbeads, which is not only good for the environment, but your face too.

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Their superfine, uniform texture glides over the skin, whisking away any bad memories of rough shells and seeds from other drugstore face scrubs along with dead skin cells. Raspberry leaf and black currant leaf extracts revive a lackluster complexion with their anti-inflammatory and antioxidant properties. The formula is pH-balanced too, meaning it won’t wreak havoc or disrupt the skin barrier.

Skin types: All | Active ingredients: Microcrystalline, jojoba oil, black currant leaf, raspberry leaf | Price: $16.99 | How often to use: Once to twice a week

6. Eminence Strawberry Rhubarb Dermafoliant

Blu Atlas

Fruit and exfoliation go hand in hand. Enzymes and small amounts of exfoliating acids found in our favorite healthy snacks (think pineapple, strawberries, and papaya) effectively brighten the skin without the drying effects other exfoliants have. This plant-powered formula contains a yummy combination of strawberry, a natural source of salicylic acid to gently clear the pores, and rhubarb, which preserves our youthful complexion with its bounty of antioxidants.

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It also blends exfoliating lactic acid, hydrating hyaluronic acid, and deep cleansing heilmoor clay. The result? Balanced, healthy-looking skin. Note that the Strawberry Rhubarb Dermafoliant is a powder exfoliant, which is gentler on the skin and more suitable for daily use. Because it comes in a powder, it won’t be as messy in your shower or when traveling.

Skin types: All | Active ingredients: Lactic acid, exfoliating flours, strawberry, hyaluronic acid | Price: $55 | How often to use: Daily

7. Paula’s Choice The UnScrub Gentle Cleansing Scrub

Blu Atlas

The UnScrub is the queen of gentle scrubs. In fact, it’s really more of an exfoliating cleanser than a scrub. Here’s the tea: It uses round, biodegradable jojoba beads that naturally dissolve as you cleanse, but not before they gently whisk away dirt and buildup.

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Because they melt into the skin, it’s physically impossible to over-exfoliate with this product, which is great for those with skin sensitivity or who are heavy-handed when it comes to scrubs. The milky gel texture (courtesy of glycerin and moisturizing emollients) rinses away daily grime without disrupting the skin’s protective barrier. Use this as your one-and-done face wash or as part of your double cleanse routine for incredibly soft, supple skin.

Skin types: All | Active ingredients: Jojoba beads, glycerin, green tea, chamomile | Price: $35 | How often to use: Daily

8. Dr. Barbara Sturm Facial Scrub

Blu Atlas

The Dr. Barbara Sturm Facial Scrub might cost a pretty penny, but its high-impact formula is totally worth it. As one of the best face scrubs for dry, sensitive skin types, it gently removes any dry, flaky patches, leaving behind a smooth and hydrated complexion. Cellulose peeling particles and rounded sweet almond shell powder buff away unwanted debris and buildup.

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The formula’s vitamin A and purslane (a type of succulent) are soothing and regenerative. Horse chestnut stimulates microcirculation and strengthens blood vessels for a radiant complexion. You’ve also got conditioning silk extract, shea butter, jojoba oil, panthenol, and sweet almond oil that leave long-lasting effects on the health and vibrancy of your skin.

Skin types: Dry, sensitive | Active ingredients: Vitamin A, silk, cellulose, purslane extract | Price: $75 | How often to use: Once to twice a week

9. Kiehl’s Epidermal Re-Texturizing Micro-Dermabrasion

Blu Atlas

Microdermabrasion is an in-office facial treatment that gently sands the top layer of skin to fade acne marks, improve texture, and produce a more even skin tone. This face scrub by Kiehl’s lets you get a similar effect right at home. The advanced formula uses highly efficient micronized shell powder (aka diatomaceous earth) to exfoliate and refine skin texture. It’s especially powerful for targeting visible discoloration or small marks on the face, chest, or hands.

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An addition of shea butter, glycerin, and willow herb helps to keep skin soothed with all the intense exfoliation. Even so, this isn’t what we’d call a “gentle” scrub—the creamy formula is packed with tiny exfoliants that create heat on the skin as you massage it in (using light pressure is key with this scrub). While many users love the experience, it’s not for everyone.

