10 New Makeup Brands You Need to Know About Now
Makeup brands seem to launch just as fast as new frappuccino flavors — but there’s a select few that are actually destined for greatness. Whether it’s an Instagram launch that instantly develops a cult-following; a brand backed by a makeup-loving celeb on a mission to fill a major void in the market; or a beauty pioneer who pours her life’s work into making her visions available to the masses, there’s undoubtedly a new school of beauty superstars who you need on your radar right this moment. And, as always, we’re here to make the introductions.
1. Il Makiage
Year founded: 2018 in the U.S.
History: Brother and sister co-founders Oran Holtzman and Shiran Holtzman-Erel brought the brand to the U.S. in 2018 amid a shift toward natural and barely-there beauty. The siblings set out to usher in a maximalist movement in the beauty scene. They launched with over 1,000 high-impact, prestige products — the most ever for a beauty startup.
How it’s disrupting the category: Unlike the trend that has leaned heavily toward minimalist beauty, Il Makiage entered the space specifically for those who are seriously into makeup, in all its boldest forms.
Noteworthy news: If you’re in New York City check out the shoppable Il Makiage pop-up shop, designed by world renowned architect Zaha Hadid. It’ll be moving to a new city (TBA) in a few months.
2. Dose of Colors
Year founded: 2013
History: Makeup artist Anna Petrosian started the brand after working as a freelance makeup artist for Sephora and MAC. Before launching her line, she’d create eye looks for Instagram that gained a lot of attention. She vividly remembers going into Naimie’s beauty store one day to stock up on lashes and brush cleaner when one of the employees told her that customers had come into the store wanting to purchase the products featured on Petrosian’s Instagram posts. That was the moment she realized that it was time to start her own cosmetics line.
What you need: The EyeDeal Duo ($25) combines the perfect pair of cream and powder shadows. The matte liquid lipstick ($18) will also be an instant fave.
How it’s disrupting the category: Aside from just having really good products, the collection consists of cruelty-free and vegan options for lips, eyes, and face. There’s no compromising on quality and product payoff, which is why it’s such a hit among Dose of Color’s more than two million Instagram followers.
Noteworthy news: The brand recently debuted a major collab with YouTube star Iluvsarahii. If you move fast, you still might be able to snag some of the colorful goods.
3. Pat McGrath Labs
Year founded: 2015
History: It’s only been three years since the fairy godmother of makeup, Pat McGrath, created this now billion-dollar business, and she certainly keeps beauty lovers on their toes with every new launch. The first product ever to hit the scene, Gold 001, sold out almost immediately.
What you need: No matter what it is, you know it’s going to be good — but if you’re up for going all out and diving head first into the glory of McGrath, splurge on the Skin Fetish Everything Kit ($350).
How it’s disrupting the category: McGrath went with the limited-edition and limited-run sales model that Kylie Cosmetics is known for. And if you ever want to slip down a rabbit hole of hypnotizing beauty inspo, just check out the brand’s Instagram feed.
Noteworthy news: Keep your eyes peeled to Instagram for all the newness.
4. Flesh Beauty
Year founded: 2018
History: Beauty veteran and former founding editor of Allure, Linda Wells, just launched a truly impressive 12-product collection that includes foundation in 40 shades, a primer, liquid and powder highlighters, blush, eye shadow, and lip color.
How it’s disrupting the category: This is a line that really got the inclusivity thing right. Everything from the blush colors to the matte lippies were made with a wide range or skintones in mind.
Noteworthy news: Let’s just say we’ll be celebrating the holiday season for more reason than one.
5. JOAH Beauty
Year founded: 2018
History: Created by the same company that brought us Kiss Products (the master of false lashes and nails) this brand-new makeup line has everything you need to achieve all the top K-Beauty trends you’ve been swooning over.
What you need: The Glow Activator Radiance Primer ($10) will help you nail the glowy “glass skin” trend that K-Beauty is known for.
How it’s disrupting the category: The brand launched with a whopping 158 color products, covering everything from natural to bold wear. It also premiered exclusively at CVS stores with prices friendly enough for you to stock up on the full collection.
