20 Female-Founded Indie Brands You'll Love To Support

To celebrate International Women’s Day, we wanted to shine a light on 20 incredible female-founded indie brands that deserve your attention, now and forever. Their brand stories are nothing short of inspiring; these women have persevered and created iconic brands in a space dominated by industry giants like Estée Lauder and L’Oréal. They’ve found gaps in the market to offer solutions with formulas that modern-day consumers actually want, with branding that speaks to them and represents them.

Whether you’re on the hunt for eco-conscious menstrual care, beautiful makeup, skincare, or haircare that caters to your curl pattern, somewhere on this list is a solution made by a woman with big dreams. So why not treat yourself this Internternational Women’s Day and support other women while you do. After all, it’s all about women supporting women!

If you’re looking for a clean and effective beauty brand, Nyakio is about to become your BFFL. Founded by Nyakio Grieco, Nyakio was inspired by memories of her grandmother’s natural beauty secrets, which included using crushed coffee beans applied with a piece of sugarcane as an exfoliator. Nyakio celebrates her Kenyan heritage with a collection of skincare products that use traditional African beauty ingredients like African coffee and shea butter, marula oil, and sweet almond oil. We’re obsessed with the Marula & Neroli Brightening Oil, $40, which is bursting with antioxidants and glow-getting vitamins to protect and restore your skin.

Celebrity hairstylist turned female entrepreneur, Jen Atkin created OUAI as she felt there was a serious lack of reality in the haircare world – it was all 90s blowouts, wind machines, and a lot of hair extensions. Instead, she founded a brand that provided everyone with simple, easy-to-use solutions for cool, everyday hair. The branding is incredibly chic, and anyone who has tried the products will tell you that they smell divine, so much so, they created fragrances out of their product scents.

Another great purchase we’d recommend this IWD is Jen’s memoir, Blowing My Way To The Top, $12, which explains her rise, struggle, and down-right hustle to the top, where she’ll undoubtedly stay for years to come.

There’s nothing we love more than discovering a brand that’s fierce AF and stands by its mission statement: “Freck Beauty is an attitude. We are the bold, clean beauty brand for anyone that cares about ingredients, respects the process, and doesn’t care about the rules.” Everything from the branding to their ingredient list feels authentic and empowering, just like their Founder, Remi. Our go-to product? It would have to be the Freck OG, $22, AKA the world’s first freckle pen.

Former L’Oréal brand manager, Maeva Heim, created Bread as she wanted a haircare brand that not only nourished but celebrated her curls. Offering everyday essentials, kinda like the bread and butter for your locks, the haircare line takes a simplified approach to wash day so you can spend more time on everything else. We’re currently obsessed with their rich, restorative Hair Oil, $24, which boasts Australian Kakadu Plum oil a potent Australian super-fruit that contains the highest concentration of Vitamin C. Also, can we just say how much we love their packaging?!

When Founder Kate Prince met Hollywood naturopath Annelie Whitfield she embarked on a new journey to discover ways to improve wellbeing through lifestyle and nutrition. Dedicated to sourcing organic botanicals and innovative nutraceuticals, Ancient + Brave provides nutrient-rich supplements and blends to improve your overall wellbeing. Utilizing ingredients from environmentally conscious, sustainable, and organic suppliers wherever possible, sustainability, transparency, and wellness are at the heart of this brand. From collagen supplements to our fave. the True MCT Oil, $40, their products will help target a variety of health concerns from the gut to your bones, and of course, skin health.

Like so many great stories, Melt Cosmetics began with a girly catch-up over brunch. Founders Lora Arellano and Dana Bomar discussed their shared love of bold matte lipsticks and their disappointment when it came to finding a long-lasting, bright matte lipstick. Fast forward to 2020, and the line includes a wide range of popping shades like Last Kiss, $10, (a strawberry sorbet shade), and a wide range of eyeshadows, lip glosses, and highlighters.

Juvia’s Place is another brand that was founded out of necessity after Chichi Eburu struggled to find makeup that catered to deeper skin tones. So (like any resourceful woman), she created her own product line and with just $2,000, launched Juvia’s Place from her two-bedroom apartment (while raising two children).

