US Brands
Marc Jacobs Beauty
Celebrated American fashion designer Marc Jacobs showed his first collection in 1986, instantly inspiring women to push boundaries and create their own style. His latest creation, Marc Jacobs Beauty, is a revolutionary mix of innovative formulas, indulgent textures and next-generation performance.
Anastasia Beverly Hills
Anastasia Beverly Hills, also known as ABH, is a cosmetics brand best known for its eyebrow products. An icon in the beauty industry, Anastasia Soare is known for creating nearly perfect brows using the golden ratio method. In 1997, she founded Anastasia Beverly Hills and has since expanded beyond brow makeup to lip and contour products. As always, the purpose of every product is to bring proportion and balance to the face.
Colourpop
ColourPop is a cosmetics brand based in Los Angeles, redefining luxury beauty by creating high quality products at affordable prices. Its comprehensive collection of affordable on-trend lip products is a hit among beauty bloggers and makeup enthusiasts who’ve helped catapult it to fame via social media. Fun-loving and creative, the brand is committed to bringing you chic makeup in luxurious formulas without breaking the bank.
Morphe
Morphe was born in 2008 among the artists and influencers in Los Angeles. A beauty brand created for the creators, for the dreamers, for those looking for killer makeup without killing their wallet. Their bold, badass roots started with professional-yet-affordable brushes but didn’t stop there. Color was calling. So, they answered with eyeshadow palettes, lip colors, and more.
Kat Von D Beauty
Founded by the American tattoo artist Katherine Von Drachenberg, this makeup brand was born in an iconic tattoo studio, rooted in a dream of unrestrained beauty with a nonconformist & fearless spirit, they started a revolution with tattoo-inspired makeup & limitless creativity.
Fenty Beauty
Founded by the global popular singer, Rihanna in 2017, the brand is popular for its broad inclusivity across skin tones and gender. Its products have drawn international praise for the range of shades offered. The intent behind having so many shades to offer is to differentiate from other makeup companies that do not cater to a broad market. Fenty Beauty was named one of Time Magazine’s best inventions of 2017.
Huda Beauty
Launched in 2013 by American businesswoman and makeup artist, Huda Kattan. The founder, Kattan, was chosen as one of “The 25 Most Influential People on the Internet” by Time in 2017, listed as one of “The Richest Self-Made Women” and one of the “Top Three Beauty Influencers” by Forbes. In the span of 5 years, the brand has built a positive reputation on some of its products, such as false eyelashes series, a collection of foundation, eyeshadow and some face palettes.
Kylie Cosmetics
A cosmetics brand founded by media personality Kylie Jenner. The company began selling Kylie Lip Kits, a liquid lipstick and lip liner set on 2015. Formerly known as Kylie Lip Kits, the company was renamed Kylie Cosmetics. Kylie Jenner has described her decision to use her former insecurity about her lip size as inspiration for her brand, saying it's "one of the most authentic things I've done in my career".
Kylie Cosmetics
A cosmetics brand founded by media personality Kylie Jenner. The company began selling Kylie Lip Kits, a liquid lipstick and lip liner set on 2015. Formerly known as Kylie Lip Kits, the company was renamed Kylie Cosmetics. Kylie Jenner has described her decision to use her former insecurity about her lip size as inspiration for her brand, saying it's "one of the most authentic things I've done in my career".
Too Faced
A cosmetic brand co-founded by chief creative officer Jerrod Blandino and chief executive officer Jeremy Johnson in 1998. Back in 1998, when dark Nineties grunge makeup was all the rage, the pair longed to create a brand focusing on glamour and femininity. Too Faced has always been known as an industry game-changer with its CCO Jerrod Blandino inventing the world’s first glitter eyeshadow, plumping lip gloss and 24-hour crease-proof eyeshadow primer, all of which are still produced by the brand.
It is described as “unabashedly pink, pretty and feminine, with a playful wink”, while celebrating and empowering women to encourage them to create their own version of pretty. Aside from its girly ultra-feminine packaging, Too Faced is also popular for having flirty product names such as Better Than Sex Mascara and its chocolate-scented makeup line that includes real cocoa powder.
Glossier
Glossier
Over the years, beauty trends have ranged from faux freckles to the Kardashian contour. In 2021, Pinterest predicted that dewy skin and effortless beauty routines would be at the forefront of the mainstream beauty community. This trend is skinimalism, a.k.a that "no makeup" makeup look. In 2014, Glossier founder Emily Weiss was ahead of the curve and decided it was time to create a brand that specialized in beauty with a minimalist mindset.
With a lineup of products that help anyone achieve the model-off-duty look, Glossier has become one of the most well-known brands on the market. You've probably seen their millennial pink branding take over the shelves of your favorite Instagram influencers.