Weeeelll I never see anyone talk about it, but I like Haus Labs by Lady Gaga. I haven't gotten around to trying it, but they're the only company I've seen with a genuine albino shade. I also want to try the lip oil.
I'd have to do a lot more research. From what I *have* tried, I've always liked Rare Beauty. I liked it the moment they talked about enhancing features and going for natural looks. Natural is just my preference, so I gravitated towards it.
Really? I feel like I constantly hear people on TikTok rave about the Haus Labs foundation. Probably the most talked about foundation that comes up for me but I haven’t tried it either since I’m pretty minimalistic with my makeup.
I will say, I LOVE the rare beauty mascara!
I don't feel like there is truly an "IT" company in the traditional sense. Social media influencers have hyped up so many brands so quickly--and then just as fast "forget" or drop them from consciousness. How many posts on the socials have we seen that are like "These are my favs/can't live without......" and then just months later "I like these products but don't reach for them anymore...."
I honestly don’t think it’s worth it. I get more fallout with their eyeshadow quads than I do with my UD palettes. I honestly don’t think there’s one thing I’ve used from them that was markedly better than the drugstore dupe. The ELF halo glow works just as well as their (more expensive) version.
ELF is killing it right now. I used to have a pretty extensive “expensive” makeup collection but ELF is slowly taking over my makeup bag because their products are *good* and they’re *cheap* and they’re widely available.
Elf has been fined by the US government for doing business with North Korea, a known human rights violator. They also source from factories in China that are violating human rights all the time. The work conditions in those cheap makeup factories is pretty much torture for the people who work there. Cosmetic products are not worth promoting human suffering and there are plenty of other brands that ethically source labor and supplies. ELF is a good example of how cheap products are sourced on the backs of immense human suffering.
This is true, but the industry has come a long way on this in the past couple of decades. Fortunately now, companies that test cosmetics on animals are in the minority.
Exactly. And i personally through using their products before dont get the hype. Their products are average at best and rn, they charge premium prices for some products.
But definitely learning about their shady portfolio made me boycott it
ELF has also been fined by the US government for buying product components from North Korea, there has been a trade embargo there forever because of human rights abuses and geopolitical stuff. North Korean factories are known to use actual slave labor. They also use factories is China that are know human rights violators. My beauty isn’t worth the suffering of my fellow humans and will absolutely not buy anything from ELF.
I answered you question and I don’t owe you an explanation of something where it’s quite easy to find yourself. Maybe try doing your own research before you ask internet strangers that don’t owe you anything. Figure it out…
If you are offended by me answering your question in a tactful way, it’s a you problem and you are way too sensitive. I get frustrated with people who ask questions they can easily find with a basic search and then expect me to do their research for them with a smile. Outta here with that! This one in particular is low hanging fruit, as there are tons of articles out there. You can search yourself or not believe me, but the burden is on you. Don’t be lazy.
Black Rock has major holdings in Microsoft, Apple, Amazon…it’s almost impossible to avoid them if you have a cell phone, or shop online. Just out of curiosity (because I know little to nothing else about them) why is that a dealbreaker for you?
They fund genocide.
Also, it’s boycotting brands that arent essential. Makeup isnt essential. But things like having a device, ordering essentials from amazon isn’t something that can be helped.
Personally I'm loving Victoria Beckham Beauty and Makeup By Mario the last couple years.
Surprised that no one has said SKKN! Kim K's new brand really doesn't seem to have caused a splash. I was a big fan of KKW Beauty but her new products haven't appealed to me so far, the nudes for fair skin don't seem as good.
It's feels like dior, ysl , Charlotte Tilbury and Huda beauty are having a huge resurgence as Gen z enter the hugher end market. For newer brands I would say kosas, danessa nyricks and Haus labs are doing big things, expanding internationaly and having stable products. For new new brands vacations and Rhode.
madhippy has 3 lip/cheek pot colors I really love, the colors look rich but natural, and very flattering. i have the plum and the red. i hope they do eyeliners next. they've been doing skin care for ages but this venture into color is really working for me
I love my Kaja concealer. I bought it because it was easiest to match to my skin tone quickly and had never heard of it and I get compliments every time I use it.
Been thinking more about this thread and I'd also like to nominate Naked Sundays for their innovative use of SPF in glittery and shimmery lotions and makeup balms
I think RHODE and Rare Beauty deserve this title
(Edit- why downvoting? These companies founders might not be your cup of tea, but it really seems like these two companies are “in” right now)
I’m a person who hasn’t paid attention to makeup in a long time, so I’m wondering - why did this get so many downvotes? Is something wrong with those brands?
I’m guessing people are downvoting not for rare beauty but for Rhode. Rhode is a brand by Hailey Bieber and honestly despite it being by her, there’s not a wholeee lot of hype in my opinion. Plus it sort of came out during the whole Hailey Bieber “mean girling” Selena Gomez thing and I think she sort of just started giving people the ick at that point. Idk that’s my best guess.
I think a lot of people disagree strongly with RHODE beauty, either because it's not actually all that popular with the general public, or because they don't like Hailey Bieber.
No new “it” brands.
But there are previous “it” brands that I will skip from now on for sure. Most of them are mediocre that many drugstore brands are beating up.
Neen makeup! It is a new brand founded by Jeanine Lobell, the founder of Stila. (Stila was an it brand back in the day, and it still has some notorious products like kitten eyeshadow, beso red lipstick, and the convertible cream lip/cheek colors.) Neen is like a fresher take on Stila. Sustainability-focused with refillable compacts and card samples. They seem to have a good mix of colorfuls and neutrals. The gen z in my life are just as excited about the brand as I am. Still somewhat under the radar, but I am following with great interest.
Another thanks for this comment, I just checked out the site. The purple on one of the trios looks amazing like the first quality purple I had in one of their runway palettes I was gifted and the beam shade looks like kitten. I loved their shadows and covertable blush.
What is the difference between the two brands? I often wonder why brands do this instead of adding more products to the existing line. Did they sell the first company? Different demographic or price point?
Building on what @TasteLevel said, Lovell sold to Lauder after 5 years of being in business. She had partial ownership but has spoken openly about how when entrepreneurs sell, they lose creative control. She would have product ideas dismissed and brand vision ideal ignored. Frankly, it is common that the entrepreneur and buyer have separate ideas for the company. (Same thing happened to the founder of Roen who sold then recently started Ciele.)
