The beauty community is a buzzing place right now. It seems like every time you scroll down your Instagram feed or walk the aisles of beauty emporiums you run into a new beauty brand promising to upgrade your life with its unique offerings. Simply put: There’s a lot out there on the market for the average consumer to try. The problem? Each new product can feel like a major gamble. Will this waterproof mascara be impossible to remove, giving the effect of perpetual raccoon eyes? Is this luxury brand lipstick really worth $20 more than its drugstore counterpart? And of course, every beauty purchaser’s No. 1 fear: Is this going to break me out?
While it’s always fun and exciting to discover new products, whether it’s the newest skin care formula for sensitive skin or the lip color innovation for all-day wear, the sheer amount of products and companies can make the shopping experience a bit overwhelming for anyone, even the biggest beauty lovers among us. Plus, people just don’t have the time or money to test everything out even if they wanted to.
In the midst of the crowd, though, some of those new players have started gaining traction, be it for their overall vision, packaging or their formulas and the results they deliver (or a mix of all of the above). Wondering where to find these beauty company unicorns? Ahead, the 10 new beauty brands that launched this year that everyone should know about.
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10 Groundbreaking New Beauty Brands Worth Trying
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Flesh
Firm Flesh Thickstick Foundation, $18 at Ulta Beauty
An inclusive Revlon-owned brand created by Allure’s founding editor, Linda Wells, Flesh is built on the premise that flesh isn’t one color — it can be any complexion you want it to be. The prestige line carries 40 travel-friendly, medium-coverage stick foundation shades fit for a wide spectrum of skin tones as well as other classic cosmetics like monochromatic eyeshadow palettes, bullet lipsticks, natural-looking highlighters and more.
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Kaja
Cheeky Stamp Blendable Blush, $24 at Sephora
People still can’t get enough of K-beauty, so it was only a matter of time before a major company came out with its own line of products inspired by the innovative formulas from South Korea. Enter Kaja, an affordable K-beauty brand created by Sephora and Korean subscription service Memebox. As expected, the products come in adorable, bite-size packaging perfect to use on the go or chuck in your handbag for touch-ups. The colors of all of the products are also made to flatter a range of skin tones, from a blendable blush that comes in a compact you press on your cheeks like a stamp to buildable concealer.
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Il Makiage
Woke Up Like This Flawless Base Foundation, $47 at Il Makiage
As the saying goes, more is more and less is a bore. That couldn’t ring more true for the newly relaunched prestige cosmetics line Il Makiage, which is encouraging consumers to embrace their wild and bold sides. The brand is the antithesis to the minimalism trend targeting more daring beauty lovers willing to take risks with their makeup looks. And the company is shade inclusive, too, carrying 50 shades in total for its first long-wearing matte foundation that evens out complexions for a flawless finish.
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Petite 'n Pretty
Eye & Cheek Palette, $34 at Petite ‘n Pretty
Petite ‘n Pretty was conceived for the next generation of creatives who love to experiment with shine and color, whether it be for a special occasion like Halloween or for the makeup minimalist who just needs the basics covered. Founded by Samantha Cutler, former chief product development officer at Stila (and the brainchild behind the brand's popular glitter liquid eyeshadows), the line boasts a selection of playful and glittery makeup with age-appropriate colors and safe formulas that are suitable for those new to the makeup game, but look equally awesome on more seasoned makeup mavens.
This pediatrician-approved eye and cheek palette comes complete with nudes and sheer pinks, a pretty blush and glitter-specked highlighter as well as a petite brush that’s easy to use on smaller features.
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Fourth Ray Beauty
AM to the PM Gel Cleanser, $12 at Fourth Ray Beauty
From the parent company that produces brands like ColourPop and Kylie Cosmetics comes Fourth Ray Beauty, a new natural and affordable (nothing costs more than $15) skin care line. All of the products are made from wholesome ingredients that treat common concerns like acne and dryness — and they’re completely cruelty-free and vegan.
This gentle face wash dissolves dirt for clear, balanced and fresh-feeling skin.
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Anfisa Skin
Lilou Regenerating Balm, $130 at Anfisa Skin
After struggling with acne for years, Anfisa’s founder set out on a journey to find the purest ingredients that could get to the root of her skin issues and not only treat them, but stop recurrent breakouts in their tracks. The result of her research and labor? Anfisa Skin, a skin care company that vows never to use harsh fillers and chemicals in formulations, but instead relies on high-quality oils and the power of botanical extracts to nurse your complexion back to health. Case in point: Its first and only product at the moment, a balm-to-liquid daily moisturizer infused with a powerful cocktail of organic, unrefined oils to hydrate and replenish skin with beneficial nutrients.
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One Ocean Beauty
Revitalizing Sea Serum, $98 at One Ocean Beauty
An ocean-inspired skin care line that harnesses blue biotechnology (the process of duplicating naturally-sourced ingredients in the lab) to create clean, highly effective products that work wonders to rejuvenate skin. Additionally, none of the formulations carry any fillers, parabens, synthetic fragrance or other common skin aggressors — and all of the packaging is completely recyclable and visually-appealing, making it a great addition to your vanity.
This featherweight night serum helps reduce the appearance of fine lines and infuses your skin with hydration while improving its overall elasticity.
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C'est Moi
Clarify Cleansing Scrub, $12 at C’est Moi
While C’est Moi was developed specifically for young consumers, it can be used by virtually anyone with sensitive skin. Housed in sleek, eye-catching packaging, all of the formulas are hypoallergenic and free of fragrances, mineral oils and sulfates that deplete skin’s moisture reservoir. The brand also carries a range of simple, easy-to-use makeup.
This gentle facial scrub enhanced by acne-fighting salicylic acid and lactic acid draws out impurities and dissolves dirt so you’re left with a clean, blemish-free complexion.
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Ohii
True Matte Lip, $11 at Urban Outfitters
Urban Outfitters finally came out with its own beauty line with the cutest name, Ohii (pronounced "Oh, hi!"). Everything in the entire collection is perfect for those of us who like simple, unfussy, clean beauty, from a travel-friendly translucent powder to a glitter-free highlighter that gives a natural glow.
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Aether Beauty
Rose Quartz Crystal Gemstone Palette, $58 at Aether Beauty
Let’s face it: The beauty industry produces tons and tons of waste every year and a lot of it is unnecessary. Such is the premise behind Aether Beauty, which was created by color cosmetics expert Tiila Abbitt, who wanted to fill the void of eco-friendly yet well-formulated and high-performing makeup in the beauty space. And true to its mission, the brand’s first eyeshadow palette is completely recyclable. It boasts 12 wearable, versatile shades laden with rosehip oil for a completely radiant eye look.
