If you were excited by Glossier’s industry-shifting arrival nine years ago, then there’s five new beauty brands in town and you’re going to want their details. What’s more, these game-changing brands are all female founded, vegan and cruelty free….



What: After developing a cult following in the US, Kosas finally launched in the UK this month. The brand was created in 2015 by LA make-up artist Sheen Yaitanes with a focus on skincare-infused-make-up, that also nourishes the skin.

Try: Judging by her GRWM Tik Tok’s, Hailey Bieber is a big fan of the Revealer Concealer (£25)  With ingredients including stimulating caffeine to helps reduce puffiness and minimize the appearance of dark circles, hydrating hyaluronic acid and peptides to fill in fine lines and moisturize the delicate skin around the eyes, it creates a smooth, dewy finish and really helps brighten up the eye area.


What: Founded & owned by Selena Gomez, this is not your average celebrity make-up line. A brand based around inclusivity, Rare launched with 48 shades of foundation & concealer, and a mission to do good.  The Rare Impact plans to raise $100 million over the next 10 years to help increase access to mental health resources. 1% of annual Rare Beauty sales go directly to the Rare Impact Fund, helping support the local, national, and global organizations that have a direct impact on mental health.

Try: Positive Light Tinted Moisturiser (£26)  – the shade range is great. There are 24 shades in total but they’re flexible thanks to the sheer coverage. I have combination skin; it doesn’t just sit on your face, it’s like a second-skin, blurring skin and gives radiance without being greasy, my skin looks refreshed and plump, like a better version of itself.


What: A well-edited, modern minimalist make-up line for grown-up’s. Created by Katherine Power  (behind online fashion bible Who What Wear) , the finish is beautiful – just healthy, alive looking skin & everything is easy – as in, apply-with-your-fingers easy, and the end result always looks good.  Bella Hadid and Cameron Diaz are big fans.

Try: The Minimalist (£40), a two-in-one foundation and concealer in 20 shades that I’m enjoying enormously. It’s a velvety-textured, solid stick; glide directly across the skin then buff it in with a brush or fingers. It had a waitlist of 10,000 in the US, and in launch week, the brand sold one product every 17 seconds online. We also love Bronze Balm (£32), a solid stick of super sheer, mistake-proof bronzer. Bronzer-phobics and bronzer-addicts will love it alike.


What: We all know that we should wear SPF all year round (aka: every. Single. Day) but do we? This brand promises to put the enjoyment into sunscreen application.  It goes without saying that if you don’t like the texture of something, you won’t wear it, which is why they’re allllll about the texture. Whether that’s stick, serum, drops, cream or mist – they’re all feather-light so theres no excuses. The brands founder, Amy Ford believes SPF is a right not a privilege so you’ll note the price is on the accessible side too. Suited to all skin tones (no ashy finish), ocean friendly and 100% vegan. 93.3% of packaging is recyclable.

Try:  The One That’s A Serum Day Drops (£20) – apply morning to clean, dry face and neck with a light circular massage until completely absorbed, as a last step of the facial routine, before makeup. You can use this alone or mixed with your chosen cream. 

5: ULÉ

What: This brand new ‘farm to face’ brand was founded by Lindsay Azpitarte, one of the Vice Presidents at Shiseido. Founded and grown in France, Ulé wants its consumers to know exactly where its ingredients have directly come from and is the first skincare brand to grow its ingredients in its own indoor high-tech vertical farm near Paris to ensure the purity of their ingredients. This brand is literally so clean you can eat it.

Try: Avoir It All In & Out Oil (£51) is an ingestible oil made with grape seed, sunflower oils and borage and has been selected for its vitamin E and fatty acid content to care for skin from the inside out. Add ten drops to your favourite food or drink or apply it as a facial oil.

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