Skin types: All | Active ingredients: Micronized shells, willow herb, shea butter, glycerin | Price: $46 | How often to use: Three times a week

10. Ranavat Smoothing Facial Polish

Blu Atlas

Users can’t get enough of this minty green facial polish from Ranavat. Brimming with beneficial skin brighteners and A-plus Ayurvedic ingredients, we recommend this scrub for anyone dealing with dullness, acne, or uneven texture.

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Exfoliating rice powder sweeps away dead skin cells to reveal radiant skin that’s been there all along. A duo of licorice root and ashwagandha fades dark spots and soothes stressed-out skin, making blemishes a thing of the past. The creamy texture, thanks to glycerin, lotus seed, sesame seed oil, and sweet almond oil, quenches the skin’s thirst for an all-around healthy glow.

Skin types: Normal, dry, acne-prone | Active ingredients: Rice powder, ashwagandha, lotus seed, licorice root | Price: $45 | How often to use: One to three times a week

11. Minimo Glow Skin Brightening Face Scrub

Blu Atlas

Boasting thousands of 5-star reviews on Amazon, this is one of the best face scrubs money can buy, particularly if you want a brighter, more radiant complexion with less hyperpigmentation. An organic blend of turmeric (to brighten dark spots and improve skin texture) and cinnamon (to improve circulation) overflow with antioxidants that give your skin a lit-from-within glow.

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Raw manuka honey—a powerhouse ingredient known for its healing abilities—hydrates and softens skin in this formula. It also contains gentle exfoliating enzymes that work with pure cane sugar to buff away dullness and target discoloration. This glow-boosting treatment can be used as a face scrub or mask. And in case you were worrying about the turmeric turning your skin or clothing yellow, no worries! It’s been formulated not to stain.

Skin types: All | Active ingredients: Turmeric, manuka honey, cinnamon, chamomile | Price: $26.96 | How often to use: Two to five times a week

12. SkinCeuticals Micro-Exfoliating Scrub

Blu Atlas

This Micro-Exfoliating Scrub by SkinCeuticals is gentle enough to use daily, which is something most face scrubs can’t say. Free of parabens, fragrances, alcohol, and other potentially drying ingredients, it offers supreme hydration on top of mild exfoliation.

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A mighty concentration of silica beads mechanically polishes away dead skin cells for a more even complexion while glycerin and aloe vera team up to naturally hydrate, soothe, and refresh. Reviewers love how it effectively softens without drying their skin out. It’s also sensitive skin approved.

Skin types: Dry, normal, combo, oily, sensitive | Active ingredients: Silica, glycerin, aloe | Price: $32 | How often to use: Daily

13. Ole Henriksen 10% AHA Lemonade Smoothing Scrub

Blu Atlas

When life gives you lemons, turn it into Lemonade Smoothing Scrub. This sunny yellow scrub instantly brightens your day (and your skin) with its slushy-like consistency that goes to work reducing rough, bumpy skin texture and the look of pores. You’ve got a potent 10 percent blend of glycolic and lactic acids, which chemically exfoliate the skin, as well as ultra-fine sugar exfoliants and lemon peel to polish, reduce dullness, and clean out enlarged pores.

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No wonder it’s one of the brand’s best-selling products. In a clinical study, 100% of participants found that the scrub polished and smoothed the skin, creating a more even-looking appearance. Plus, the scent is zesty and energizing.

Skin types: All | Active ingredients: Glycolic acid, lactic acid, holy basil, lemon peel | Price: $35 | How often to use: Two to three times a week

14. Aesop Purifying Facial Exfoliant Paste

Blu Atlas

Dry skin types rejoice—this exfoliating scrub from Aesop is for you. The creamy formula is enhanced with rosehip oil, glycerin, and evening primrose oil to smooth, soothe, and strengthen the skin barrier. The creamy texture feels extremely luxe because it is.

