24 New and Trending Brands to Discover With IPSY

Explore Our Favorite Beauty Brands

1. GLOW RECIPE 

There’s a reason why every GLOW RECIPE product seems to go viral, and it’s not just the cute packaging—though that certainly levels up our shelfies. From the brand’s cult-favorite lip mask to its (often sold-out) moisturizers, each formula is packed with superfoods that nourish skin inside and out. Juicy ingredients like watermelon, banana, and blueberry really are the perfect recipe for glowing skin.

For a major hydration boost, we love using GLOW RECIPE Plum Plump Hyaluronic Gloss Balm. Packed with protective kakadu plum, water-locking hyaluronic acid, and reparative raspberry extract, this formula helps dry and chapped lips bounce back, leaving you with a smooth glossy finish (and no sticky feeling). Its bouncy texture is fun to apply, and we’re obsessed with how plump our pout looks after. 

Meanwhile, GLOW RECIPE Cloudberry Bright Essence Toner is a great option for glowing skin. This concentrated essence is infused with cloudberry (a superfruit rich in vitamin C) and CoQ10 (a powerhouse antioxidant) to help even skin tone and eliminate dullness. “I honestly can’t imagine going a day without this,” writes Ipster Madison M. “The formula feels so lightweight and refreshing, but still gives my skin that deep, lasting hydration I’ve been missing. My complexion looks brighter, more balanced, and my skin just feels healthier overall.”

2. OLIVIAUMMA

Your search for glass skin ends here. OLIVIAUMMA is a Korean beauty brand that delivers skincare for all generations and every skin type. Dedicated to clean ingredients and science-backed research, this fully vegan brand is not only good for your skin, but the environment too. 

Inspired by the glassy sweetness of Korea’s tanghulu snack, OLIVIAUMMA Glass Skin Tanghulu Pudding Calming Cream is a moisturizer you’ll definitely want to indulge in. Fig extract, centella asiatica, and aloe vera work together to deliver serious hydration and soothe stressed skin. “This cream is perfect for my extra-sensitive skin, and helps dissipate any redness,” writes Ipster Summer G. “I’m now on my second jar!” The pudding-like texture of this face cream also makes it ideal for quenching dry skin. 

For a truly transparent look, you’ll want to go with OLIVIAUMMA Glass Skin Tanghulu Shine Muscat Cleanser. This fan favorite is made with powerful ingredients like heartleaf, shine muscat, green apple, papaya, and green plum to gently remove sebum and impurities. (Yes, including makeup.) It’s loaded with antioxidants to calm skin and reduce inflammation, making it great for even the most sensitive of skin. 

3. BENEFIT COSMETICS

It doesn’t get more classic than BENEFIT COSMETICS. Founded in 1976, the brand flipped the beauty industry on its head with its playful approach to makeup—and its original formulas. You’ve probably already used one of the brand’s iconic brow pencils and gels, or one of its cheekily named POREfessional products. Just in case you haven’t though, we rounded up our favorites. 

Inspired by hair rollers, the BENEFIT COSMETICS Roller Lash Curling & Lifting Mascara curls and lifts your lashes for a wide-eyed look. A unique Hook ‘n’ Roll™ brush makes sure every lash is coated, while provitamin B5 conditions your lashes to keep them lush and wink-ready. “This is easily one of my all-time favorite mascaras,” writes Ipster Kerry K. “It’s not at all clumpy and the brush is arched for that curl effect—you could even skip curling your lashes.”

Of course, the best makeup looks start with good skin prep. The BENEFIT COSMETICS POREfessional Smooth Sip Moisturizer primes your skin with niacinamide, visibly smoothing texture and minimizing the look of pores. Over time, ingredients like celery seed and flax seed extracts even refine skin texture long-term. Plus, an infusion of aloe leaf juice and squalane locks in moisture and helps soothe sensitive complexions. This water-based and non-comedogenic formula is great for all types of skin. 

4. ALO YOGA SKINCARE

Like its name implies, ALO YOGA SKINCARE pairs well with savasana. This clean wellness brand focuses on creating products that are free from harmful ingredients (without sacrificing that high-performance and luxurious feel). Inspired by the practice of Ayurveda—an alternative medicine system with deep roots in Indian culture—this brand’s hero ingredient is amla, an antioxidant-rich superberry. 

