9 Niche Beauty Brands That Deserve More Attention
Darling
Founded with the mission to make SPF a more enjoyable step in our daily routines, Darling’s formulas are nothing like the greasy, chalky sunscreens of decades past. The mist is a beach-bag must-have, as is the hair SPF.
Available at LIBERTYLONDON.COM
Davines
Beloved by beauty editors for years but still largely under-the-radar, Davines started as a family-run haircare brand in Italy in the 1980s. If it’s known for one thing it’s nourishment: from the iconic OI all-in-one milk to the curl range, everything is designed to give you your healthiest hair yet.
Available at SELFRIDGES.COM
Réservation Parfums
Founded in 2023 in collaboration with master perfumer Yann Vasnier (the genius behind signature blends at Jo Malone and Tom Ford), each Réservation scent evokes the idea of escapism and hedonism, embracing the laidback spirit of California.
Available at LIBERTYLONDON.COM
Ode Ona
Founded by women and with two female perfumers on board, Ode Ona blends wellness with beautiful scents. Each fragrance encourages a certain state of mind, from calm to empowerment – ‘Dawn Earth’, for example, focuses ‘grounding’ notes, like moss and labdanum.
Available at LIBERTYLONDON.COM
VYRAO
Founded by creative mastermind Yasmin Sewell, each Vyrao product – from the fragrances to the incense sticks – is aligned with neuroscience-informed research to help lift, calm or shift your mood.
Available at SPACENK.COM
VIOLETTE FR
We’d buy anything Violette told us to but the French girl’s make-up brand stands on its own. From long-lasting lip stains to pigmented, blurring blushes, the colours are playful but wearable and everything is safe for sensitive skin.
Available at LIBERTYLONDON.COM
RAESO
Combining New Zealand-grown botanicals with advanced science, this Antipodean skincare is designed to work in sync with your circadian rhythm – the skin’s natural 24 hour cycle – focusing on protection during the day and repair while you sleep.
Available at RAESOSKIN.COM
SKINCYCLES
They’re something for everyone here but the hero product is the tinted SPF, which is full of antioxidants to boost glow while also protecting your skin from UV damage. The dry down is best described as a soft-focused finish.
Available at LIBERTYLONDON.COM
REOME
Beauty journalist Joanna Ellner combined her industry knowledge with her studies in Chinese medicine (she’s a trained acupuncturist) to create Reome, which harnesses biotechnology and biofermentation to create formulas designed to combat skin stress. Luxurious and tactile, every product is a pleasure to use.
Available at SPACENK.COM
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