9 beauty brands you need to know to stay ahead of the curve
The products we predict will be huge
By Carli Alman
Beauty Crew Editor / October 23 2017
There’s no greater feeling than knowing you’ve found the next cool thing before anyone else.
So if you like to be the trendsetter in your group, these are the beauty brands we predict are on the brink of cult status – and the products you should try from each.
Mr. Smith’s packaging couldn’t get simpler, and yet it somehow oozes that cool factor that your shower caddy might be missing. And in better news, the products deliver, too. Made from Australian botanicals and essential oils, your hair routine will appreciate the luxurious uplift.
Our pick: Mr. Smith Blond
If you’ve ever suffered from yellow or brassy tones and reach for purple toned shampoos to fix the issue, try this blue one instead. Yes, blue. The hue will help remove those unwanted orange or golden tones, leaving you with your best blonde hair colour.
The brainchild of two English gents with a passion for perfume, IIUVO (pronounced ee-you-voh) is a candle brand that does not disappoint and will definitely delight. With a focus on the art of fragrance, each candle aims to tell a story and evoke a memory. And they’ll look pretty damn good sitting on your coffee table.
Our pick: IIUVO Bullshit
Don’t be fooled by the name – the scent is anything but. Featuring notes of Sichuan pepper, grapefruit, tangerine, lavender, rose, lily of the valley, musk, tonka bean, vanilla and guaiac wood, the combination makes for the perfect spicy scent that smells just as good unlit as it does burning.
Garbo & Kelly
If your general aesthetic is flawless glowing skin and epic brows, Garbo & Kelly is worth checking out. Although the range is limited, the intent is clear: enhance what you’ve got for a beauty look that will never, ever fail.
Our pick: Garbo & Kelly Master of Illumination Highlighting Kit
Whether you want your glow to be shimmer or matte, champagne or gold, strobed or natural, this highlighting kit has all your radiance-enhancing needs covered. Simply dust with a loose powder or fan brush, and the compliments are guaranteed to roll in.
If the quirky name and packaging wasn’t enough to fall in love with this skin care brand, then its ethos may just win you over: in a nutshell, it’s all about using non-toxic ingredients that are highly effective and beneficial for the skin.
Our picks: Drunk Elephant C-Firma™ Day Serum and Drunk Elephant T.L.C. Framboos™ Glycolic Night Serum
We couldn’t just pick one, because these two super serums work so beautifully together to leave skin soft, smooth and glowing. The vitamin C serum will work to improve skin tone, radiance and luminosity, while the glycolic night serum will work to refine skin and target wrinkles and pores. A power duo worth investing in.
Multitasking products for urban women is exactly what Blithe is about, but it also keeps a strong focus on pure ingredients sourced from uncontaminated areas. Skin care that works, but with a pretty big conscience. Who couldn’t get on board with that?
Our pick: Blithe Patting Splash Mask
Available in three variants (Healing, Energy, Rejuvenating), this innovative treatment takes the hard work out of a masking session. Simply pour a capful into your hands while you’re in the shower, pat it onto your face, then use the shower water to splash it off. Repeat a few times and you’ll find your skin has transformed.
Smith & Cult
From the brains behind nail brand Hard Candy, Smith & Cult was created to be, in its own words, “an expression of our unrefined thoughts and feelings.” And what better way to do that than with stand-out nails, bold lips and eyes that pop?
Our pick: Smith & Cult Nail Polish
While they also make eye and lip products, you just can’t go past the Smith & Cult nail polishes. Featuring a very cool aesthetic and beautifully pigmented shades, you won’t regret stocking up on a few of these.
If you’re looking for a brand that captures the fun and frivolity of beauty, you can’t go past Korean beauty brand Chosungah22. It offers instant gratification through packaging that makes a statement – whether it’s because it’s bold and vibrant, or it offers a unique application. (And lest we forget mentioning, the makeup artist behind the brand, Chosungah, will keep you in the know of the global trends coming out of Korea).
Our pick: Chosungah22 Bounce Up Pact Powder Foundation
Introducing the new cushion compact. This powder-meets-liquid foundation offers the best benefits of each in one handy compact. And we guarantee you won’t be able to resist giving it a gentle prod to test the bounce factor.
If you’ve already discovered hip hair brand Oribe and are looking for the next cool thing, you’ll want to check out R+Co. It’s the forward-thinking and edgy brand created by a melting pot of hairstylists and educators - i.e. the very people who know just what products need to be amazing – both in terms of your hair health and its appearance. Coupled with packaging that has attitude to match, you’ve got yourself a very coveted addition to your hair wardrobe.
Our pick: R+Co Cactus Texturizing Shampoo
If you’ve ever found yourself in the conundrum of wanting clean hair but needing just a bit of grit to style it, you’ll love this shampoo. Working on its own (it doesn’t have a matching conditioner), the unique cactus ingredient works a treat to enhance natural texture and waves while adding just a touch of grit to clean hair.
Salt By Hendrix
This organic and vegan Australian brand combines the best plant-based ingredients from around the world with simple yet eye-catching packaging to bring you products that’ll do as much for your wellbeing and mind as it will for your skin, body and hair.
Our pick: Salt By Hendrix Neroli and Argan Body Oil
Besides looking beautiful with some real florals floating around in the oil formula, the nourishing body oil smells heavenly and will leave your limbs glistening. Fun fact: you can also add a few drops to your bath for an extra hit of hydration.
Want to be more in the know when it comes to beauty? These are the hairdressers you should definitely be following on Instagram.
Which of these products have made it onto your wishlist? Do you have a beauty favourite from an underground brand? Please share with us in the comments section below.
Carli was BEAUTYcrew’s Editor from launch in 2016 until May 2020. You can find her words right here on BEAUTYcrew, and previously on beautyheaven.