The ALO YOGA SKINCARE Magnesium Reset Spray soothes both mind and body with vitamin C, amla, arnica, valerian, and calming aromatherapy oils. It hydrates skin, helps to relax muscles, and eases your mind—giving self-care a whole new meaning. One spritz, and you’re blissed out from head-to-toe. 

Keep the good vibes going with ALO YOGA SKINCARE Enzyme Facial Cleanser. A powerful blend of amla and pineapple (which is full of exfoliating enzymes) helps to brighten and heal your skin, leaving you with a glow that says “I just woke up like this.” A touch of aloe soothes your complexion too, so you won’t have to worry about skin feeling stripped or dry. 

5. SULWHASOO

Centuries of Korean rituals meet modern technology with SULWHASOO. Rooted in holistic beauty, this brand goes beyond surface-level concerns, using advanced research to help renew skin and slow down signs of aging. No matter what age you are or what type of skin you have, this brand has a little skincare-something for everybody. 

One of our favorite picks is the SULWHASOO Concentrated Ginseng Renewing Serum. This formula can fight against visible signs of aging in as little as seven days, using patented ingredients like Ginsenomics™ and Ginseng Retinol™ to boost firmness and reduce wrinkles. We love how this serum melts into our complexions, and how bouncy our skin feels after. 

If you’ve ever wanted to hit “pause” on aging skin, consider the SULWHASOO Concentrated Ginseng Renewing Cream. Powered by a ginseng peptide complex and SULWHASOO’s Bioconversion Technology™, this moisturizer helps to soften fine lines and wrinkles while firming skin. The only downside? An influx of compliments. 

6. CIELE 

CIELE believes its products shouldn’t just perform—they should protect. Its skin-driven formulas are made with broad-spectrum SPF and non-pore-clogging, clean ingredients. After all, beauty isn’t just about looking good, but feeling good too. 

The brand’s CIELE signature sponge is super soft and bouncy, with minimal absorption for less wasted product. It blends liquid, cream, and even powder products like a dream. Plus, this sponge comes with a travel case for easy (and clean) makeup application on the go. 

7. THE NUE CO

THE NUE CO offers science-backed solutions for both skin and senses. Guided by a holistic philosophy, the brand’s products include functional fragrances, topicals, and ingestibles—each designed to ease stress, improve sleep, and restore gut balance. It’s a wellness brand for your whole body. 

Reset your skin with THE NUE CO Skin Filter Phyto Retinol Serum. Bakuchiol and rambutan help this formula smooth and refine skin, leaving you with a complexion that’s more radiant (and less red). AHAs brighten and even out skin tone, while hyaluronic acid keeps your skin plump and moisturized. “This stuff works, and my skin looks amazing,” writes Ipster Jennifer K. “The glow is real!”

If your skin feels practically immune to moisture, THE NUE CO Barrier Culture Body Cream will give it a hydrating boost. This barrier-repairing body cream drenches skin in pre-, pro-, and post-biotics, nourishing dry and itchy skin while also supporting your skin’s microbiome. Talk about a balanced skincare routine. 

8. KULFI BEAUTY

KULFI BEAUTY is all about celebrating what makes you unique (hence why we love it so much). Drawing inspiration from South Asian cultural practices and art, this clean beauty brand serves up everything from colorful kajal eyeliners to glossy lip oils. 

We’re particularly big fans of the KULFI BEAUTY Main Match Concealer. Its self-setting formula makes application foolproof (and crease-proof) while offering a radiant finish. Dark circles, hyperpigmentation, redness, and blemishes don’t stand a chance against this concealer—trust us, we put it to the test ourselves. 

We thought the perfect lip stain didn’t exist, but then we found the KULFI BEAUTY Lassi Lips Staining Long-Lasting Moisturizing Lip Oil. Mango seed oil, coconut oil, and antioxidant-packed vitamin E make this formula super moisturizing, meaning your stain won’t feather, flake, or transfer. “This lip oil leaves my lips feeling soft and moisturized, not dried and chapped as some stains leave me,” writes Ipster Alfie E. “The color is subtle and brightens up my face beautifully.”