Since its inception, the brand has garnered a long list of devoted followers thanks to its beautiful shade selection and powerful pigments that cater to ALL skin tones. The brand also celebrates African culture in a major way, and the packaging is adorned with African queens like Cleopatra. We’ll forever be obsessed with their eye-popping highlighters, like the gold-toned Tribe (Vol 2) powder highlighter, $15.

Founder Lulu Cordero created Bomba Curls so that she could share her passion for the natural beauty ingredients from her native country; the Dominican Republic, which she turned to when suffering from traction alopecia. From pistachio to coffee seed oil, her haircare line is packed with superfoods that’ll restore and rejuvenate even the most damaged curls while stimulating healthy hair growth. Right now, the brand carries the Forbidden Oil, $22, and the creamy Forbidden Hair Mask, $28, as well as gummies and a range of silk hair accessories.

You’ll notice a pattern here: The Lip Bar is another brand born out of necessity when beauty-badass Melissa Butler realized there was a disappointing lack of non-toxic, cruelty-free lipsticks available. In an interview with Forbes, Melissa recalls her frustration, deeming the current “assortment of natural lip colors, frankly just boring!”

Taking matters into her own hands, she created a line of clean formulas from her kitchen. Fast-forward to 2021 and The Lip Bar offers a range of budget-friendly formulas in gorgeous colors that are anything but boring.

There’s a dangerous myth in the Black community that wearing sunscreen is not necessary. This is 100% not true and is one of the many reasons why Founder Shontay Lundy created a sunscreen line aptly named Black Girl Sunscreen. The other reason? She was tired of the heavy white residue that mineral sunscreens often leave behind. Black Girl Sunscreen SPF 30, $19, offers the ultimate solution; a fast-absorbing, natural formula with UVA and UVB protection, and no white residue. Can we get an Amen?

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Founded by Bea Dixon, The Honey Pot is, in their own words: “Made by humans with vaginas for humans with vaginas.” A brand we can clearly get behind! The Honey Pot is one of the first plant-based feminine care brands on the market and carries a variety of toxic-free tampons, menstrual cups, wipes, and sensitive washes, and we’re so here for it.

Founded by K-Beauty expert, Alicia Yoon, Peach and Lily deliver “100% worry-free skincare” with spa-grade, toxin-free formulas, which are bursting with K-Beauty goodness to deliver healthy, radiant skin. We love the tight range of hydrating products that are efficacious and easy to use. Just check out the before and after results of using a Peach and Lily skincare regimen for six weeks – our skin was glowing!

Created by YouTube icon, Jackie Aina, FORVR Mood aims to create a self-care space for Black women. Understanding that Black women are often defined as strong and resilient, Jackie knows that sometimes they might not prioritize giving themselves the love and nurturing they may need. FORVR Mood wants to spoil Black women with a little slice of luxury. The line currently holds a range of calming candles, as well as silk accessories to give your hair the TLC it needs. We’re obsessed with the candle, Caked Up, $38, which is infused with notes of vanilla, coconut, and jasmine, and fills the entire room with the most amazing, relaxing scent. #Obsessed

Dorian Morris Founded Undefined Beauty to disrupt the beauty industry and create her own narrative that represented the world around her. Her products are non-toxic and non-irritating and her business model, from her supply chain to her labs, supports either female-founded, minority-owned, or LGBTQ communities – what she defines as conscious capitalism. Now that’s a brand we can get behind. We are obsessed with her Glow Elixir, $18 to $48, which is infused with CBD and made with rosehip oil, Kalahari melon oil, plum oil, meadowfoam oil, and more – and it smells divine!

Listed on Forbes 30 Under 30 list, Co-Founder and CEO, Trinity Mouzon Wofford, is a straight-up trailblazer. Her range of natural beauty products and supplements have made waves over the past year and have even garnered a celeb following, including natural skincare lover Kourtney Kardashian. From face masks made with 100% pure, edible superfoods and superfood latte blends, like the Matcha Turmeric Latte Blend, $29, their products will make you feel good, inside and out.

