There are many approaches one could take to discerning the best beauty brands. You could reach for the classics passed down from your parents, or the items you picked up from your local drugstore in adolescence. You could also rely on the recommendations of social media darlings advocating for some new, viral label supposed to be the next best thing.
But if brands are on this sort of spectrum, we prefer to look somewhere in the middle. Not yet heritage companies like the L’Oréals and Estee Lauders of the world, but neither names relegated one-time virality, the beauty brands we’re most excited about are a new class of industry mainstays, positioned to be legacies in-the-making.
While these contemporary beauty brands differ in their price points, cosmetic styles, and general philosophies, what they share is a dedication to innovation and quality—and their lineup of products has not just captured the attention of beauty’s most respected tastemakers, it’s stacked with items that have us hooked. Below, we’ve highlighted 13 of these beauty brands to know in 2025—consider adding them into your regimen.
Dyson
It’s hard to create true innovation in the hair tools sphere, but Dyson certainly makes it look easy. We’re confident in saying that the Supersonic and Airwrap set the a new standard in hot tools via its advanced air flow technology that manages to dry and style tresses without high heat (and therefore, less damage).
Westman Atelier
To industry insiders, famed makeup artist Gucci Westman is known for her work with celebrity clients like Jennifer Aniston and Gwyneth Paltrow; but these days, consumers know her as the household name behind Westman Atelier. Founded in 2018, the brand has delivered a host of clean makeup and skincare essentials perfect for a glowing, minimalist makeup look. Its Vital Skin Complexion Drops and Suprême C vitamin C serum are two standouts of the line.
Rhode
Though it only launched in 2022, Hailey Bieber’s Rhode cosmetics brand has quickly made a name for itself as one of the industry’s most-loved labels. Bieber started with a three-piece collection of skin-care essentials—true to her “one of everything good” philosophy, and has since expanded her range to develop innovative milky toners, covetable lip balms and tints, and even an Instagrammable phone case to hold the latter. Most recently, her lip shape liners have the Internet buzzing.
Currentbody
A leader in red light therapy, Currentbody is helping bring the technology once relegated to clinics and dermatologist offices to the homes of consumers worldwide. “We knew LED was a trusted and effective technology used for many years in clinics, but all the devices at that point were handheld, meaning a long treatment time and the likelihood that the customer wouldn’t use the device as often as they should,” Laurence Newman, founder and CEO of Currentbody previously told Vogue. So, the brand created the hands-free red light therapy mask and a host of other options for the neck, décolletage, and even a hair growth helmet one contributor said improved her hair health and limited shedding.
Merit
When Katherine Power started Merit in 2021, she set out to create a streamlined collection of beauty essentials—starting with seven products all vegan, cruelty-free, and formulated in partnership with celebrity esthetician Biba de Sousa. Of the inaugural lineup, its Minimalist Complexion stick remains one of the best foundation-concealer duos out there, while new launches in the skincare category reimagine what makeup priming can be.
Jones Road
These days, Bobbi Brown is bringing her no makeup-makeup philosophy to the masses via her cosmetics line Jones Road. “I just want to make good products that people want to use, that make them look better,”Brown previously told Vogue. On the makeup front, the lineup features a radiance-boosting Miracle Balm that she describes as a “brilliant mistake” and a foundation that wears more like a face moisturizer, making it excellent for women over 50. No matter what you choose, you’re sure to feel better in your own skin.
Pat McGrath Labs
Dame Pat McGrath’s influence knows no bounds, even decades into her career. While only Hollywood and runway’s hottest faces could experience her expertise throughout the ’90s and early aughts, with the launch of her beauty brand in 2015, all of us can take a page from her book. From highly-pigmented ethereal eyeshadow palettes to vibrant blush sticks and even a beyond-viral face mask she debuted on John Galliano’s Margiela Artisanal runway, all of McGrath’s products are unlike anything else you’ll find on the market.
Ilia
Setting the standard for clean beauty since its 2011 launch, Ilia is all about transparency in formulation and enhancing the look and feel of skin from within. To suit, founder Sasha Plavsic has curated an array of sensitive-skin friendly, nourishing cosmetics sure to impress any beauty minimalist. Its Super Serum SPF-infused skin tint was one of its first products to capture Vogue editors’ attention, but even its later additions—like its Lip Sketch crayon and Base Face Milk have quickly become favorites.
Charlotte Tilbury
When it comes to a full, Hollywood glam, few brands do it quite like Charlotte Tilbury. Central tenants of her look include a glowing complexion, head-turning eyes, and a bombshell lip. To achieve this, the acclaimed makeup artist has curated a lineup of beloved lip liners, lipsticks blushes, and eyeshadows to name a few—the most notable of which is the Pillow Talk collection of various nudes and pinks for every skin tone.
Danessa Myricks
If there’s any brand championing makeup for everyone, it’s Danessa Myricks. Her collection of complexion products are made with community in mind—any skin tone, type, or texture should be able to find something, whether they’re discovering the collection on TikTok or stumbling across its tubes and pans in the aisles of Sephora. Its Yummy Skin range is an editor favorite—the Blurring Balm Powder and Serum Skin Tint, specifically make skin appear smoother and more even. The brand also excels in the color category—its blushes and eyeshadows are highly-pigmented for an effortless burst of color.
Augustinus Bader
Augustinus Bader has become something of a household name for luxury, restorative skincare. Biomedical scientist and doctor Augustinus Bader’s eponymous brand is rooted in epigenetics—the idea that one’s lifestyle and environment can influence your genes. His research into this led to the creation of its TFC8 (Trigger Factor Complex)—a patented blend of amino acids, peptides, and vitamins that rejuvenates skin from within. The first of its kind complex is at the heart of each of the brand’s solutions—most notably its bestselling face moisturizers: The Cream and The Rich Cream.
Nécessaire
Nécessaire has become practically synonymous with great body care. Anyone interested in treating the skin from the neck down has likely tested at least one of its salves. Its body wash and lotions are often the gateway point into co-founders Randi Christiansen and Nick Axelrod’s personal care worlds—and once hooked, you’re likely to move onto its incredible natural deodorant or body retinol to achieve smoother, softer, more radiant skin.
Supergoop!
Supergoop! is one of the brands leading the Americans-wear-sunscreen agenda. While many of the most beloved SPFs come from across the pond (think: French pharmacy finds or Korean sunscreens), Supergoop! has delivered a host of innovative UV-shielding formulations that people actually want to wear everyday. Its Unseen Sunscreen made waves when it launched in 2015 because it applies completely transparently; while its 2024 debut of Protec(tint) became one of the most impressive tinted sunscreens I’ve ever tried.
Pattern
Tracee Ellis Ross’s Pattern Beauty is changing the textured hair-care conversation one launch at a time. Each product is created with curls and coils at the forefront—ensuring that those with textured hair types have an array of luxe, efficacious solutions that not only improves how hair looks, but how it feels. In its lineup, you’ll find many a conditioner and styler formula to add to your regimen, but Ross led the brand into the hot tool category in 2023 with the launch of its blow dryer—followed by an interchangeable curling iron and first-of-its-kind hair steamer.