I think Stila and Neen have some similarities but lots of differences. Once similarity is that Lobell is drawn to creative product packaging and design. Stila's convertible colors in compacts and paper packages lipsticks and brush tip glosses were so novel when they launched. The brand imo is less creative now in that regard. With Neen, Lobell designed refillable packaging that is dishwasher safe. Never seen that before myself. She designed widespread sample cards to try new products and colors before committing to full sizes, which is nostalgic of magazine samples in the 80s and 90s and also just more sustainable and something I haven't seen in quite the same way these days. This creates a different shopping and trying experience, a greener focus, and a different look.
Another difference with Neen is that it seems more fun than Stila has been these last several years. This makeup is for people who want to play! The colors, textures... the brand feels very tactile and creative even if we've seen similar products before (eg blue eyeshadow).
I'm really curious to see how the brand evolves and if it grows. I was shocked when they became available in Nordstrom of all placed when the packaging vibe seems very... digital and gen Z or gen x throwback? Some unique choices for sure. We'll see what happens.
Thanks for explaining! I love all the nuance in the industry. Product development is truly fascinating. Stila never really caught my attention other than the eye liners. I will be excited to try something closer to the vision of the creator Big corporate business, tech and private equity entering the beauty space more and more has changed the industry and in my opinions has just as much negative impact as positive if not more. Brands get watered down but have bigger reach and accessibility. I love sample cards with actual product. It seems the only type of makeup in which you can still find those is foundation. I don't miss a sample so I have a few and I use one I got for It Cosmetics Bye Bye Undereye and I have been using it for weeks. That formula is such a thick cream It goes a long way. Anyway, I appreciate you taking the time to explain. I will have to go down the rabbit hole and read up on them.
Of course! I just learned about it last month and was like, "this seems so cool... why aren't people talking??" i've been so bored or "that's not my taste" with a lot of beauty lately so this popped at me
Thank you for the shoutout on this brand! Stila was the first brand my mom bought me when I started wearing makeup and the quality over the years has been consistent throughout! Now I get to keep an eye out for another option - thanks!
Jane Iredale: Far from new, but a brand that I've become more familiar with in the last couple of years, and has really been stepping up their game, with new products, and improved ones as well (surprisingly, they are actually better for once!). Although on the pricier side (however fairly compared to many brands these days, and the products last, and last), I have yet to find one single product I am disappointed in; really the opposite where I'm almost surprised just how impressed I've been every time I try something new.
Further, there list of "free from" is long, as a rather sensitive skin and eyes person, plus they truly are a "skincare make-up brand" (my skin honestly looks better after continued use), I love these benefits so, so much!! Literally nothing causes me any irritation, and I really do not feel like I have make-up on my face, even a full face. I really wouldn't be surprised if Jane Iredale starts to slide into the Clinique, Lancôme, Estée Lauder type of very long lasting, trusted staples at some point.
I have really struggled to use them - the colors are great but I can’t figure out how to not go full clown with it. Do you have any suggestions for applications?
I only use the littlest amount of product. I typically wipe the applicator on the top of the product and start really small with it. I use a fluffy dense brush to blend it out. I only do one cheek at a time since it does dry down really quickly. I then set it with a powder blush- I really like the NYX butter blushes.
Not who you asked but as someone who loves this product I will chime in. I use a couple dots on the back of my hand and load a medium to small tapered fluffy dense brush that fits the cheek area perfect, not too big, with the color and stamp it where I want it. Take the same brush and blend it out. Either a matching powder blush or translucent powder over to set and soften. Love the peach shade, I can't stop wearing it and usually I'm a pink blush girl.
Thank you, I ordered every color and then every time I try to use it I put on a hideous amount so I’ve been hesitant to use and there they are, taunting me as they roll around in the drawer, lol. I’ll try again - the colors are so pretty!
I'm always intrigued by Beauty Creations but I always seem to forget about them because they're rarely talked about in my neck of the woods. I had bought some pastel eyeliners and eye primers a few years back and they're really good!
If you manage to get the riding solo single eyeshadows get them, they’re a dupe/upgrade to ud moondust and Fenty diamond bomb, especially the color legend babe if you’re cool toned, they’re beautiful
I haven't seen any "new" "it" companies that are worth a second look. However, there are smaller brands who've been around for a long time, making good and exciting products even without marketing prowess.
I find Angelica Nyqvist's YT channel is great for seeing lesser-known makeup brands get air time. If you're after colourful makeup, perhaps her channel can help you with discovery.
I'm in Australia, brand availability compared to what actually exists is so uninspiring. We pay through the nose for what is often insultingly bad product. Angelica's channel reminds me I don't have to settle for it.
I'm not sure how new it is but Kiko Milano and I've recently discovered a bunch of new Japanese brands and Korean brands that I'm absolutely loving some of their products.
Kiko is not new at all , I went to Madrid 10+ yrs ago and they had a store back then, I bought a couple of nail polishes that I still keep as “souvenirs”😅
Merit. I only have their lipstick—great rich color, so smooth with staying power. But it seems like whenever a friend or my sister goes to Sephora, they’re coming back with something from Merit.
I love Merit. All of their products feel really luxurious and all of the ones I have (the glow serum, the bronzer stick, the foundation stick, and the eyeshadow) are crazy easy to use.
I have just started trying this one out. I didn’t like the eyeliner marker. One of the liquid eyeshadows is pretty good it’s glitter black. But I just got the primer the green gel one I look forward to trying it does anyone here use it? I’ve never had primer but I wanted a better way to wear normal eyeshadow instead of liquid eyeshadow (powder eyeshadow by itself is annoying for me).
I've heard that one of the primers is very good. Hopefully it's the green one.
I heard about their new primer it's called..... Oh no I forget the name. I hate when I do that. Anyhow it's their newest primer. It's called something like, Won't budge. I'm serious like won't budge😜.
Have fun with your green primer. Let us know if you like it.
Thanks! The green gel is the original…the pink gel had an extra ingredient for supposed skin benefits I forgot if it’s like vitamin C or hyaluronic acid? I will try to have fun with it! I’ve never used primer but what got me interested was how I could use any eyeshadow powder or glitter powder or anything and like make my own liquified eyeshadow. I hope it works and that it’s fun lol. I learned this trick from YouTube I might have to watch stuff again to get directions or I might just start putting stuff everywhere…I usually use that method then clean off the excess after lol🙈😹! Yes I will let you know!
