Meet your new niche beauty buys
From the ’grammable minimalists bound for our bathroom #shelfies to eco-warriors worth investing in, here are the names to know now
THE MINIMALISTS
1. HOLY GRAIL BEAUTY COMPANY
Founder Alicia created Holy Grail in a bid to simplify her skincare routine with gentle products that are 70% natural yet highly efficacious – including high-grade ingredients like Vitamin C and AHAS. For retinol first-timers, try the Retinol Repair Skin Crème, £23.99, with 1% retinol blended with aloe vera and shea butter to smooth skin without irritation.
2. ZITSTICKA
Developed Down Under by brothers-inlaw on a mission to tackle the stigma around acne, Zitsticka’s Killa, £27, is a one-product skincare brand that targets blemishes brewing beneath the surface. To use, clean the area first with the active-soaked swab then press on the clear patch, which is covered with 24 dissolving micro-darts to deliver zit-zapping ingredients – including salicylic acid and niacinamide – to the source. For best results, leave on overnight and wake up to a notably shrunken spot. Clever, huh?
3 . PLAYA
Former fashion stylist for Vogue Italia, Shelby Wild traded in her fast-paced life in New York to study herbalism in California. Inspired by the laidback Cali vibes, Shelby dreamt up Playa – a simple, clean and conscious haircare line. For beachy waves, get spritzing the Endless Summer Spray, £19, blended with sea salt for nailing that tousled texture.
4 . PLENAIRE
Skincare junkies will love new Brit brand Plenaire (French for ‘in the open air’) for its chic, minimal packaging (all recyclable) and hard-working yet gentle ingredients. Brand founder Namrata Kamdar saw a gap in the market for a clean beauty brand and digital platform with lifestyle and beauty content ( plenaire.co launches 16 July) targeted at young millennial shoppers who are currently short-changed by misinformation and less-effective skincare. The standout? Tripler, £30, a three-in-one mask, cleanser and exfoliator packed with blackcurrant seeds and French clay to gently polish skin.
THE WELLNESS WARRIORS
5. ONE OCEAN BEAUTY
The ocean is home to myriad marine actives proven to work wonders on our skin, which is why new wellness and beauty brand One Ocean Beauty leverages clever blue biotechnology to replicate said actives without harvesting – thus preserving the oceans’ biodiversity. We love the Revitalizing Sea Serum, £78, which locks in moisture with hydrating brown kelp from the French coast.
6 . KALMAR
Luxe fashion brand Kalmar is venturing into beauty territory with a collection of soft-scented candles and nourishing bathing products that have self-care written all over them. Choose from four sophisticated scents based around the emotions of joy, peace, calm and love. We’re making Find Your Bliss (Love) Scented Candle, £45, with sweet rose, powdery musk and mood-boosting bergamot our new flame.
7. MALĀKO SKIN CARE
Rooted in Thai holistic medicine, Malāko aims to heal and uplift from the outside in with herbal ingredients and invigorating fragrances. Feeling stressed? Take the Skin
To Soul Body Crème Scrub, £24, to the tub and unwind with the calming aroma of lemongrass and frankincense.
THEE CO HAIR HEROES 8. WE ARE PARADOXX
Hats off to Irish-born haircare brand We Are Paradoxx, for being the first of its kind to go plastic-free where at all possible (they’re 90% free of plastic). The collection of seven products are also cruelty-free, chemical-free and packed with natural Irish extracts like shamrock, cider and hops. Rehydrate dry, damaged strands with Hangover Hair Elixir, £30, aptly blended with whiskey, which gives serious shine, in a cute aluminum hip flask.
9. AUTHENTIC BEAUTY CONCEPT
If you’re looking to go vegan in the haircare department, Authentic Beauty Concept will be right up your street. The range is separated into four categories ( glow, amplify, hydrate and replenish), each with targeted plant-based ingredients, a signature scent and housed in 100% recyclable (oh-so pretty pastel) packaging. Colour-treated hair? Try the sweet-smelling Glow Cleanser, £23.15, formulated with dates and cinnamon to naturally tone.
THE EXPERT ESSENTIALS 10. NORM AKA MA LIFE
Fashion designer Norma Kamali, who first pioneered athleisure wear back in the ’80s, created the sleeping bag coat and opened a wellness boutique in 2007, has now launched a no-nonsense, democratic skincare range. The four unisex products can be used top-to-toe and work on all skin types. We rate Smooth, £54, a gentle exfoliator with ground olive pits that leaves skin silky smooth.
11. CAR IN EROITFELD PARFUMS
Former editor-in-chief of Vogue Paris and one of the most influential figures in fashion, Carine Roitfeld has debuted her first fragrance collection of ‘7 Lovers’ on Net-aPorter. Crafted by Roitfeld and three of the most talented perfumers in the world, each scent is inspired by memories of places and people she holds dear. The standout scent goes to George/london, £233, with its eclectic blend of moss, cannabis and violet leaf.
12. WEST MAN ATELIER
With over 20 years’ experience as a major editorial make-up artist, Gucci Westman, who’s famed for creating super-natural glowing looks on the likes of Anne Hathaway and Jennifer Aniston, has just dropped her own line – Westman Atelier. The consciously clean range focuses on nailing said signature look – including the Vital Skin Foundation Stick, £62, which blends in seamlessly for a radiant, second-skin finish. ‘ You look well’ compliments, guaranteed.
gucci west man has created glowing looks on the likes of Jennifer an is ton