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.
Glosser 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 seven cool beauty brands and the products we love from them!
The brand's not lying when it says its makeup is for unicorns, although no unicorns were harmed in this cruelty-free colorful 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.
Keep scrolling to shop some of our Lime Crime favorites!
This nude-pink liquid lipstick looks amazing on any skin color, and lasts forever.
Because we all want an eye shadow duo that even Malibu Barbie would approve of.
This highly pigmented matte metallic lipstick is the perfect shade for any night out.
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). Additionally, 10% of every sale supports women-led, worker-owned businesses. Its makeup collections also include several artist collaborations, who use Make products to create breathtaking looks.
This mattifying and moisturizing duo creates a radiant and dewy finish anywhere you swipe it.
This colorless lip pencil that transforms the finish of any lipstick and makes it super matte.
If you’re always looking for the next big thing, then this edgy new makeup line is the line for you. Milk Makeup has tons of fun products that are easy to apply and even easier to store—and every product is so fresh and innovative.
Seawater and caffeine are a kick-ass combo that refreshes your skin with a boost of moisture and restores glow. Pro tip: Use it as a primer under foundation to help your makeup stay put all day.
This revolutionary felt tip liquid eyeliner glides on smoothly and stays put for 24 hours with a formula that won’t fade or smudge.
This chic and pure cosmetics line is committed to long-term beauty and anti-aging formulas. Through RMS, skincare and makeup meld together and are only made with the highest quality ingredients. No wonder it has a cult following with the likes of Olivia Munn and Miranda Kerr.
This cult-favorite rejuvenating concealer promotes radiant skin with its lightweight formula.
The warm, bronze-y hue adds glow with definition.
These reflective-finish eye shadows create a high-impact, flattering look and double as an eye cream.
This fun 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.
With SPF 30 UV protection, this concealer is also anti-aging. It neutralizes redness and irritation and applies smoothly for a radiant finish.
Apply this cheeky blush with its plush puff applicator or your fingers to hydrate and brighten your natural skin tone.
This lip tint that comes in three customizable shades that adjust to your body’s chemistry. The moisturizing lip crayon gives a soft, glossy finish.
Often referred to as the “Kiehls of Korea,” Belif is a Korean skincare brand that’s commited to delivering value and the purest ingredients. It was inspired by ancient apothecary techniques and has products that soothe and are perfect for sensitive skin.
This cult-favorite gel cream that minimizes pores, soothes skin, and cools upon impact.
Pat this toner in to revive dull skin with a blend of apothecary herbs.
This is gentle foam works as an exfoliator for a clear complexion; it also dissolves dead skin and bacteria to create a healthier glow.
Son & Park are Korea’s two foremost makeup artists, and the ones responsible for the trending Korean beauty dewy skin look—so obviously, products had to follow. The brand strives to enhance skin by creating a youthful look with a glowing finish and deliver innovative skincare products as well as easy-to-use, genius makeup products.
This toner and cleansing beauty water is the first of its kind; it removes makeup, freshens your complexion, and soothes for a brighter tone and smoother texture. (Tip: It cleans your makeup brushes, too.)
The hydrating formula evens out skin with a silky finish and holds all day long. The built-in brush also makes for a quick and easy application.
This pact controls shine and sets makeup with a satin finish. The powder is totally sheer and mattifies wherever you need throughout the day.
Have you used any of these brands before? List any of your favorite products below!