5 Cool Beauty Brands To Have On Your Radar

The beauty industry can seem dominated by a few major players, but we love to give smaller brands some airtime too. From botanical blends to new female-owned businesses, here are five names making waves right now.
By Sapna Rao

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


The Concept: The name is inspired by the colour beige, which Beigic says is synonymous with their founding concept of minimalism. The aim is to deliver a wholly sensual experience, reminiscent of life’s simple pleasures, with each product communicating a message of ‘taking time for yourself’. The intention is that adding these products to your skin care routine should encourage a ritual feeling of self care and calm. 

The Bestsellers: For a facial oil with a lightweight feel, try the Regenerating Oil, infused with a fast-absorbing blend of green coffee bean, rosehip and argan oil. For day-to-day priming skincare, the Treatment Lotion is an illuminating option for freshening up dull complexions and balancing PH to optimise skin hydration. For even deeper nourishment, try the Softening Infused Mask for its caramel-like formula that nourishes deeply, using that signature green coffee bean oil.

Visit @Beigic_Official

Pley Beauty

The Concept: Seeing a gap in the market for a clean range that’s ‘high impact’ and ‘fun to use’, American actress and model Peyton List created Pley to inspire experimentation with bold looks as a form of expression. Think empowerment while still being kind to your skin, and the planet. 

The Bestsellers: For a dose of high-pigment colour, Pley Date is an all-over eyeshadow crayon with eight creamy and metallic shades to choose from. We love Sunshine State for its mellow pink tone that works well day or night. Add some depth with one of Pley’s eyeshadow palettes, equipped with nine gorgeous shades. Our favourite has to be Modern Muse for its perfect mix of mattes, shimmers and wearable neutrals. To add glow, the One Stop Pop powder blush is a treat to use with its apricot oil, sweet almond oil, shea butter and vitamin E infused formulation. Finish by adding some glow to the tops of your cheeks with Cobra Kai Sweep The Cheek, made with antioxidant-rich vitamins C and E.

Visit @PleyBeauty


The Concept: Laneige is known for its Tik Tok-sensation Lip Mask, but its full range of products now deserves some attention. In recently refreshed packaging, the Korean brand offers innovative water-based formulas. Drawing on Korean beauty principles of how to maintain healthy and youthful skin, products aim to flood skin with hydrating, skin-reviving ingredients. 

The Bestsellers: The aforementioned viral Lip Mask gently regenerates dry lips while you sleep with its jelly like balm. Good for day and night, Water Bank Blue Hyaluronic Cream is said to lock in moisture for up to 100 hours. Pair it with the serum that harnesses the power of algae to go beneath the surface and ensure a deeper glow. Or there’s the Glowy Makeup Serum for softening and smoothing skin texture, whilst strengthening the moisture barrier and providing a reflecting glow, thanks to some 100% natural pink diamond powder.

Visit Laneige.com

Plant Apothecary

The Concept: As its name suggests, this one’s about channelling the power of plants (think natural ingredients) and apothecaries – who are renowned for their deep understanding of mixing and matching to create the best formulas.

The Bestsellers: For balance, restoration and to revive your body, Be Well is a moisturising bodywash that goes the extra mile. With essential oils infused for their aromatherapeutic abilities, the wash is intended to hydrate skin and improve your mood in one go. The Day Maker is a light everyday morning moisturiser formulated with a botanical blend that promotes skin firmness and glow. Pair with the Virgin Skin brightening serum, which brims with a potent level of vitamin C to renew radiance. 

Visit @Plant.Apothecary

Just B.

The Concept: Created by experienced MUA and Engineering Lead Bina Khan and Madiha Chan, Just B. is formulated with South Asian skin tones in mind, but aims to provide flattering shades for everyone. Its two-ended products allow users to tweak shade and texture to suit individual needs. 

The Bestsellers: Its Lip Spectrum kits are two products in one. On one side, the pigment glaze offers a creamy and easy-to-wear formula – great for a natural and soft finish in daytime. On the other side, there’s a darker shade called the pigment fluid. This can be used to deepen the colour for the evening or to create a matte finish.

Visit JustBCosmetics.uk

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