Here are ten of the hottest brands in the world of beauty right now, in no particular order. These brands are changing how consumers interact with, purchase and use beauty products.
Launched on Instagram by founder Emily Weiss, and inspired by her Beauty blog "Into The Gloss", Glossier focuses on chic and sophisticated packaging and a simplistic 'natural skin' look. Their latest "Invisible Shield Sunscreen" is flying off the shelfs. Look out for the physical retail locations popping up real soon.
2. KYLIE COSMETICS
Kylie launched her lip kits on Instagram and Snapchat and they sold out in minutes. She has a huge and loyal social following, a strong personal style and from what we hear, a pretty great product. Collabs. With her sisters, Kim and Khloe prove to be just as popular and NYC pop up stores that literally break the internet are just some of the reasons this brand is on the up.
3. TOO FACED
Too faced has grown astronomically on the back of a $1.45b deal with Estee Lauder. The brand and its founder works hard to build significant anticipation around product launches and social media goes wild every time he announces.
4. KAT VON D
Edgy, stylish and with a huge social following to match, Kat Von D announced in 2016 that her brand will be completely vegan. With vegan trending and on the rise, this product line is only going 1 direction – up.
5. PAT McGRATH LABS
As the global design director for Procter & Gamble, Pat McGrath has deep experience in the industry overseeing Max Factor and CoverGirl. Her personal brand's glitter lip kits and high pigment products are artistic, cool and on the cutting edge of beauty art.
6. URBAN DECAY
20 years young with a history of bucking the norm, Urban Decay is now famous for their electric eyeshadow palettes and with a cult following eagerly awaiting their every release, this will be a brand for the ages.
In 2016, the renowned celebrity stylist Jen Atkin launched her hair care line, Ouai. With a client list including the Kardashian family and a star-studded A-listers, the launch was a huge success. Jen is the real deal and everyone knows it. The Ouai Wave Spray and Finishing Crème are quickly becoming essentials for all.
8. ANASTASIA BEVERLY HILLS
When Kim Kardashian, Cara Delevigne and Lily Col use your products, you can rest assured you're doing something right. Known for their Brow Wiz products, their recent release of Moonchild Glow Kit is as pretty to look at as it is to apply.
9. NXY COSMETICS
Affordable and trendy LA Brand, NXY is a high-quality product line that won't break the bank. the NXY stores give free makeovers and are passionately cruelty free. Check out the 2016 Wanderlust collection. It's pro level for low budget.
From an NYC apartment, Maureen Kelly founded and grew Tarte into the huge mover and shaker that it is today. Another cruelty free advocate, Tarte sells athleisure beauty and is pioneering the new emerging category.
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