Natural beauty brand Herla was Founded by a grandmother and granddaughter duo who came together to share the beauty secrets that have been passed down from previous generations. They take inspiration from local skincare secrets and source natural ingredients, which are formulated by female chemists in their family-owned lab in Poland. Created by women for women? Sign us up! In fact, we’ve already fallen in love with the DAMASK ROSE Moisture Retaining and Purifying Micellar Water, $32, as it gently wipes away makeup while feeling super nourishing.

As some of you may know, the Huda Beauty headquarters are in Dubai, so we wanted to take this opportunity to shoutout this up-and-coming Dubai-based beauty brand. Founded by Coral Atkins, the wellness brand creates crystal-infused soy candles that are hand-poured in the UAE. Not only do they look beautiful in your home but they smell divine and omit the most calming, restorative energy.

Our new fave candle is the Vanilla & Vetiver Candle, topped with raw pieces of Amethyst, which is believed to enhance and strengthen your intuition, calm your mind and even improve your sleep. It’s no secret that 2021 is all about self-care, and these just became our self-love staple.

Expert esthetician Shani Darden is responsible for some of the most glowing faces in Hollywood, think Rosie Huntington Whitely and Jessica Alba. Her passion for simple and efficacious formulas has earned her a spot as one of Hollywood’s most highly esteemed derms. Her beauty line was created after she was forced to create custom-made formulas for her A-Listers in-between visits. Naturally, her Retinol Reform, $88, rapidly gained a huge celebrity following, and for good reason!

Queen bees of K-Beauty, Sarah Lee and Christine Chang founded Glow Recipe back in 2014, and ever since it’s been our go-to K-Beauty brand thanks to its consistent stream of glow-getting, hydrating formulas. From their best-selling Watermelon Glow Pink Juice Moisturizer, $39, to our fave moisturizer to heal irritated skin, the Banana Soufflé Moisture Cream, $39, their formulas never disappoint. Another reason to love the brand? They recently declared that they would no longer use the words “poreless” or “flawless,” as there’s no such thing as poreless skin, nor did they want to glorify a flawless beauty standard. We could not agree more!

Founder, Karen Young, created her brand with a clear goal; “Rather than pursuing flawlessness, we aim to build efficacious products, designed thoughtfully, that actually help you feel great in the skin you’re already in.” Originally launched in 2015 as Oui Shave, Karen changed the name to Oui The People to deepen the brand’s gender neutrality. The body line carries innovative products, from the Around The Bush Hydrating Bikini Sheet Mask, $38, to soothe, calm, and hydrate your bikini line, to the famous The Single Rose Gold Sensitive Skin Razor, $75, which delivers the closest shave possible.

For more amazing brands, check out these new and emerging Black-owned brands.

Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. We never take payment to review products, however, some brands allow affiliate links, so we may earn a commission if you purchase a product by clicking on one of our links.

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The Beauty Products Going VIRAL On TikTok

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If a product goes viral on TikTok it usually means one of two things: it’s either super affordable and/ or gives the most amazing instant results. The products often sell out fast – such is the power of a TikTok beauty sensation. Here are five products that have collectively gained over 350 million views and are *actually* worth the hype.

@juliarosemondbeautyTikTok Made Me Buy It! @lorealparis Infallible Power Foundation #infalliblefoundationinapowder #lorealinfalliblepowderfoundation #drugstoremakeup♬ original sound – Julia Rosemond

The hype: This powder foundation has garnered almost 10 million views and is praised for its full-coverage finish and easy application. It’s sold-out almost everywhere online but you still may be able to buy it in your local drugstore.

Our verdict: When it comes to powder foundations they can be very divisive, and that’s definitely the case with the L’Oréal Paris Infallible Fresh Wear Foundation. While it does give impressive, immediate coverage and is instantly mattifying with an airbrushed finish, it can also be very drying. Therefore, if you have dry skin, you should either prep well before with a rich moisturizer, or continue with caution. The formula also has a tendency to settle into fine lines and pores, so do be sure to prep your skin well before. There’s also a lot of space to extend the shade range and we hope L’Oréal extends their collection.

