The Game-Changing New Way To Buy Beauty Products
There’s a new generation of beauty brands capturing the attention of cool girls everywhere, and you won’t find them in any department store. Direct-to-consumer beauty—brands that cut out the middleman selling only through their own online and brick-and-mortar stores—might still be a niche concept, but we’re betting that as with fashion (see: Warby Parker, The Arrivals and Reformation), this trend has legs. Here, five brands leading the movement.
Rosemary And Citrus Body OilBeautycounter $68SHOP NOW
Buildable Priming MoisturizerGlossier $25SHOP NOW
Buying fragrance online can be tricky, but this San Francisco-based brand is hoping to change all that with their customer questionnaires (making the process more personal) and sampling model, which unburdens shoppers from a hefty financial commitment.
Lovebug Fragrance 25-Pack$24SHOP NOW
Launched this month by Kal Vepuri—cofounder of direct-to-consumer outerwear brand The Arrivals—and Lauren Hoffman, a product development alum from Kiehl's, this New York-based brand focuses on makeup-skincare hybrid products at affordable prices.
Bright Concealing ElixirOnomie $26SHOP NOW
This just-launched paraben- and phthalate-free cosmetics line focuses on workhorse beauty products (i.e. the perfect red lipstick and nearly matte BB Cream) in purse-friendly sizes that won't expire before you finish using them.
Creme Lipstick in ScarletStowaway Cosmetics $15SHOP NOW