9 Popular US Beauty Brands You Can Now Shop Here

Some of the best beauty brands in the world hail from the US – with slick aesthetics, innovative formulas and original concepts, it’s encouraging, therefore, to see more of them finally make their way over to the UK. From niche make-up to an SPF with a difference, here are nine worth having on you radar…
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Who’s Behind It: Founder, Maeva Heim. Having worked for the likes of Procter & Gamble and L’Oréal, Maeva knows everything about haircare and beauty. Keen to bring a brand to market that resonated with her individual needs, she had a light bulb moment when she transitioned from relaxed to natural hair. Now, all the brand’s formulas cater to different hair types – but especially those with textured and afro hair. 

The Brand Breakdown: Not only is BREAD aesthetically pleasing, but it’s effective and gentle, too. The whole line is designed to equip you with the right tools and necessities – from shampoos to scrunchies. Whether you’ve got afro, fine or damaged hair, they have something to suit everyone. We love their Gentle Milky Hair Cleanser, which is great for those with sensitive scalps. Using a light foam, it removes grime and build-up without leaving your strands stripped of their natural oils. We love the added argan oil which is used throughout the entire range, too. 


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Who’s Behind It: Founder, make-up artist, photographer and entrepreneur, Danessa Myricks. Her entire line is designed to break down boundaries and push innovation forward with formulas, textures and shades for all skin tones, ages and genders. Now one of the most popular, multi-functional make-up lines in the world –industry insiders and make-up artists love it. 

The Brand Breakdown: Once a make-up artist secret, this cult brand used to be smuggled back from the US in bulk, and it’s easy to see why. With a range that caters to all, there’s everything on offer here. From suits-all blushers, to dewy highlighters and flawless concealers – you’re guaranteed to fall in love with something. Insiders swear by the ‘Dew Balm’ for the satisfying sheen it lends skin, while the best-selling ‘Vision Flush’ is guaranteed to bring a healthy, warm glow to any complexion. Use a little on the lips and cheeks, too, if you want to make it work that bit harder. 


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Who’s Behind It: Founder & artist Sheena Yaitanes. Setting out to create a streamlined collection, Sheena designs formulas which merge impeccable shades with skin-loving formulas. Each make-up launch is brimming with nourishing ingredients that are kind and gentle to skin, so you’re always getting the best of both worlds.  

The Brand Breakdown: Still relatively new to the UK, this brand is designed with a zero-waste philosophy in mind, while the whole collection acts like a capsule wardrobe, only offering products you really need in your routine with nutrient-dense ingredients. From beautifully pigmented lipsticks to sheer, tinted face oils, we dare you not to fall in love with these silky formulas, all of which will leave you looking fresh and healthy. Both the Kosasport Lipfuel and Tinted Face Oil continue to be brand bestsellers. The lip tint contains hyaluronic acid, natural oils, vitamins and botanical extracts for a healthy-looking hit of moisture, while the subtle colour provides a sheer wash of pretty colour. As for the oil, it’s the first of its kind – granting skin instant hydration while delivering a surface-smoothing pigment that subtly blurs out imperfections and uneven tone. 


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Who’s Behind It: The idea for Melt came about when co-founders Lora Arellano and Dana Bomar spied a gap in the market for rich, pigmented lipsticks that are still wearable and flattering. Launched in 2012, they’ve now expanded with the line to include blushers, bronzers, gel liners and a host of must-try tools, too. 

The Brand Breakdown: Available at BeautyBay, Melt Cosmetics can often be hard to find, so stock up while you can. The iconic range is brimming with stackable eyeshadows, bold blushers and intense highlighters that don’t wear off too quickly. We love their gel liners, which offer a metallic sheen and hint of wearable colour that’s never too theatrical. The long-lasting lip pencils are a must-try, too. Scribble them onto the entire lip for fuller colour – their creamy, velvety texture means you can build and mix them with ease. 


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Who’s Behind It: Founder, Natasha Denona. Launched in 2016, this much-loved brand has finally made its way over to the UK. With easy-to-use formulas and palettes that house various shades, the brand has built up a strong reputation for being a ‘one-stop-shop’ for versatile, does-it-all make-up. 

