Indie cool-girl beauty brands seem to have slipped into the beauty market (and our makeup bags) in the blink of an eye. Yes, we'll never stop loving our Dior mascara, Tom Ford lipstick, and Laura Mercier foundation, but there's a thrill to discovering a little-known product from a cult beauty brand that just can't be matched. From matte, metallic lipsticks to magical beauty waters, there's a whole other world of undiscovered beauty products out there that deserve your attention.
Glossier has paved the way for niche, cool beauty brands, and we'll eagerly snatch up (and love dearly) every new launch, which got us thinking… What other fresh, innovative beauty brands are out there that are flying under the radar? Ahead, you'll find seven It crowd–approved makeup brands you'll fall in love with for their product innovations, design, and quality of ingredients. (It's no coincidence that some of these brands have already created cult followings.)
Keep reading to discover six trendy makeup brands every cool-girl will love.
This brand's come up with some of the most lusted-after products in all of beauty in the making of this certified cruelty-free and vegan line. With its electric eye shadow duos and drool-worthy lipsticks, Lime Crime has created magical makeup for any mood. It also happens to have a following of a casual couple million on Instagram, where it showcases cool looks and new products.
This nude-pink liquid lipstick looks amazing on any skin tone and lasts forever.
An XL version of the brand's beloved Venus palettes, fans waited for this to be released for a long time. And to say this eyeshadow palette is not for the faint of heart would be an absolute understatement. Even the most color-loving makeup artists would be shocked at the amount of pigment packed into this palette. It's not just a suggestion to use a light hand, you need to.
Holographic glow much?
This lip gloss is amazing—it stays put, isn't too tacky, and makes your lips shine like you just ate the juiciest fruit imaginable. The color payoff is great (rare for glosses) and the gloss itself doesn't bleed or matte itself down quickly like some others do.
It's easy to underestimate this brow gel, but big things come in small packages. Namely, big eyebrows. While this brow gel might not look like it's going to totally thicken your eyebrows, it'll leave your eyebrows the perfect mixture of bushy and shapely.
The sleek, curated line features products that range from rich and creamy lip shades to technology-protecting primers. With fresh packaging and products that work, it is hard to resist (and happens to be a Byrdie team favorite). Also, 10% of every sale supports women-led, worker-owned businesses. Their makeup collections also include several artist collaborations, from which you can use Make products to create breathtaking looks.
Presumably, there are times where you feel like you look too shiny, and times where you feel like you don't look shiny enough. This mattifying and moisturizing duo helps you get the finish you want, wherever you want.
This colorless lip pencil that transforms the finish of any lipstick to make it super matte.
This primer protects your skin from all of the harmful effects of HEV light while gliding on flawlessly and minimizing pores. It's silicone-free, and also has marine algae to protect from environmental stressors too.
Use this salve wherever you feel you need a pop of color or moisture. Lips? Of course. Cheeks? No brainer. Eyelids? Perfect. It's a truly multi-tasking product that won't dry you out.
Similarly to the aforementioned marine salve, the brand's Blot Pot ($20) is a tiny essential for anyone who might need some color, but doesn't have room in their bag for multiple liquid products. It imparts a beautiful, dewy reddish terracotta hue on the wearer. It's classic.
If you’re always looking for the next big thing, then this edgy new makeup line is the line for you. Milk Makeup is constantly releasing new products that are easy to apply and even easier to store—and every product is so fresh and innovative. Plus, everything is created so that you can swipe and blend without a brush.
Blue agave and hemp seed extract are a kick-ass combo that refreshes your skin with a boost of moisture, while creating a hold on makeup that's almost unparalleled.
Milk's Kush line is all great, but it started out with their brow gel—which, in our opinion, is almost infallible. It contains fibers to help thicken and fill your brows, and the hemp seed extract conditions and sets them too.
Beauty products with more than one use are definitely a worthy investment. This lip and cheek duo comes in five shades with a creamy sheer tint (our editor Victoria uses it on her lids, too).
Milk really knocked it out of the park with their kush line, and we love the mascara too. It's not for the faint of heart (if you want a natural look step aside) but for those nights when your feelings about lashes can be summed up as the bigger, the better.
Some highlighters are incredibly unnatural looking, and that's okay—there's a place for that. But some people don't like that because they want a natural look, and that's where Milk Makeup's Flex Highlighter really stands out. It's sort of like a powder version of Glossier's Haloscope ($22).
This chic and clean cosmetics line is committed to long-term beauty and anti-aging formulas. Creator Rose-Marie Swift wanted to create a line that melded skincare and makeup together with products that are only made with the highest-quality ingredients. No wonder it has a cult following that includes the likes of Olivia Munn and Miranda Kerr.
This cult-favorite highlighter is lightweight and beloved for its natural glow.
One of the newer releases from RMS, their pressed blush contains squalane and buriti oil, so it's hydrating, too.
These reflective-finish eye shadows create sheer but eternally high-impact, flattering look. They're perfect to throw in your bag for a day-to-night look.
One of the products that made RMS so popular, the Un Cover-Up Concealer/Foundation is beloved by makeup artists and celebrities for its barely-there appearance and good coverage.
Too Cool For School
This Korean beauty brand has the cutest packaging and also brings together fun and creative products with the latest skincare technologies (Egg Cream, anyone?). Its products are designed with artist-collaborative packaging, bringing a unique and trendy twist to Korean beauty.
Too Cool for School took an underutilized super-ingredient, mastic gum, and created their Rules of Mastic line surrounding it. Their IX Enhancer recovery balm is great for irritated or chapped skin; it protects the weakened skin barrier, and helps bring it back to where it needs to be.
This lip balm has become a cult-favorite, even amongst people who don't typically dip their toes into K-beauty. It's cushiony, almost jelly-like in texture, and pigmented while still being hydrating. It gives a glossy finish without too much transfer.
As mentioned before, TCFS's Egg line was an innovation—and they've kept innovating with their body oil. Body oils have become more popular recently as people start to focus on skincare for their body, so TCFS took their expertise and made their own.
Often referred to as the “Kiehl’s of Korea,” Belif is a Korean skincare brand that’s committed to delivering value and the purest ingredients. It was inspired by ancient apothecary techniques and all the products are full of botanical ingredients that soothe and are perfect for sensitive skin.
This cult-favorite gel cream minimizes pores, soothes skin, and cools upon impact.
Pat this toner in to revive dull skin with a blend of apothecary herbs.
This gentle foam works as an exfoliator for a clear complexion. It also dissolves dead skin and bacteria to create a healthier glow.
The entire Aqua Bomb line is fantastic, but this gel-to-foam cleanser is as much of a cult favorite as its moisturizer cousin. It's cleansing but not too harsh, with ingredients included to ensure skin stays hydrated.