These 7 New Beauty Brands Truly Deserve All the Hype

I love trying new beauty products. What a surprise, right? But after nearly a decade testing pretty much every new launch, I do sometimes get a bit disillusioned by newness. When you receive information about a “never before seen” product range every week, you truly wonder how much newness could possibly exist under the sun, but every now and again, I’m wowed by a delivery enough to rave about it to anyone who’ll listen. This year, there are already a few launches that have caught my eye across the beauty spectrum, from bodycare to makeup and hair care, and the price spectrum, too.

Photo:

@keeksreid

Wearing Exa foundation, Saie Dew Blush in Dreamy, Saie Glowy Super Gel in Starglow and the About-Face Light Lock Lip Gloss in Such Great Heights.

From blushes that give the perfect flush to body oil that cocoons dry skin, these are the products that have already made their way into my 2022 beauty routine. We can tell that these are going to be among some of the best-selling beauty products out there.

1. Saie Beauty

Founded by Estée Lauder alum Laney Crowell, this brand is all about effective makeup that is clean and fashion-driven.

Saie Glowy Super Gel

This gel-cream illuminator can be used in so many ways. You can apply all over after your serum or add a pump to your foundation for an insane glow. I like to pinpoint-apply it on the tops of my cheekbones and down my nose and chin for a highlight that looks noticeable but still natural.

Saie Dew Blush

One of the most highly pigmented cream blushes I have ever tried. The texture is softly whipped, and you genuinely only need a dab on each cheek blended out for a full flush. The shade Dreamy is perfect deep skin tones, and I have my eye on the shade Poppy too.

Saie Sun Melt Natural Cream Bronzer

If you struggle to find a cream bronzer that looks realistic and is easy to apply, you need to add this one to your basket ASAP. Use a mid-density buffer brush to work this into your cheekbones, forehead and across your nose for a sun-kissed glow.

2. About-Face

I have to admit I did roll my eyes at another celebrity beauty brand, but I do think this one has a real identity. Created by singer Halsey, the range is all about fun and experimentation with products—no rules, just self-expression. I don’t love it all, but there are a few products that I’ve been wearing nonstop.

About-Face Shadowstick Pearly Eyeshadow Stick

Pops of colour is officially one of the biggest trends for S/S 22, and the Shadowstick Pearly Eyeshadow Stick in Chaos Theory is perfect to achieve it. It’s a creamy formula that doesn’t tug and is well pigmented too.

 

About-Face Matte Fluid Eye Paint

These matte shadows look great as a base or on their own. I actually love the pink, Dionysus, as a base to my more shimmery eye looks.

About-Face Light Lock Lip Gloss

I think this is the least-sticky lip-gloss formula I have ever tried. It is super shiny and has decent lasting power. I pair mine with a deep lip liner for a '90s vibe.

3. Exa

This brand currently only has two products on offer on Cult Beauty, but you are going to want to add both to your next beauty haul. The cruelty-free and vegan formulas are clean but pack a punch using the best natural ingredients to elevate their formulas.

Exa High Fidelity Foundation

This foundation has over 40 shades in a variety of undertones, and the one I have fits me pretty perfectly. The formula is full of pigment, so a couple of pumps go a long way with coverage. The finish is described as semi-satin. I would say it's a crowd-pleaser—satin enough to please dew lovers looking for longevity and matte enough for those of us with oily T-zones.

Exa Jump Start Smoothing Primer

The ultimate power duo is this primer and the Exa foundation. The primer blurs pores and mattifies the skin, making it the best canvas for blending foundation and helping it last all day.

4. Byoma

How much do you think about your skin barrier? If you’re anything like me, probably very little, but Byoma wants to change that. The range is all about restoring a damaged barrier to lead to healthier, happier skin with essential ingredients only.

Byoma Creamy Jelly Cleanser

While I’d argue this is less creamy and more jelly, it’s a great cleanser. I love it for a second cleanse in the evening.

Byoma Moisturising Gel Cream

I struggle with finding a texture of cream that I love when I have such combination skin. This gel-cream is light but packs a moisturising punch that layers well under SPF too.

Byoma Hydrating Serum

Thirsty skin? You need to slide this into your routine. This serum is like chugging a litre bottle of water for your skin. It hydrates and then locks in moisture with squalane and glycerin.

5. Mutha

This brand was created by Hope Dworaczyk Smith while she was pregnant and looking for bodycare she could trust. The brand is ingredient-focused to provide mothers with luxury skincare that does good and feels good. But you don’t have to be a mother (I’m certainly not) to appreciate the luxurious formulas.

Mutha Body Oil

Stretch marks and scaly skin have nowhere to hide with this oil. It’s hinged on rose-hip oil, which contains vitamins C and A, which help improve elasticity and protect the skin barrier from trauma.

Mutha Body Butter

This cocoa butter–based cream also contains shea butter, mango butter and vitamin E for ultimate suppleness. It’s thick and rich but doesn’t sit on the skin, so it can be slathered on a.m. or p.m.

In winter, when your face can feel dry and tight and like it's lacking glow, this is the finishing touch after your day cream to lock in hydration.

6. Rare Beauty

Okay, I know Selena Gomez’s brand is by no means new, but it has only just launched in the UK, so I would say that 100% counts, as we are just getting to try the range in all its glory. Available exclusively at Space NK in the UK, the brand has had rave reviews from beauty experts across the board.

Rare Beauty Liquid Touch Brightening Concealer

This concealer offers medium to full coverage, but the creaminess makes it blendable and also means it doesn't settle into fine lines. There are over 40 shades to pick from, so you're almost certain to find a great match. 

Rare Beauty Perfect Strokes Universal Volumizing Mascara

This formula is water-resistant and nourishing with the addition of castor oil in the ingredient list. The brush hugs lashes as it coats, and while the focus is on volume, you get a little added length as well.

Rare Beauty Soft Pinch Liquid Blush

I think this is the star of the Rare Beauty line-up. Even if you're a blush fiend, you'll love the colour it gives cheeks with a tiny dot of product. Bliss is the ideal shade for lighter skin tones looking for a realistic soft flush, while Believe is great for deeper tones. 

7. Arkive 

Created by top hairstylist Adam Reed, these hair products are a real treat for the senses, as well as being effective. Adam is big on his fragrance (step inside his Spitalfield's salon and you'll soon spot his impressive perfume collection) and all of the products in the range smell incredible.

Arkvie The Crown Scalp Scrub

This scalp scrub contains a mix of oils and fruit enzymes paired with fine granules to slough away dead skin cells and leave your scalp feeling refreshed.

Arrive All Together Now Co Cleanse

For girls with curls and coils – co-washing might be for you. This co-washing cleanser hydrates lengths and clarify the root without stripping the scalp. 

Arkive The Prologue Hair Primer

This hair primer helps to protect hair from heat and lay down great foundation of hair styling every time.

Related Stories