The Brand Breakdown: There’s not a single make-up artist who doesn’t swear by Natasha Denona’s eyeshadow palettes. Full of rich, pigmented shades, the premise behind fthe brand was to offer high-quality shadows, pro brush sets, creamy contour kits and glow-giving foundations – all with the view of there being something for everyone, complete with user-friendly textures and formulations. What’s more, everything in the line boasts serious longevity. The ‘Glam Palette’ remains a bestseller for its warm, soft tones, but we also recommend trying the ‘Love Cheek Duo’ for glossy, flushed cheeks. 


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Who’s Behind It: Founder, Holly Thaggard. Aiming to create a brand that was 100% dedicated to UV protection, Holly launched Supergoop with a range of impressive formulas brimming with skincare benefits – but they also double-up as make-up, too. The inspiration came after a young friend of hers was diagnosed with a melanoma – a form of cancer that affects nearly 3 million people worldwide per year. 

The Brand Breakdown: With a commitment to product transparency and education, Supergoop sells products that are easy to apply, hassle-free and sheer in texture. Our favourite thing about the brand is the innovation. Not only are there clever, mineral sunscreens, you’ll also find products that double-up as foundations, skin tints and primers. Look out for the mist sprays, too, which are brilliant for freshening up your make-up.


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Who’s Behind It: Founder, Amy Liu. Tower28 was founded by Amy, after she couldn’t find products that helped with her eczema and rashes. Struggling to track down products that concealed the issue, while still being kind to the skin, she decided to make her own. That’s where Tower28 was born – with formulas that were clean, inclusive, sustainable, fun, and effective, too. 

The Brand Breakdown: Small and concise, Tower28 doesn’t have heaps of options to scroll through. But what it lacks in volume of product, it makes up for in impressive ingredients and slick formulations. Everything in the line is clean, vegan and free from any known skin irritants, so sensitive skin types can use it with absolute confidence. The Lip Jellies are a staple in our make-up backs – think the comfort of a balm but the shine and pigment of a gloss – while the skin illuminators and bronzers deliver a vacation-like glow but with minimal fuss. Meanwhile, added skincare ingredients like mango butter means all the formulas are sheer, but can be built up depending which look you’re trying to achieve. 


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Who’s Behind It: Founder, Sharon Chuter. Uoma Beauty was born out of the desire to create products which were empowering and catered to everyone. As one of the most inclusive make-up brands on the market, it’s easy to see why it’s so popular . 

The Brand Breakdown: Frustrated by the lack of inclusion and diversity in the beauty industry, Uoma was decided to help correct the problem. With a full and colourful range of products, expect to find high-quality formulas, all with wearable textures and tones, that are guaranteed to please. Within the range you’ll find contouring essentials, pigment-packed lipsticks, silky foundations and glow-giving highlighters – all with an impressive shade range. There’s so much to love, but we recommend trying the Drama Bomb Mascara for instant volume and depth, as well as the Pure Colour Lip Glosses which have great staying power – regardless of any facial covering you’re wearing. 


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Who’s Behind It: Founder, Claire Moses. Verb was launched to make people’s lives and haircare routines simple. Everything in the line multi-tasks – even the dry shampoo is tinted to brighten coloured hair and counteract any brassiness, while also cleansing strands with nourishing ingredients. The line caters to every hair type too, – no matter how textured, thick or fine yours is, there’s something for everyone.  

The Brand Breakdown: A beauty editor favourite, as well as a Sephora bestseller, these no paraben, no sulphate formulas leave behind an impressive dose of nourishment thanks to a potent blend of essential oils. We love the Dry Texture Spray for that cool-girl style it lends hair. It’s lightweight, so it never weighs down fine strands, but still adds some soft, malleable grit for a thicker-looking appearance, too. What’s more, it doesn’t dry the hair out, either. Look out for the conditioning masks, too, which are best-suited to those with coloured or bleached hair. 


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