It’s always satisfying to discover something before everyone else. It could be a new fashion trend, a cool Instagram account, an amazing new restaurant or a new indie makeup brand. Beauty girls will especially be able to relate to the last one. We may have hundreds of makeup brands to choose from (and probably have half of them in our cosmetic bags), but we always have room in our hearts and vanities for a new fave.
Thankfully, there’s no need to travel to far-flung corners of the world or pay inflated shipping costs to discover a new-to-you makeup brand. Some have even been right under your nose in stores for years, just waiting to be discovered. Others are new to the market and on the verge of cult fandom.
Ready to discover some under-the-radar makeup brands that are already earning praise? Check out these up-and-comers before they’re everywhere.