It’s always satisfying to discover something before everyone else. It could be a new fashion trend, a cool Instagram account, an amazing new restaurant or a new indie makeup brand. Beauty girls will especially be able to relate to the last one. We may have hundreds of makeup brands to choose from (and probably have half of them in our cosmetic bags), but we always have room in our hearts and vanities for a new fave.
Thankfully, there’s no need to travel to far-flung corners of the world or pay inflated shipping costs to discover a new-to-you makeup brand. Some have even been right under your nose in stores for years, just waiting to be discovered. Others are new to the market and on the verge of cult fandom.
Ready to discover some under-the-radar makeup brands that are already earning praise? Check out these up-and-comers before they’re everywhere.
[ Next: THE Most Popular Products From 13 Top Makeup Brands ]
Under-the-Radar Makeup Brands to Know About
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W3ll People
W3ll People (pronounced "well people") is a self-described "eco-luxe cosmetic brand." Meaning, W3ll People produces toxin-free products in small batches using 100 percent natural and organic ingredients. And this is no granola line. The products come in sleek packages with innovative and effective formulas to match. See what the fuss is about at Target or the brand's website.
Nudist Colorbalm, $13.99 at Target
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W3ll People
Elitist Eyeshadow Powder, $16 at Target
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W3ll People
Bio Bronzer Stick, $23.99 at Target
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Lottie London
Lottie London may have only launched three years ago, but it has quickly become a favorite of Brit It girls thanks to its trendy and budget-friendly offering. Think rainbow highlighters, strobing sticks and products for a #flawless selfie. In fact, the brand is all about creating things for those who are as obsessed with beauty as they are the digital world. The good news for Instagram-addicted beauty lovers on this side of the pond is that Lottie London recently launched at Forever 21.
Tan Time Bronzer, $7 at Forever 21
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Lottie London
Strobe Stix, $10 at Forever 21
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Lottie London
Shimmer Squad Palette, $11 at Forever 21
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Wander Beauty
Wander Beauty is the makeup brand for those who have a constant case of wanderlust. Created by supermodel Lindsay Ellingson and Divya Gugnani, the cruelty-free brand is inspired by their shared passion for travel. The resulting makeup range sources ingredients from around the world and offers a simple, less-is-more approach to beauty. This means the products are all easy to apply, versatile and are at home in both purses and carry-ons. Ready to jet? Shop the range at Sephora, Net-a-Porter or the Wander Beauty website.
Dualist Matte and Illuminating Concealer, $29 at Sephora
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Wander Beauty
Slide Liner Automatic Gel Eyeliner, $22 at Sephora
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Wander Beauty
Rise and Prime - Balm and Primer Duo, $39 at Sephora
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Touch In Sol
No one can call themselves a true K-beauty lover if the only thing they buy is sheet masks. Touch In Sol will expand minds and makeup collections. The makeup brand fully embraces new technologies and innovations, which means it's easy to find metallic lipsticks, prismatic brow products and some seriously good mascaras in its offering. Thankfully, there's no need to book a flight to Korea to get the products. Shop Touch In Sol at Sephora or Urban Outfitters.
Metallist Liquid Foil Lipstick Duo, $25 at Sephora
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Touch In Sol
Paper Pusher Stretch Fiber Lengthening Mascara, $22 at Urban Outfitters
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Touch In Sol
Light Bright Brow Spot Highlighter, $25 at Urban Outfitters
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Natasha Denona
When a makeup artist launches a beauty brand, we should all pay attention. And that's why everyone needs to know about Natasha Denona. The international makeup artist's line has easy-to-use products that enable users to create professional beauty looks at home. Plus, all the products in the range are cruelty-free, use the highest quality ingredients and come in chic minimalist packaging. Head over to Sephora to get familiarized with the brand.
Work & Set Cream Eyeliner, $24 at Sephora
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Natasha Denona
Eyeshadow Palette 5, $48 at Sephora
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Natasha Denona
Blush Duo, $38 at Sephora
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& Other Stories
Since H&M's sister brand & Other Stories opened its first U.S. store in 2014, it has gained many fans thanks to its stylish clothes and amazing collabs. As good as the clothes are, don't bypass the brand's own makeup line. Its makeup has cool-girl beauty down pat thanks to innovative textures and unexpected-yet-flattering colors. While browsing the makeup, be sure to check out the skin and body ranges.
Blusher, $15 at & Other Stories
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& Other Stories
Lipstick, $15 at & Other Stories
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& Other Stories
Face Contour Cream Palette, $22 at & Other Stories
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Essence
There's no need to splash out to try an under-the-radar makeup brand thanks to Essence. While all the products cost under $10, they still deliver quality. The line is filled with playful products that encourage experimenting, like highlighters, palettes and pretty lip colors. Get in on the fun by having a look at the range at Target or Ulta.
Say No to Dark Circles Concealer, $1.49 at Ulta
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Essence
Soo Glow! Cream to Powder Highlighter, $3.49 at Target
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Essence
Lash Princess Mascara, $4.99 at Target
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Models Own
Nail polish addicts may be familiar with Brit brand Models Own thanks to its punchy lacquers, but the brand expanded into makeup in 2016. And fans of the polishes will love the makeup collection. It has everything needed to create a full look, from eyeshadow palettes to concealer to highlighter sticks. Pick up the range exclusively at Ulta where most of the products are under $20.
Sculpt & Glow Highlighter Stick, $11.99 at Ulta
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Models Own
Now Brow! Finale Brow Gel, $6.99 at Ulta
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Models Own
Colour Chrome Eyeshadow Palette, $19.99 at Ulta
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Japonesque
Japonesque is one of those makeup brands that once people discover it, they wonder why they didn't find it sooner. The products have been used by makeup artists in Japanese theaters for 25 years. And they work just as well offstage as they do on. The splurge-worthy range is the perfect marriage of innovative finishes, gorgeous colors and long-lasting formulas. Instead of booking it to a Japanese theater, see Ulta for the collection. While looking for new color cosmetics, check out the brand's extensive brush range.
Color Velvet Touch Blush, $22 at Ulta
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Japonesque
Color Luminous Foundation, $36 at Ulta
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Japonesque
Kumadori Buffing Brush, $22 at Ulta
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Colorescience
Colorescience is like skin care but with the benefits of makeup, specializing in unique formulas that provide broad-spectrum sunscreen protection. And the brand doesn't stop at complexion cosmetics, there are products for lips too.
Sunforgettable Lip Shine Broad Spectrum SPF 35, $29 at Sephora
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Colorescience
Tint du Soleil UV Protective Foundation Broad Spectrum SPF 30, $54 at Sephora
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Colorescience
Mineral Corrector Palette SPF 20, $54 at Colorescience
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Eyeko
Obsessed with cat eyes? Then check out Eyeko because flicked eyeliner is its business. The brand also offers shadow, brow products and mascara for a complete look. The British beauty brand has plenty of cool-girl credit to add to its name given that Alexa Chung is involved in the development of products. And we know her liner is always on point. So, check out the brand at Ulta before attempting another feline flick.
Eye Do Liquid Eyeliner, $22 at Ulta
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Eyeko
Sport Waterproof Mascara Catch & Curl, $26 at Ulta
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Eyeko
Fat Liquid Eyeliner, $16 at Ulta