Noteworthy news: The entire collection is now online and rolling out in stores over the next few weeks.
6. Fenty Beauty
Year founded: 2017
History: You had to be living under a rock to not know that Rihanna launched a makeup line in 2017. Just in case you were — no judgment — it hit the scene and completely broke the internet (not to mention Sephora gondolas). The most notable of the line was a game-changing collection of 40 foundation shades that spanned the skin tone spectrum from fair to deep.
What you need: Everything — but if you have to choose, go with the Pro Filt’r Foundation ($34).
How it’s disrupting the category: Fenty Beauty has officially set the standard for what can be considered an acceptable color range from a brand that touts itself as being inclusive. The “Fenty 40” is what many brands now mimic when creating a foundation category.
Noteworthy news: There’s no telling what jaw-dropping launch Rihanna has up her sleeve — but the platinum version of the brand’s now iconic “Trophy Wife” gold highlighter just hit stores. One hundred percent of every sale will go to Rihanna’s non-profit organization, The Clara Lionel Foundation.
7. Beauty Bakerie
Year founded: 2011
History: Before becoming a multi-million dollar beauty brand with a cult following, Beauty Bakerie was a dream of then teen mom and breast cancer survivor, Cashmere Nicole. She started the company in her kitchen with a motto of being “better not bitter” and a goal of creating products that were innovative and diverse. She has managed to do just that, and there’s still a lot more to come.
What you need: One of the premier products in the line, not to mention what you should start with if you’re unfamiliar with the brand, are the Matte Lip Whips ($20 each).
How it’s disrupting the category: The high-quality formulas are just as impressive as the product names and Instagram-friendly packaging.
Noteworthy news: Beauty Bakerie just launched an exclusive palette, the Milk & Honey Highlighter Palette ($48), in Riley Rose stores.
8. Charlotte by Charlotte Russe
Year founded: 2018
History: This shopping mall staple added a no-brainer brand extension this year when they introduced a curated collection of makeup that’s available both in-store and online.
How it’s disrupting the category: Much has changed on the shopping mall front over past few years, but Charlotte Russe has managed to rebrand itself in a way that continues to meet the needs of savvy beauty consumers. They’ve crafted products that are high quality (even the fragrances in the collection are really impressive!) but still fit in with the budget-friendly price point that they are known for.
Noteworthy news: Look out for some bright pops of color (perfect for holiday looks) of the bestselling lip, nail, and eye products.
Year founded: 2003
History: It’s a pretty big deal for a makeup line, started fifteen years ago, to still be thriving and innovating the way that ModelCo has. What’s kept this brand top of the charts is their buzzworthy collabs with international celebrities and brands.
What you need: The Karl Lagerfeld + ModelCo lip balms ($15) are pretty darn cute.
How it’s disrupting the category: ModelCo has managed to achieved cult status through numerous celebrity ambassadors and collaborations including Elle Macpherson, Rosie Huntington-Whiteley, Hailey Baldwin and, most recently, Karl Lagerfeld.
Noteworthy news: There are a few new celebrity brand partnerships coming in 2019, so make sure to keep an eye on TrendMood for all the latest launch leaks.
10. Rituel de Fille
Year founded: 2014
History: This is one of those under-the-radar brands that once you discover it, you’ll be telling the world. It was founded by three sisters who were inspired by the magical side of natural ingredients. They formulate each product with the fewest ingredients possible, while still managing to pull off the richest, most mesmerizing colors and finishes.
What you need: The Lunaris and Solaris Rare Light Crème Luminizers ($58 for a set of two) were introduced as a limited-edition launch last year. They quickly sold out and once fans begged for their return, they were thankfully added to the permanent collection.
How it’s disrupting the category: Although natural makeup with clean or few ingredients have come a long way, you don’t often find formulas as dazzling as these. The entire line oozes ethereal appeal. It’s somewhat of a hidden gem on the makeup front.
Noteworthy news: Be on the lookout for new eye soots, another of the brand’s best selling items.
Do you have a favorite up-and-coming makeup brand? Tweet us @BritandCo!
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