Beauty Brands On The Rise


We are all familiar with Urban Decay, MAC, and Maybelline. There are just some brands that have been around the block and then again. They are classics, but along with new product launches left and right, new brands are popping up now more than ever. The beauty market is in dire need of a shake up, and it seems that start-ups rather than big budget leaders are here to make it happen, with broader shade ranges, new ideas, and fun concepts.

Milk Makeup and Glossier are wonderful examples of this. They came out a few years ago with a new way of thinking. It was more simplistic and modern. Plus they are both cruelty free, which is becoming what beauty shoppers are not only expecting, but also demanding. And therefore, they have been two of the most talked about brands in the last couple of years. But out the latest launches, makeovers, and shake ups, which are on the rise today?


Awake has recently launched as a sister brand to one you are probably quite familiar with, Tarte. You may know Tarte as a colorful makeup brand with lots of limited edition palettes and a few skincare bits and bobs here and there. Well, Awake is practically the opposite. With about 90% of their items being skincare, they only have a few natural makeup products. The brand has mid-range prices, cute packaging, and prides themselves on being cruelty-free and free of parabens, mineral oil, phthalates, triclosan, SLS, and gluten. Everything from the brand’s social media to its packaging, and its entire vibe are reminiscent of the latest in millennial beauty trends. This will definitely become a welcome addition to the beauty landscape if you are a skincare junkie.

Thrive Causemetics

Thrive Causemetics is everything you want from a brand. Although it is more in the luxury price range, the products are extremely well reviewed, not to mention effective. They are again cruelty-free which finally seems to be the norm in the industry today, but Thrive is also vegan. And if you happened to miss the change in spelling from cosmetics to causemetics, that was not by accident. With every product purchased from Thrive Causemetics, one is donated to a woman in need. That right there makes the price sort of irrelevant. The brand is slowly bringing out more and more products, but has quite a collection of customer favorites at the moment. Their best-selling Liquid Lash Extensions Mascara stands out as being one of the only effective fiber mascaras on the market that is not waterproof, but water resistant. This means, it will stick around, but won’t be a nightmare to remove. They also have a collection of luxurious lip products in wearable shades, eyeshadows, liners, and more. Just one purchase makes a difference for everyone!

Makeup Geek

This may not be a newcomer, but it is sort of a relaunch of sorts, and that is Makeup Geek. The brand founded by makeup artist and beauty guru, Marlena, was major upon launching, but for the last few years they sort of went silent in comparison to the rest of the beauty world. Until recently, that is, when Target started stocking a collection of their products. In a way, Makeup Geek has rebranded along with their resurfacing, but they have still kept their original passion for the artistry and the customer. With “create your own palette” options and mid-range pricing, Makeup Geek gives everyone a chance to experience luxurious makeup no matter their budget. So whether OG customers are reigniting the flame, or newer Target shoppers are being pulled in by a display, it seems Makeup Geek is here to stay.

Beauty Bakerie

Beauty Bakerie is another brand that has been around for a while, but it seems like they just keep tossing out more and more goodies. In the last year or so, Beauty Bakerie has been featured here on Openletr’s 10 Women Behind Beauty Empires, as well as in Allure, Forbes, Essence, and more. Beauty Bakerie is not slowing down anytime soon. The cruelty-free brand’s commitment is to empower all ethnicities and skin tones with 30 shades of Cake Mix Foundation. They are also the first to make the deepest shade #1 and the lightest shade #59. They reversed-engineered the shade coding. Not to mention, the brand’s clever and indulgent packaging is intriguing and creative. Their foundation comes in a box that actually looks like cake mix, their Flour Setting Powder comes in what appears to be a bag of actual flour, and their blending sponges are called eggs and come in an egg carton. There is so much care taken to achieve such authenticity with each and every step. When a brand puts that much effort in, customers care in return. Who wouldn’t want to be a part of such fun?

Cover via Ingeborg Makeup

BeautySamantha AnnComment