9. RARE BEAUTY 

Famously founded by Selena Gomez, RARE BEAUTY is putting the confidence back in cosmetics. Whether it’s a curling mascara or a super-pigmented liquid blush, the brand’s products focus on enhancing your natural features and promoting what makes you unique. 

When it comes to concealer, the RARE BEAUTY Positive Light Under Eye Brightener is one of our top-rated products. Not only is the formula lightweight and ultra fluid, but it’s infused with a soothing blend of lotus, white peony, gardenia, white water lily, and vitamin E to help keep under eyes hydrated and radiant. “This blends out so smooth and doesn’t crease or accentuate my fine lines,” writes Ipster Justine L. “I love the metal applicator, which has a cooling and depuffing effect.” You’ll feel instantly refreshed. 

The versatile RARE BEAUTY All of the Above Weightless Eyeshadow Stick is great for, well, anywhere. Line your lids with the precision tip, blend out for an all-over wash of color, or highlight your inner corners and beyond. This creamy gel formula has no limits, and the coppery shade “Growth” is great for fall. 

10. FENTY BEAUTY

Rihanna created FENTY BEAUTY after partnering with the best of the best in the beauty industry—and still noticing a lack of products that performed across all skin tones and types. Since its debut in 2017, her brand has sought to fill that gap, starting with its launch of 40 foundation shades. The move gave makeup lovers more options to match their skin, and inspired other companies to expand their offerings. 

Another one of the brand’s instant classics is the FENTY BEAUTY Fenty Cheeks Suede Powder Blush. “This blush is very pigmented and practically blends itself,” writes Ipster Yisel V. “It has a creamy velvet texture that transforms into a powder once you apply it.” A little goes a long way, and you might just need a single swipe to give you a beautiful flush. 

For a quick pick-me-up, go with the FENTY BEAUTY Flash Nap Instant Revival Priming Eye Gel-Cream + Eye Massage Tool. It’ll help you fake those eight hours of sleep by instantly reducing puffiness and dark circles. Pro tip: Keep the mini eye massage tool in your freezer or fridge to maximize its cooling feel. 

The FENTY BEAUTY Slip Shine Sheer Shiny Lipstick isn’t your average lipstick. It glides smoothly, giving you a wash of buildable color and lightweight hydration. You’ll get a just-right glossy finish. “This glides beautifully. It feels like something between a chapstick and a lipstick,” writes Ipster Kiara T. “I love how it feels on my lips, it makes me want to purchase every color!”

11. E.L.F. COSMETICS

E.L.F. COSMETICS makes some of the best, most affordable makeup out there—so you can be extra without paying extra. All of the brand’s formulas are 100% vegan and cruelty-free, and are made without all the bad stuff, like phthalates, parabens, and sulfates. 

There’s a reason this E.L.F. COSMETICS Power Grip Dewy Setting Spray keeps going viral. Not only does it give your makeup looks some serious staying power, but it’s packed with hydrating aloe, hyaluronic acid, squalane, and green tea seed oil to keep your skin looking plump and dewy. There’s nothing quite as satisfying as spraying on this superfine mist. 

Meanwhile, the E.L.F. COSMETICS Halo Glow Skin Tint SPF 50 is your everyday essential. Its featherlight formula melts into skin and is easily buildable, and a healthy dose of mineral SPF 50 keeps your skin protected without the white cast. “This has been a life-changer for me,” writes Ipster Amy L. “It looks very natural and is great for hydration.”

12. MEMOIRE ARCHIVES

MEMOIRE ARCHIVES knows that scent is our strongest tie to memory. Maybe a whiff of roses reminds you of your grandmother’s garden, or the smell of sea salt brings you back to childhood beach days. For this brand, scent is a vehicle to old memories and future memories alike. 

The MEMOIRE ARCHIVES Airplane Mode Eau de Parfum is your first-class ticket to relaxation. Warm saffron and refreshing coconut water start off this scent, followed by a sweet, floral heart of orange blossom and ripe plum. Grounding cedarwood finishes off the fragrance for a blissful vibe—almost like you’ve got your head in the clouds. 

13. FIRST AID BEAUTY

FIRST AID BEAUTY is on a rescue mission to solve all your skin challenges. With a focus on clean, dermatologist-tested ingredients, the skincare label works well for all skin types—even the most sensitive—giving you clinically proven results without irritation. There’s a reason why its products are backed by a roster of obsessed beauty editors, skin-fluencers, and dermatologists. 

