Walk into any beauty aisle — physical or digital — and you’ll notice something is shifting. The big legacy names are still there, of course. But tucked between them, blowing up on TikTok and selling out in Sephora within hours, are a new breed of cosmetics brands. Smaller. Smarter. Deeply personal. And often, genuinely better.
In 2025, industry veterans launched new beauty brands in droves, while major acquisitions made global headlines. The beauty landscape transformed faster than ever, with new categories, new textures, and a whole new language of self-expression taking over.
These are not brands chasing trends. Many of them are setting them. So if your beauty shelf is starting to feel a little stale, this is your sign to shake things up. Here are the emerging cosmetics brands that every beauty lover must try at least once — and honestly, probably keep forever.
1. Rhode — The Brand That Turned “Glazed Skin” Into a Global Movement
Let’s start with the one that everyone is talking about, because the numbers simply demand it.
Launched in 2022 with just three skincare essentials, Rhode quickly became synonymous with the “glazed donut” skin trend — skin that’s ultra-hydrated, glistening, and unmistakably healthy. Founded by model Hailey Bieber, Rhode set out to do one thing exceptionally well: make your skin look like it’s lit from within.
Known for their clean, hydration-focused and accessible skincare formulas — such as the Peptide Lip Tint, Peptide Glazing Milk, and Pocket Blush — Rhode successfully captured consumer attention within the beauty market. Their innovative products like the viral phone case, which generated over $9 million in revenue, and celebrity collaborations with cultural figures like Tate McRae and Harris Dickinson, solidified the brand’s appeal among Gen Z and Gen Alpha.
The growth story is staggering. Rhode doubled its consumer base in 2025, hit $212 million in net sales, and sold more than 112,000 units on TikTok Shop alone, expanding into seven new markets. This momentum was significant enough that E.l.f. Beauty acquired the brand in July 2025 for $1 billion, with Hailey Bieber remaining on as chief creative officer.
What to try first: The Peptide Lip Treatment — dewy, subtly tinted, and the lip product that launched a thousand dupes (but nothing quite compares to the original).
2. Rare Beauty — Beauty That Actually Cares About You
Some brands are built on aesthetics. Rare Beauty was built on something deeper: the idea that beauty products should celebrate who you already are, not pressure you into becoming someone else.
Selena Gomez launched Rare Beauty in 2020 with the promise of celebrating individual uniqueness and supporting mental health. Within just five years, the label grew from a newcomer carried only at Sephora to a multibillion-dollar force that competes with legacy giants in the global cosmetics market.
The financial picture is remarkable. The company’s revenue climbed sharply each year, moving from roughly $350 million in 2023 to more than half a billion dollars in 2024. Analysts now place Rare Beauty’s valuation above $2.7 billion, and sales in blush alone account for more than a quarter of Sephora’s entire blush category. Their Soft Pinch Liquid Blush? It passed three million units sold in a single year, generating about $70 million.
But what truly sets Rare Beauty apart is its soul. One percent of all sales go to the Rare Impact Fund, built into the financial model on launch day rather than added once the brand could afford generosity. The fund’s goal is $100 million over ten years for mental health services in underserved communities, and as of 2025 it has raised over $20 million across roughly 30 organizations on five continents.
When you buy a Rare Beauty blush, you are doing more than refreshing your makeup bag. You are part of something genuinely meaningful.
What to try first: The Soft Pinch Liquid Blush in Hope — a rosy, glowy formula that blends like a dream and lasts all day.
3. Tower 28 — A Safe Space for Sensitive Skin
Here’s a brand story that feels personal to millions of people. Tower 28 was created by Amy Liu, a beauty industry veteran and eczema sufferer who wanted makeup that truly worked on sensitive skin. The brand’s name nods to a Santa Monica lifeguard tower, representing inclusivity, community, and care. From its 2019 launch, Tower 28 has emphasised non-irritating formulas that adhere to the National Eczema Association’s strict guidelines, making it a go-to for those with sensitive skin.
Tower 28 stands out with products that double as skincare. Designed for sensitive skin, their makeup always feels as good as it looks — from their LipSoftie Tinted Lip Treatment Balm to the MakeWaves Mascara, the brand prioritises comfort without compromising performance.
If you have ever had mascara irritate your eyes, a foundation break you out, or a lip product sting — Tower 28 was made specifically with you in mind. It is California sunshine in a bottle, without the chemicals that cause chaos.
What to try first: The ShineOn Lip Jelly — hydration meets gloss, and it feels so good on that you will forget it’s even makeup.
4. Saie — Clean Beauty, But Make It Actually Glamorous
For a long time, “clean beauty” meant sacrificing performance. Patchy foundations. Mascaras that crumbled by noon. Blushes that disappeared before lunch. Saie changed that conversation completely.
Saie is shaking up the beauty scene with its skin-loving makeup products. From their Glowy Super Gel to their Hydrabeam concealer, these minimal and lightweight products will be your next holy grail cosmetic staple. Made with organic, fragrance-free ingredients and absolutely no allergens, carcinogens, endocrine disruptors, or parabens, you can breathe a sigh of relief that you are only using the best of the best on your skin.
The brand’s eco credentials are equally impressive. Saie promises high-performance formulas, sustainable practices, and luxury design alongside clean, good-for-you ingredients. The brand is Climate Neutral Certified, offsetting their carbon footprint, and donates 1% of sales to environmental causes. Saie is also Certified Plastic Negative and Leaping Bunny Certified, ensuring no animal testing.
Saie recently finished its 2025 fiscal year with 30% sales growth — which should tell you that the world is finally catching up to what this brand has been doing all along: proving that doing good and looking good are not mutually exclusive.
