The Niche Beauty Brands To Have On Your Radar

The Niche Beauty Brands To Have On Your Radar

While the beauty industry tends to be dominated by the major players, there are myriad niche brands well deserving of airtime, too. From the latest organic and eco-friendly formulas to the make-up artist-owned line matching impressive results with an affordable price tag, here are the ones worth knowing about…

All products on this page have been selected by our editorial team, however we may make commission on some products.

Then I Met You

Who’s Behind It: Esthetician and beauty entrepreneur Charlotte Cho has based her brand on the Korean concept of ‘jeong’, with each product harnessing natural, premium ingredients to give skin a comforting, nurturing and calming feel, with plenty of hydration, too. Everything in the line-up serves a real purpose, almost acting like a step-by-step, so you never have endless questions as to which product should come where.
The Brand Breakdown: The line-up is currently composed of six key players – including a cleansing balm, an essence and a gel cream. All are formulated with antioxidants and fatty acids to not only plump and boost elasticity, but also feed skin with moisture and hydration – ideal for the summer months. The Living Cleansing Balm is a personal favourite – a sorbet-soft balm, it’s full of nourishing plant oils which quickly sweep away all traces of make-up and dirt, leaving the skin with a veil of hydration that lasts. Look out for the Calming Tide Gel Cream, too. Light-as-air, it floods your skin with water-like moisture, while peptides strengthen and keep your complexion in supple condition. Extra points for the added niacinamide which works well to minimise redness.




Who’s Behind It: Tower28 was founded by Amy Liu after she couldn’t find products to help 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. Hence, Tower28 was born – with formulas that are clean, inclusive, sustainable, fun, and effective, too.
The Brand Breakdown:
Small and concise, Tower28 doesn’t have lots of options to scroll through. But what it lacks in quantity, it makes up for in quality – specifically, impressive ingredients and slick formulations. Everything in the line is clean, vegan and free from any known skin irritants, so sensitive types can use it with confidence. The Lip Jellies are a staple in our make-up bags – 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 with minimal fuss. Meanwhile, added ingredients like mango butter keeps the formulas sheer, though everything can be built up depending on the look you’re trying to achieve.


Who’s Behind It: Make-up master Violette has launched her own covetable line and it doesn’t disappoint. After years of working for big company names – including Dior and Estée Lauder – she’s finally dropped her own brand, which is named after her popular Instagram account. Expect an artsy approach, with colours that are still wearable and never too over-the-top. 

The Brand Breakdown: The definition of ‘French girl-cool’, this fun line incorporates a little bit of everything. From easy-to-wear lipsticks to glossy, dewy highlighters and a ‘Boum-Boum Milk’ that’s been dubbed an ‘on-the-go’ moisturiser, the options are endless. There’s fragrance in the mix, too – Avec Amour is oil-based and comes in a compact, so it’s great for chucking into even the smallest of bags. Expect the highest quality formulas, too, with serious attention to detail. It’s worth flagging the range is currently only available in France, but the good news is the brand ships to few places – luckily, the UK is one of them. 



Youth To The People 

Who’s Behind It: Co-founders Greg Gonzalez & Joe Cloyes (who also happen to be cousins) set up the brand together. Aiming to continue their family’s legacy of innovation by developing plant-based, high-quality formulas which are kind to the environment as well with recyclable, everything comes in biodegradable packaging. 

The Brand Breakdown: More than just slick packaging, Youth To The People is a range brimming with superfoods and antioxidants for fresher, more radiant-looking skin. With a big cult following in the US, we’re thrilled to finally be able to get our hands on it here. Their products are often dubbed a ‘giant green juice for your skin’ and by focusing on natural ingredients, they leave your complexion feeling fresh and comfortable, and never stripped or tight. Unlike similar ‘natural’ products, they never irritate either, and are very gentle and easy to use. Our go-to is the Superfood Cleanser which now has more than 1,200 five-star reviews. Loved for its ability to remove make-up in a flash, it also delivers a hefty dose of nourishment, too.


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