The FIRST AID BEAUTY Pure Skin Face Cleanser is one of our holy grails. Creamy and fragrance-free, this formula gently removes makeup, dirt, and impurities without upsetting sensitive skin. Soothing aloe, calming allantoin, and hydrating glycerin keep your skin soft and happy. “This is super gentle but takes my makeup off,” writes Ipster Natalia F. “The lather is luscious and nourishes my skin.”

For an extra-smooth feel, try the FIRST AID BEAUTY KP Bump Eraser Body Scrub 10% AHA Fresh Strawberry. This scrub combines both chemical and physical exfoliants (including glycolic acid, lactic acid, and pumice beads) to help minimize the rough and red skin associated with keratosis pilaris (aka KP). The formula gently loosens up the top layers of your skin and decongests pores, so you can say bye-bye to bumps. According to Ipster Sophia P., this scrub also helps to minimize razor bumps. 

14. DRUNK ELEPHANT

You’ve probably heard of DRUNK ELEPHANT before, especially if you’re into clean beauty. With a “less is more” approach, the brand focuses on potent, biocompatible formulas that restore balance and strengthen the skin barrier. It doesn’t hurt that the packaging is cute either. 

The DRUNK ELEPHANT D-Bronzi™ Anti-Pollution Sunshine Drops work double-duty to give you a glowing complexion. Rich in antioxidants and peptides, this serum boosts skin’s elasticity while delivering a bronzy wash of color. “I am absolutely in love with this bronzing serum,” writes one satisfied Ipster. “I can apply it with my fingers, brush, or sponge, and it leaves a beautiful dewy bronze.” 

For a lit-from-within look, opt for the DRUNK ELEPHANT O-Bloos™ Rosi Drops. These peachy-pink, dew-enhancing drops are formulated with omega fatty acids and a hint of shimmer to help your skin look flushed and radiant. We recommend shaking this up before applying, then dabbing a tiny bit onto your cheeks (or anywhere else you’d want some natural-looking color). 

15. COLOR WOW HAIR

 COLOR WOW HAIR is here to solve your toughest hair problems and deliver that wow factor. Whether you need color protection, frizz control, or thicker and fuller hair, there’s a one-of-a-kind formula for you. Each is packed with the highest-quality science-backed ingredients—a main reason why COLOR WOW has been honored with over 100 major beauty awards.

With the COLOR WOW HAIR Dream Coat Supernatural Spray, you can say goodbye to frizz and hello to glass-like shine. Its groundbreaking humidity-blocking tech helps keep your style sleek and smooth, even in the stickiest weather. It’ll even work its magic for up to three to four washes!

16. ODACITÉ

ODACITÉ strives to make skincare that’s better for you and the planet. The brand blends French craftsmanship and clinical science with a rebellious Californian spirit, creating natural products free from synthetic preservatives. All products are handcrafted in Los Angeles. 

The ODACITÉ Brightening Serum combines a hyaluronic acid blend with encapsulated vitamins C and E and squalane for next-level hydration and plumping. A nutrient-rich boost of vitamins A, B, D, and E help restore your glow and fight sagging skin. That’s probably why this is one of IPSY’s top-rated products. “I am a 52-year-old woman who is navigating aging skin, and I feel hope with this product,” writes Ipster Samantha A. “The product is light and absorbs beautifully into my skin without leaving a sticky or tacky feeling.”

For skincare that goes beyond just your face, consider the ODACITÉ C-Glow Hydra-Firm Body Oil. The firming powerhouse is packed with a double dose of vitamin C to help firm, brighten, and hydrate your skin. A fresh, sweet orange scent makes application feel luxurious, and we guarantee your skin will feel irresistibly soft after. 

17. NATASHA DENONA

Makeup artist Natasha Denona created her namesake makeup brand to give everyone access to professional-quality products. “All of my products are inspired by and rooted in my own makeup artistry,” Denona tells IPSY. “My goal is to make everyone feel like a pro when they apply my products. Not only is the application effortless, but the results are as flawless as possible.”

