The 15 Most Overlooked Beauty Brands at Sephora

Sephora: every beauty lover's Disneyland. In fact, someone once asked my friend her what her dream date would be, and her answer was a trip to Sephora. Can you blame her? It's so easy to get lost in the rainbow-colored aisles of beauty products galore. You peruse while your eyes sparkle at the endless possibilities of every product you pass by. It's like catching a strong case of beauty wanderlust. If I ever look at you the way I eye a new launch in Sephora, just know the chemistry is real.

Regulars usually stop by Sephora to grab their go-to products and dip. It's a beauty errand, so you make it quick. Sephora is home to some of the most coveted beauty products on the market—conveniently selling your cult favorites all in one place. But when's the last time you've picked up a product you've never heard of before? We're talking about the products that may not be front and center on the best-sellers shelf but still deliver top-of-the-line results. The newer, more indie beauty brands may be stacked between or behind the OG brands, but they still deserve some love.

Let us put you on to 15 of the most overlooked beauty brands at Sephora we're loving right now. Instead of keeping our love affairs with these brands on the hush, we're spreading the wealth. You heard it here first: These beauty brands are about to blow up.

Primary Raw

This Korean line uses the art of fermentation to promote the potency of ingredients in each of its products. Each product is blended because of its endless skin benefits.

DoYou Soy Milk Ferment Essence Toner 4.4 oz
Primary Raw DoYou Soy Milk Ferment Essence Toner $38

This soy-infused toner will immediately brighten, refresh, and hydrate your skin. One spritz will lock in moisture, so it's especially good for dehydrated, dry skin.


Erborian beauty products represent an elegant blend of traditional Korean ingredients with new-age French elements. Created by Hojung Lee, a Korean cosmetic scientist, and Katalin Bereyi, a globetrotter, Erborian was created so two worlds could collide.

CC Creme High Definition Radiance Face Cream Skin Perfector Clair 1.5 oz/ 45 mL
Erborian CC Creme High Definition Radiance Face Cream $44

A favorite of team Byrdie, this lightweight CC cream is essentially radiance in a bottle. Reach for this guy if you want to amp up the glow and luminosity without your skin feeling cakey.


If you want good hair without using bad chemicals, meet Rahua, an all-natural, vegan line of products full of superfoods to keep your strands flourishing.

Shampoo 9.3 oz
Rahua Shampoo $34

The best thing about rahua oil is it brings brittle, damaged, and weak strands back to life. This cleansing shampoo also contains coconut oil, so it'll nourish your scalp and hair follicles.


Instead of wrapping a towel around your hair, try Aquis, a line that's introducing an innovative and healthy way to care for your hair. These turbans quickly absorb water and do all the drying for you.

Waffle Luxe Hair Turban Moody Grey
Aquis Aquis Lisse Luxe Hair Turban $30

Put down the blow-dryer so you can lighten up on the heat and wrap your hair in this. Each wrap is made with a special technology that promotes dryness in minutes, without the opportunity of breakage.

Moon Juice

The founder of Moon Juice, Amanda Bacon, was in search of a natural fix to ease us from life's woes. Moon Juice is a line of all-natural herbs to cure things like digestion, stress, sleep, and more.

Beauty Dust(R) 12 x 0.11 oz/ 3 g
Moon Juice Beauty Dust $38

Doesn't Beauty Dust sound so intriguing? Made with a blend of adaptogenic herbs, this promotes healthy hair, nails, and skin.

Surratt Beauty

World-renowned makeup artist Troy Surratt wanted to create a line of products that expressed his love for makeup and individuality. From the various textures to the range of fun shades, there's something for everyone in these luxuriously packaged products.

Artistique Blush La Vie En Rose 0.14 oz/ 4 g
Surratt Beauty Artistique Blush La Vie En Rose $32

These best-selling blushes come in a range of 24 shades to accommodate all skin tones.


Think chic when you think of Commodity, a line of fragrance, candle, and body products that scream elegance at their core.