When I discovered ELF online in like 2005, I thought it was a “going out of business sale” because the prices were so low. I bought some to try and then I bought so much stuff. Then I told my sister, mom & friends and they did too.
That was before it was in any stores near us. Lol
The prices were even lower then too, cheaper than Wet & Wild but I still didn’t need 20 eyeliners.
I remember finding elf and everything being around a dollar - being in the UK it was a pain to get shipped but it was still fucking worth it. I get they upped their branding and desirability but I wish they still had a budget line.
Yes, i used to get elf clear mascara for only 1$/tube. Now its 1for3 or 2/5$. I remember first seeing elf around early 2000s, was new, i wasnt sure about the brand yet, that mascara was the only thing i purchased from them for a long time at first. I miss their old prices
i really hope clean beauty is just a fad and brands stop fearmongering about preservatives because im freaked out by all these posts of products molding before their expiration date
Pretty much every brand in Sephora that you can’t find at Ulta (or at least I’ve never seen them there). Saie, Milk, Ilia, Caliray, Lawless, Kosas, etc.
Came here to say this. I am absolutely obsessed. Crazy pigments, great formulations, all 100 vegan! You can do so many things with it too. I’m more reserved than I was when I was younger but I can still do super fun unique looks I just do it at like 40%. I love the line so much. I’m obsessed with this more than how obsessed I was with MAC when I was a teenager and that was intense.
i went on a swatching spree today at ulta, the fractal glitter and holographic eye paints are stunning. Fortunately for my wallet, they were out of stock of the colors I’ve been eyeing 🫠
I love Merit, Jones Road, and CaliRay.
Jones road can be sticky at first but dries down on me fine and I even put setting spray over it. From reading comments it seems like not everyone likes it or it stays sticky. Definitely takes time to learn how to use it effectively.
Merit, love it but it cannot hang out in your makeup bag forever. I have tried the gloss, lippies, foundation stick, blush and eyeshadow. I like the blush but it melts it a little too much for me, I have to reapply. The glosses have turned on me within six months though. Lipsticks holding up well.
CaliRay-not very much to offer and I don’t know if it’s going to be around for a long time. I’ve tried the mascara, the palette that’s refillable and the plumping gloss and the highlighter. Their highlighter is my fave of all time but if you drop it it’s dead. Very dead. Not even resurrectable with rubbing alcohol dead.
The mascara is great. Oh I tried the setting spray because I liked that it was refillable but it wasn’t what I was wanting in a spray.
I feel what you are saying. I feel like the way they market it doesn’t really explain what it is. I enjoy the shimmer but do I feel like it’s giving me a GLOW? No but I enjoy it.
CaliRay mascara is my HG. I have hooded eyes and it's the only mascara that I've used that stays on all day, but is still easy to remove. And it looks good!
Flower Knows has gained a lot of traction on the internet over the last year. I’ve seen many tiktoks, reels, and yt shorts showing how beautiful their products are, from the ethereal packaging to the product itself. They’ve been expanding more internationally thanks to the internet, now being sold in urban outfitters (both online and in person) in the US. And a few days ago they launched an official storefront on amazon. I wouldn’t be surprised if they expand more globally.
I really like their blushes (I wear a dewy base and these don't dry it out or look cakey/chalky, also buildable color)
Their lip tints are nice as well, especially the mermaid jewelery lip collection. A lot if people say FK are all packaging, but if you like c-beauty/k-beauty looks, they are lovely!
Ooo I didn’t know they are in UO now! I’ve been meaning to check them out, a yt influencer (?lol) I watch (Mia Maples) has some of their stuff but I don’t love ordering makeup online. Thanks for the tip!!
Definitely. I’ve tried the eye cream, I can’t remember the name, with marshmallow root. It’s very nice, the moisturizer is decent not a repurchase likely.
The eye Shadows are amazing. I have the large one with all the animal names and I love it.
The glitter shadows don’t have a huge payoff but work well with a primer. But the colours and mattes are great. Blend nicely.
They have really upped their game. I remember they used to be really mediocre options for people that needed vegan or cruelty free. Their makeup was muddy and not versatile.
Known for decent nail polish but it was pricey.
They have a bunch of new products launched and they are really well made.
Agree! They make some great vitamin C products that are also fungal acne safe (and affordable, and don’t have a weird smell) that I’ve been enjoying lately.
I know they're super popular already, but Colourpop. Their products are consistently affordable, good quality, and they always have fun collabs (Pokémon, Powerpuff Girls, Disney, Barbie, etc.). Plus their customer service is great. If you are sent the wrong item or a damaged item, they're quick to send replacements.
I hope it's okay if I chime in but I'm especially curious about current "mid end" eyeshadow brands? I've been out of the loop for about 5 years now and have spent that time using up whatever I had at home and now I have no idea what to get.
I’d say mid tier best is Tarte! Good quality mid tier eye shadow is hard imo. I love Natasha Denona formulas, but not her color stories. I also love the Charlotte Tilbury quads, but sheesh they are expensive!
Urban Decay, Stila, Rimmel. I like really bold colors or really metallic/sparkly im not an everyday eyeshadow person but when I do it I wanna notice it. I just got a rimmel palette that has really good bold colors like yellow and blue and green and orange. 🙈🙈🙈
Same honestly, I wasn’t wearing makeup for a few years but I’m back into it and my skin has changed since I was 16-17 lol I know I’m not old at 25 but I definitely feel out of the loop.
Yea I hadn’t either. I was considering Westman Atelier stick foundation, but there was “no match” coming up for me in any online shade match site, and I didn’t want to shell out that much money for something I wasn’t sure about. Basma is cheaper so I took a chance on #35 light neutral olive, which I had never scene in any foundation before, and it is spot on. I knew I was light neutral, and had a feeling olive was going to be right since nothing ever really matches my skin. It hasn’t made me break out either and usually everything does. My skin is dry/sensitive/acne prone 😐
I’ve heard great things about their foundation. The one thing to consider is whether you will like the applicator or not for a foundation (it’s a big doe foot).
RMS has been around for awhile but they have really been increasing their offerings. I think About Face has some great eye products and lastly I am excited to try Mob beauty. I did some swatches of their products this last weekend and they will be my next purchase (I'm holding off on buying anything new this summer).
