The makeup brand the Internet is obsessed with this week

And you’ve probably never heard of it

If you’re a makeup lover, there’s a good chance you’re very familiar with – and have tried – numerous product from top global brands such as MAC, Estée Lauder, L’Oréal Paris, CHANEL, Maybelline New York and Urban Decay.

But the beauty industry has grown rapidly in the last couple of years and now there is also a huge array of lesser-known makeup brands that are stealing the hearts of makeup lovers the world over. It can be tough to keep up. So let us clue you in on one of those brands worth knowing about that you may never have even heard of before.

This week, Makeup Geek is receiving a whole lot of love on the Internet. The makeup brand, created by YouTuber Marlena Stell, is in the top five makeup searches in Australia, and is the 2nd most searched makeup brand behind MAC Cosmetics this week. The brand also boasts 1.4 million YouTube followers as well as 2.6 million Instagram followers.

But what’s all the fuss about?

Stell, who created the brand following the success of her YouTube channel in 2012, told Forbes she wanted to develop a brand that featured a range of products with highly pigmented custom colours that retailed for an affordable price.

Now, five years later, Makeup Geek sells a range of more than 90 single powder eyeshadow pans that retail at just US$6, along with high quality yet affordable makeup brushes, lip crèmes, contour powders, highlighters and more.

Makeup Geek Eyeshadow Pan

Makeup Geek Plush Creme

Makeup Geek Highlighter

Makeup Geek is only available online, however they offer international shipping to more than 150 countries, Australia included for only $5.99 – so get shopping!

Want to learn more about up and coming beauty brands? Then check out the nine beauty brands you need to know to stay ahead of the curve.

Have you tried any Makeup Geek products before? Let us know what you thought of them in the comments below.

Image credit: Getty

Kate has worked for BEAUTYcrew since early 2016, first as a contributor, before being named Beauty Writer in 2017. She loves picking the brains of the industry's top experts to get to the bottom of beauty's toughest questions. Bronze eyeshadow palettes are her weakness and she's forever on the hunt for the perfect nude nail polish to suit her fair skin. Her words can also be found in Men's Health magazine.