The Best Beauty Brands of 2024 (So Far) (2024)

“I like a brand with a point of view, and this quarter there was more than enough to choose from. The wide range of eye-catching designs from Pink Friday Nails spoke to me as someone who has tried (and failed) to have stiletto gels or acrylics in real life, I appreciate the versatility and practicality (pop them on, pop them off) of the designs. Sunscreen was a big talking point as well: whether it’s Hemeryne Urban speaking to us metropolitan dwellers or the all-in-one, impeccably designed formula of Minu. SickScience’s exosome-focused creations and Deinde’s inflammaging approach to anti-aging struck me as very considered and deeply researched. On the subject of haircare, I love that Blu & Green is aiming to question not just what, but how much we consume (as someone with multiple variables of haircare products I can certainly stand to learn a lesson in it here and there), while The Rootist looks at the entire ecosystem of hair health.”

Pink Friday Nails: Rapper Nicki Minaj has launched a luxury press-on nail brand created to bring Minaj's favorite nail designs to her fans and beauty lovers. The brand was created after Minaj struggled to find press-on nails that were the right fit and length while having designs she actually liked. Pink Friday Nails is personal for Minaj, who hired her own nail designer, Yvett G, to design the brand's products and oversee production. The brand comes to market with 11 dynamic designs in various colorways, available with matte and chrome bases. Consumers can choose from four different shapes, stiletto, coffin, square, and almond, in five lengths: short, medium, long, XL, and XXL. It markets itself as the only false-nail brand that allows consumers to choose their own design, length, and shape. The brand is available DTC, with prices ranging from $19.99-$24.99.

Hemeryne Urban: Created in Italy by Valentina Roncaglia, Hemeryne Urban was designed to tackle the skincare needs of those living in cities where environmental stressors such as pollution disrupt the skin. Ronciglia wanted to create a brand that went down the route of skinimalism, ensuring that each consumer gets efficacious products with value for money while preserving the planet's natural resources. Hemeryne Urban comes to market debuting Urban Defence SPF30, a waterless sun milk formulated with anti-pollution and blue-light shield complexes, which work to protect the skin from harmful UVA and UVB rays. The brand's products also contain bio-retinol, vitamin E, and CBD crystals—the purest form of cannabinoid—to de-stress the skin. Hemeryne Urban is available DTC with prices starting at $59.

SickScience: The idea for SickScience came when co-creator Tyler Heiden Jones, previously of La Mer and Kosé, attended the 2022 IMCAS medical research conference and heard a talk discussing the potential for exosome isolation in regenerative medicine. Exosomes, a microscopic vesicle that facilitates intercellular communication, are known to benefit cancer treatment, and obesity and diabetes management; however, they are not easy to isolate, which is a crucial step to be able to reap its benefits. Polen Koçak and Merve Yildirim, who gave the IMCAS talk, spent 10 years researching the topic, which led to exosome-isolating NX35 technology. After discussing business with Heiden Jones, the trio created SickScience to improve skin, hair, and body care treatments. The brand launches with the ShapeShift V-Line Jaw Defining Serum ($58), which uses pineapple exosomes to create a more sculpted-looking neck and jawline. The brand retails DTC and is estimated to make $2 million in product sales within its first year, with hair products set to launch in April.

Blu & Green: Founded by celebrity hairstylist James Pecis, Blu & Green creates haircare products with sustainably innovative formulations and packaging. Pecis initially had no plans to develop his own line, specifically because he believed there was already an abundance of products on the market. However, after several family trips to the beach, the stylist noticed the amount of plastic from empty product bottles polluting the sea, which inspired him to create SKUs on a professional level that would be effective as well as environmentally progressive. Blu & Green debuts with four products: a solid shampoo and conditioner, a moisturizing mask, and a solid styling oil, with prices ranging from $32 to $38. The products and their packaging are devoid of any plastic and have environmentally friendly formulations, including premium plant ingredients and bioengineered compounds like coconut fruit powder, panthenol, and Saccharomyces ferment. Pecis created the products alongside his Creative Director and wife, Kimberley Norcott, hoping to change consumer habits surrounding haircare, teaching customers that less is more. The brand will launch in selected salons and boutique stores rather than a retailer, with plans to enter wholesale markets in the future.

