You can’t go wrong with classic beauty brands like Tom Ford, Clarins and Vichy, but thanks to platforms like Instagram, more up-and-coming brands are sharing the spotlight. These brands may not have Estée Lauder-size marketing budgets, but when it comes to results and packaging, they’re equally worthy of our dollars. These shiny new labels are also developing devoted cult followings, which could turn into major payoffs just like Drunk Elephant.
Which brands should you be keeping your eyes on? Check out the slideshow above to see the standouts.
All The Buzzy New Beauty Brands You Need To Know About
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Nécessaire
Nécessaire is a unisex body care line. The brand is obsessive about using quality ingredients and its packaging is super sleek, making it a favorite of influencers.
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HipDot
HipDot, co-founded by former Pat McGrath executive Samantha Lim, is a direct-to-consumer color cosmetics line out of Los Angeles that just launched three months ago. All products (eyeshadow palettes, a face palette, lip glosses...) are priced at $30 or less and are vegan and cruelty-free.
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Cuvée Beauty
Cuvée Beauty is a champagne-infused hair care line that naturally lends itself to Instagram moments.
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Frank Body
Frank Body is best known for their coffee scrubs, which have received a ton of hype since they launched five years ago. Less than a month ago, however, they launched haircare which might just be the missing piece to make the Australian brand go full-on mainstream. Naturally it includes a coffee-based scalp scrub.
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Joanna Vargas
Joanna Vargas is known as being a facialist to the stars, but she also has a growing beauty empire. In fact, she sells one of her serums every 11 minutes!
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By Humankind
By Humankind makes unisex personal care products (think shampoo, deodorant, etc.) made from clean ingredients. What's really unique is that all of its products are designed to be refilled. The brand is eco-friendly in other ways, too, like its alcohol-free tablet that dissolves into liquid mouthwash so you can skip those big plastic bottles.
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Tracie Martyn
Tracie Martyn's New York City spa is a go-to for celebs pre-red carpet. Soon you won't have to visit the spa to get that Hollywood glow because the brand's about to launch a number of new products and brand extensions.
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Seed
With gut health a hot topic, the number of probiotic brands keeps growing. Seed stands out from the pack with a long list of social media endorsements from influencers and extensive scientific research.
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Younique
Younique Moodstruck Epic 4D One-Step Fiber Mascara launched May 1 and sold out in less than three hours. (It should be back in stock later this month.) The fiber formula lasts longer than typical mascaras and makes lashes look noticeably thicker.
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No Mo-Stache
You may recognize No Mo-Stache from Shark Tank, where the brand was hoping to get backing for its portable and discreet waxing products, which are now sold at Sephora. All you do is rub the strips in your hands to heat them up and apply them to your face. The wax is hypoallergenic and the package also includes a soothing aloe cream for post-waxing relief.
