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

elf

About–All products are vegan and cruelty free–Quality products at an affordable price–Available at Ulta, Wal Mart, Target, Walgreens, elfcosmetics.com Best Product: Putty BlushUnderrated Product: Lip prrodcuts Buy: Camo ConcealerPass: Blush, bronzer, highlighter Improve: Foundation Tried—Camo CC Cream (review)—Poreless Putty Primer {original and luminous} (review)—Camo Concealer (review)—Putty Blush (review)—Hydrating Camo Concealer (review)—Flawless Finish Foundation (review)—Halo Glow Setting Powder (review)—Bite-Size Face Duo—Stay All Night Micro-Fine Setting Mist—Poreless … Continue reading elf

Dose of Colors

About–Founded by Anna Pertrosian in 2013–Cruelty free–User friendly, function, and on trend products–Products with minimal effort and maximum results–Made for everyone, everyday–Liquid lipsticks and influencer collabs put them on the map–Available on doseofcolors.com, Ulta (select products) Best Product: Meet Your Hue ConcealerUnderrated Product: Meet Your Hue Concealer Buy: Lip producutsPass: Eyedeal Duos Improve: Product offerings Tried—Liquid Matte Lipsticks—Meet Your Hue Foundation (review)—Meet Your Hue Concealer … Continue reading Dose of Colors

CoverGirl

About–Started in 1961–Accessible, affordable, and inclusive makeup brand for everyone–Become the largest brand to be Leaping Bunny Certified–All products are certified cruelty free–Flagship store in Times Square, New York City Best Product: Exhibitionist MascaraUnderrated Product: Outlast Stay Fabulous 3-in-1 Foundation Buy: MascarasPass: Eyeshadows Improve: Mascara Primers Tried—Clean Fresh Mascara (review)—Outlast Active Foundation (review)—TruBlend Hydrating Foundation (review)—Outlast Stay Fabulous 3-in-1 Foundation (review)—Lash Blast Volume Mascara (review)—Exhibitionist … Continue reading CoverGirl