Minu: Short for "Minerals in the Nude" and designed under the premise of dermatologist-designed mineral skincare for all, Minu was co-founded by Adam Guggenheim and Christine Koppinger. Guggenheim is the former Global Director of Brand, Proactiv, and Global Marketing Director at Johnson & Johnson, while Koppinger previously acted as Entrepreneur in Residence at Co-Created and Global Digital Innovation Marketing Manager - Nutrition, Health & Wellness at Nestlé. Working with a team that is responsible for developing Neutrogena's core suncare technologies, the brand debuts nationwide at Credo Beauty and DTC with the Brightening Sunscreen Minerals Broad Spectrum SPF 30 Gel-Cream ($58). The moisturizer/sunscreen/primer hybrid contains proprietary Mineral Superblend technology, which protects against UVA, UVB, blue light, infrared, and pollution while adhering to the Credo Clean Standard. The non-nano mineral formula received the highest rating for broad-spectrum UVA/UVB protection across US, EU and Asia (PA++++), while also containing skin-beneficial ingredients like vitamins B3 (niacinamide), B5 (panthenol) and E. "Minu was created to transform what your skin needs into something you crave. We know that minerals protect and restore the skin's natural barrier — but all minerals are not created equal," says Guggenheim. "Guided by our expert dermatologist on what's best for skin health, we worked with one of the world's most accomplished formulators to achieve a true breakthrough in daily sun protection. We are transforming sunscreen into luxurious skincare that will give your skin not just the best protection, but will make it look and feel better, no matter what your age, gender, skin tone or type."

Deinde: Founded by Debut—the incubator that raised over $70 million in funding as a result of its $40 million Series B round led by L’Oréal’s BOLD venture capital fund—Deinde is a biotech skincare brand that wants to teach consumers that using skincare for prevention is better than having to use skincare for a cure. The brand’s debut products include a whipped cleanser, a moisturizing facial stick, and a skin-strengthening serum with prices ranging from $32-$88. Each SKU was designed to address and prevent chronic low-level inflammation that accelerates the aging process, also known as inflammaging. Hero formulas include upcycled date seed extract and biomimetic tripeptide, fueled by the biotech-derived anti-inflammatory polyphenol naringenin. The ingredient is derived from grapefruit extract and is said to be 15 times more efficacious than niacinamide when working to combat dry skin and loss of elasticity. Deinde wants to educate consumers on inflammaging, hoping to make it a common word among consumers, just as so happened with education surrounding the skin’s barrier in the past couple of years. The brand has plans to soon introduce a dermatologist program to market its inflammaging education through TikTok, eventually expanding to wider social platforms. Deinde is estimated to accumulate between $3 million and $5 million in first-year sales.

“JooY and Joonbyrd, while both sharing the same starting letter, speak to me for different reasons. With JooY, I am drawn to scalp care as a key pillar of overall hair health, plus appreciate the brand launching with a refill program to reduce waste. The pastel color palette of Joonbyrd’s packaging brings me joy and is something I would love to see on my bathroom counter. I love products that elevate everyday bodycare through scents and textures—this certainly speaks to that.”

JooY: Actress turned entrepreneur Jennifer Yen has founded a haircare brand rooted in Asian heritage and powered by fermented superfoods. The brand wants to redefine scalp care as an extension of skincare, providing education on the importance of scalp health maintenance. JooY comes to market with five core products: a shampoo, conditioner, two scalp serums, and a scalp brush, with prices ranging from $24-$48. JooY incorporates fermented superfoods such as apple cider vinegar and papaya into its SKUs; these superfoods are known to give a rise to amino and lactic acids, allowing for increased potency and penetration of the product into the scalp. The brand is sustainably minded and committed to eco-conscious practices, with all products being plant based and made from 30% PCR. JooY also offers a refill program to encourage recycling, allowing customers 15% off of purchases for each refilled shampoo and conditioner bottle.

“The first quarter of this year has been filled with eye-catching new brands. Three in particular stood out to me among the crowd. Amidst the ongoing battle to correctly educate Gen A when it comes to beauty products and the potential harm of some ingredients, in my opinion, Yawn is exactly what the industry needed. I feel that the brand perfectly validates Gen A’s desire to experiment with makeup, while providing simple education, and encouraging children to experiment with their creative instincts. I think the brand hit the nail on the head with creative and vibrant packaging, which many consumers are seeking. Cool as a Cucumber was another stand out. I love that the brand has created an educational experience for those struggling with acne, helping them to better understand their journey and symptoms. As well as being desirable for its effective products, the sense of community championed by the brand is a great way to ensure consumers don’t feel alone when it comes to the mental implications of struggling with acne. Lastly, Papatui. Of all celebrities, I did not expect The Rock to break into the beauty industry, but I feel the way he did so is a testament to his longstanding, flexible career. I enjoy Johnson’s vision for the brand, making wellness an affordable luxury instead of overpriced and unreachable.”