@stephpappasTrying the Sky High mascara from Maybelline ! 💖😱 #review♬ original sound – Steph Pappas

The hype: The hashtag #skyhighmascara has already accumulated over 136 million views and the mascara has sold out in-store and online, worldwide. The UK launch was even brought forward due to the extremely high demand from the US.

Our verdict: We haven’t been able to get our paws on this mascara, but as soon as we do, expect a full review. From the glowing online and editorial reviews, as well as the transformative TikTok before and afters, you won’t regret joining the wait list.

@beckieeaves@olaplex #olaplexno3 #olaplex #hairhack #fyp #beauty #beautyhack #foryou #fypage♬ F2020 – Avenue Beat

The hype: Olaplex is praised by hairstylists as being one of the most transformative treatments for dry and damaged hair, and it seems TikTok has caught up with the hype. The hashtag #olaplex has over 156 million views and #olaplexno3 has another 5.1 million views.

Our verdict: Out of all of the Olaplex at-home products, the Olaplex Hair Perfector No 3 Repairing Treatment, $28, has to be our favorite. The best-selling formula will reduce breakage and visibly strengthen even the most damaged hair. It works by repairing weak strands and protecting the hair structure, restoring the texture back to a pre-colored condition, all the while encouraging shine.

@kimberlykrutyTotally worth it!! I’m so horrible at making videos. I’m sorry 😂 #frozencream #fyp #tiktokmademebuyit #SwitchTheChobaniFlip♬ original sound – Kimberly Kruty

The hype: The most recent product to go viral on TikTok is this super interesting formula and we totally understand the curiosity. The gel formula transforms to an ice-like consistency when it’s left in the freezer!

Our verdict: We’re still waiting on our Amazon order, however, after examining the ingredients list, we’re even more excited to receive and try the product. The lightweight formula has a water-base (hence why it freezes) and is infused with hyaluronic acid and niacinamide to plump and soothe the skin. The effect of using the ice-cold formula also boasts many well-known benefits, from tightening pores to soothing inflammation, making this frozen cream the ultimate wake-up call.

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@whitneymaduekeOil control fast! #makeuphack #makeuptutorial #everydaymakeup #revlonoilroller♬ original sound – whitneymadueke

The hype: With almost 3 million views and thousands of jaw-dropping videos, this is set to be yet another sell-out product. If you have oily skin, check out the above TikTok, STAT!

Our verdict: This product is a game-changer for those with oily skin. The reusable oil-absorbing roller is made from volcanic stone to instantly absorb excess oil. Unlike blotting papers that are single-use, this roller is reusable and easy to wash – simply remove the outer pack and wash the volcanic ball with a little cleanser. We’ll be carrying one in our purse for the foreseeable.

@abbyrobertsmy go to look lately 👀 comment and like this video for your chance to win 1 of 10 dr jart Cicapair Trial Kits #drjartcicapair #brandpartner #ad♬ She Share Story (for Vlog) – 山口夕依

The hype: Despite the fact that this product has been on the shelves for years, it became a TikTok sensation and naturally, sales have boomed. The hashtag has over 6 million views and is famed for its ability to diminish redness in the skin immediately.

Our verdict: We’ve been a fan of this award-winning treatment for years. The formula goes on green to color correct but instantly turns beige as you begin to apply it. It also has SPF 30 to protect against UV rays, and contains sodium, potassium, calcium, and magnesium to help improve the skin’s moisture levels. It’s a must-have if you have redness or rosacea, and also works really nicely for blemish-prone skin.

For more TikTok pearls of wisdom, check out the beauty hacks you need to try.

Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. We never take payment to review products, however, some brands allow affiliate links, so we may earn a commission if you purchase a product by clicking on one of our links.

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10 Bad Beauty Habits You Need To Ditch Now

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Let’s be real – we all have bad habits, it’s what makes us human. However, when it comes to your beauty routine, you could be making mistakes every day that are seriously hindering your glow-up. To take your daily regimen out of the danger zone, here are 10 bad beauty habits you need to ditch and what to do instead.

