While our stylish friends at Who What Wear are constantly on the search for the next big thing in fashion, we're always looking out for new beauty brands that we think are about bound to become hits. Naturally, we always come back to a few tried-and-true products, but the most fun part about beauty is exploring new lines and innovations some of the lesser-known brands have to offer. And just because you've haven't heard about these up-and-comers doesn't mean they're not worth a try. In fact, most of these small-batch companies have the luxury of using the highest-quality ingredients to deliver top-notch results for their customers, which means it's only a matter of time before they become cult favorites. From skincare to hair and makeup, we've rounded up five of our current favorite under-the-radar brands making it into our top shelves, because sometimes, you have to step outside of your comfort zone.
Read on to learn about the five indie beauty brands you should consider giving up shelf space for.
Pestle & Mortar
Mother of five Sonia Deasy set out to create a line that was reliable and fuss-free when Pestle & Mortar came to fruition. Sonia formulated the line with her biochemist sister and wanted to perfect a serum that would breath new life into dry, dull skin while providing anti-aging benefits. From there, the Irish brand's debut star product, the Pure Hyaluronic Serum, was born. The skin plumping and smoothing product has been making waves in the beauty world for some time, so Sonia recently launched a nighttime retinol oil that's just as game-changing as the serum that landed this brand on our radar.
We've been waxing poetic about Los Angeles–based Kosås for months, and we're still honeymooning with this fab lipstick line. Founder Sheena Yaitanes followed her mother's footsteps in the beauty industry by curating a line of understated weightless lipsticks that launched earlier this year. Inspired by French beauty's sensibility, the line of minimalist lipsticks is concise and easy for any makeup novice to navigate. When it came to formula, Yaitanes made sure to do away with parabens, sulfates, and phthalates, and incorporate a blend of mango butter, grapeseed oils, and rose hip. You can't go wrong with any one of the beautiful handmade shades in the collection.
Hillary Peterson didn't start a skincare brand with the expectation of beating out a big-name luxury skincare line in independently conducted clinical trials, it just happened. The former Levi's exec who battled thyroid cancer was researching the hazards of petroleum-based products and decided to combine her professional background with her passion for creating non-toxic skincare products. Peterson's approach is all about the power of oils made with natural ingredients, and with the outstanding results the Face Serum and Face Oil have, she should be proud. This is the kind of company that continues to be transparent with customers no matter what, and that's a game changer in itself.
Celebrity brands are just about everywhere these days, but few are as brilliantly curated as Wendy Iles's line, Iles Formula. Her three-step hair system is a dream for every type of mane—and if it weren't for her celeb clients, we might not have ever had the chance to experience the incredible products. Wendy created her trio of goods for herself and her clients—who include A-listers like Marion Cotillard, Penelope Cruz, and Rita Ora—but eventually introduced her high-performance creations to the masses. While it comes with a steep price tag, the splurge is totally worth it. The silk protein and oil-packed conditioner is a favorite among curly, thick-to-coarse haired women, and the shampoo is ideal for all hair types thanks to the absence of sulfates and the addition of vitamin B5 for fortified strands.
If organic skincare is your priority, then you'll want to feast your eyes on Root Science. Gigja Hlín Wesneski founded the line made with unrefined organic ingredients with her sister in mind. Gigja dealt with her fair share of acne, but it was nothing compared to her sister's severe skincare problems, which included rosacea, sensitivity, and acne just to name a few. After years or formulating, Gigja settled on her filler-free small batch formulas that are sold in sets and address different skin concerns. Made in Northern California and inspired by her native Iceland, Root Science yields incredible results thanks to plant-based ingredients like cold-pressed oils, calendula flower, and turmeric. No matter how sensitive your skin may be, Gigja's newly launched line has at least one skin-nourishing product that will wow you.
Which brand speaks to you most and are likely to try? Tell us in the comments!
Opening Image: Root Science