The beauty aisles can be an overwhelming place. With so many products out there it is often easier to stick to what you know and buy the same products from the same big brands. However, if you look a little further there’s a whole host of lesser known brands deserving a place in your makeup bag, or on your bathroom shelf.
From new launches to undiscovered industry secrets, these are our favourites...
Smith & Cult
Famed for their glossy nail polishes and memorable shade names (Stockholm Syndrome or Bitter Buddhist come to mind), Smith & Cult’s range also includes lipglosses, eye products and palettes. Founded by Dineh Mohajer of Hard Candy fame, creative colour is at the core of of every product they produce.
Cult buy: Darjeeling Darling Nail Laquer, £19
The Soap Co.
The Soap Co. is a social enterprise in East London that employs people who are blind or otherwise disabled to make all-natural soap products. While the brand’s ethos is a huge draw, the product’s quality speaks for itself. The scents are sophisticated (our favourite is the Black Poppy & Wild Fig) and the understated packaging is seriously chic.
Cult buy: Black Poppy & Wild Fig Hand Lotion, £12
Bjork & Berries
For any Scandi fans wanting to switch up their skincare, look no further than Swedish brand, Bjork & Berries. Their skin, hair and body products are all housed in #shelfie-worthy white and gold packaging, and they pride themselves on using high quality, natural ingredients.
Cult buy: Birch Recovery Face Oil, £41
On a mission to help you embrace your natural hair, Boucleme makes products specifically targeted to work with curly hair. Noticing how curly hair is often drier and more fragile than other hair types, their streamlined range of products will hydrate and strengthen the hair.
Cult buy: Curl Cream, £19
Made famous this side of the pond thanks to countless YouTube Sephora hauls, this spring sees It Cosmetics launch in Selfridges. Developed with world renowned plastic surgeons and dermatologists, their high performance formulas are all about targeting those niggling beauty problems not addressed by other products.
Cult Buy: Your Skin But Better CC Cream, £30
Inspired initially by the professional makeup tools used in Kabuki theatre in Japan, Japonesque have been an industry favourite for nearly 25 years. Their range of pro tools and highly pigmented colour cosmetics are one of the industry’s best kept secrets, and in the kit bag of many makeup artists.
Cult Buy: Eyelash Curlers, £10
Inspired by the English countryside, 100 Acres is a natural and organic bath and body range handmade in the heart of the Cotswolds using essential oils. Every single ingredient they use has been chosen for its healing, calming or uplifting properties meaning both your mind and your body will feel the benefits.
Cult Buy: Relax Bath & Body Oil, £20
Pioneers of the farm-to-face beauty movement, Farmacy grow and farm all their own ingredients ensuring they are of the highest, most potent quality. The hero ingredient? The Echinacea Green Envy complex – an antioxidant-rich powerhouse that firms the skin and protects it from the damaging effects of free radicals. Previously only available stateside, you can now get your Farmacy fix via Cult Beauty.
Cult Buy: Invincible Serum, £55
The long-anticipated collection from A-list makeup artist Troy Surratt more than defied expectations when it launched lasy year. The result of ten years research, the collection combines daring colour choices and game changing formulas with the highest-quality ingredients and carefully considered packaging.
Cult Buy: Artistique Blush, £30