Bad Beauty Habit #1: Using a Towel to Dry your Hair

While most of us conclude our shower or bath by twisting our tresses into a towel, this is actually most likely to be damaging your hair. When you wash your hair, the water, especially when hot, will cause the hair cuticles to swell and open, leaving them vulnerable to frizz and damage. When the hair is wet and then twisted into a towel, the friction and tension can weaken your hair strands, permanently damaging your hair.

What to do instead: Gently squeeze your hair dry with an old cotton T-shirt or, even better, a microfiber towel. Not only are microfiber towels super absorbent but they’re gentle and will decrease the likelihood of breakage and frizz.

Bad Beauty Habit #2: Touching your Face and Picking Pimples

The average person touches their face 16 times an hour and every time you do, you’ll transfer dirt and bacteria onto your skin, which can clog your pores and lead to breakouts. Similarly, if you pick or squeeze your pimples, you’ll most likely break the skin and increase the likelihood of post-pimple pigmentation.

What to do instead: If you have a tendency to pick your spots, invest in pimple stickers like the Star Face Hydro-Stars, $15, as the airtight dressing will conceal your pimple while absorbing puss and sebum, helping to flatten pimples. So, not only will it stop you from picking but it will remove the need to do so as it gently does the job for you!

Bad Beauty Habit #3: Using Makeup Wipes

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Not only are makeup wipes harmful to the environment, but they’re also not good for your skin. While they may appear to remove your makeup, they’ll never be able to remove dirt, impurities, and excess oil like a cleanser can. They can also be drying and irritating to your skin.

What to do instead:  The best thing you can do for your skin is double cleanse, especially after a long day of wearing makeup. This will offer a deep, thorough cleanse – we swear you’ll be surprised at how much makeup is removed on the second wash. Check out our guide to double cleansing here.

Bad Beauty Habit #4: Over-Exfoliating

As much as we love the feeling of freshly exfoliated skin, there’s such a thing as over-exfoliating. Done too often (or too vigorously), you won’t simply remove dead skin, you could also take off the top layer of your skin, damaging your skin barrier and leaving your skin open and inflamed and exposed to bacteria and irritation.

What to do instead: First and foremost, ditch harsh physical exfoliators and look for gentle products like the WISHFUL Yo Glow Enzyme Scrub, $39, which is gentle enough for daily use. Chemical exfoliators like AHAs and BHAs are also great, however, limit chemical exfoliation to twice a week.

Bad Beauty Habit #5: Putting Dirty Things on Your Face!

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It’s crazy how much bacteria your beauty products can harbor, and it’s not just your tools, your pillowcase and hand towel could also be festering bacteria, which you can then transfer back to your skin (ew!!).

What to do instead: Wash your brushes, pillowcases, and face towels preferably at least once a week. Let’s not forget our phones too – buy an alcohol spray and give your phone a spritz regularly! Check out our beauty hygiene guide here to make sure you’re not making any of these mistakes.

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Bad Beauty Habit #6: Layering your Skincare Incorrectly

Layering your skin in the wrong order will prevent it from being absorbed properly, disenabling it from serving its purpose. It can also cause the product to pill, which essentially means a lot of product waste!

What to do instead: Simple – follow our layering guide here.

Bad Beauty Habit #7: Sleeping in Makeup

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We know you’re tired and we know the thought of splashing water on your face isn’t always appealing, but still, it’s essential – just like brushing your teeth! Not removing your makeup can lead to breakouts, premature aging, dull skin, and irritation. It’s that simple, so STOP ASAP!

What to do instead: As we’ve mentioned, double cleansing is one of the best things you can do for your skin. Check out our guide to cleansing here.

Bad Beauty Habit #8: Washing your Hair too Often

Washing your hair too frequently can ruin the natural biome of your scalp. Hair sits at a pH balance of 4.5 to 5, which is the ideal pH balance for your scalp to thrive. When you wash it every day, you’ll strip that protective layer off your hair (including your natural oils), potentially disrupting your pH levels and causing your hair to look lifeless and dull.

What to do instead: Wash your hair two to three times a week and use dry shampoo and hair mists in between washes to keep your hair oil-free and smelling sweet.