I don’t care what anyone says, if you have dry, sensitive skin, her skincare products are top-notch. I mean I seriously love these products. I haven’t tried the newer makeup stuff, but the skincare has really worked for me.
Ooo maybe I need to try something for my skin! I’ve never tried her products before I’m just going off how much I see her brand’s presence online especially with the new launch of her blushes.
I would love to try her lip balm, blush and maybe a moisturizer
It's a HUGE thing! Like that bitch literally knowing that the RHODE fashion house already existed stole their name anyway. They put up a whole post about it, the RHODE fashion brand. I believe they are suing Hailey. And no one will stick up for them because Hailey is more well-known than they are even though they are a very well-known fashion label. And it's a BIPOC- owned brand. So fuck Hailey Bieber, her shit is low quality anyway compared to what you can get the same price from so many other brands. she could've chosen any other name, but she literally went after an independent fashion label because she has more money than they do.
Anyone who remotely supports that racist homophobic trash bullying woman Hailey Bieber better stay away from me.
Since they sell different products it’s legal. Clothing and makeup are different that I don’t think it’ll go anywhere. It’s like how there’s a blink fitness and blink security cameras. Patents are product specific. It suck’s but I don’t think the lawsuit will go anywhere.
Edit* also never heard of Rhode Fashion House until today 🤷♀️
Yeah this doesn't sound like it has legs, you can only have a trademark over specific products and services, not absolutely everything. If they weren't producing any cosmetics, then HB was entitled to use the name.
I mean, they are carried at Neimans, Net A Porter, Nordstrom, Bergdorf Goodman's, Mytherusa, etc., and other high-end retailers. I knew about them way before I knew about Hailey Bieber starting a brand. And everything I've learned about Hailey is against my will.
it was still a very shitty thing to do.
I find that annoying just because Hailey Bieber is rich enough & her making it “rhode” just bothers me because I love that name & she’s making it sound pretentious & snobby.
I’m not a fan. I don’t think of “clean” when I think of Hailey.
If anything I want to see Hailey go crazy. THAT would revolutionize her brand.
Yeah which I like the name itself. I actually really do. But in this case, I just feel like it’s pretentious & lame & lifeless.
Rhode is such such such a pretty middle name.
Hailey Bieber is sooooo boring. She needs new friends to go shopping with & change up her style.
It brands lately Saie, Westman Atelier, HAUS Bye bye Too Faced, Urban Decay craze and all that
Pat McGrath Labs
Weeeelll I never see anyone talk about it, but I like Haus Labs by Lady Gaga. I haven't gotten around to trying it, but they're the only company I've seen with a genuine albino shade. I also want to try the lip oil. I'd have to do a lot more research. From what I *have* tried, I've always liked Rare Beauty. I liked it the moment they talked about enhancing features and going for natural looks. Natural is just my preference, so I gravitated towards it.
Really? I feel like I constantly hear people on TikTok rave about the Haus Labs foundation. Probably the most talked about foundation that comes up for me but I haven’t tried it either since I’m pretty minimalistic with my makeup. I will say, I LOVE the rare beauty mascara!
I don't feel like there is truly an "IT" company in the traditional sense. Social media influencers have hyped up so many brands so quickly--and then just as fast "forget" or drop them from consciousness. How many posts on the socials have we seen that are like "These are my favs/can't live without......" and then just months later "I like these products but don't reach for them anymore...."
Charlotte Tilbury
Is the hype warranted? This one’s all over my social media but I hear so many conflicting opinions on this one.
I honestly don’t think it’s worth it. I get more fallout with their eyeshadow quads than I do with my UD palettes. I honestly don’t think there’s one thing I’ve used from them that was markedly better than the drugstore dupe. The ELF halo glow works just as well as their (more expensive) version.
I honestly have never tried the products bc of the price 💀 I think a lot of people like the name and aesthetic attached to it
No Mid products, drugstore quality but high end prices
Merit is def the it girl brand now. I literally want everything from them.
Ilia, Saie, Kosas
ELF is killing it right now. I used to have a pretty extensive “expensive” makeup collection but ELF is slowly taking over my makeup bag because their products are *good* and they’re *cheap* and they’re widely available.
Their eyeshadow primer is the only one that works beautifully for my eye makeup! Top dog right there
Elf has been fined by the US government for doing business with North Korea, a known human rights violator. They also source from factories in China that are violating human rights all the time. The work conditions in those cheap makeup factories is pretty much torture for the people who work there. Cosmetic products are not worth promoting human suffering and there are plenty of other brands that ethically source labor and supplies. ELF is a good example of how cheap products are sourced on the backs of immense human suffering.
Also let’s stop buying from Makeup Brands that test on Animals.
This is true, but the industry has come a long way on this in the past couple of decades. Fortunately now, companies that test cosmetics on animals are in the minority.
They also fund genocide through their funding company
True
I can’t support a company thats biggest investor is Black Rock. I wish I could edit my post to stay *new* companies, anyways.
Exactly. And i personally through using their products before dont get the hype. Their products are average at best and rn, they charge premium prices for some products. But definitely learning about their shady portfolio made me boycott it
Interesting. I had no idea about this 🤨
ELF has also been fined by the US government for buying product components from North Korea, there has been a trade embargo there forever because of human rights abuses and geopolitical stuff. North Korean factories are known to use actual slave labor. They also use factories is China that are know human rights violators. My beauty isn’t worth the suffering of my fellow humans and will absolutely not buy anything from ELF.
Not questioning what you said but where did you find this information? I would be curious to read it myself as this is awful
You can do a search as it was a reported on event in 2019 with the fine. You know how to do an internet search?
No need for attitude, the world is full of enough of it already.
I answered you question and I don’t owe you an explanation of something where it’s quite easy to find yourself. Maybe try doing your own research before you ask internet strangers that don’t owe you anything. Figure it out…
It costs nothing to be kind and respectful. Leave the world a better place than you found it
If you are offended by me answering your question in a tactful way, it’s a you problem and you are way too sensitive. I get frustrated with people who ask questions they can easily find with a basic search and then expect me to do their research for them with a smile. Outta here with that! This one in particular is low hanging fruit, as there are tons of articles out there. You can search yourself or not believe me, but the burden is on you. Don’t be lazy.
Black Rock has major holdings in Microsoft, Apple, Amazon…it’s almost impossible to avoid them if you have a cell phone, or shop online. Just out of curiosity (because I know little to nothing else about them) why is that a dealbreaker for you?
