5 US Make-Up Brands You Can Now Shop Here
Live Tinted
About It: Live Tinted made big waves in the US before it landed here earlier this year. The offering is much vaster in the States, but the range is being drip-fed onto UK shelves – and online. Known for its suits-all shade range and multipurpose lipsticks that also work on the lips, eyes and cheeks, the brand is inspired by its digital community and launches products based almost entirely on customer feedback. It’s also focused on inclusivity and diversity, not to mention minimal faff. The Huesticks are versatile and buildable, with a blendable texture that coats skin with moisture. Don’t miss the Hueglow either. A silky highlighter, it works on its own or mixed with foundation and concealer to give your complexion a glossy sheen that catches the light beautifully.
Where To Shop: CultBeauty.com
MAKE
About It: MAKE relaunched in 2021 when creative director Carrie Barber hit reset, and it’s just dropped in the UK. We’re thrilled to see it back and better than ever. With sleek new packaging, innovative ingredients and a sustainable approach, everything has been carefully curated according to customer feedback. All the make-up doubles as skincare, and everything is hypoallergenic and cruelty free – our top picks are the Pink Matter Balm and Stroke Cheek Tint, the latter of which also works on the lips, offering a creamy, blendable texture that looks healthy and fresh.
Where To Shop: Revolve.com
Merit
About It: MERIT is one of the most popular beauty brands in the States. The brainchild of Katherine Power – co-founder of Who What Wear and Versed – its affordable yet sophisticated range takes a no-nonsense approach. Everything serves a purpose, with brighter, smoother, glowier skin the core message throughout. From bronzing and highlighting balms to radiance-boosting serums, there are so many complexion products we love, but don’t miss the award-winning Clean Lash Mascara.
Where To Shop: MERIT will first be launching on their own site in the UK, with retailer launches later in the year
Melt Cosmetics
About It: When co-founders Lora Arellano and Dana Bomar spotted a gap in the market for rich, pigmented lipsticks that were still wearable and flattering, Melt was born. Launched in the US in 2012, they’ve now expanded the line to include blushers, bronzers, gel liners and a host of must-try tools. The iconic range is brimming with stackable eyeshadows, bold blushers and intense highlighters. We love the gel liners, which offer a hint of wearable colour that’s never too OTT. The long-lasting lip pencils are a must try. Scribble them over your entire lip for full-on colour – the creamy, velvety texture means you can build them up and mix them with ease.
Where To Shop: BeautyBay.com
Jouer
About It: Make-up artists love Jouer’s dual-purpose, long-lasting formulas. A brand which embodies Californian cool, its glossy, sun-kissed make-up is all cruelty free, with some entirely vegan options on offer too, including the high-coverage crème foundation, powder highlighter and high pigment lip glosses. The glosses are a standout – with a rich dry down, they apply sheer but turn matte for extra staying power. Also look out for the Blush & Bloom Sticks, which are great on the go – double-ended, they work on lips and cheeks and the soft tones are universally flattering. You’ll love how easy the creamy textures are to work with.
Where To Shop: CultBeauty.co.uk
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