Cool as a Cucumber: Founded by sisters Eda and Serra Levent, Cool as a Cucumber is a product of the duo's own experiences with adult acne. The brand debuted with three SKUs—a cleanser, an exfoliating acne treatment, and a moisturizing gel serum—with prices ranging from $35-$85. Each product is formulated with proprietary Acne Edge, carefully selected ingredients that work to address multiple acne pathways in one formula. Aside from providing acne-tackling products, Cool as a Cucumber serves as a community that helps consumers through the physical and mental struggles of their acne journeys. The brand's website has an education hub that breaks down the causes of acne, a trigger-diagnostic assessment to provide insights on personal acne triggers, and a blog that shares long-form exploration and vetted answers to skincare and acne queries. A skincare index is also available, allowing consumers to check any skincare brand products for potential acne irritant ingredients. The Levents hope to extend their sisterhood through the brand, aspiring to be the consumer's go-to resource, "a trusted confidante, a sister for anything acne related."

Yawn: Co-founder of Jones Road Beauty, Tara Tersigni soft-launched her Gen Alpha–focused color cosmetics brand Yawn at the end of December last year. Despite having copious industry connections and active investments in Starface and Dune Skincare, Tersigni's inspiration for the brand did not come from anyone within the industry, but from her daughters. Although her children are young, like many of Gen Alpha, they are becoming increasingly interested in makeup and skincare routines. When looking at different products suitable for them, Tersigni realized that popular brands contained ingredients too harsh for their skin. She noted that cosmetics targeted towards their demographic were poorly formulated, with some containing unregulated talc and petroleum. Yawn fills this gap in the market, providing a pink lip balm, a red blush stick, and a blue chubby body stick, all made with a coconut oil base and safe ingredients for young skin, retailing as a set DTC for $29. While future plans for the brand have not been disclosed, Tersigni makes it known that she does not want to market to children through screens but instead work towards an old-school–feel catalog reminiscent of Delia's Catalogs from the '90s.

“In Q2, celebrities continued to capture my interest with their brand launches. I loved hearing of Bella Hadid’s ‘Ôrəbella, I enjoy that the model stuck to her Arabic family roots and celebrated this through the brand's name. The brand's mission to add skincare benefits to fragrances was another reason I warmed to the brand so easily, as well as the stunning luxurious packaging. Serena Williams' WYN was another eye-catcher in Q2, particularly for its packaging aesthetic, I liked the subtle hint to tennis with the chartreuse color. The brand's message is one I can get behind, as I believe all too often we forget to celebrate our little wins, which often contribute to our larger goals. Finally, Cycl. I thought it was a lovely sentiment for Leffler to dedicate a brand to his daughter in the efforts to help her overcome her struggles. The brand's partnership with SafiCycle topped it off for me, its great to the beauty community working to give those who menstruate the right to essential period care items.”

'Ôrəbella: Model, activist, and entrepreneur Bella Hadid has launched a fragrance brand focusing on the skinification of fragrance. Pronounced aura-bella, the brand is born from Hadid's Arabic family name, which translates to iron ore, and is coupled with “aura” to represent the distinctive atmosphere surrounding each person on earth. The brand is a response to Hadid's sensitivity to transitional alcohol-based fragrances and her mission to find a high-quality alternative. 'Ôrəbellacomes to market with three fragrances: Window2Soul, Salted Muse, and Blooming Fire, all alcohol-free and hydrating, inspired by her mother's vintage fragrance collection. The fragrances each feature a bi-phase formula composed of two layers, with the nourishing first layer made of a proprietary 'Ôrəlixir base made from hydrating snow mushroom and a moisturizing five-oil blend of camellia, almond, olive, jojoba, and shea. The elevating second layer boosts mood and aura with aromatherapy essential oils and delicate fragrance notes featuring responsibly sourced ingredients, some of which are grown on Hadid's farm. The debut collection consists of 10ml parfums for $35, 50ml parfums for $72, and 100ml parfums for $100, are available DTC and exclusively at Ulta.

