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9 Under-the-Radar Beauty Brands You Need to Know About

Your bathroom #shelfie needs an update.

Look, there's nothing wrong with having used the same exact face wash for years. But every now and then, it's fun to be a little adventurous with your beauty routine and try something new. 

Call them indie, call them under-the-radar, simply call them new and different – these brands have been shaking up the beauty scene since they hit the market. Now you'll want them to shake up your routine too – trust. Here, nine cool beauty brands you may not know about, but totally should.

This Works

All-natural UK beauty brand This Works was creating Instagram-worthy products before that was even a thing. With lavender-infused sleep products and energy-boosting shower gels, there are aromatherapeutic blends for just about every need. Plus, Kim Kardashian loves them. Just saying.


Phlur is an innovative fragrance line that creates scents with a goal toward being as ecological as possible. Every bottle is recyclable – and coated to protect the scent inside from the light, which can damage or alter it. Plus, the scents are custom-matched and intended to evolve with your skin, so you can sample them before you purchase.

James Read

James Read, the man behind the perfectly bronzed skin of Mariah Carey, Rosie Huntington-Whitely and Lara Stone, took what he learned from years in the biz and created his own innovative self tanners. His products include an overnight self-tan "mask" to a gradual tan face mist, and they're quickly gaining a cult-like following.


For those who struggle with finding the perfect retinol, you clearly haven’t tried Verso just yet. The entire line has a targeted amount of Retinol 8 in it – a complex of a Vitamin A derivative and polyphenol extracts, making it less harsh on the skin. From facial oils to sheet masks to the traditional serum, all of your anti-aging needs are answered.

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Lilah B.

Mimalist makeup line Lilah B. takes a streamlined approach to beauty; the company initially launched with high-impact lip and cheek duos, and later expanded to include eye color quads and even face compacts and tools.


The founders of Bluemercury used feedback from customers in order to create their own skin-care line, M-61 Skincare. Seeing a trend toward a desire for paraben-free and natural formulations, Marla Beck and Barry Beck identified the ingredients they didn't want in their products, and then developed a line that incorporates concentrated forms of vitamin C, glycolic acid, peptides and alpha-hydroxy acids.


While this brand has been around for more than 30 years, it's still not exactly a household name. Primarily sold at dermatologist offices, DCL is a brand worth checking out if you take your skin care seriously. Its scientists were the first to bring glycolic acid to commercial shelves, and the company's products continuously stay on the forefront of technological innovation.

DP Hue

DP Hue is a full line of hair products all formulated to keep color looking its best between salon appointments. Stand-out products include an apple cider vinegar rinse and a cool blonde shampoo that won't leave your tone too purple or too brassy.


If you're a curly-haired girl, you know important it is to keep your strands moisturized. Bouclème aims to streamline curly hair care with a three-step process. All of the products are free of sulphates, silicones and parabens, and they won't strip hair of its natural oils.

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