11 new cult brands for the serious beauty girlies

Created by beauty creator Patrick Starr, ONE/SIZE is known to create performance glam: longwear formulas that flex like skin while surviving heat, sweat, and life. Their aesthetic leans towards playful, irreverent, and inclusive, with a range of base, lip, eye and finishing products designed to flatter a wide range of skin tones. 

What to get: On ‘Til Dawn Setting Spray

A setting spray so powerful it’s achieved lore status. Once your makeup is locked, it’s locked. It’s no wonder it is officially the most sold makeup product of 2025 in all of North America.

Founded by influencers Jess Hunt and Jenna Meek in 2020, Refy began with a viral brow gel and lip gloss and has since built its cult status in makeup by marrying minimalist design with skin-first formulas. Their packaging is sleek and monotone, so the products look as good in your vanity as they do on your face.

What to get: Glow and Sculpt Primer

A sculpting primer that acts like soft-focus Spanx for your face: along with smoothing, it also subtly lifts. It gives makeup a cleaner edge and a more intentional finish. The kind of “why does her makeup look so snatched?” finish you will only understand once you try it.

Co-founded by music-icon Lady Gaga (with Ben Jones), the brand launched as a bold, inclusive cosmetics line aimed at combining artistry, clean formulas, and self-expression.

What to get: Triclone Skintech Foundation

The closest thing to AI for your face, it adjusts, melts, and refines without ever looking like makeup. It goes on like butter, leaves you looking like you have a hectic six-step skincare routine. The best part: it comes in 51 shades and a wide range of undertones. You will always find your match!

Founded in 2019 by celebrity makeup artist Patrick Ta, the line debuted with the glow mists, body oils, and even a signature setting fan—a playful wink to Ta’s camera-ready aesthetic. Ta has built a brand around the art of perfecting the red-carpet face, minus the 12 glam people and ring lights.

What to get: Blush Duo

Cream and powder tones designed to work in harmony: one adds life, the other sets the mood. The most elegant and efficient way to not only build colour but also have it last all day (or night).

Kosas is a clean-beauty powerhouse launched in 2015 by scientist-artist-entrepreneur Sheena Zadeh, who shipped the first set of lipsticks from her kitchen table.

What to get: Revealer Concealer

You won’t watch an influencer or makeup guru’s GRWM without spotting this concealer. Known for delivering high coverage while staying incredibly hydrating, it brightens tired-looking skin and treats it at the same time.

Born out of a desire for clean, skin-centred makeup that doesn’t compromise on performance, Ilia was created by founder Sasha Plavsic. The brand has become a go-to for “skin first” beauty lovers thanks to its natural finish.

What to get: Super Serum Skin Tint

This one’s a serum-tint with SPF that hydrates, evens, brightens, protects. It’s like the beauty version of slipping into your favourite jacket—it’s effortless, cosy, and somehow makes everything look better. It gives your skin that perfect ‘I woke up like this’ glow, evens things out without feeling heavy, and somehow doubles as a little skincare treat.

Born out of her frustration with a lack of products that worked across skin tones, the brand grew from basement-studio beginnings to become a global pro-approved favourite.

What to get: Yummy Skin Blurring Balm

An adaptive balm-to-powder filter that evens, blurs, and mattifies without flattening the face’s natural dimension. There’s nothing like it out there. It’s perfect for long days at work when you don’t want your makeup to budge.

The brand was initially founded in 2015 by entrepreneur Eric Korman and relaunched in 2021 by influencer Chriselle Lim, who gave it a fresh aesthetic and her own storytelling spin. With its minimalist packaging and gender-neutral scents, Phlur feels like the cool, laidback friend of traditional perfumes.

What to get: Vanilla Skin

A soft, creamy vanilla that melts into your skin chemistry. It’s chic, comforting, and unmistakably modern.

Saie is the face of clean radiance—sheer, dewy, believable luminosity without the glitter. Created by former beauty blogger Laney Crowell, it’s truly a go-to brand for no-makeup makeup lovers.

What to get: Glowy Super Gel

One or two pumps of this radiance enhancer and your skin suddenly looks like you’ve had eight hours of sleep and a summer holiday. It’s lightweight, dewy, and fresh, giving a lit-from-within glow without looking glittery or heavy.

Tower 28 was founded by beauty industry veteran Amy Liu, who struggled with chronic eczema and sensitive skin. She built the brand to fill the gap for high-performance makeup and skincare that’s non-irritating, inclusive, clean, and fun.

What to get: SOS Daily Rescue Spray

A hypochlorous acid treatment calms irritation at record speed. Makeup clings better, skin behaves better.

Founded by entrepreneur Katherine Power (also cofounder of fashion site Who What Wear), Merit was born from her five-minute morning makeup routine. The brand aims to deliver a clean, minimalist, makeup vibe for busy modern lives.

What to get: Flush Balm

A creamy, seamless cheek colour that adds just enough glow and just enough tint. Super easy to glide on and compact enough to shove into your purse for a quick midday pick-me-up.