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The scrub exfoliates with a combination of finely ground quartz crystal, which physically sloughs away dead cell buildup, and lactic acid, which increases cell turnover and helps fade dark spots. Bonus: Lactic acid is also a humectant, meaning it draws water from the environment into the skin for a boost of hydration. Just another reason why this scrub is a win-win for dry skin. The addition of rosemary leaf and lavender extracts not only provides a spa-like scent but helps to keep skin feeling fresh and clean.

Skin types: All, best for dry | Active ingredients: Quartz, lactic acid, rosehip oil, rosemary leaf | Price: $57 | How often to use: Two to four times a week

15. Exuviance Triple Microdermabrasion Face Polish

Blu Atlas

The Triple Microdermabrasion Face Polish by Exuviance is truly a triple threat. Dull, flaky skin doesn’t stand a chance against a blend of 10% glycolic acid, papaya enzymes, and professional-grade crystals that work harmoniously to unveil a brighter, smoother complexion.

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Glycolic acid, in particular, is fantastic at helping fade pesky dark spots from sun damage or acne. Its high percentage is ultra-effective but might be too spicy for those with sensitive skin, so keep that in mind. With this face scrub, you don’t actually want to scrub your skin. Instead, go for a gentler approach, using circular motions to lightly massage it into the skin for around 30 seconds or so.

Skin types: Normal, oily, combo, acne-prone, mature | Active ingredients: Glycolic acid, papaya enzymes | Price: $78 | How often to use: Two to three times a week

What to Consider When Buying a Face Scrub

Ingredients

The main ingredient you should look for in a face scrub is an exfoliant of some sort, whether that’s a water-dissolving sugar granule or finely milled chickpea flour. Many face scrubs, like our best overall pick, Blu Atlas Exfoliating Scrub, sport a blend of several physical exfoliants that work together to improve cell turnover and radiance.

In addition to having an exfoliant (or two or three), we recommend getting a face scrub loaded with other skin-loving ingredients like hydrators, emollients, and antioxidants that will boost overall skin health.

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Exfoliants

All face scrubs contain some mechanical (or physical) exfoliant that scrubs away dead cells from the skin’s surface. The intensity of these physical buffers varies from formula to formula, but in general, all skin types want to look for evenly shaped granules (like jojoba beads) and finely milled particles such as rice or bamboo powder. These exfoliants will be gentler on the skin than exfoliants like walnut shells or coffee grounds with coarse, jagged edges known for causing damaging micro-tears in the skin.

To bump up the exfoliation factor, choose a face scrub that has dual (or even triple) exfoliating power. Some of the best face scrubs combine physical exfoliants with chemical exfoliants like AHAs or BHAs, or fruit enzymes that help shed dullness.

Skin Type

You want to ensure the formula is right for your skin for the best results. Combination, oily, and acne-prone skin can typically handle more intense exfoliation—which is great since these skin types also deal with more textural issues from clogged pores or breakouts. Those with blemish-prone skin should especially reach for a face scrub that contains chemical exfoliants like salicylic acid that will help clear clogged pores and minimize the occurrence of breakouts.

On the flip side, dry skin types will want a creamy, non-stripping formula enriched with hydrators and exfoliants like lactic acid. If you’re on the sensitive side, avoid any facial scrubs that use abrasive physical or chemical exfoliants that will be too harsh for your skin.

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How do I use a face scrub?

Yay! You finally purchased a new scrub. But how do you use it properly? Here’s what you need to know.

Step 1: The best way to use a face scrub is right after cleansing while your skin is slightly damp. You don’t want to start exfoliating on dry skin, as this will create too much friction and not allow the exfoliants to glide over the skin.

Step 2: Disperse the recommended amount into the palm of your hand.

Step 3: Apply the facial scrub to your damp face and gently massage using circular motions and light pressure. You don’t want to press the scrub into your skin or pack on the pressure—that’s a recipe for damage. A light touch is all you need to let the exfoliants do their thing.

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Step 4: Continue massaging the scrub into the face using circular, upward motions. Focus on target areas such as your cheeks and nose while avoiding any delicate areas like the lips and around your eyes.

