Huda Beauty
Founded by Huda Kattan, the brand focuses on creating products that fill gaps in the market, aiming to offer something distinctive that isn't already available. Huda Kattan has emphasized the importance of making beauty accessible and inclusive, challenging traditional beauty standards, and advocating for everyone to feel beautiful. This ethos is reflected in the brand's commitment to producing a wide range of shades and products that cater to all skin tones and types. The brand has also built a massive following on social media, which
has not only helped build a strong brand identity but has also driven significant media impact value, thanks largely to a mix of influencer collaborations and original content that resonates with a diverse audience.
Kosas
Founded by Sheena Yaitanes in 2015, this company is known for its dedication to clean, effective makeup that doubles as skincare, emphasizing comfort and health for the skin. Kosas focuses on using high-quality, skin-nourishing ingredients that are clean and safe, avoiding harmful chemicals, and prioritizing ingredients that actually benefit the skin. Kosas is recognized as a cruelty-free brand, meaning none of its
products are tested
on animals. They
also offer many
vegan options,
although not all
products are vegan
due to ingredients
like beeswax in
some formulations.
BeautyBlender
Founder Rea Ann Silva revolutionized makeup application with her company’s unique edgeless sponge design, which allows for an airbrushed, seamless finish without the lines that traditional sponges might leave. Their shape includes a pointed tip for precision and a rounded side for blending larger areas of the face. Their sponges are made from safe, latex-free foam, vegan, and cruelty-free materials, appealing to users who are conscious of the ethical aspects of the products they use. The sponges are designed to minimize product waste. When dampened, they become "full" so that makeup sits on the surface rather than being absorbed into the sponge, ensuring that more product ends up on your skin.
BEAUTY