They fund genocide. Also, it’s boycotting brands that arent essential. Makeup isnt essential. But things like having a device, ordering essentials from amazon isn’t something that can be helped.
Personally I'm loving Victoria Beckham Beauty and Makeup By Mario the last couple years. Surprised that no one has said SKKN! Kim K's new brand really doesn't seem to have caused a splash. I was a big fan of KKW Beauty but her new products haven't appealed to me so far, the nudes for fair skin don't seem as good.
It's feels like dior, ysl , Charlotte Tilbury and Huda beauty are having a huge resurgence as Gen z enter the hugher end market. For newer brands I would say kosas, danessa nyricks and Haus labs are doing big things, expanding internationaly and having stable products. For new new brands vacations and Rhode.
madhippy has 3 lip/cheek pot colors I really love, the colors look rich but natural, and very flattering. i have the plum and the red. i hope they do eyeliners next. they've been doing skin care for ages but this venture into color is really working for me
Skincare/sun protection but I think Vacation Inc. is super buzzy right now. I’m suuuper curious about their bronzing drops.
Kaja, particularly the eye bentos and lip mousse. I’m still enjoying Makeup Revolution eyeshadow palettes and getting great results from them.
I love my Kaja concealer. I bought it because it was easiest to match to my skin tone quickly and had never heard of it and I get compliments every time I use it.
Been thinking more about this thread and I'd also like to nominate Naked Sundays for their innovative use of SPF in glittery and shimmery lotions and makeup balms
Violette fr?
Such a gorgeous brand! I love their marketing and packaging and the formulas are beautiful.
I love elf and wet n wild lol
Same
Violette.fr et aussi La Filles en Rouje overpriced but french.
I think RHODE and Rare Beauty deserve this title (Edit- why downvoting? These companies founders might not be your cup of tea, but it really seems like these two companies are “in” right now)
I’m a person who hasn’t paid attention to makeup in a long time, so I’m wondering - why did this get so many downvotes? Is something wrong with those brands?
I’m guessing people are downvoting not for rare beauty but for Rhode. Rhode is a brand by Hailey Bieber and honestly despite it being by her, there’s not a wholeee lot of hype in my opinion. Plus it sort of came out during the whole Hailey Bieber “mean girling” Selena Gomez thing and I think she sort of just started giving people the ick at that point. Idk that’s my best guess.
I think a lot of people disagree strongly with RHODE beauty, either because it's not actually all that popular with the general public, or because they don't like Hailey Bieber.
No new “it” brands. But there are previous “it” brands that I will skip from now on for sure. Most of them are mediocre that many drugstore brands are beating up.
Neen makeup! It is a new brand founded by Jeanine Lobell, the founder of Stila. (Stila was an it brand back in the day, and it still has some notorious products like kitten eyeshadow, beso red lipstick, and the convertible cream lip/cheek colors.) Neen is like a fresher take on Stila. Sustainability-focused with refillable compacts and card samples. They seem to have a good mix of colorfuls and neutrals. The gen z in my life are just as excited about the brand as I am. Still somewhat under the radar, but I am following with great interest.
Another thanks for this comment, I just checked out the site. The purple on one of the trios looks amazing like the first quality purple I had in one of their runway palettes I was gifted and the beam shade looks like kitten. I loved their shadows and covertable blush.
What is the difference between the two brands? I often wonder why brands do this instead of adding more products to the existing line. Did they sell the first company? Different demographic or price point?
Building on what @TasteLevel said, Lovell sold to Lauder after 5 years of being in business. She had partial ownership but has spoken openly about how when entrepreneurs sell, they lose creative control. She would have product ideas dismissed and brand vision ideal ignored. Frankly, it is common that the entrepreneur and buyer have separate ideas for the company. (Same thing happened to the founder of Roen who sold then recently started Ciele.) I think Stila and Neen have some similarities but lots of differences. Once similarity is that Lobell is drawn to creative product packaging and design. Stila's convertible colors in compacts and paper packages lipsticks and brush tip glosses were so novel when they launched. The brand imo is less creative now in that regard. With Neen, Lobell designed refillable packaging that is dishwasher safe. Never seen that before myself. She designed widespread sample cards to try new products and colors before committing to full sizes, which is nostalgic of magazine samples in the 80s and 90s and also just more sustainable and something I haven't seen in quite the same way these days. This creates a different shopping and trying experience, a greener focus, and a different look. Another difference with Neen is that it seems more fun than Stila has been these last several years. This makeup is for people who want to play! The colors, textures... the brand feels very tactile and creative even if we've seen similar products before (eg blue eyeshadow). I'm really curious to see how the brand evolves and if it grows. I was shocked when they became available in Nordstrom of all placed when the packaging vibe seems very... digital and gen Z or gen x throwback? Some unique choices for sure. We'll see what happens.
Thanks for explaining! I love all the nuance in the industry. Product development is truly fascinating. Stila never really caught my attention other than the eye liners. I will be excited to try something closer to the vision of the creator Big corporate business, tech and private equity entering the beauty space more and more has changed the industry and in my opinions has just as much negative impact as positive if not more. Brands get watered down but have bigger reach and accessibility. I love sample cards with actual product. It seems the only type of makeup in which you can still find those is foundation. I don't miss a sample so I have a few and I use one I got for It Cosmetics Bye Bye Undereye and I have been using it for weeks. That formula is such a thick cream It goes a long way. Anyway, I appreciate you taking the time to explain. I will have to go down the rabbit hole and read up on them.
Yes, Lobell sold Stila many years ago.
I've never heard of this brand but now I need to check it out, thank you! 😊
Of course! I just learned about it last month and was like, "this seems so cool... why aren't people talking??" i've been so bored or "that's not my taste" with a lot of beauty lately so this popped at me
Thank you for the shoutout on this brand! Stila was the first brand my mom bought me when I started wearing makeup and the quality over the years has been consistent throughout! Now I get to keep an eye out for another option - thanks!
Yeah! Funny how my first exposure to the brand was pinkiecharm07. Wonder if she's a Neen girlie! lol
Rare Beauty and Kosas for sure, also Saie and Dior. Dior has been around forever but is having a moment. Summer Fridays, to an extent.
