New beauty brands are a dime a dozen. But only the best rise to the top to stand out in a saturated crowd. We're showcasing six relatively new-to-the-beauty-scene brands. They've only appeared over the last couple of years and are definitely here to stay.
Keep reading to shop our favorites.
Image via Rhode Skin
Jones Road Beauty
Bobbi Brown's newest venture has made a big splash on TikTok since its 2020 debut. But it has catapulted to even higher levels of fame in recent months. The brand specializes in clean formulations and lives by the philosophy that the world doesn't need more beauty products, it needs better beauty products. What The Foundation, $44, has received the most acclaim. It's a modern-day spin on a tinted moisturizer that's formulated with hyaluronic acid and jojoba oil.
CAY SKIN was founded by model-meets-influencer Winnie Harlow and it's all about protecting your skin from the sun in the chicest way possible. The curated lineup includes a beauty oil, a body lotion, a lip balm and a face moisturizer all packed with SPF 30 or higher. Each formulation is supremely elegant and offers that lit-from-within effect we all strive for these days. Isle Glow Face Moisturizer With SPF 45 and Niacinamide, $32, is the OG hero of the line. It's a lightweight, antioxidant-rich facial sunscreen that offers a sheer, pearlescent effect for that just got back from vacation glow.
Halsey's About-Face is just over a year old now and the clean, vegan makeup line consistently puts out hit after hit. We're not surprised! After all, the brand is all about embracing individuality and self-expression. It leans heavily into bold hues and coloring outside the lines. The products themselves are also highly functional and boast superior staying power. One of the brand's newest debuts is Shadowstick, $14, a highly saturated eyeshadow stick that delivers intense color in one swipe. In addition to signature neutrals, it comes in bold hues like matte tangerine, pearly cloud blue and chartreuse.
Hailey Bieber's skin care line is fresh off the presses. What we love about the brand is that it offers a fine-tuned curation of products versus inundating us with new drops. As it stands, the lineup consists of three core products that'll help create that "glazed donut" aesthetic. We're especially fond of the Peptide Lip Treatment available in three variations, including Unscented, Watermelon Slice and Salted Caramel. It's worth joining the waitlist for.