Bad Beauty Habit #9: Using Expired Makeup

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There are those products we constantly restock and others that stay in our makeup bag for years. Chances are, if your makeup, skincare or haircare looks different, smells different, doesn’t apply well anymore, has dried out, has separated, appears old AF, or is old AF, it’s time to throw it away.

What to do instead: We like to do a spring cleaning every six months and throw away any expired products. To determine whether your product has expired, look for a small open cream jar icon, known as the period after opening symbol, which will tell you the number of months a product is safe to use after it has been opened. Check out our guide to telling if makeup has expired.

Bad Beauty Habit #10: Not Wearing Sunscreen

Wearing sunscreen daily, even in the winter, is the most important thing you can do for your skin. If you skip sunscreen, you’ll leave your skin vulnerable to sun damage, premature aging, pigmentation, and of course, skin cancer.

The solution: Apply sunscreen every day as the last step of your skincare routine before you apply makeup. It should be at least SPF 30 with 5-star UVA protection – check out our fave derm-approved sunscreens here.

For more beauty advice, check out 21 skincare tips everyone should know.

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5 Heatless Curl Hacks That Work SO well

Source: negin_mirsalehi / Instagram

Hair health is set to be one of 2021’s biggest beauty trends since we’re still WFH. That means we’re giving our tresses a much-needed break from over-styling and heat damage. Instead, we’re masking around the clock and using heatless styling hacks…

You’re probably familiar with the heatless curl hack that went viral on TikTok, and now other TikTokers have been sharing different variants, as well as other heatless curling options. From Bantu knots to twists, stocking curls and more, these five heatless curl hacks are literally genius and will help keep split ends at bay and prevent damage caused by heat styling.

Heatless Curl Hacks We Love:

1. Stocking Curls

Curl type: Loose waves

Celebrity hairstylist, Justine Marjan, whose clientele includes the Kardashians and our girl crush, Olivia Culpo, shows how you can easily create loose waves using a pair of stockings. Unlike many of the other TikTok curling hacks, Justine braids her hair around the tights for a more voluminous wave.

2. Bantu Knot Curls

@realashleyrogersI love Bantu knot curls ✨ #hair #hairstyle♬ original sound – Mighty Baby

Curl type: Tight curls

If you have textured hair, Bantu knots are a great WFH styling option that’ll keep you looking cute from one wash to the next. After washing your hair, style them in Bantu knots (be extra generous with styling creams), then leave them to dry (or if leaving overnight, wear a bonnet – check out our fave bonnets here). When you take them out, you’ll have tight, bouncy curls.

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3. Sock Curls

Curl type: Beach waves

Negin Mirsalehi’s locks are literally hair goals. She typically uses a curling wand, however, for this heatless hack she opted for socks instead and the result is insane.

4. ‘Bathrobe’ Curls

@lillyvanbrooklynHighly suggest trying these omg 🤩 #hairtok #heatlesscurls♬ follow tj_yeslad – TJ

Curl type: Voluminous, bouncy curls

This is the hack that went viral using a bathrobe belt (a long scarf works too), and we totally understand the obsession. Just be sure to twist the hair away from your face for big, bouncy curls. This hack is also fairly quick to do (less than 10 mins) and the results really last. Our tip? Make sure your hair is just damp – if the hair is too wet, it will take forever to dry!

5. Twist Outs

@unique.divinityidk how i feel about twist outs #fyp #hair #tutorial #foryoupage♬ Sweater Weather and Toxic Remix – Harry Morelli

Curl type: Bouncy coils

If you’re looking to add definition to your curls, doing a twist out is an oldie but a goodie. They’re super easy to do and will give a more defined coil. Check out some of our fave brands for coily and kinky hair here.

Have you tried heatless curls? Let us know in the comments below.

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Makeup Artists Love These New Beauty Products

You know that feeling when you find a new beauty product that doesn’t make you break out into a sweat over the cost? So good. There are plenty out there already, and new goodies hit beauty shelves every once in a while, too. To highlight the best of the best, we asked pro makeup artists to share some of their favorite new launches that don’t cost a penny over $10.