The NATASHA DENONA Hot Taupic Eyeshadow Palette features five iconic shades from Denona’s best-selling Glam Eyeshadow Palette. The cool taupe tones come in creamy matte and metallic formulas, making them perfect for effortlessly transitioning from soft daytime looks to bold evening glam. 

The NATASHA DENONA Rose & Wood Eyeshadow Palette offers a warmer-toned look with five rosy-taupe shades in matte, metallic, and chroma crystal formulas. It’s also pocket-sized so you can take your glam on the go. “I absolutely love how these colors blend together,” says Ipster Ashley G. “They’re smooth like butter and have a lovely pigment.”

18. DANESSA MYRICKS BEAUTY

Danessa Myricks started out with no formal training in makeup, but that didn’t stop her from becoming one of the most significant figures in the beauty industry. Her namesake brand has emphasized the importance of creating products that cater to a wide range of skin tones and types while also encouraging creativity and self-expression. Many of her products are multi-use, allowing people to use them however they please. 

We love using the DANESSA MYRICKS BEAUTY Yummy Skin Blurring Balm Powder on both our lips and cheeks. The effortless balm-to-powder blush offers a soft pigment with a soft focus to match, creating a smoothing effect that disguises your pores and fine lines. “This is my favorite cream blush formula, it's so blurring,” writes Ipster Leighanna R. “The shade ‘Jubilee’ is a warm terracotta color that complements my skin tone.”

No makeup kit is complete without the DANESSA MYRICKS BEAUTY Yummy Skin Lift & Flex Concealer. Like its name implies, this serum-hybrid concealer moves with your skin, providing medium to full coverage and a flawless soft-matte finish. Caffeine helps brighten as centella asiatica hydrates, leaving you with a smoother complexion. 

19. JO MALONE

JO MALONE is a British lifestyle brand known for its unique fragrances—whether they come in the form of candles, perfumes, or bath and body products. Designed to be layered, each JO MALONE perfume allows you to combine fragrances and create your own personalized scent. 

We’re obsessed with the JO MALONE Wood Sage & Sea Salt Cologne, which features notes of fresh sea salt, earthy sage, and the subtle sophistication of ambrette seeds. Spritz this on and close your eyes to be transported to a breezy, coastal cliff. 

20. HUDA BEAUTY

 From her signature false eyelashes to gem-inspired eyeshadow palettes that we treasure in our makeup stash, there’s so much to love about award-winning beauty blogger Huda Kattan’s own line. HUDA BEAUTY products aren’t just on-trend, they inspire trends—and if you’ve ever come across the founder’s signature looks on Instagram, you know it’s true. That’s why we’re always stoked to have HUDA BEAUTY in our IPSY subscriptions.

The HUDA BEAUTY Easy Blur Primer is a silicone-free primer fueled by glycerin and milk thistle extract, which hydrates your skin while blurring pores and smoothing texture. It helps keep oil at bay so your makeup looks fresh, radiant, and never too shiny. “Love this product 110%! My skin feels immediately hydrated and baby-butt smooth,” says Ipster Jessica T. “I can see a difference as soon as it's applied.”

With the HUDA BEAUTY Faux Filler Extra Shine Lip Gloss, a plumper pout is just a swipe away. This ultra-glossy formula is infused with vegan collagen to help smooth and blur fine lines, leaving you with fuller and juicier lips. It’s one of the most hydrating lippies we’ve tried (and trust us, we’ve tried plenty!).

21. MAKEUP BY MARIO

Mario Dedivanovic built a loyal following over the years thanks to his role as Kim Kardashian’s personal makeup artist, but he became a legend in his own right after launching MAKEUP BY MARIO in 2020. His eyeshadow palettes were the first product that got us hooked, but trust that there have been several since. 

We just can’t resist the MAKEUP BY MARIO MoistureGlow™ Plumping Lip Color, specifically in Soft Blush. Totally weightless and majorly hydrating, this liquid lip color boasts a water-infused formula and high-shine refractive oils. “This lippie is as smooth as butter,” raves Ipster Elisma B. “I’m hooked and will definitely buy again.” Your pout will be so juicy and plump, you’ll probably feel the same. 