Step 5: Massage for at least 30 seconds or as your product directs.

Step 6: Rinse with lukewarm water and gently pat your skin dry. Follow with the rest of your skincare routine, like serums, moisturizers, and sunscreen during the day.

How often should I use a face scrub?

Most experts recommend exfoliating the face two to three times a week. This is a great starting place for most skin types. Though those with sensitive skin will want to start with once a week and see how the skin reacts.

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How often you use a face scrub also depends on the product itself. Some of the gentler scrubs are designed to be used five times a week or even daily, while others are strong enough for just one time around. On each of our 15 best face scrubs, we included information on how often you should use the product.

You don’t need to be using intense scrubs every day of the week to achieve the results you’re looking for. Over-exfoliation is never a good thing and, most of the time, causes more harm than good. So stick with the less is more philosophy.

Can I use a face scrub if I have acne?

Yes and no. In general, exfoliation is beneficial for reducing acne. And certain exfoliants help with clogged pores, minor breakouts, and post-acne dark marks. However, using too harsh of a manual scrub when you have acne can be irritating and cause your acne to flare, especially if your breakouts are deep and cystic.

If you want to use a face scrub and have breakout-prone skin, opt for something gentle like Paula’s Choice The Unscrub that won’t cause excess irritation and is packed with skin barrier-repairing ingredients. Other things to consider are scrubs containing salicylic acid, a BHA that helps remove dead skin cells and oil clogging the pores, and calming ingredients that tackle redness and inflammation.

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Branded content. Us Weekly has affiliate partnerships so we may receive compensation for some links to products and services. No matter how deep your knowledge of skincare goes, there’s one product that everyone knows. Face wash? Okay, yes. But we’re talking about the even more exciting face scrubs. Nearly everyone has had a face scrub 

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Entertainment

What Filmmakers Should Actually Steal From Euphoria

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Most of the talk about Euphoria asks one question: was it realistic? That’s the wrong question if you make films. The better one is simpler. How did Sam Levinson get an audience to feel addiction from the inside? And what did it cost him to end the show the way he did?

Strip away the noise and Euphoria is a clinic in three choices: point of view, style, and the ending. Here’s what’s worth taking — and what isn’t.

1. Put the Camera Inside the Character

Most shows about drugs watch from across the room. Euphoria doesn’t. When Rue is high, the camera is high too. Walls breathe. Floors tilt. Time skips. You’re not watching her — you’re stuck inside her head.

That’s the lesson: point of view is a decision you make with the camera and the cut, not a mood you add later in color. Levinson builds it into the lens, the blocking, and the edit.

So before you shoot a scene through a character’s eyes, ask one thing on set: whose eyes is this lens standing in for? Then make every cut respect that.

2. Your Style Has to Mean Something

The glitter. The slow push-ins. The impossible club lighting. Euphoria‘s look got copied everywhere. That’s the trap.

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The style worked because it carried weight. The beauty wasn’t decoration — it was the lie addiction tells you, the reason the next high looks worth it. The camera made self-destruction gorgeous on purpose.

The copies missed that. A thousand music videos took the look and left the meaning behind, and you can feel how hollow they are. So here’s the test: if your signature style could be swapped onto any other project and still “work,” it’s not a style. It’s a filter. Every choice should have a reason behind it.

3. The Ending Tells the Audience What It All Meant

When Euphoria ended for good in Season 3, Levinson killed Rue — an accidental, fentanyl-laced overdose. He called it “the honest ending,” saying he wanted to tell a true story about addiction and grief in a time when one mistake can be the last one. Reportedly, that wasn’t the original plan; the death of Angus Cloud, who played Fezco, changed the script.

Forget whether you agree with the choice. Study how it works. An ending is the last instruction you give your audience about how to read everything before it.

By ending on consequence instead of recovery, Levinson reframed seven years of beautiful chaos as a story about cost — not a celebration of it.

