10 Young Beauty Companies Aiming For Cult Status
New (and reemerging) makeup companies have been making waves in the beauty scene. They raise the bar when it comes to quality, introduce new product ideas, and sometimes even change our minds about what we can rightfully expect from affordable makeup. It’s an exciting time for beauty lovers because the more established brands no longer have a monopoly on the most in-demand products, making it easier for anyone to build a collection of quality finds. If you’re looking for new additions to your kit, check out these 10 companies that are on our radar and beauty wish lists!
Amore Pacific Corporation
From a kitchen-based business to a gigantic corporation, Amore Pacific lays claim to some of the most popular K-beauty brands in the market: Laneige, Etude House, and Mamonde (to name a few). The company was catapulted into cult status thanks to their cushion innovation, which even Western brands have been copying and has been adapted for other uses such as blush and perfume. Since the company reinvests around 3% of their revenue in research, we’re definitely looking forward to more new product designs and beauty ideas from this K-beauty giant!
Star Products: Amore Pacific Color Control Cushion Compact (P2,880~), Laneige BB Cushion Compact (P1,950), Mamonde Rose Water Toner (P740) available at Althea Korea
This eco-friendly brand started as a sub-unit of Amore Pacific but as of 2011, it's actually an still an independent corporation (albeit under the umbrella company). With a focus on natural ingredients from Jeju Island and promoting environmental consciousness, the company offers a unique and feel-good experience for its customers. Even their marketing efforts break the mold - the brand sponsors web dramas like Beautiology 101 by OnStyle and make learning more about beauty fun and entertaining.
Star Products: Jeju Volcanic Pore Clay Mask, Green Tea Serum (P1,499) and No-Sebum Mineral Pact (P778) available at BeautyMNL
Since she first launched on Sephora Dubai in 2013, Huda Kattan has impressed the world (and many a celebrity makeup artist) with her falsies. She traded a career in finance to become a makeup artist, and it has paid off: the company has since come out with nail colors, lip products, and eyeshadow palettes as well. With over 15 million followers on Instagram, Ms. Kattan is poised to take over the beauty industry.
Star Product: Huda Beauty Lash Collection (P960)
Jeffree Star Cosmetics
Launched in 2014, the company was named after its founder, a makeup artist slash fashion designer slash musician slash YouTuber. His cruelty-free line has created such a following that a good number of the lipstick shades are always out of stock. The company has since added highlighters, eyeshadows, and even more lipsticks to the line. While there was a controversy earlier this year regarding the logo design of the brand, thankfully, it has since been resolved with the parties involved.
Star Product: Velour Liquid Lipstick (P1,800) available at BeautyMNL
Known for their radical lip colors, this Internet-based company was founded by Doe Deere in 2008. The name was initially a silly handle for her Ebay store, but has since come to stand for "color revolution, breaking the rules, and not being afraid to color outside the lines". There were some issues regarding dangerous ingredients last year but it has been addressed by the company as a mislabeling error.
Star Product: Velvetines Liquid Lipstick (P960)
From tutorials on YouTube (@MakeupGeekTV) to a makeup line around 2012, Marlena Stell has built a company that engages its users and potential customers via frequent social media postings. She doesn't just sell her products to the public but teaches how to use them as well, and prefers to be called a "Makeup Educator" than a makeup artist. She has also collaborated with other beauty vloggers like Kathleen Lights and Manny MUA.
Star Product: Eyeshadow Pans (P288)
Pink Sugar Cosmetics
One of the first things you should know about the company is that this was founded in 2014 by two brothers. They ensure that all of Pink Sugar’s products are tailored for the most common beauty concerns of Filipinas, plus they’re budget-friendly! PV is proud to be the first beauty authority to have a collaboration with this brand.
Star Product: Lip & Cheek Sugartints (P349) available at Pink Sugar counters
Happy Skin Cosmetics
Local beauty companies have been answering the call for quality makeup, and Happy Skin certainly sets the bar high. Launched only three years ago, the company works with teams in Japan, South Korea, and Taiwan to create skin-caring makeup products. Their collaborations with Beauty Bar, Glam Squad, Love Marie, and even Disney have all been met with a lot of support and interest from Filipinas who take pride in this home-grown success story.
Star Products: Shut Up & Kiss Me Moisturizing Lippies (starts at P599), Shut Up & Kiss Me Moisturizing Matte Lippies (P699) available at Happy Skin boutiques
This now-famous brand started in 2014 with a goal of creating quality products that won't break your wallet. Though it’s not officially distributed here in the PH, many online sellers offer pre-order and on-hand options. This is definitely one of those brands we wished would come to our country!
Star Product: Lippie Stix(P240 pre-tax and shipping) or Ultra Matte Lip (Liquid Lipstick pre-tax and shipping) (P288) available at colourpop.com
No up-and-coming list would be complete without Kylie Cosmetics by Kylie Jenner. Launched in 2014, this is the celeb's platform for sharing her beauty secrets designed to create "the perfect 'Kylie'". There were similarities noted by users of the Kylie Lip Kit and ColourPop, prompting wild theories that they are the same product with vastly different price points. The two companies have since clarified that each brand formulates their products in separate buildings. Kylie has already expanded to include Kyshadows and Kyliner Kits.
Star Product: Kylie Lip Kit (P1,392 pre-tax and shipping) available at via kyliecosmetics.com
We definitely cannot wait to see what these companies come up with next! Which of these companies is your favorite?