Klur reigns supreme with quiet confidence in an era of noise.

In an era where brands seem to live moment to moment with announcements and virality, Klur with their understated approach is a refreshing refrain from the noise. Founded by an LA-based holistic esthetician Lesley Thornton, Klur is an eco-inclusive sustainable skincare line that has quickly amassed a cult following. Their products are housed in minimalist amber bottles, giving a modern apothecary feel, and their formulas are the definition of well considered.

We’re especially fond of Gentle Matter, their botanical gel cleanser that feels like a total refresh for the skin. Supreme Seed is a more recently released skin pleaser, a creamy mask that is filled with sumptuous plant ingredients like cacao, calendula, green tea, and aloe vera. 

Soft Services makes body care fun and interesting.

If anyone can throw some excitement into the relatively sleepy body care category, it would be Annie Kreighbaum and Rebecca Zhou, both alums of Glossier (in fact, Annie was the face of Glossier’s Boy Brow). Soft Services put themselves on the map with an initial offering of buffing bars, and a carea cream, for bacne, chicken skin, and all those universal skin issues we don’t see talked about outside a dermatologist’s office.

But it’s not just market savvy that makes Soft Services successful. There’s truly innovative approaches to everyday products as well. Take, for instance, the hand cream. Soft Services released Theraplush, a hand cream housed in a dreamy IG-worthy ceramic-like case with refillable cream pods that ensured airtight delivery.  Why airtight? Because the formula contains actual retinol to renew the hands as it moisturizes. Form and function. It’s been sold out within days of each restock.

Jinsoon is the undisputed nail queen.

Jin Soon Choi has done it all in the nail world. From the highest echelones of the fashion world, to every celebrity cover to grace a magazine, she’s the definitive manicurist in the industry. So it should come as no surprise that her eponymous nail polish line, Jinsoon would similarly be groundbreaking. Hailed as non-toxic and clean, Jinsoon polishes are 21-free (!) and formulated with high-tech polymers for better results.

We’re fans of the shade Ube, a peaceful purple shade inspired by the ube purple yam popular in Asian cuisine. Gala is a versatile option with sparkly glitter in a more subdued maroon-type base that works perfect for celebratory events, yet understated enough for the office, and sophisticated enough for anywhere. 

Ami Cole is the moment.

Ami Colé is the industry darling, and everyone from industry investors to editors and beauty podcasters, raving about them. Founded by Diarrha N’Diaye-Mbaye, inspired by her heritage in Senegal, and started in Harlem, New York, Ami Colé is all about make-up for melanin-rich skin.

Their Skin Enhancing Tint, is the introductory product that put them on the map. It’s moisturizing, has a barely-there feel, and offers good your-skin-but-better tinted coverage that can be built up. It really nails all fronts perfectly. While their On Point Brow Pencil produces sharp, refined results with beautiful ingredients like hibiscus flower and banana, who knew good makeup could also utilize such wonderful ingredients? No wonder everyone is is fan.

Tower28 has hit after hit on their hands.

Tower28 launched into Sephora on day 1, and never looked back. Founded by former beauty exec, Amy Liu, Tower28 is known for releasing hit after hit that not only sell out, but also manage to achieve virality on social media. 

Perhaps their most viral product is their SOS (Save Our Skin) Daily Rescue Facial Spray, which is formulated with a key active called hypochlorous acid (HOCl), a naturally occurring compound found in white-blood cells that fights inflammation, and signals repair to heal the skin. We’d also suggest their Shine On Milky Lip Jelly, a deliciously glossy product that applies smooth, delivers lasting hydration and luster, and is just the textbook definition of lip gloss goals.

May Lindstrom proves women can succeed on their own terms.

Back in the heyday of green beauty, there was the conversation of whether these indie brands can ever make it big. And May Lindstrom did. May Lindstrom was carried at Barney’s, Violet Grey, and a host of platforms worldwide, until the eponymous founder, May Lindstrom decided to pull the plug on wholesale, and sell directly to her customers. In the era of DTC, this might not seem like an alien model, but in turning down the wholesale model, May proved that charting her own path to success was doable.

We insist on trying The Honey Mud, a delicious mousey cream creation of honey, clays, and plant oils from the self-proclaimed skin chef that can be used as a hydrating mask, or creamy cleanse. Of course, then there is The Blue Cocoon, a blue tansy infused, heavenly-scented balm that basically made skin balms an entire category. 

Eadem is the industry’s “it” girl.

Here’s what you need to know about Eadem: they launched in Sephora, received the Glossier grant for beauty startups, as well as the Sephora Accelerator, and to date, have raised over $3M in funding. Basically their resume has hit every impressive milestone a new brand can possibly hit. Founded by Alice Lin Glover and Marie Kouadio Amouzame, Eadem is focused on skincare for women of color, and we love that this Asian and Black founding team is nailing this so well especially considering Asian and Black customers are the fastest growing segment in the beauty space.

Their Milk Marvel Dark Spot Serum, combines proven clinicals like Vitamin C, niacinamide, and enzymes to fade hyperpigmentation and dark spots. It’s a luxurious milky serum that is both impactful, and pleasurable to use. While their Dew Dream, hydrating make-up removing cleansing balm is formulated with Tiger Grass, a K-Beauty favorite for glass skin, and allantoin and moringa that basically revive the skin. 

Superegg brings together innovative KBeauty with a modern, elevated approach unlike anything out there.

With the almighty egg as the muse, vegan skincare brand, Superegg seeks to replicate the nutrient-rich properties of the egg and adapt it for the skin. Founded by Erica Choi, a modern renaissance woman who is a licensed esthetician, digital influencer behind Egg Canvas, and former VP of design at Barney’s, it’s no wonder Superegg is one of the most unique and innovative out there today.

Calm Movements Eye Cheek Mask, is inspired by the sheet masks central to K Beauty rituals, but utilizes a non-drying, gel-type membrane inspired by an egg to thoroughly and effectively infuse the skin with nutrients including an egg white complex of 19 plant-based ingredients. It is truly unlike any mask we’ve tried, and instantly revives the skin. Tonal Scenery Reparative Serum, is the powerhouse of this innovative line, which is why we think it’s not to be missed. You’ll find probiotics, tripeptides, glycoproteins, plant stem cells, and desert plant oils which all work to repair, and restore the skin in a hydrating, quick absorbing formula. Every new release from Superegg is another revelation in innovation!