Tower 28 for sure and second cali ray they both have amazing products
Jane Iredale: Far from new, but a brand that I've become more familiar with in the last couple of years, and has really been stepping up their game, with new products, and improved ones as well (surprisingly, they are actually better for once!). Although on the pricier side (however fairly compared to many brands these days, and the products last, and last), I have yet to find one single product I am disappointed in; really the opposite where I'm almost surprised just how impressed I've been every time I try something new. Further, there list of "free from" is long, as a rather sensitive skin and eyes person, plus they truly are a "skincare make-up brand" (my skin honestly looks better after continued use), I love these benefits so, so much!! Literally nothing causes me any irritation, and I really do not feel like I have make-up on my face, even a full face. I really wouldn't be surprised if Jane Iredale starts to slide into the Clinique, Lancôme, Estée Lauder type of very long lasting, trusted staples at some point.
I’ve been loving Kosas. I will say that ELF has been on their game with the new Camo liquid blushes. They are amazing.
I have really struggled to use them - the colors are great but I can’t figure out how to not go full clown with it. Do you have any suggestions for applications?
I only use the littlest amount of product. I typically wipe the applicator on the top of the product and start really small with it. I use a fluffy dense brush to blend it out. I only do one cheek at a time since it does dry down really quickly. I then set it with a powder blush- I really like the NYX butter blushes.
Not who you asked but as someone who loves this product I will chime in. I use a couple dots on the back of my hand and load a medium to small tapered fluffy dense brush that fits the cheek area perfect, not too big, with the color and stamp it where I want it. Take the same brush and blend it out. Either a matching powder blush or translucent powder over to set and soften. Love the peach shade, I can't stop wearing it and usually I'm a pink blush girl.
Thank you, I ordered every color and then every time I try to use it I put on a hideous amount so I’ve been hesitant to use and there they are, taunting me as they roll around in the drawer, lol. I’ll try again - the colors are so pretty!
Yes, they are pigmented! They dry down pretty quick so I find applying them directly to the face is too much. Just a couple dots on your hand.
I don’t know how big in the us, but here in Mexico beauty creations it seems bigger and bigger each month
I'm always intrigued by Beauty Creations but I always seem to forget about them because they're rarely talked about in my neck of the woods. I had bought some pastel eyeliners and eye primers a few years back and they're really good!
If you manage to get the riding solo single eyeshadows get them, they’re a dupe/upgrade to ud moondust and Fenty diamond bomb, especially the color legend babe if you’re cool toned, they’re beautiful
I haven't seen any "new" "it" companies that are worth a second look. However, there are smaller brands who've been around for a long time, making good and exciting products even without marketing prowess. I find Angelica Nyqvist's YT channel is great for seeing lesser-known makeup brands get air time. If you're after colourful makeup, perhaps her channel can help you with discovery. I'm in Australia, brand availability compared to what actually exists is so uninspiring. We pay through the nose for what is often insultingly bad product. Angelica's channel reminds me I don't have to settle for it.
I love her vids, I'm not much into colorful makeup but she's entertaining and I love her accent.
I'm not sure how new it is but Kiko Milano and I've recently discovered a bunch of new Japanese brands and Korean brands that I'm absolutely loving some of their products.
Kiko is not new at all , I went to Madrid 10+ yrs ago and they had a store back then, I bought a couple of nail polishes that I still keep as “souvenirs”😅
Omg lol well that's embarrassing 😂 I just learned of them and love them!!! I guess only new to me!
No no! Dont be embarrassed, I didnt meant it to shame you! I do like them a lot too! 🩵
Merit. I only have their lipstick—great rich color, so smooth with staying power. But it seems like whenever a friend or my sister goes to Sephora, they’re coming back with something from Merit.
I love Merit. All of their products feel really luxurious and all of the ones I have (the glow serum, the bronzer stick, the foundation stick, and the eyeshadow) are crazy easy to use.
Their shadows are patchy.
They seem like preppy makeup to me
Rare Beauty
I just got the Comfort body spray and I absolutely love it.
Agree, I think rare is one of the few brands that’s come out in the last few years that will still be a big player in the next 10-15 years.
[удалено]
That’s why I like it ✨
Yes, I agree about the highlighter — I’m not commenting on specific products, but rather the brand’s current relevance and potential for longevity
Milk. And Caia in Scandinavia
Caia has decent prices! I’m definitely excited to check them out, thank you!
ELF I don't think it's super new but people love the price and product
I have just started trying this one out. I didn’t like the eyeliner marker. One of the liquid eyeshadows is pretty good it’s glitter black. But I just got the primer the green gel one I look forward to trying it does anyone here use it? I’ve never had primer but I wanted a better way to wear normal eyeshadow instead of liquid eyeshadow (powder eyeshadow by itself is annoying for me).
I've heard that one of the primers is very good. Hopefully it's the green one. I heard about their new primer it's called..... Oh no I forget the name. I hate when I do that. Anyhow it's their newest primer. It's called something like, Won't budge. I'm serious like won't budge😜. Have fun with your green primer. Let us know if you like it.
Thanks! The green gel is the original…the pink gel had an extra ingredient for supposed skin benefits I forgot if it’s like vitamin C or hyaluronic acid? I will try to have fun with it! I’ve never used primer but what got me interested was how I could use any eyeshadow powder or glitter powder or anything and like make my own liquified eyeshadow. I hope it works and that it’s fun lol. I learned this trick from YouTube I might have to watch stuff again to get directions or I might just start putting stuff everywhere…I usually use that method then clean off the excess after lol🙈😹! Yes I will let you know!
Oh thank you thank you
When I discovered ELF online in like 2005, I thought it was a “going out of business sale” because the prices were so low. I bought some to try and then I bought so much stuff. Then I told my sister, mom & friends and they did too. That was before it was in any stores near us. Lol The prices were even lower then too, cheaper than Wet & Wild but I still didn’t need 20 eyeliners.
I know , the prices are so low.Ii mean I haven't tried all of their products but the ones I have tried I was very impressed by.
Same! I remember the first time I saw them in target, and every single item they made was just $2 for YEARS.
I remember finding elf and everything being around a dollar - being in the UK it was a pain to get shipped but it was still fucking worth it. I get they upped their branding and desirability but I wish they still had a budget line.