Cycl: Ido Leffler has partnered with his daughter Zoe Leffler to launch Cycl, a brand that aims to soothe PMS symptoms effectively. The idea for Cycl came from 15-year-old Zoe's painful monthly cycles, when she struggles with bad mood swings, severe period cramps, and PMS, which interfered with her career aspirations of being an athlete. Ido set out to find solutions to his daughter's struggles, leading to working with wellness expert Joanna Shinewell to create gummies that would ease all symptoms. The brand's debut gummy, PMS Symptom Relief ($25), features lemon balm to improve mood, breast tenderness, and headaches, as well as vitamin B6 to combat stress, cramps, and sleep issues, and chasteberry extract to balance hormones. Cycl is available DTC and at Target, with 50% of all proceeds going to SafiCycle, an organization that provides reusable period underwear, hygiene products, and education to those who menstruate in Kenya, where period poverty is high.

“The brands that I’ve seen launch this quarter give me a lot of hope for the rest of the year. We’re seeing brands launch with more intention and purpose behind them than previous years. Celebrity brands aren’t going away anytime soon, but the ones that are launching are being forced to meet a very high bar, which I believe is a good thing. Manuka Health, Cécred, and Sonsie are the three brands that stood out to me this first quarter. I first discovered Manuka Health at this year’s SXSW. I attended the brand’s activation event, which was a really cool gallery exhibition entitled “The Seduction Of The Honeybee: A Gallery Exhibition & Craft co*cktail Experience.” I took home a jar of Manuka Health’s Manuka Honey, which I’ve been using in my smoothies and yogurt bowls, along with the Regenerating Face Serum, Face Cream, and Eye Cream. The brand representative I talked to at the event said she uses the raw Manuka Honey as a face mask, which I haven’t tried but certainly will in the future. Honey is known for its antioxidant, antibacterial and healing properties so I’ve been loving adding these products to my daily routine. Beyoncé’s much-anticipated haircare line Cécred has the potential to be the Fenty Beauty of hair, so I’m excited to see where she takes the brand in its first year. Pamela Anderson’s new skincare line Sonsie also looks promising. I love Anderson’s approach to beauty, and I think she could be a true leader in the minimalistic skincare space if she continues on this trajectory.”

Manuka Health: Premium wellness brand Manuka Health recently launched its first skincare collection at a SXSW event in Austin, Texas. All Manuka Health products feature honey harvested from New Zealand that’s been certified and scientifically proven to contain an abundance of the natural methylglyoxal (MGO) compound. There are a few brands that utilize this natural ingredient, but Manuka Health is the first to lead with its MGO ratings, which measures the purity, potency, and power of the ingredient. The skincare range also includes royal jelly and bee venom to stimulate skin regeneration. As a nod to the honey bee, the brand’s packaging is in UV light, which is symbolic of how honey bee’s view the world. In conjunction with the skincare launch, Manuka Health collaborated with National Geographic and Craig Burrows to create a captivating photography book, What The Bees See, which gives a comprehensive look into the amazing science of bees.

Cécred: Cécred is a DTC haircare brand by Beyoncé Knowles-Carter that is designed to benefit all hair textures, from straight to coily, and hair states—including virgin, color-treated, chemically processed, and heat-styled—that need extra moisture and strength. Cécred launched with eight products, which they’re calling the Foundation Collection, that cleanse, condition, and visibly repair. Knowles-Carter grew up with an appreciation for haircare; her mother, Tina Knowles, was a salon owner and hairstylist. Knowles joins Cécred as Vice Chairwoman, bringing her 40 years of experience to the luxury brand. Inspired by hair rituals from global cultures and boosted with patent-pending advanced science, the products feature an array of butters, oils, honey, and fermented rice water to nourish hair. The star ingredient in Cécred is Bioactive Keratin Ferment: a patent-pending technology made from wool-derived keratin, honey, and lactobacillus ferment. According to the brand, the keratin proteins are small enough to penetrate deep into the cortex of each strand, closely matching and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. Formulated without silicones, Cécred products promise to deliver moisture and visible strength for a healthy foundation.

Sonsie Skin: In January, Pamela Anderson announced she joined Sonsie Skin, a minimalist skincare brand, as co-founder and owner. Model Marie von Behrens-Felipe and CEO Roberto A. Felipe co-founded Sonsie in June 2023 with the intention of promoting an “ethical and minimalist way” to care for skin. The brand uses science-backed natural ingredients like prickly pear and ginger root extracts to craft formulas that are safe for all skin types. Sonsie only has three products in its collection: Basic Balm ($22), Multi-Moisture Mask ($48), and Sonsie Super Serum ($64). The announcement that Anderson joined Sonsie Skin came after the actress and model made headlines at Paris Fashion Week when she attended events with seemingly a bare face. Fans of Anderson praised her for going makeup-free, seeing it as a sign of empowerment.