Beauty has become a catchall label for an industry that just keeps outdoing itself. With the rise of the “Beauty Guru” thanks to YouTube and continued success of celebrity makeup brands, more and more people have been sucked down the rabbit hole that is the world of beauty. And while we all have our go-to drugstore brands, they can all sort of blend into one another. The selection of mascaras and foundations can become less exciting and more thoughtless as you just pick it up with your groceries. But here are a few lesser-known brands that may reignite the excitement that comes with finding cool products that you will love.
If you’re into the beauty scene at all then you already know about Glossier. Launched in 2014 by Emily Weiss, founder of Into The Gloss, the brand has become a cult classic in just a few years. Their minimalist approach has appealed to millennial women who prefer a more natural approach to makeup. The lightness of their products also really promotes confidence in your own skin. Oh, and the millennial pink packaging is pretty fun too.
2. Beauty Counter
This brand was started as a way to get safe products into the hands of people interested in using products that are actually good for you (honestly this should be all of us). Many of the makeup, skincare and daily products that we use are full of harsh chemicals that are absorbed by our skin and bodies. This clean brand places an emphasis on avoiding these harsh materials in their products so you can feel good about what you’re coming into contact with on a daily basis.
This is the go-to for everything when it comes to your favorite Youtubers. The eyeshadow palettes are mesmerizing and the brushes are so soft. The best part is that for the amount of product you get, the prices are pretty reasonable, compared to some of the more well known high-end beauty companies.
4. Summer Fridays
So this brand literally only sells one product – for now! But they can’t seem to keep it in stock. The Jet Lag Mask is intended to be an extremely hydrating and life giving facial in a tube. Not only is the packaging beautiful but all of the ingredients are natural, so you won’t have to worry about any of those scary ingredients you can’t pronounce. It’s great for dry airplane skin or just those nights when you didn’t get enough sleep.
6. Herbivore Botanicals
Another natural beauty product brand (hopefully you’re beginning to see a trend here), Herbivore Botanicals doesn’t believe in filler ingredients. Everything that goes into their products has a purpose. They definitely take wellness into consideration when formulating their products and probably have the most aesthetically pleasing packaging out there. Seriously just look on Instagram.
This brand is 100% vegan. It may come as a surprise to many that not all brands are, but it’s true, many use animal products and testing. Well not Milk Makeup. They are famous for their stick style applicators and even have their own on-website blog which they use to give advice to young women and highlight their successes in the business and beauty industries.
Founded in California, this brand is specifically targeted at those who love great products almost as much as they love budget-friendly products. Their affordable merchandise is not only adorably packaged, but also incredibly well-loved by their millions of fans.
Okay so a lot of us know who Jen Atkin is since she pretty much follows all of today’s supermodels and stars around with a blow dryer. I mean she goes everywhere from her hometown in L.A. to Tokyo and Cannes. Not only is she the woman behind the hair of our favorite leading ladies, but she’s also the woman behind Ouia, a haircare line that promises to get your locks looking like theirs. They even have a quiz to help you find the right products for your hair (and supplements if you’re into that).
9. Drunk Elephant
Another natural brand, Drunk Elephant is focused on products that work for everyone instead of breaking things down into “skin types.” They don’t use any ingredients that they refer to as having a “question mark” because they don’t want anyone to be confused about or unsure of what they are using. And if that isn’t a good enough reason to shop their products, how amazing is the brand’s name?
10. Kristin Ess
Another stylist to start, Kristin has formulated her own line of hair products that are so affordable and so in demand that you can get them at Target. Formulated with a unique and patented Zip-Up Technology, which is meant to renew your split ends, it’s no wonder all her clients’ hair look so amazing and refreshed despite all the styling and heat they put it through. I’m just gonna say Jenna Dewan and Lucy Hale have amazing hair and this is the lady to thank.