Gin 3.4 oz/ 100 mL Eau de Parfum Spray
Commodity Gin Eau de Parfum Spray $105

Gin is a part of Commodity's Black Collection. It's a fresh, woodsy, and unisex scent made for the those who love a good night out and fun memories.

Black Up

Black Up is the very first Parisian-born makeup company formulated with ingredients made specifically for darker skin tones. A few years ago, the line made its way to the U.S. and into Sephora.

Concealer Palette COR 02 4 x 0.05 oz
Black Up Concealer Palette $31

This is an all-in-one concealer palette to highlight, neutralize, contour, and perfect the skin.

Dr Roebuck's

This Aussie line prides itself on clean ingredients that are hardworking and effective for the skin. A lot of science and thought were involved in developing this line that those with sensitive skin will love.

Perky Collagen Boosting Serum 1 oz/ 30 mL
Dr Roebuck's Perky Collagen Boosting Serum $60

You know what a good collagen boost brings along: supple, glowy, and youthful-looking skin. It's made with plant-derived squalene along with other botanical ingredients that'll visibly brighten the skin.

Youth to the People

Youth to the People is a hybrid of superfood and science for skincare. These health-first products are infused with 100% natural, nutrient-dense ingredients for gorgeous skin.

Superfood Skin Reset Antioxidant Mask 2 oz/ 59 mL
Youth to the People Superfood Skin Reset Antioxidant Mask $44

I'm a huge fan of this mask. I swear it cures my hungover skin with its healthy blend of kale, antioxidants, amino acids, and more. My dull skin will immediately look brighter, suppler, and more alive.

RMS Beauty

Founder Rose-Marie Swift wanted to create a line of nontoxic makeup products that promote skin health with anti-aging benefits. This brand is loved by beauty editors across the board for the natural radiance it delivers.

Living Luminizer 0.17 oz
RMS Beauty Living Luminizer $38

Want a sultry, lit-from-within glow? You need this product. It's everyone's favorite from the line because of its insanely gorgeous highlighting and luminizing powers.

By Rosie Jane

Founded in 2012 by celebrity makeup artist Rosie Jane Johnston, this is a line of handmade products comprising natural ingredients and essential oils.

Tilly 1.7 oz/ 50 mL Eau de Parfum Spray
By Rosie Jane Tilly Eau de Parfum Spray $50

Each fragrance is paraben-free. Tilly is for someone who loves the sun. "Warm and sensual" is how the brand describes the scent with notes of grapefruit, coconut, and pineapple.

Iles Formula

Celebrity hairstylist Wendy Iles wanted to create a hardworking line of hair product with real-time results using raw, natural ingredients. Each product is hair prevention at its best and offers up a future of soft, silky strands.

Haute Performance Hair Mask 6.4 oz/ 180 g
Iles Formula Haute Performance Hair Mask $64

Using a combination of natural ingredients with high technology, this restorative mask brings life back into stressed-out locks. Without that weighty feeling certain masks give your hair, this formula will strengthen it.


Two Californian sisters decided to make flossing more fun with Cocofloss. It's probably the most luxurious floss packaging you've ever seen, which is the point: to promote flossing for healthier smiles.

Cara Cara Orange 32 yd
Cocofloss Delicious Mint $8

This minty flavor is infused with coconut oil and will leave your teeth feeling squeaky clean.


For those who live in areas full of pollution, these products will save your skin from the bad stuff in the air. Curated by Glow Recipe, Korean-based products, Blithe is made with pure, natural ingredients for the best-looking skin.

Tundra Chaga Pressed Serum 1.68 oz
Blithe Tundra Chaga Pressed Serum $49

Ever tried a serum that doubles as a moisturizer? This pressed serum has fermented oils and cold-pressed chaga mushroom extracts to douse your skin in hydration and smooth out fine lines and wrinkles. ■

So the next time you stop by Sephora or treat yourself online, give one of these brands a try. We tell no lies: They may be low-key, but they have optimal results.

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