I would like to consider myself a beauty buff. My husband would probably call it beauty hoarder. I love trying new products whether skincare, makeup or hair. The beauty industry has seen a massive shift in the last decade thanks largely in part to social media. With online marketing and loyal followers, small beauty brands that might otherwise have gone unnoticed have developed incredible cult followings.
The Ordinary
Loved for its budget-friendly, yet effective products, this minimal skincare line is showing up on beauty shelves across the world.
what you should buy:
Milk Makeup
A relatively new line, Milk Makeup is a modern beauty brand for the modern girl. I can personally confirm that its Blur Stick is my number-one must-have product.
what you should buy:
Fenty Beauty
Aside from the Rihanna factor, this beauty brand is beloved for its inclusivity. Since its launch a few years ago, Fenty offers over 50 different skin color shades for both women and men.
what you should buy:
Kosas
What originally started out as a lipstick line for minimalists has blossomed into a full-fledged beauty line. The founder, a scientist, used her skills to create a non-toxic, clean beauty brand that actually works.
what you should buy:
Vintner’s Daughter
Even though this beauty brand only has two products, we had to include it. People swear by the botanical serum and the brand has built up quite the cult following to prove it.
what you should buy:
ColourPop Cosmetics
This California-based beauty brand prides themselves on being wallet- and bunny-friendly. If you’re looking for highly pigmented, bold colors on a budget, you’ll love this brand.
what you should buy:
BeautyCounter
BeautyCounter has such a loyal cult following, its users sell the product! You don’t have to become a consultant to buy the product, but you might love it so much you’ll want to. Extra bonus points for its social mission and active movement in advocating for cleaner beauty standards.
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You might also enjoy reading: Why Drag Queens Are Some Of The Biggest Beauty Standards Advocates Of Our Generation, 7 Ways You Should Be Changing Your Wellness + Beauty Routines After 30 and These Minimalist Beauty Products Are Unstoppable
