Breadcrumbs ![9 Niche Beauty Brands That Deserve More Attention](https://media.sheerluxe.com/3rwvK4jvW_zaxi8ATmkvneI6nys=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-site-assets-231026-social-embed-niche-beauty-brands-to-know-hero-thumb.jpg) Image: REOME [Beauty](/beauty) / 23 October 2026 # 9 Niche Beauty Brands That Deserve More Attention The Liberty beauty hall has built its reputation on stocking some of the most innovative, up-and-coming brands – and few know their way around it better than Billie Bhatia. Here, she shares her favourite finds, from British-born skincare to French-girl make-up… [ Save To My Favourites ](/user/login?destination=/markdownify/node/54588) Image: REOME All products on this page have been selected by our editorial team, however we may make commission on some products. [ ![](https://media.sheerluxe.com/9v30kwlc8DWIqIrVQC5PReZto68=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-darling_0.jpg) ](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fd%2Fdarling%2F) ## 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](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fmist-me-spf50-150ml-000850370.html%23pos%3D8) is a beach-bag must-have, as is the [hair SPF](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fmilky-hair-screen-150ml-000850374.html%23pos%3D4). *Available at* [LIBERTYLONDON.COM](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fd%2Fdarling%2F) ## 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](https://selfridges.prf.hn/click/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fproduct%2Fdavines-oi-all-in-one-milk-treatment-135ml_R03656340%2F) to the [curl range](https://selfridges.prf.hn/click/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fproduct%2Fdavines-love-curl-conditioner-250ml_R04678092%2F), everything is designed to give you your healthiest hair yet. *Available at* [SELFRIDGES.COM](https://selfridges.prf.hn/click/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fcat%2Fdavines%2F) [ ![](https://media.sheerluxe.com/_8myyHUHHk_N22x59CYR8PJVpuE=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-davines_0.jpg) ](https://selfridges.prf.hn/click/camref:1100loTp9/destination:https%3A%2F%2Fwww.selfridges.com%2FGB%2Fen%2Fcat%2Fdavines%2F) [ ![](https://media.sheerluxe.com/IwtJzbXQqkQjLZ7qqmvotcZI-5w=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-parfums_0.jpg) ](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fr%2Fr%25C3%25A9servation-parfums%2F) ## 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](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fr%2Fr%25C3%25A9servation-parfums%2F) ## 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](https://odeona.com/products/experience-dawn-earth)’, for example, focuses ‘grounding’ notes, like moss and labdanum. *Available at* [LIBERTYLONDON.COM](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fo%2Fode-ona%2F) [ ![](https://media.sheerluxe.com/f-lM2IhZPmQlCDJAj8fWROzzMmo=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-ode-ona_0.jpg) ](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fo%2Fode-ona%2F) [ ![](https://media.sheerluxe.com/UZN5QyX26OSVlzKXIzuEwg5ZSgc=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-vyrao.jpg) ](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbrands%2Fv%2Fvyrao) ## 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](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbrands%2Fv%2Fvyrao) ## 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](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Flip-nectar-3.5g-000859350.html%23pos%3D5) to pigmented, blurring [blushes](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fplume-blush-5.1g-000875013.html%23pos%3D3), the colours are playful but wearable and everything is safe for sensitive skin. *Available at* [LIBERTYLONDON.COM](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fv%2Fviolette_fr%2F) [ ![](https://media.sheerluxe.com/MZzSSCEtm0EiAOtV8Gg0sFLtbdI=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-violette-fr.jpg) ](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fv%2Fviolette_fr%2F) [ ![](https://media.sheerluxe.com/53uEn9_-vagY1hFubv_R3DIzzTI=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-raeso.jpg) ](https://raesoskin.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](https://raesoskin.com/) ## SKINCYCLES They’re something for everyone here but the hero product is the [tinted SPF](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fdna-defence-spf50-50ml-000882622.html%23pos%3D1), 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](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fs%2Fskincycles%2F) [ ![](https://media.sheerluxe.com/J_sqaUkFN0J1YGxJfMGS8IscPsc=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-skincycles.jpg) ](https://liberty.prf.hn/click/camref:1110lurq/destination:https%3A%2F%2Fwww.libertylondon.com%2Fuk%2Fbrands%2Fs%2Fskincycles%2F) [ ![](https://media.sheerluxe.com/nqRbs3S5yvjKMORmGNe8Ij_7C_A=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-231026-niche-beauty-brands-reome.jpg) ](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbrands%2Fr%2Freome) ## 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](https://www.awin1.com/cread.php?awinmid=59805&awinaffid=69421&ued=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbrands%2Fr%2Freome) > [View this post on Instagram](https://www.instagram.com/p/Dew-K3QDF6A/?utm_source=ig_embed&utm_campaign=loading)[A post shared by SheerLuxe (@sheerluxe)](https://www.instagram.com/p/Dew-K3QDF6A/?utm_source=ig_embed&utm_campaign=loading) *Follow* [@BILLIE\_BHATIA](https://www.instagram.com/billie_bhatia/?hl=en) [ Sign in to comment with your SheerLuxe profile ](/user/login?destination=)Or continue to comment as a Guest below [View the discussion thread.](http://sheerluxe-dev.disqus.com/) *more from* Beauty [View All Beauty](/beauty) ![The Brands, Treatments & Experts A Beauty Founder Really Rates ](https://media.sheerluxe.com/GlOL7ab7QbyC7PRzcY6dvcZmx_I=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-site-assets-021026-a-beauty-insiders-go-to-brands-treatments-more-hero-thumb.jpg) [Beauty](/beauty) / 02 October 2026 [## The Brands, Treatments & Experts A Beauty Founder Really Rates ](/beauty/the-brands-treatments-experts-a-beauty-founder-really-rates) ![All The New Drops, Events & Cool Things Happening In Beauty](https://media.sheerluxe.com/zOYLU2YQT449f9OWMrU9IlgL_QU=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F10%2Fsl-site-assets-011026-beauty-radar-hero-thumb.jpg) [Beauty](/beauty) / 01 October 2026 [## All The New Drops, Events & Cool Things Happening In Beauty ](/beauty/all-the-new-drops-events-cool-things-happening-in-beauty) ![Is AI the Future of Beauty?](https://media.sheerluxe.com/ru2VbhiXxMcgkcvDEJdvlSI1Fic=/200x267/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F09%2Fsl-site-assets-300926-is-ai-the-future-of-beauty-thumb.jpg) [The Business Edition](/the-business-edition)/ 30 September 2026 [## Is AI the Future of Beauty? 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