Source: Pixi by Petra

“I’m a huge fan of hybrid products and this little tube is a triple threat,” says Brett Freedman a celebrity makeup artist whose clients include Taylor Swift and Amy Poehler. “It’s part tint, part hydrating balm, and part gloss. I think it’s perfect for any kisser that loves a sheer, juicy hint of color, substantial moisturizing, and a touch of shine.” Freedman says he’s been reaching for this one regularly when doing Jodie Foster’s makeup while she promotes her new movie.

Source: Milani

Milani’s newest blush delivers on that lit-from-within look everyone scrambles to achieve. It’s a cream formulation that comes in four rich colors. “I have been a longtime fan of cream blushes for their ability to melt into the skin and give a natural-looking flush to the skin,” says Savannah Rae St. Jean, a makeup artist who specializes in bridal and editorial makeup. “This blush also contains ingredients to help blur imperfections and it is buildable to give you a customized wash of color.”

Source: Revlon

Revlon’s So Fierce! Big Bad Lash Mascara was originally available only in the United Kingdom, and it was wildly popular there. As of November 2020, it’s officially landed in the USA. “It’s such a fun name, but don’t discount the one buzzy feature of this mascara that isn’t touted as loud as it should be. Yes, it’s a great mascara as far as fullness and finish, but it also boasts lash tint technology that gradually darkens your flutter,” raves Freedman. “After a few uses, your more vivid lash line can honestly say ‘I woke up like this.’”

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Source: The Ordinary

The Ordinary, known for its no-fuss formulations and transparent pricing, made a splash when they side-stepped into the color cosmetics realm with their foundation. One of their newest launches is a full coverage concealer, and St. Jean says it’s worth your cash. “This brand has always developed innovative products that are not only incredibly effective and live up to their hype, but are offered at an unbeatable price point,” she says. “The addition of silicone in their formulation means that it will help soften and blur imperfections. They’ve also developed their formula to resist settling into fine lines, which makes this the perfect undereye concealer.”

Source: Aura Cacia

Freedman says that refreshers – as in moisturizing mists – are a key part of his makeup kit. The post-makeup and mid-shoot spritz is literally built into his get ‘em glam process. “Back in the day we did Evian misting spray. These days, we see the value in getting a little power to the punch by choosing misters with a fresh natural scent and touch of moisture,” he says. “Rose hydrosol always brings a smile on actresses’ faces when I pull it out. Also, shhh… I spritz it on hands before applying cream.”

Source: e.l.f. Cosmetics

Leave it to e.l.f Cosmetics to deliver a playful, top-quality product that costs less than your go-to specialty latte. “This easy-to-apply, gel-based liquid eyeshadow gives you a serious punch of metallic color that doesn’t crease, and it stays all day,” says St. Jean. “The colors are absolutely gorgeous, and they offer something for all skin tones. Also, with the addition of multi-dimensional metallic pearls, you get an even more eye-catching look than you would expect.” We’ll take one in every color, TYVM.

Which of the above products strikes your fancy most? Honestly, you could buy one of each and get yourself a whole look!

Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. We never take payment to review products, however, some brands allow affiliate links, so we may earn a commission if you purchase a product by clicking on one of our links.

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Skinimalism Might Be Our Fave Beauty Trend RN

You might not yet have heard of the term skinimalism, but chances are you’ve unknowingly been seeing it all over your beauty feed since 2020. Skinimalism is the new wave of makeup that focuses on natural skin, minimal makeup, and more often than not, it’s dewy AF. 2021 is all about skin that *actually* looks like skin – probably all thanks to more and more people focusing on skincare as self-care in 2020. So, get ready to say goodbye to heavy editing and welcome real skin in all its glory, which means freckles, pores, texture, and everything else real skin means.

With that said, after a year of staying at home wearing less makeup, paired with a consistent skincare regimen, our skin is looking better than ever and it’s time to show it off. Enter stage left: skinimalism. Pinterest predicted it would be a huge trend in their annual trend report due to the surge in searches for “how to get glowing skin” and “natural everyday makeup,” which increased by 180% in the last year. Another popular search term? “Face yoga,” which increased four times the amount than the previous year. All of this suggests that a minimal, simplified makeup routine is here to stay while skincare will continue to take over.