It’s also the show’s most debatable move, and that’s worth noticing too. A show that spent years making pain look beautiful had to fight to make that pain land as loss. Did it earn the ending, or enjoy the wreckage too long to stick it? Smart filmmakers will disagree — and that argument is exactly what a good ending is supposed to start.

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What Not to Take

The neon grief is the most copied part. It’s also the least useful. Take the surface — the colors, the slow-mo, the trauma-as-texture — and you get the costume without the body.

The real craft is underneath. Commit your camera to a real point of view. Make every stylistic choice earn its place. Treat your ending as the point of the whole thing. Do that, and your work won’t look like Euphoria. It’ll do what Euphoria did.


This piece touches on addiction and substance use. If you or someone you know is struggling, support is available through the SAMHSA National Helpline at 1-800-662-4357.

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Entertainment

How a 22-Person Film Crew Each Walked Away With $300,000

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In the spring of 2020, with Hollywood shut down and most film workers suddenly out of a job, Zendaya made a movie in a single house with a crew of 22. The film was Malcolm & Marie. What happened to that crew afterward is the part worth paying attention to — and it’s quietly become a blueprint indie filmmakers are borrowing five years later.

Instead of paying everyone the standard flat day rate and sending them home, Zendaya structured the production so the crew owned a piece of it. They received “points” — a share of the film’s revenue.

When Malcolm & Marie sold to Netflix for roughly $30 million, those points turned into real money. Because one point typically equals 1%, a single point on that sale was worth around $300,000.

For a crew used to being paid by the day, that’s a life-changing number.

The Math That Makes It Click

The reason points are so powerful is that their value scales with the film, not with your hours on set:

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  • At $30 million in revenue, 1% equals $300,000
  • At $50 million, 1% equals $500,000
  • At $100 million, 1% equals $1 million

Now hold that against traditional indie crew pay, which runs roughly $300 to $800 per day. A 20-day shoot totals somewhere between $6,000 and $16,000 — full stop, no upside, no matter how well the film does. The points model flips the entire logic: you stop getting paid for time and start getting paid for success.

This Isn’t New — It’s Just Newly Accessible

Backend deals are how the biggest names in Hollywood get rich. Robert Downey Jr. reportedly earned tens of millions from his Avengers: Endgame backend; Keanu Reeves made a fortune off The Matrix through profit participation. The leverage to demand that kind of deal has always belonged to A-list stars.

What changed with Malcolm & Marie is who got a seat at the table. Zendaya didn’t reserve the points for herself and a couple of producers — she extended them to the crew, the people she described as laying the tracks and doing the heavy lifting. That’s the shift indie filmmakers are now studying: ownership as something you share down the call sheet, not hoard at the top.

Why Indie Filmmakers Should Care

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Independent films usually run on budgets between $50,000 and $500,000, where labor can eat up 40% to 60% of total costs. That creates a permanent squeeze: how do you attract genuinely skilled people without torching the budget before you’ve shot a frame?

Equity is the pressure valve. Offering ownership instead of higher upfront pay lets you reduce immediate production costs, attract more experienced collaborators, and — maybe most importantly — build a team that actually wants the film to win.

How to Apply It to Your Own Project

You don’t need a $30 million Netflix sale for this to work. Say your budget is $250,000 and your revenue goal is $500,000, making 1% worth $5,000. Instead of stretching cash thin across every line item, you might offer 1% to a cinematographer, 1% to an editor, and 1–2% to a producer. You preserve cash during production and hand your key people a real reason to overdeliver.

Ownership Changes How People Show Up

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A stake rewires behavior. People who own a piece of the outcome stay sharper on set, pitch in on marketing and promotion without being asked, and stay invested long after wrap. That last part matters more than it sounds — a crew that’s financially tied to the film becomes part of its distribution engine, not just its production.

Read the Fine Print

Equity is not a salary, and it’s honest to say so. Malcolm & Marie worked because it sold to Netflix at a high price — that’s the upside scenario, not a guarantee. If a project underperforms, points can be worth little or nothing. So if you use this model, do it cleanly: define revenue participation explicitly in contracts, spell out recoupment structures so everyone knows who gets paid and in what order, and offer partial upfront payment where you can to balance the risk. The whole thing runs on trust, and trust runs on transparency.

