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7 September 2023

5 Beauty Brands You Need to Know About

The five newcomers that have changed the game of the beauty industry, and made it look fun.

Finding the right beauty products shouldn’t be overwhelming and thanks to these five relatively new brands it’s not. Through ensuring they have your basic needs covered, all the while adding their own spin, they have made experimenting with beauty products all the more enjoyable.

Words By Kaylah Baker


TikTok has changed the way we select our makeup must-haves, with many beauty enthusiasts always eager to tell you about the brands on their radar. Regularly finding a place in one of the top spots is REFY.

Founded in 2020 by model and social media influencer Jess Hunt, REFY came into the beauty realm with a less is best motto and a vision to simplify beauty.

Boasting of only a small collection of products for lips, brows, face and body, Jess put her focus on quality over quantity.

Something we are truly thankful for because this mindset has created a number of winning products. The brand’s Glow and Sculpt Face Primer and Lip Buff Prep Scrub have flown off the shelf alongside all its brow products.

The brand even gained its own trending hashtag of #refybrows, which makes all the sense in the world when you see the results. Trust us.

REFY Lip Blush 4.7ml, $26, Selfridges

Rare Beauty

Rare Beauty had instant success upon its launch in 2020. This could originally be credited to Selena Gomez’s large fan base, but three years on it is still continuing to thrive and at a remarkable pace.

Rare Beauty’s most viral and continuously sold-out product is the Soft Pinch Liquid Blush, and for good reason. The blush is a hard one to compete with, mostly due to its high-quality pigment that achieves a highly coveted fresh-faced look.

As well as products that do what they say they will, Rare Beauty is highly regarded for its overall effort to break away from unrealistic beauty standards.

At the core of the brand is the message that all the products are not to hide what makes one unique but are simply made “to feel good in”. One per cent of all sales also go towards supporting mental health through the Rare Impact Fund that Selena started prior to the brand’s launch. An aspect we love and support.

Rare Beauty Soft Pinch Liquid Blush, $41, Sephora

Fenty Beauty

Sometimes when a celebrity moves into the beauty industry world it can make you question just how game changing the products are going to be. But in singing sensation Rihanna’s case, it didn’t take long for people to realise just how special her beauty brand’s Fenty Beauty products were.

Rihanna first founded the brand back in 2017, and was instantly praised for the 40 different shades of foundation that she launched.

Makeup quickly became fun for many people who, in the past, had constantly thought of foundation colour matching as a chore and far from enjoyable.

When being asked about why she started the brand, Rhianna made it clear that she wanted everyone to be included.

As well as the PRO FILT’R Soft Matte Longwear Foundation being a top-seller, Fenty Beauty’s Glass Bomb Universal Lip Luminizer is also a must. Just ask singer Madison Beer, and the rest of social media users obsessing over its super glossy results.

Fenty Beauty Gloss Bomb Universal Lip Luminizer, $36, Sephora


While not one of the most recent makeup brands, Milk MAKEUP is having a moment.

Not only is its packaging bold and confidently simple, but it also has a fan favourite in Hailey Bieber. Yes, the queen of numerous viral skin-care routine videos.

Milk MAKEUP was founded in 2016 in New York City, by co-founder Mazdack Rassi, product developer and COO Dianna Ruth, creative director Georgie Greville, and beauty and fashion editor Zanna Roberts Rassi.

It is well known for its determination to create products using clean ingredients and to remain vegan and cruelty-free, even when the right ingredients are difficult to source.

The brand, like all on this list, has also reached viral status. For Milk, this came in the form of their lightweight and hydrating Hydro Grip Primer. The Lip and Cheek Blush has also made waves with its multi-use, easy-to-use stick design.

Milk Makeup Flex Foundation Stick, $55, Sephora

Huda Beauty

From blog to insta-fame, to one of the fastest growing beauty brands – this was Huda Beauty’s journey.

Started by makeup artist Huda Kattan in 2013, Huda Beauty stemmed from Huda’s frustration at not being able to find false lashes she liked.

Now ten years on, the brand has a wide range of products, including liquid lipsticks, lip contour pencils, textured eyeshadow palettes and complexion products.

At the centre of the brand’s popularity is its innovative makeup products that tap into new trends.

One of the most-loved products of the brand is the #Fauxfilter Luminous Matte Liquid Concealer. As well as coming in 29 shades, the concealer’s sweet almond oil and vitamin-E infused formula serves to nourish and hydrate the under-eye area.

Online beauty enthusiasts also can’t get enough of the Lip Blush Creamy Lip and Cheek Stain. The highly pigmented, long-lasting product has quickly become a must-have, and once you see the results, we know you’ll be joining us in adding to your wishlist.

Huda Beauty #Fauxfilter Luminous Matte Liquid Concealer, $44, Adore Beauty