What to try first: The Glowy Super Gel — mix it with your moisturiser or use it alone for that dewy, glass-skin effect that photographs beautifully.
5. Merit Beauty — Minimalism Meets Mastery
Not everyone wants a 12-step makeup routine. Some of us want to get dressed, swipe on something gorgeous, and get out the door looking polished. Merit Beauty was built for exactly those people.
Merit Beauty topped clean beauty lists thanks to its easy-to-apply formulas, serious staying power, and stunning packaging. The brand leans into what it calls “the selective approach” — fewer, better products that do exactly what they promise. No clutter. No fuss.
Merit’s products are designed to be buildable, easy to use, and effective, catering to a modern, minimalist aesthetic. The brand ensures safe, non-toxic ingredients and maintains high manufacturing standards, including fair labor practices.
The packaging itself deserves a mention. Merit’s compacts and tubes look like they belong in a design museum — sleek, considered, and satisfyingly weighty in the hand. It is beauty for people who appreciate craftsmanship.
What to try first: The Flush Balm Cream Blush — it melts into skin for a natural, lasting flush that looks like you just came back from a holiday.
6. ILIA Beauty — Where Skincare Ends and Makeup Begins
ILIA has been playing a long game, and by 2025–2026, that patience is paying off handsomely.
ILIA Beauty is a leader among top cosmetic brands for clean, eco-friendly, and skin-loving formulas. Their SPF-infused makeup is perfect for a natural glow and outdoor activities. What sets ILIA apart is its insistence that makeup should actively benefit your skin rather than just sit on top of it — every formula is packed with skincare actives, from niacinamide to peptides to vitamin C.
Founded in 2011 in California, ILIA was ahead of the “skinification of makeup” trend by nearly a decade. Now the rest of the industry has caught up, but ILIA still does it better than most.
Their True Skin Serum Foundation is arguably the most skin-mimicking base product on the market today — it looks like your skin, just more awake, more even, more radiant. It is the kind of foundation that makes people ask what skincare you are using rather than what makeup.
What to try first: The Super Serum Skin Tint SPF 40 — lightweight, luminous, and your new SPF-meets-foundation best friend.
7. e.l.f. Cosmetics — The Budget Brand That Has Become a Genuine Powerhouse
Here is a brand that deserves far more credit than it sometimes gets. e.l.f. has gone from being the “cheap option” at the drugstore to the only brand gaining makeup share for 25 consecutive quarters, becoming teens’ favourite brand in Piper Sandler surveys, with a share of mind 3.5 times the runner-up.
e.l.f. Cosmetics is a favourite for delivering trend-driven, vegan products at unbeatable prices. It is the go-to for experimenting with bold looks or stocking up on essentials. The brand is fully vegan, cruelty-free, and regularly outperforms brands costing three times the price in blind consumer tests.
The Halo Glow Skin Tint SPF 50 gained instant virality and contributed to e.l.f. becoming the mass market’s top share gainer and second-largest makeup brand overall, with $572 million in earned media value demonstrating social dominance.
The philosophy is simple: no one should have to choose between quality and affordability. e.l.f. proves that you absolutely do not have to.
What to try first: The Halo Glow Liquid Filter — used alone as a base or mixed into foundation, it gives your skin an otherworldly inner glow that looks expensive without being it.
8. Kaja Beauty — K-Beauty Joy in Every Jar
If you have ever been dazzled by Korean beauty’s playful packaging, innovative textures, and impossibly cute product designs, Kaja is your entry point into that world done well.
Kaja excels at delivering multi-use products perfect for easy work makeup or a quick five-minute look. The Cheeky Stamp bouncy blush is an instant fan favourite, while the Juicy Glass innovation combines playful packaging with glossy, hydrating performance.
K-beauty’s influence on global cosmetics in 2025–2026 cannot be overstated. Alongside K-beauty’s global explosion in popularity, Korean skincare ingredients went viral for their regenerative, collagen-boosting properties. Kaja brings that innovation to colour cosmetics in a way that feels fun rather than clinical.
The products work for all skin types, come in inclusive shade ranges, and are built around the K-beauty philosophy of layering light, buildable colour. They also look absolutely delightful on your vanity.
What to try first: The Cheeky Stamp Blush On — press it directly onto your cheeks for a perfect, perfectly placed flush every single time. No brush needed.
The Bigger Picture: What These Brands Are Telling Us
The rise of all these brands points to something important happening in beauty right now. Consumers — especially younger ones — are no longer impressed by beautiful packaging alone. They want to know where ingredients come from, whether animals were harmed, whether the brand gives back, and whether the products will treat their skin with respect.
In 2026, beauty is being seen as part of overall health. Instead of just “looking good,” the focus is on visible well-being. Skin and hair are considered the body’s most accessible biomarkers, with brands positioning themselves as trusted partners in prevention — offering personalized care routines from daily tips to tailored products.
Product launches are smarter than ever, with a 20% rise in hybrid makeup releases, meaning products that deliver both cosmetic and skincare results simultaneously.
The brands on this list represent that shift beautifully. They are not asking you to paint over your face — they are asking you to enhance it, protect it, nourish it, and celebrate it.
Your Next Step
You do not need to try all of these at once. Start with one brand that speaks to your skin type or your values. If you have sensitive skin, start with Tower 28. If you want the cleanest possible ingredients, go for Saie or Merit. If you are on a budget but refuse to compromise, e.l.f. will change your life. If you want that skin-looks-like-glass effect everyone is obsessing over, Rhode is waiting for you.
The best beauty routine is not the one with the most products. It is the one that makes you feel genuinely good every time you use it.
These brands know that. And now, so do you.
