The Know It Guy

Class Of 2019: The Beauty Brands Born On Social Media

Thanks to social media, we are residing inside the golden age of splendor shopping. In years long gone via, getting your hands on new and cult merchandise would possibly have intended pilgrimages to French pharmacies or an industry connection. However, you could now get favorites from all around the world shipped to your door and peek inner behind the curtain makeup kits without leaving your own home.

It’s a -manner street: our social media feeds are the proper springboard for brand spanking, new manufacturers, to emerge, as what we double faucet and store enables founders to create the form of merchandise that motive a frenzy – understanding is energy, after all.

It additionally presents us with a position in shaping developments and actions and, this 12 months, we are getting greater playful. According to Pinterest, a significant 2019 motion can be blending green skin with a pop of gloss or coloration, with searches round high-shine make-up and formidable lips up 89 according to the cent and 467 in step with cent respectively.


The brainchild of Linda Wells, former Allure editor-in-chief of a few 25 years, Flesh Beauty became continually going to be exciting. As the name indicates, the road makes a specialty of a radiant, dewy base, with a forty-coloration foundation range and a handful of highlighters, glosses, and blushes thrown in for proper measure.

Ounder Colette Haydon formulated merchandise for the likes of HealGel and Jo Malone earlier than launching her solo project, Lixir Skin. As Haydon is French and a pharmacist, the range is as sublime and efficient as you’ll assume. Think single-element skin care and targeted remedies all wrapped within the most covetable of packaging.

If you love the advanced textures and carefree vibe of Glossier however crave a bit more pigment, Glossier Play is for you. The first sub-logo under the Glossier umbrella, Glossier Play has high-shine liquid lipsticks, metal-hued eyeliners and one of the maximum gasp-inducing highlighters we’ve got visible in the long term. The ethos is that getting geared up is the excellent part of going out – and with merchandise this amusing, we’re inclined to agree.

This Japanese brand had one of the maximum cloak-and-dagger launches we have visible in a while. At New York Fashion Week, fashions had been snapped carrying envelopes marked “Confidential,” makeup artist Diane Kendal sported no-name, in no way-seen-earlier than eyeliners behind the curtain at three.1 Philip Lim, and advertisements papered the town in a single day. Eventually, a solution emerged, a type of Unframe The Beauty. The co-founders confer with restricting splendor beliefs as “frames” and say they are looking for to push those boundaries with their merchandise. One issue’s for positive: They’re most effective in getting started.

Jessica J. Underwood

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