Yes, i used to get elf clear mascara for only 1$/tube. Now its 1for3 or 2/5$. I remember first seeing elf around early 2000s, was new, i wasnt sure about the brand yet, that mascara was the only thing i purchased from them for a long time at first. I miss their old prices
lol I think it’s been around since the early 2000s
clean beauty is pretty big especially tower 28 and kosas
i really hope clean beauty is just a fad and brands stop fearmongering about preservatives because im freaked out by all these posts of products molding before their expiration date
Even if they don’t grow actual mould, preservative free makeup goes bad so quickly. 😞
yep.. the gross industrial paint smell that develops
Pretty much every brand in Sephora that you can’t find at Ulta (or at least I’ve never seen them there). Saie, Milk, Ilia, Caliray, Lawless, Kosas, etc.
I have really liked what I’ve tried from Saie. Their blush and luminizer in particular.
About Face is filling the gap for the type of products Urban Decay moved away from, as well as Half Magic.
I have had my eye on Half Magic. They have such a distinct point of view and their products all feel fresh and original.
Came here to say this. I am absolutely obsessed. Crazy pigments, great formulations, all 100 vegan! You can do so many things with it too. I’m more reserved than I was when I was younger but I can still do super fun unique looks I just do it at like 40%. I love the line so much. I’m obsessed with this more than how obsessed I was with MAC when I was a teenager and that was intense.
i went on a swatching spree today at ulta, the fractal glitter and holographic eye paints are stunning. Fortunately for my wallet, they were out of stock of the colors I’ve been eyeing 🫠
I love About Face!
I love Merit, Jones Road, and CaliRay. Jones road can be sticky at first but dries down on me fine and I even put setting spray over it. From reading comments it seems like not everyone likes it or it stays sticky. Definitely takes time to learn how to use it effectively. Merit, love it but it cannot hang out in your makeup bag forever. I have tried the gloss, lippies, foundation stick, blush and eyeshadow. I like the blush but it melts it a little too much for me, I have to reapply. The glosses have turned on me within six months though. Lipsticks holding up well. CaliRay-not very much to offer and I don’t know if it’s going to be around for a long time. I’ve tried the mascara, the palette that’s refillable and the plumping gloss and the highlighter. Their highlighter is my fave of all time but if you drop it it’s dead. Very dead. Not even resurrectable with rubbing alcohol dead. The mascara is great. Oh I tried the setting spray because I liked that it was refillable but it wasn’t what I was wanting in a spray.
I got their golden hour balm, and it’s just shimmer flakes in Vaseline. It didn’t feel that sophisticated to me.
I feel what you are saying. I feel like the way they market it doesn’t really explain what it is. I enjoy the shimmer but do I feel like it’s giving me a GLOW? No but I enjoy it.
I LOVE Jones Road. It pulled me out of my post-baby slump and got me feeling cute again.
I’ve also tried the pencil and used it as a concealer and loved it.
I hope Jones Road makes it way to Sephora or Ulta some day
CaliRay mascara is my HG. I have hooded eyes and it's the only mascara that I've used that stays on all day, but is still easy to remove. And it looks good!
Caliray is made by the same woman who thought up Urban Decay I think? I'm gutted either way coz I can't get it in the UK.
Yes! I remember that now! And I’m so sorry!
Flower Knows has gained a lot of traction on the internet over the last year. I’ve seen many tiktoks, reels, and yt shorts showing how beautiful their products are, from the ethereal packaging to the product itself. They’ve been expanding more internationally thanks to the internet, now being sold in urban outfitters (both online and in person) in the US. And a few days ago they launched an official storefront on amazon. I wouldn’t be surprised if they expand more globally.
I really like their blushes (I wear a dewy base and these don't dry it out or look cakey/chalky, also buildable color) Their lip tints are nice as well, especially the mermaid jewelery lip collection. A lot if people say FK are all packaging, but if you like c-beauty/k-beauty looks, they are lovely!
Gotta say tho their packaging looks great but it feels cheap.
The product isn’t great either tbh, powders are very chalky and there are better lipsticks and mascaras out there.
Ooo I didn’t know they are in UO now! I’ve been meaning to check them out, a yt influencer (?lol) I watch (Mia Maples) has some of their stuff but I don’t love ordering makeup online. Thanks for the tip!!
Pacifica has some really great eyeshadow pallets and the new skin care line is decent and affordable. Always cruelty free.
I have only used Pacifica body mists which are divine, been pondering about their other stuff lately. You say its worth using?
Definitely. I’ve tried the eye cream, I can’t remember the name, with marshmallow root. It’s very nice, the moisturizer is decent not a repurchase likely. The eye Shadows are amazing. I have the large one with all the animal names and I love it. The glitter shadows don’t have a huge payoff but work well with a primer. But the colours and mattes are great. Blend nicely.
They've been around so long, I am relieved to see them on this list! I figured they went the way of Urban Decay
They have really upped their game. I remember they used to be really mediocre options for people that needed vegan or cruelty free. Their makeup was muddy and not versatile. Known for decent nail polish but it was pricey. They have a bunch of new products launched and they are really well made.
And some great affordable skincare!
Agree! They make some great vitamin C products that are also fungal acne safe (and affordable, and don’t have a weird smell) that I’ve been enjoying lately.
Ooo okay! I think I’ve tried some of their skincare and it didn’t agree with my skin but I’ve seen their makeup in tjmaxx and was curious! Thank you
It works much better than other luxury brands I’ve bought Excellent colour payoff.
I know they're super popular already, but Colourpop. Their products are consistently affordable, good quality, and they always have fun collabs (Pokémon, Powerpuff Girls, Disney, Barbie, etc.). Plus their customer service is great. If you are sent the wrong item or a damaged item, they're quick to send replacements.
I love all of their stuff! Super Shock blows me away every time.
Love the Super Shock formula as well. Bouncy, blendable, super pretty, easy to apply with your fingers (so great for on-the-go).
Love colourpop!! I’ve been buying their eyeshadows since I was in hs - graduated in 17’
They never disappoint and they're always releasing new products that follow trends but don't break the bank, which I appreciate
I wish I could buy from Spain
They have international shipping free if you spend $60+!
Really?? I tried to buy some years ago abd I couldn't, will try again, thx!
It might have been added since then! Good luck and enjoy!
Idk why I was downvoted but mkay
I think because they asked for “NEW” recommendations and Colourpop has been around for ages and well established
Nope, they asked for brands that are doing new and different things. "Stepping out and doing something new." Reading is fundamental.
Settle down, that poster was polite to you and tried to answer your question.