The Bigger Picture

What Zendaya pulled off with a 22-person crew in one house pointed to something larger about how creative work gets valued. In an industry where funding is the hardest wall to climb, ownership has become its own currency. You may not control access to millions in financing — but you fully control how value gets shared on your set. And that, more often than not, is the difference between a film that stalls in development and one that actually gets made.

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Independent Film’s New Reality: 10 Brutal Truths You Have to Face in 2026

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If you are still approaching independent film like it’s 2015, you are going to get crushed. The landscape that once rewarded a scrappy feature and a couple of festival laurels has become a crowded, algorithm‑driven marketplace where attention is the rarest currency. Recent industry analysis on “inflection points” for 2026 all say the same thing: the business model for independent film has changed, whether you like it or not.

1. You’re Competing With Everything

Your film is no longer just competing with other indie features. It is fighting for attention against TikTok clips, prestige series, and endless back catalog on every streaming platform. That means “pretty good” is invisible. You either have a sharp, specific audience and a clean logline, or you disappear into the scroll.

2. Festivals Are Not a Distribution Plan

A festival premiere and a few Q&As can help with credibility, but they are not a business strategy. Without a parallel plan—email list, community building, partnerships, and a clear path to paid viewers—you come home with a laurel and no deal. Even festival‑aligned organizations now frame their “don’t miss indies” coverage as part of a broader visibility and audience strategy, not a finish line.

3. The Middle Is Collapsing

Industry voices are blunt about it: micro‑budget genre films and clearly branded auteur work still find lanes, but the soft, mid‑budget drama with no hook is almost impossible to monetize. If your film cannot be pitched in one or two sentences to a specific audience, it will struggle regardless of how “good” it is.

4. You Are a Small Business, Not a Starving Artist

The indie filmmakers who will survive 2026 are treating their careers like businesses. Guides focused on creating a “film business turnaround” talk about lifetime value, repeat customers, multiple revenue streams, and audience retention—not just finishing one feature. Your filmography is a product line, not a lottery ticket.

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5. SAG Is a Competitive Advantage

SAG actors and union rules are not your enemy; they are a way to level up. SAGindie and SAG‑AFTRA low‑budget agreements exist to help genuine independents hire professional talent and present themselves as serious, compliant productions. Understanding those tools gives you access to stronger cast, better reputations, and more credible pitches.

6. Streaming Is Not a Golden Ticket

Streaming is no longer the dream “one deal solves everything” outcome. The deals are leaner, the competition is brutal, and many filmmakers now make more by going direct‑to‑fan through TVOD, memberships, or niche platforms than by chasing a low‑MG all‑rights license. You need to know why you want a streamer—brand value, audience reach, or pure revenue—and plan accordingly.

7. Format Matters Less Than Relationship

Audiences care more about access than whether your project is a feature, series, or hybrid. If you give them a reason to show up repeatedly, they will follow you across formats. If you do not, a 90‑minute feature is just one more piece of content in an endless feed.elliotgrove.

8. Marketing Starts at Concept

Marketing is not something you “figure out later.” The most effective 2026 indies build their hook at the idea stage—title, poster, and logline are treated as core creative decisions, not afterthoughts. If you cannot imagine the trailer, one‑sheet, and social teaser while you are still outlining, that is a red flag.

9. Community Is Your Real Safety Net

Filmmakers who plug into networks, reading lists, and producer education hubs are adapting the fastest. They are not reinventing the wheel alone; they are leveraging shared knowledge, updated contracts, and peer feedback to make smarter decisions project by project.

10. Accepting Reality Is Your Edge

Here is the real brutal truth: if you can accept all of this, you gain an edge. Most of the field is still clinging to old myths about discovery, “overnight” success, and festival miracles. If you are willing to treat your indie career as a living, evolving business—grounded in current data and audience behavior—2026 might be the moment where “truly independent” stops meaning powerless and starts meaning in control.

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