Laura Mercier & LA Girl

About–Launched in 1996 by Laura Mercier  –She couldn’t find the formulas, colors, and textures she wanted so she set out to create her own –Introduced the first foundation primer to create a perfect canvas for makeup application –Best known for loose translucent powder and tinted moisturizer –Available at Ulta, Sephora, Nordstrom, lauramercier.com, and many other stores Best Product: Caviar SticksUnderrated Product: Matte Radiance Baked Powder … Continue reading Laura Mercier & LA Girl

LOreal

About–What would become the LOreal Group was started by chemist Eugene Schueller in 1909 in Paris, France –Combines the latest in technology with the highest in quality for the ultimate in luxury beauty at mass –Signature phrase, “Because I’m Worth It” –Help every woman embrace her unique beauty while reinforcing her innate sense of self-worth –Covers the 5 major beauty categories—hair color, hair care, hair … Continue reading LOreal

Kylie Cosmetics

About–Started by Kylie Jenner in 2014 with the infamous Lip Kit –Full range of color cosmetics –Launced Kylie Skin in 2019 –Cruelty free –Available at Ulta, kyliecosmetics.com Best Product: Velvet Liquid LipsticksUnderrated Product: Bronzer Buy: Complexion EnhancersPass: Eyeshadow Palettes Tried –Concealer (review)–Bronzer –Kylighter –Matte Liquid Lipstick (review)–Velvet Liquid Lipstick (review) –Gloss (review) –Lip Liner To Try –Kylight Stick –Bronzer Stick –Loose Setting Powder –Blush Stick … Continue reading Kylie Cosmetics

J Cat Beauty, Juvia’s Place, & Jeffree Star Cosmetics

J CAT BEAUTY About –JCAT=Just Cruelty-Free Affordable Trendy –High quality and smart pricing makeup–Cruelty free –Started in 2012 –Sold at Ulta, jcatbeauty.com Best Product: Staysurance Water Sealed Zero-Smudge Concealer Underrated Product: — Buy: Skin/Aqua/Staysurance products Pass: Eye products Improve: Shade range Tried –Skinsurance Max Coverage Silky Foundation (review coming) –Staysurance Water Sealed Zero-Smudge Concealer (review) –Aquasurance Compact Foundation (review coming) –Luxe Pro Powder –You Glow … Continue reading J Cat Beauty, Juvia’s Place, & Jeffree Star Cosmetics

Seint

About –Created by Cara Brook –Quality, innovative products that can be used by every woman, no matter her age or complexion or level of experience –Started as Maskcara Beauty in 2013 and rebranded to Seint in 2020 –Cruelty free –Direct sales/MLM structure –Can buy online or through an “artist” –Makeup, skincare, brushes –Highlighting and Contouring made easy –Simplify your routine, full face in one compact … Continue reading Seint

It Cosmetics

About–Launched by Jamie Kern Lima in 2008–First product was Bye Bye Under Eye Anti-Aging Concealer–She couldn’t find products that worked so she decided to make them by partnering with dermatologists and plastic surgeons–Mission: Empower everyone to feel their most beautiful–Skincare launched in 2016–Skincare ingredients infused in all products–Sold at Sephora, Ulta, Nordstrom, itcosmetics.com Best Product: Your Skin But Better Foundation + Skincare Underrated Product: Confidence … Continue reading It Cosmetics

Huda Beauty/Wishful Skin

About–Started in 2013 by beauty blogger Huda Kattan–Started with eyelashes–Huda launched Wishful Skin in 2020–Sold at Sephora, hudabeauty.com Best Product: The Overachiever Concealer Underrated Product: Tantour Buy: Eyeshadows (liquid and palettes)Pass: Lip Products Improve: Less scented products Tried—Lip Contour Matte Pencil—Liquid Matte Lipstick—Power Bullet Matte Lipstick—Matte & Metal Melted Shadows—Nude Obsessions Eyeshadow Palette (9 pan)—Tantour—The Overachiever Concealer–Original #FauxFilter Full Coverage Foundation—Wishful Yo Glow Enzyme Scrub—Wishful … Continue reading Huda Beauty/Wishful Skin

GlamGlow

About–Started in 2010 by Glenn & Shannon Dellimore–Known for mud masks–Wanted a product that would do it all—glowing skin, clearer skin, and refined pores—YouthMud was born–Sold at Ulta, Sephora, Nordstrom, glamglow.com Best Product: SuperMud Clearing Treatment Underrated Product:  GlowStarter Mega Illuminating Moisturizer Buy: SuperMud Clearing TreatmentPass: ThirstyMud Hydrating Treatment Tried—SuperMud Clearing Treatment Mask—ThirstyMud Hydrating Treatment Mask—GravityMud Firming Treatment Mask—YouthMud Glow Stimulating Treatment Mask—GlowStarter Mega Illuminating … Continue reading GlamGlow

Flower Beauty

About –Cruelty free –Quality, most efficacious products at an affordable price –Founded by Drew Barrymore in 2012 –Sold at Ulta, flowerbeauty.com Best Product: Light Illusion ConcealerUnderrated Product: Light Illusion Foundation Buy: Foundation & concealerPass: Loose Setting Powders Improve: Shade range (16 foundations, 12 concealers) Tried –Light Illusion Foundation (review) –Blush Bomb Color Drops for Cheeks –Light Illusion Full Coverage Concealer (review coming) –Petal Pout Lip … Continue reading Flower Beauty

Essence

About–Started in 2001 by female entrepreneur –Came to US in 2008–Cruelty free (some vegan products too)–Available at Ulta, essencemakeup.com Best Product: Micro Precise Eyebrow PencilUnderrated Product: Melted Chrome Eyeshadow Buy: MascarasPass: Complexion products (foundation, concealer) Improve: Foundation and concealer offerings and shades Tried—Bye Bye Panda Eyes! Mascara (review)—Camouflage + Matt Concealer (review)—Lash Princess Mascara & Waterproof—Volume Booster Lash Primer—Make Me Brow Eyebrow Gel—Stay 8H Waterproof … Continue reading Essence