I Adore This Little-Known UK Makeup Brand, and It Just Arrived at Ulta

Victoria Hoff

After engaging in the ultimate international beauty product swap with our editors in the UK and Australia last summer, I took away two key lessons from the experience. One, there are countless gems hiding beyond our borders—an exciting prospect for any beauty- and travel-obsessed gal like me. The second lesson was far more bittersweet: Be careful not to fall too deeply in love with the aforementioned phenomenal products because international shipping is definitely not a guarantee.

And that's why it's been so exciting to see American beauty destinations like Sephora, Nordstrom, and Target begin to expand their offerings to include some of the best cult international products. Case in point: As of today, Ulta is stocking Models Own, a beloved, ColourPop-esque UK makeup brand that I fell in love with during that fateful swap.

It took me months to thoroughly sift through the giant boxes our international editors sent over and really test each product. Being the skincare junkie that I am, I admittedly glossed over a lot of the makeup during my first pass—until on a whim one day, I decided I wanted to go for a graphic, colorful eyeliner look. The only thing I had on hand was a little pot of royal-blue gel eye shadow by Models Own, courtesy of the very lovely Amy Lawrenson at Byrdie UK. It was love at first swipe—and after trying a handful of the other Models Own products that Amy sent over, I was officially hooked.

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