Since we last ran a roundup of below-the-radar beauty finds, the number of up-and-coming beauty brands lining our vanities has boomed even more. Admittedly, it’s partly a result of shameless bragging rights (who doesn’t love discovering a brand before all their friends?). But another perk of small brands is that they don’t spend a ton of money on marketing, meaning the bulk of their investment goes directly into the formulation and making their products. The end result being awesome products for all of us.
Here’s a look at some brands you’ll soon be wondering how you ever lived without.