Here, we list down the brands that have perfected their secrets to achieving the mark: Cult Brands. We have been following (and stocking) these makeup and skincare brands in an almost fanatical fashion. Though they’re not sold in the Philippines, we find ways to get them to our beauty shelves. We scour the internet for every beauty review that we could read and watch about them. We yap about the latest product launches that they would announce. And yes, we swear by their effective results, and we agree that they’re worth the hype.
Glossier’s ingenious marketing and Instagram-led content are probably two reasons why they’re at the top of this list. Giving us products that care for skin first, they’ve paved the way for makeup that looks natural and authentic.
What to try: Futuredew
2. Huda Beauty
Influencer turned beauty entrepreneur Huda Kattan built a business from the ground up through Huda Beauty. It all started with her blog. When it took off in 2017, she launched Huda Beauty and since then has grown the brand’s catalog to 32 makeup products in more than 100 shades.
What to try: Lip Contour in Trendsetter
3. Charlotte Tilbury
After being a makeup artist in the UK for almost 20 years, Charlotte Tilbury launched her eponymous makeup brand in 2013. Do a quick google search on the best nude lipsticks and you’ll probably see the Matte Revolution Lipstick in Pillow Talk, a warm-toned deep pink shade. Tapping into her makeup artist roots, you can also see tips and tricks on their website.
What to try: Matte Revolution Lipstick in Pillow Talk
4. Anastasia Beverly Hills
Architect turned beauty guru Anastasia Soare created Anastasia Beverly Hills’ flagship product Dipbrow Pomade, a tinted brow formula in a pot. It’s waterproof & smudge-proof and has made waves in the brow category since launching.
What to try: Dipbrow Pomade and Brow 12 Pomade
5. Fenty Beauty
RiRi rocked the beauty world when Fenty Beauty launched an inclusive 50-shade foundation range, the first of its kind all over the world. Ever since the brand has been releasing iconic products one after the other. Like Rihanna, every campaign taps into the edgy, cool girl look we all want to achieve.
What to try: Matchstix in Bordeaux Brat, Beachbum, Pink Lemonade, Champagne Heist and Cognac
6. Milk Makeup
New York-city based cosmetics and skincare brand created by Milk Studios’s mantra is Live Your Look. They’re cruelty-free, paraben-free and 100% vegan. We especially love their new Glow Oil Lip & Cheek Tints that come in four fun shades.
What to try: Glow Oil Lip & Cheek
7. The Ordinary
Quality skincare minus the fru fru. The Ordinary offers affordable, straightforward clinically-prescribed skincare. Absolutely no unnecessary packaging and marketing, The Ordinary’s products are stripped down and perform like its prescribed by dermatologists. In fact, a quick DM to their Instagram can get you a suggested AM or PM routine. Bonus: They’re affordable too.
What to try: Niacinamide 10% + Zinc 1%
8. It Cosmetics
Skin-loving ingredients in clinically-proven formats, It Cosmetics has a wide range of beauty solutions that were developed by leading plastic surgeons. Most are 2-in-1, try the CC+ Cream with SPF 50 that color corrects as it hydrates skin.
What to try: Your Skin But Better CC+ Cream with SPF 50
9. Drunk Elephant
Colorful, neon bottles with almost half of their product line in Sephora’s bestseller list, Drunk Elephant is the perfect millennial skincare brand. They have hundreds and hundreds of reviews online, a growing fan base and is probably one of the fastest-growing science meets natural brands. The catch? Their products are pricey, reaching the $70 mark.
What to try: C-Firma Day Serum
10. Kylie Cosmetics
Kylie Jenner is the world’s youngest “self-made” billionaire, according to Forbes. Add the members of the most influential family in 2019 as brand advocates to that list and you’ll get the recipe of a billion-dollar company. The infamous Kylie Lip Kit, launched in 2015, sold out in minutes. Kylie Cosmetics’ strength is on Instagram—a mix of promotion in her business channels and her personal accounts. Soon the brand grew to include palettes, lipsticks, brow products and more.
What to try: Kylie Lip Kit in Boss
Beauty contribution by Kryzette Papagayo, a freelance writer, and full-time assistant brand manager for a makeup brand