Nowadays, it seems like every social media influencer on the planet has launched their own beauty brand. With so many flashy companies popping up on social media, it can be hard to tell which cosmetics deserve the hype and which aren’t worth your money. Here’s a list of seven influencer-owned brands to help you decide where to shop next time you’re in the market for new makeup. Each company is high quality, cruelty-free and represents a unique point of view in the beauty industry:
- EM Cosmetics
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EM Cosmetics is a chic, high-end brand founded by trailblazing YouTube makeup artist Michelle Phan. The company emphasizes combining makeup and skincare to create gentle products that enhance natural beauty. Some of Em Cosmetics must-try bestsellers include the precise Illustrative Eyeliner, lightweight Daydream Cushion Tinted SPF and Color Drops Serum Blush which adds dewy radiance to any look. As the entrepreneur behind several other makeup businesses, including the Ipsy subscription service, Michelle is a seasoned professional of the beauty industry who has perfected the formula for creating stunning yet nourishing products. If you are looking to try out any influencer-owned brand, EM Cosmetics is a great place to start.
- Likely Makeup
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Likely Makeup is run by Jordi from Itslikelymakeup, a Canadian YouTuber known for her artistic, edgy approach to cosmetics. The brand specializes in statement vegan lashes and highly pigmented blush palettes. The lashes are an affordable alternative to mink sets and the blushes can double as easily blendable eyeshadows. Jordi’s creativity is reflected in every aspect of the product range, from the unique shades of green and purple blush to the adorable, collectors packaging which she designs herself. If you’re into alternative aesthetics or looking to experiment with popular blush heavy TikTok trends, this brand should be your go-to.
- Huda Beauty
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Huda Beauty is run by the Iraqi-American blogger and beauty mogul, Huda Kattan. Huda gained fame through her successful Instagram account (which currently has over 48 million followers!) and used her social media clout to launch the brand in 2013. The cosmetics line is now one of the largest influencer-owned labels on the market, with Sephora even selling her products in stores. While Huda Beauty is a bit expensive, its signature Instagram baddie aesthetic aligns with the price point. All of their products, especially their popular #FauxFilter Luminous Matte Foundation, are high performing and ideal for achieving full-glam looks. If you are a makeup pro looking to treat yourself with an Instagrammable purchase, check this brand out.
- ONE/SIZE
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ONE/SIZE was created by iconic YouTuber Patrick Starrr to promote the message that makeup should be inclusive for people from all walks of life. The brand stands out from its competitors because of its emphasis on creating top-tier complexion products, opposed to flashy eyeshadows and lipsticks like most influencer brands. ONE/SIZE sells a fantastic Makeup Magnet Primer and a smooth, blurring setting powder which helps lock in foundation and creates a flawless base. Patrick even created the perfect tools for removing complexion products at the end of the day, including a spray-on makeup dissolving mist which has been met with rave reviews. If you are in need of new holy grail products for keeping your base on point, ONE/SIZE is the brand for you.
- VIEVE
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VIEVE is a rising company founded in 2020 by Scottish Youtuber Jamie Genevieve. The brand is defined by Jamie’s grunge-meets-opulence style and features a growing range of neutral toned lip and eye products for building sultry makeup looks. VIEVE’s most recent launches include innovative Eye Wands which are perfect for day to night smokey eyes and an array of rich Sunset Blushes which add a stunning flush to all skin tones. Not only are all of the formulas buttery smooth, the classic gold and black leather packaging makes each product feel incredibly luxe. If you feel like indulging in a wow-factor product to add some oomph to your looks, look no further than VIEVE.
- XO Beauty
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XO Beauty was created in 2012 by New Zealand’s leading beauty guru, Shannon Harris. Shannon’s brand boasts a wide range of products including her popular false eyelashes and the Native eyeshadow palette which raises money for wildlife conservation efforts. In addition to selling makeup, XO Beauty also has its own line of brush sets and beauty tools like hair wraps, makeup removers and sponges. XO Beauty is a great brand to turn to when stocking up on your makeup basics because you can find simple, easy-to-use cosmetics and tools all with sweet packaging. If you want to fall in love with some new staple products, play around with this brand’s latest launches.
- LH Cosmetics
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LH Cosmetics is the brainchild of a Swedish influencer named Linda Hallberg. This brand creates sleek, multi-use cosmetics which are perfect for creating editorial makeup looks. Some standout products include their Infinity Glass, a gel that you can use for your base, eyes or lips to create an avant-garde wet finish, and their bold Core Crayons for adding smudge-proof pops of color all over the face. LH Cosmetics is a particularly great brand to experiment with because you can buy just one product and use it all throughout your beauty routine. If you’re looking to recreate recent trends from the runways without having to spend a fortune, LH Cosmetics is the brand to try out.
Influencer-owned brands are revolutionizing the cosmetics industry, and these companies are leading the way. Each of these seven brands sets themselves apart from the sea of competitors thanks to their refined aesthetics and innovative product lines. Next time you’re shopping for makeup, keep these product recommendations in mind and support some social media entrepreneurs!