In the beauty industry, new brands launch every single day. But with such saturation, it’s tricky to make noise and carve out a name, especially one that can withstand the test of time.
However there are some brands that have gained serious traction early on — whether that’s going viral, selling out, or facilitating a larger conversation about beauty, skin, makeup and wellness.
So here we’ve rounded up on edit of those names specifically — the names to watch (and shop) in the industry. Keep scrolling to discover 7 of the best new beauty brands.
Born with Gen Z in mind, Youthforia is a fun, clean makeup brand with innovation at its core. The hero product — BYO Blush — is actually a tinted blush oil that adapts to your individual skin tone, meaning everyone who applies it will get a slightly different hue. Each product is formulated as if it were skincare, so things like accidentally falling asleep with your face on isn’t the end of the world.
Make Beauty has recently relaunched under the helm of Carrie Barber (ex-Into the Gloss and Violet Grey). The idea behind Make is well-edited, multifunctional skincare and makeup products, whether that’s a tinted lip serum or plumping essence. The ingredients are clean but functional, and the branding is led by Barber’s extremely chic taste level.
Co-founded by ex-Glossier alumni Annie Kreighbaum and Rebecca Zhou, Soft Services is a range of body-focused actives to treat often-ignored concerns (like in-growns, bacne and strawberry legs). The branding is slick, the formulas clean but efficacious and the community is built on the idea of building a solution that is larger than just product. For this reason, Soft Services also have the Mass Index — a doctor-reviewed forum where customers and brand fans can discuss their body care concerns.
In a similar vein, Topicals is a modern, elevated take on proven actives that treat skin concerns like eczema and hyperpigmentation. They utilise ingredients like tranexamic acid, niacinamide, alpha-arbutin and centella but instead of clinical packaging, the tubes are bright pink and come with product names like ‘Faded’ and ‘Like Butter’. Founded by Olamide Olowe, the initial drop sold out in hours, and they’ve since raised millions in funding.
Loveseen isn’t brand new, but it did just become available via Mecca. The premium lash brand is actually the work of Jenna Lyons, former JCrew Creative Director and all-round cool girl. Lyons has a medical condition that means she has no lashes of her own, and because all the fake varieties on the market were either unnatural, stiff or difficult to apply, she created her own. Since it’s launch, the brand has amassed a cult following thanks to it’s soft, fluffy styles.
Merit is a clean, minimalist makeup line founded by Katherine Power, the woman behind Who What Wear and Versed skincare. The tight edit of colour cosmetics is supposed to deliver a natural makeup look in minutes, and signature products such as the Day Glow Highlighting Balm have sold out countless times since the launch.
Everist is a Toronto-based business on a mission to create sustainable haircare in a way that’s palatable for the masses. Their two hero products, the Waterless Shampoo Concentrate and Waterless Conditioner Concentrate, contain a concentrated blend of cleansing and nourishing ingredients that will do everything your regular routine does, only without the single-use plastic.