22. ORIGINS

ORIGINS was one of the first big beauty brands to commit to nature-based (and nature-friendly) products. The brand sources its ingredients from sustainable regions and manufactures its products using a combination of renewable resources and wind energy. ORIGINS also created the first cosmetic container recycling program in the industry. 

One of the brand’s best-selling products is its ORIGINS Checks & Balances Frothy Face Wash. The formula easily rinses away makeup, impurities, and surface oils for a clean that feels comfortable, not stripped. Kelp extract, wheat proteins, and tourmaline all work together to help purify and balance your skin, while mint essential oil refreshes and energizes skin. 

Those with acne-prone skin should consider the ORIGINS Clear Improvement™ Blackhead Clearing Mask-to-Scrub. Pesky blackheads don’t stand a chance against this mask and scrub combo, which is infused with salicylic acid to eliminate the oils that cause blemishes. Naturally derived exfoliants and mineral-infused clays further help by smoothing and refining skin. “This really clears blackheads and shrinks pores,” says Ipster Seairra R. “I feel flawless.”

23. DR. JART+

DR. JART+ actually stands for doctor joins art. The brand takes skincare’s best ingredients and innovations and pairs them with artful experiences, resulting in fun and functional products like its viral jelly face masks and its DR. JART+ Cicapair™ Tiger Grass Color Correcting Treatment. 

We’re personally big fans of the DR. JART+ Ceramidin™ Skin Barrier Moisturizing Eye Cream. The rich and buttery formula moisturizes under eyes and diminishes the look of puffiness and fine lines. It even helps firm the delicate eye area. To use, dab a small amount around the eye area, both morning and night. Pro tip: Prime your under-eye area with this cream before applying makeup to create a smooth, moisturized base.

For a skin detox, get the DR. JART+ Dermask™ Porecting Solution Face Mask (5 Pack). It’s a no-rinse, bubbling charcoal mask that’s just as entertaining to use as it is exceptional. With key ingredients including phlorogine and betaine, this mask instantly reduces sebum, tightens visible pores, and hydrates skin. After just one use, you’ll feel fresh and smooth. “This was such a fun mask to use,” writes Ipster Briana C. “The bubbles felt nice and my skin was so soft after.”

24. BRIOGEO HAIR CARE

Founder Nancy Twin was inspired by her family’s DIY haircare recipes made from the healthiest ingredients when she created this brand. Her natural-based hair care line uses natural plant and fruit extracts, oils, and antioxidants to keep your scalp and your hair nourished and healthy. 

For a slick-back style that won’t budge, reach for the BRIOGEO HAIR CARE Style + Treat™ Hair Styling Sleek Stick. Whether you’re going for a high ponytail or a ballerina-style bun, this stick will sculpt and smooth every strand into place with a glossy, frizz-free finish that lasts up to 24 hours. Enriched with nourishing yuzu extract, plum oil, and BRIOGEO HAIR CARE’s Super B-Complex, it hydrates while it holds—no crunch, no flakes, just polished perfection for every hair type and texture.

The BRIOGEO HAIR CARE Farewell Frizz™ Rosarco Milk Leave-In Conditioning Spray is a game-changer for soft and frizz-resistant hair. It uses rosehip, argan, and coconut oils to deeply condition and seal each strand, while vitamin E brings a boost of moisture for silkier days ahead. “This leaves my ends really soft and actually reduces frizz,” says Ipster London B. “It doesn’t weigh my hair down or make it look oily.” Just spritz and style your hair for smoothness that can’t be touched by humidity. 

Why Choose IPSY?

With IPSY, you’ve got a built-in beauty BFF. We’ll keep you updated on the latest makeup trends, viral skincare hacks, and celebrity makeup looks. We’ll also help you discover unique beauty brands—plus member-exclusive deals, curated skincare and makeup products, and exclusive shopping perks. 

Most of all, we’re here to help you feel like you. There’s nothing more beautiful than confidence, whether you feel most yourself in a glittery eyeshadow or a no-makeup makeup look. Our diverse range of brands and quality products makes sure there’s something for everyone.

Final Thoughts

Unlock the best of beauty with curated products at IPSY. From trending makeup brands to vetted skincare recommendations to holy-grail hair care, we have all the top-rated products you need to perfect your beauty routine. Check out the IPSY Shop to see what’s new, and keep an eye out for our member-exclusive sales!