Love Sephora? 10 Little-Known Brands to Know About Now
By Faith Xue
Few people can deny the appeal of a giant, gleaming Sephora store—just picturing the black and white logo fills us with an overwhelming urge to empty our wallets. (But actually though—tell us we’re not the only ones who scream, “TAKE MY MONEY!” every time we step foot inside?) Though you can always count on the beauty haven for housing your favorite heavy-hitters like Dior, Benefit, or Make Up For Ever, lately, we’ve noticed a new crop of smaller brands that have crept up on the shelves—and trust us, they’re worth knowing. From a makeup line that’s completely in stick form to the newest skin import from Korea, keep scrolling for 10 little-known brands to stock up on your next trip to paradise—er, Sephora.
Can’t make a trip out to the Korea in the near future? No worries—you can now pick up one of the country’s most popular skincare brands right on the shelves at your local Sephora. Belif is known for its derm-tested, skin-soothing formulas (think herbs like lady’s mantle, rosemary, and lavender) and is based on 19th century apothecary techniques. Our current favorites? The True Cream Moisturizing Bomb for dryer skin and p.m. hydration (it provides 26-hours of straight-up hydration), True Cream Aqua Bomb for oily skin, and Hungarian Water Essence for overall skin glowiness. Trust us—you’re going to start seeing this brand everywhere.
Adorable packaging aside, we love this under-the-radar haircare brand for its wide range of hairstyling tools and fun, user-friendly products. The Perk Up! Dry Shampoo—online now and in stores in May—adds just the right amount of texture, soaks up oils, and smells divine.
Related: Reviewed: Amika Perk Up Dry Shampoo
Erborian is a Korean-French hybrid skincare brand that combines traditional Korean skincare secrets with the laidback luxury of France. The Perfect Morning BB Mask comes in individual packets that you mix with water to instantly tighten pores, clean your skin, and create a super-healthy glow (organic green tea matcha wakes up dull skin in an instant). Get excited for the full line, which contains everything from a super-indulgent Cleansing Oil to a color-changing CC Cream, to hit stores in May (the BB Cream is the #1 skincare seller in Sephora France!).
Created by two sisters, Ally and Taylor Frankel, this sleekly packaged line is all about emphasizing your own natural beauty with easy-to-apply products—which would explain why everything is in stick form. The Sculpting Pencil makes highlighting and contouring a breeze, while the Lip + Cheek Pencil comes in the most flattering, natural shades. Our other favorites include the Magnetic Eye Color (the color does not budge) and Lip Pen in Bare, the most perfect matte pinky-nude.
If you’re an exfoliating junkie (or if you just want clearer, smoother skin), you’re going to freak out over Cane + Austin. This dermatologist-created line features glycolic acid derived from pure sugar cane. The result? A gentle, effective exfoliation and younger-looking skin. Try the Miracle Pad if you’re not sure where to start—each pad contains pharmaceutical grade glycolic acid to brighten and tone, but is gentle enough for even the driest and most sensitive skin.
Related: The Surprising New Korean Skincare Trend You MUST Try
This line has been a cult favorite among makeup artists for quite a while now—which is no surprise, considering it was created by one. Makeup artist Troy Surratt designed his entire collection so that you can mix and match in different palettes, and all of the hues are super rich and blendable. Oh, and the Eyelash Curler has been a makeup artist-favorite for years—we recommend signing up for the email notification so you can be the first to snatch it up when it’s available.
A chic 5-free, cruelty-free nail brand, Tenoverten started as a nail salon in Tribeca, and has since grown to three salons and their very own polish line. The shades are stylish-yet-understated (think creamy nudes and neutrals, along with eye-catching metallics), give great color pay-off in one coat, and come in the sleekest little square bottles—perfect for displaying on your vanity.
Founder Nancy Twine created this texture-specific haircare line with the belief that no chemical can compromise natural beauty—and the ingredients list shows it. All of the natural, silicone-free products are infused with plant-based, botanical ingredients like bamboo extract, aloe vera, and rosehip oil to gently cleanse and moisturize hair of all textures, without the drying effects of most shampoos. Try the Be Gentle, Be Kind Green Tea Shampoo to revive dull, dry strands, or the Blossom & Bloom Maltodextrin & Ginseng Volumizing Conditioner to give fine hair a boost.
Related: The Top-Selling Drugstore Products for Curly Hair, According to the Internet
Who says natural products can’t be chic? This all-natural skincare line is a beauty editor favorite—mainly it actually delivers results. Inspired by the skin benefits of marula oil, our favorites in this additive-free line include the T.L.C. Framboos Glycolic Night Serum (a 12% glycolic serum that helps you wake up with princess-worthy skin) and the Umbra Sheer Physical Defense SPF 30 (so far, one of the few sunscreens that doesn’t make us break out after applying). Plus, how cute is the packaging?
Linda Wang founded Karuna after a trip to Asia, where women were using sheet masks almost every day and had the most radiant complexions. Why? Because they basically force a cocktail of hydrating, brightening, or age-defying ingredients into your skin. Inspired by her trip, Wang founded this line of targeted masks clinically-proven to do everything from brighten, exfoliate, hydrate, and more. Try the Exfoliating+ Face Mask for an instant brightening, clarifying effect, or the Age-Defying+ Face Mask to plump fine lines and wrinkles.
Related: From Hydro-Gel to Sea Kelp: 7 New Sheet Masks, Straight from Korea
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