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Solutions you didn't know you needed—until now.
Danielle Fontana Dooley
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From innovative formulas to thoughtful ingredients, a new wave of beauty brands is reshaping our routines. These under-the-radar brands aren’t just creating products—they’re reimagining how we approach skin, hair, body and wellness. Ahead, 18 unique beauty brands worth discovering now.
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Arey Grey
This innovative hair-care line targets gray hair through formulations designed to reverse or prevent the graying process.
What to try: To The Root ($55), a serum which uses clinically effective ingredients to preserve hair’s natural color and help repigment greying strands.
2 / 18
DEINDE
This hyper focused skin-care brand has its sights set on treating and preventing inflammaging—inflammation-induced aging—via targeted formulations.
What to try:Barrier Building Moisture Cream ($64), the brand’s latest launch, nourishes and protects compromised skin throughout the day.
3 / 18
Donna’s Recipe
Using whole food ingredients, Donna’s Recipe, founded by Tabitha Brown, crafts accessible products to support natural hair health.
What to try: Sweet Potato Pie Extra Creamy Leave-In Conditioner ($16), a top-rated formula loved for its ability to leave “hair hydrated and silky soft.”
4 / 18
Dossier
Dossier creates original buzz-worthy fragrances and affordable scents inspired by luxury perfume houses, offering budget-friendly alternatives to high-end options.
What to try: Ambery Saffron ($49), one of the brand’s best-sellers, inspired by Maison Francis Kurkdjian’s iconic Baccarat Rouge 540.
5 / 18
EADEM
This groundbreaking skin-care line develops solutions specifically formulated for melanated skin, effectively targeting common concerns like hyperpigmentation and post-acne marks.
What to try: Milk Marvel Dark Spot Serum ($68), a hyperpigmentation-busting formula packed with niacinamide and vitamin C.
6 / 18
Filterbaby
Offering water filters for your sink and shower, Filterbaby is committed to improving skin and hair health through specialized purification technology that lasts.
What to try: Filterbaby Pro x Dr. Dorfman Aluminum Titanium Shower Filter ($129), an easy-to-install filter co-developed with a hair-restoration surgeon for results you can count on.
7 / 18
Iris&Romeo
A hybrid makeup and skin-care line created specifically for skin over 40, every product from this fan-favored line combines beauty with skin nourishment.
What to try: The brand’s cult-classic Best Skin Days ($48). Once you try the 5-in-1 foundation “replacement,” you won’t go back.
8 / 18
LALAIS
Got slick skin? This luxurious collection of skin-care products addresses the specific needs of oily skin types.
What to try: The Blotting Compact ($48), the ultimate solution for a hypoallergenic touch-up on the go.
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Furtuna Skin
Drawing from its own family farm’s regenerative agriculture practices, this luxury skin-care brand creates potent formulations you can feel good about.
What to try: The celeb-loved Biphase Moisturizing Oil ($225), which combines vitamin C with natural oils for a supermodel glow.
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Luna Daily
Dermatologist and gynecologist-approved body-care products that provide comprehensive feminine hygiene solutions.
What to try: The Mini Everywhere Spray-to-Wipe ($12), a pocket-sized body cleanser spray safe for all skin, even intimate areas, for freshness on the go.
11 / 18
LYMA
An edited line of better-skin tools, including a clinical-grade at-home laser device, supplements and pre- and post-laser essentials.
What to try: The LYMA Laser ($2,695), the first FDA-cleared device approved for at-home use and zero downtime.
12 / 18
Mad Rabbit
Offering a range of non-toxic tattoo-care, these products help maintain vibrancy in both new and existing tattoos.
What to try: The Tattoo Balm & Aftercare Cream ($19)—it has more than 18K near-perfect reviews on Amazon for a reason.
13 / 18
Make Time Wellness
Co-founded by Emma Heming Willis, this holistic wellness brand delivers comprehensive solutions targeting both cognitive and physical health for women.
What to try: Make Time For Brain, Body and Beauty ($50), an all-in-one powder that covers all your bases thanks to ingredients like MCTs, Omega-3, acetyl-L-carnitine and curcumin.
14 / 18
MARIN Skincare
Two eczema sufferers founded this skin-care line using glycoprotein from lobsters as a key ingredient for calmer, healthier skin.
What to try: The brand’s first and best-selling product, Soothing Hydration Cream ($35). It hydrates and calms dry, stressed and damaged skin everywhere.
15 / 18
Provence Beauty
Inspired by French beauty rituals, Provence Beauty creates luxurious yet affordable skin care—everything’s under $25.
What to try: Daydream Cream ($20), an adaptogen-rich moisturizer that hydrates and plumps skin with ashwagandha, vegan collagen and immortal flower extract.
16 / 18
Wonderbelly
Wonderbelly offers natural digestive health solutions that pair clean formulations with the same active ingredients found in leading brands.
What to try: The Antacid ($12). It offers quick relief from heartburn and indigestion via yummy flavors like strawberry milkshake and lemon sorbet.
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The Rootist
Scalp and root health take center stage with this buzzy brand’s proprietary Rootbiomic Ferment technology.
What to try: BioBrew Fermented Leave-in Hair Serum for Damage Repair ($48). According to the brand, it’s clinically shown to control frizz, boost shine, protect from heat and repair damage for up to 3x stronger hair in just one use. Seriously.
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Stripes Beauty
Co-founded by Naomi Watts, this menopausal skin-care line works to destigmatize “the change” while addressing specific skin, hair and body needs.
What to try: Vag of Honor ($50), a best-seller because of its soothing, nourishing formula that supports vaginal health and comfort.
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