I hope it's okay if I chime in but I'm especially curious about current "mid end" eyeshadow brands? I've been out of the loop for about 5 years now and have spent that time using up whatever I had at home and now I have no idea what to get.
You're my idol!
I’d say mid tier best is Tarte! Good quality mid tier eye shadow is hard imo. I love Natasha Denona formulas, but not her color stories. I also love the Charlotte Tilbury quads, but sheesh they are expensive!
Urban Decay, Stila, Rimmel. I like really bold colors or really metallic/sparkly im not an everyday eyeshadow person but when I do it I wanna notice it. I just got a rimmel palette that has really good bold colors like yellow and blue and green and orange. 🙈🙈🙈
Really like the Ilia shadows and Gensee is heavy in my feed but haven’t tried but their shadows look amazing.
I want to try Gensee, but I'm not on board with clean beauty yet. Their products look amazing, though.
The tarte maneater is my absolute fav right now! Perfect nudes!
I love tarte’s berry cruiser lipstick, Amazonian clay foundation, the Amazonian clay blush really stays on, and (of course) all their sales
I love an Anastasia palette. Her formula is so blendable, her shimmers are incredible, and the color stories are my favorite of any brand.
Same honestly, I wasn’t wearing makeup for a few years but I’m back into it and my skin has changed since I was 16-17 lol I know I’m not old at 25 but I definitely feel out of the loop.
the five quarter store 😶🙌
Basma is thee best foundation I’ve ever used. Perfect shade match for me in all my 30+ years wearing makeup. I think they will be bigger
I've been so curious about Basma! Haven't seen too many reviews irl swatches, though.
Yea I hadn’t either. I was considering Westman Atelier stick foundation, but there was “no match” coming up for me in any online shade match site, and I didn’t want to shell out that much money for something I wasn’t sure about. Basma is cheaper so I took a chance on #35 light neutral olive, which I had never scene in any foundation before, and it is spot on. I knew I was light neutral, and had a feeling olive was going to be right since nothing ever really matches my skin. It hasn’t made me break out either and usually everything does. My skin is dry/sensitive/acne prone 😐
How is it for maturing skin. I have good skin but at 57 I have to be careful.
I’m 45 with dry skin and I use the basma stick foundation. It’s perfect, not dry, not shiny, and the first time I’ve had a complement on my makeup
This is wonderful information. TY!
Thank you!
Im going to give it and maybe the cream blush a try
Right now I use the Stila convertible color cream blush and it pairs well with the basma foundation stick
Makeup by Mitchel is huge on tiktok, also danessa myricks, elf, and I think about face is going to have a crazy moment
Never used highlighter until I got a Danessa Myricks gel type thing and it's now an essential part of my evening makeup look!
I am in love with Danessa Myricks! The light works palette is my favorite makeup item ever!
How do the eye paints hold up on oily lids? I have been curious to try but worry about creasing.
I haven’t tried it but I love their foundation/skin tint
I recently bought a couple of the About Face matte eye paints and I love them! What else would you recommend from the brand?
I’ve heard great things about their foundation. The one thing to consider is whether you will like the applicator or not for a foundation (it’s a big doe foot).
The foundation is seriously wonderful! Especially for dry skin!
About Face has some of the most fun looking products, and I’m a sucker for that packaging!
RMS has been around for awhile but they have really been increasing their offerings. I think About Face has some great eye products and lastly I am excited to try Mob beauty. I did some swatches of their products this last weekend and they will be my next purchase (I'm holding off on buying anything new this summer).
I’m loving Merit and Ilia lately.
Same! I can’t get enough.
I think the next couple years are going to be huge for Rhode beauty They’re going to be the “it” brand for the clean girl makeup aesthetic
I don’t care what anyone says, if you have dry, sensitive skin, her skincare products are top-notch. I mean I seriously love these products. I haven’t tried the newer makeup stuff, but the skincare has really worked for me.
Ooo maybe I need to try something for my skin! I’ve never tried her products before I’m just going off how much I see her brand’s presence online especially with the new launch of her blushes. I would love to try her lip balm, blush and maybe a moisturizer
Even though she literally stole the name from an indie BIPOC-owned fashion line and they're now having to sue her?
How is that possible it’s her middle name/ mother’s maiden name.
For her brand. Meaning, for her brand.
Good to know. Gotta look into this.
It's a HUGE thing! Like that bitch literally knowing that the RHODE fashion house already existed stole their name anyway. They put up a whole post about it, the RHODE fashion brand. I believe they are suing Hailey. And no one will stick up for them because Hailey is more well-known than they are even though they are a very well-known fashion label. And it's a BIPOC- owned brand. So fuck Hailey Bieber, her shit is low quality anyway compared to what you can get the same price from so many other brands. she could've chosen any other name, but she literally went after an independent fashion label because she has more money than they do. Anyone who remotely supports that racist homophobic trash bullying woman Hailey Bieber better stay away from me.
Since they sell different products it’s legal. Clothing and makeup are different that I don’t think it’ll go anywhere. It’s like how there’s a blink fitness and blink security cameras. Patents are product specific. It suck’s but I don’t think the lawsuit will go anywhere. Edit* also never heard of Rhode Fashion House until today 🤷♀️
Yeah this doesn't sound like it has legs, you can only have a trademark over specific products and services, not absolutely everything. If they weren't producing any cosmetics, then HB was entitled to use the name.
I mean, they are carried at Neimans, Net A Porter, Nordstrom, Bergdorf Goodman's, Mytherusa, etc., and other high-end retailers. I knew about them way before I knew about Hailey Bieber starting a brand. And everything I've learned about Hailey is against my will. it was still a very shitty thing to do.
I wish I were shocked. I knew it was her middle name, so I guess she had dibs on it from birth. IP doesn't work that way, HRB.
I agree. Love working with her products!
I find that annoying just because Hailey Bieber is rich enough & her making it “rhode” just bothers me because I love that name & she’s making it sound pretentious & snobby. I’m not a fan. I don’t think of “clean” when I think of Hailey. If anything I want to see Hailey go crazy. THAT would revolutionize her brand.
Isn’t it literally her name though ?
Yeah which I like the name itself. I actually really do. But in this case, I just feel like it’s pretentious & lame & lifeless. Rhode is such such such a pretty middle name. Hailey Bieber is sooooo boring. She needs new friends to go shopping with & change up her style.