So, make way for lightweight formulas, tinted moisturizers, cream highlighters, and tactical concealer application. When it comes to skincare, we’ll see an influx of antioxidant-supercharged serums, glow-getting ingredients, and hydrating, skin-plumping moisturizers.

Before you start to panic, this doesn’t mean the days of fierce eye makeup and bold lipstick have also died. In fact, we’re going to see a rise in bold makeup looks paired with skiniminimalism, since we’re wearing masks for the foreseeable future. Plus, skinamilism is in, but you carry on doing you when it comes to your look!

If you’re in need of some inspo, check out our ultimate skinimalism mood board…

For more 2021 trends, check out the beauty trends you’ll actually want to try.

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See the shades & looks to try

Just when you thought Urban Decay couldn't top themselves with another coveted Naked palette, they announced the launch of the new Urban Decay Naked Wild West Palette.

For those who've just joined the UD gang, the brand has launched 11 Naked palettes in the past, namely Naked, Naked 2, Naked 3, Naked2 Basics, Naked Smoky, Naked Ultimate Basics, Naked Heat, Naked Cherry, Naked Reloaded, Naked Honey, and most recently, Naked Ultraviolet.

Now, they're about to drop the Naked Wild West Palette, which is wrapped in a gorgeous snakeskin packaging and bronze detailing that's keeping with the 'Wild West' theme. Don't let the packaging fool you, the case and everything in it is totally vegan. Plus, it comes with a double-ended, cruelty-free brush to help you serve up looks, stat.

Ready to discover the stunning shades in this palette? Keep reading.

Urban Decay Naked Wild West Palette: The shades

By now, we all know that Urban Decay makes some of the best quality eyeshadows on the market. They're buttery, pigmented, and easy to blend, making them perfect for both beauty novices and professionals alike.

This time, the Naked Wild West's shades are inspired by vast California deserts, twisted Joshua trees, and blue skies that stretch on endlessly. You'll find a lineup of 12 hues that include soft beiges, rich terracotta browns, deep copper, burnt orange, and an unexpected pop of blue and turquoise.

Thanks to the iconic Naked eyeshadow formula, you can expect the same blendable powders in creamy matte, metallic, and shimmery finishes. These go on velvety smooth, so you can wear these shades on their own or layer them to create a myriad of looks easily.

Looks to try with the Urban Decay Naked Wild West Palette

Bounty Hunter

Before you lay on any eyeshadow, prep your lids with Urban Decay's cult-favourite Eyeshadow Primer Potion. This 24-hour wear, crease-free primer allows for a smoother application and vibrant colour that lasts.

Cop Camila Mendes' bronzed eye look by blending the shade Whiskey, a rich brown matte, with Hold 'Em, a warm metallic bronze, and Rustler, a deep copper shimmer. Add a touch of Cowboy Rick to the inner corners of your eyes for a pop of silver.

Complete your look with lashings of Urban Decay's popular Perversion Waterproof Mascara.

Desert Buds

For this unexpectedly sultry green eyeshadow look, lay your base with Laredo, a matte taupe. Then, pick up Tex, a matte blue-green, and create a subtle cat-eye before filling the colour in, all the way up to your crease. Add a wash of Bud, a soft shimmery turquoise, from the centre of your lids close to the inner corners of your eyes.

Trailblazer

Dazzle in shades of green and gold by applying Tex, a deep blue-green shade, over your lids to create a feline shape. Sweep it under your eyes for a full-on, rounded look and add a hint of Bud, a soft turquoise shimmer, as well as Cowboy Rick, a metallic silver, on your lids, towards the inner corners of your eyes. With a precise liner brush, line your lower lash line with Hold 'Em, a warm bronze shade.

Urban Decay Naked Wild West Palette retails for S$83 and is available online at Sephora.sg from 25 March 2021, and all Sephora stores from 1 April 2021.

See details here >>

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