These are the beauty brands predicted to be BIG in 2020
We're only a month into the 20s which means there's a lot left in store for the first year of the new decade. So what will it bring? What will be the talking points (alongside more Brexit)? What will be the stand-out moments? And, who will be the major beauty players?
Here to answer that last one, is online beauty comparison platform, Cosmetify, who tapped into its extensive network of 1,710 brands, 216,650 products and 138 beauty retailers, aggregated the data and put together its predictions of the brands set to break the beauty stratosphere this year.
You'll be familiar with some. Among them are well-established cult brands like Drunk Elephant and Jeffree Star Cosmetics. But they've uncovered some under-the-radar names like Rude Cosmetics (newly launched in Boots), Bondi Boost and Suva who are quickly gathering more noise and building up a fan following.
So, to help you keep ahead of the tide, these are the beauty brands to know for 2020...
Founded in LA in 2016, the aim of this brand is to offer cutting edge, cruelty-free, high quality products at comfortable prices and provide bold makeup with an attitude. With crazy, colourful eye palettes, blushers and lip products and a social following approaching a million, this is a brand that's on the rise.
Made in Australia (and sold in Boots), vegan and cruelty-free brand Bondi Boost was set up to improve the texture, thickness, volume and general health of hair. "We don't just throw a bunch of stuff in a bottle and call it a treatment," the brand says. Instead, a crack-team of industry experts dedicated to the biology of healthy hair have put together formulas designed to boost roots, cleanse hair and deposit powerful actives to reduce breakage, repair split ends and maximise length. Already, it's built up a fan following and 5-star reviews – so one to watch out for.
What began as a team of three in its Swedish HQ has become a skincare phenomenon. Now, with 3,000 employees and 20 million products sold worldwide, the brand put its success down to efficacy. "When something works, word spreads fast," they say. So far, they've revolutionised facial tools, toothbrushes and face masks with diligent hand-held devices, and their appeal and innovation is only set to grow.
Aged only 15, actress Millie Bobby Brown has already proven herself a capable entrepreneur. Tapping into the demands of her generation, she set up all-natural Gen Z beauty brand, Florence By Mills, after picking up her expertise from countless stints in makeup chairs on set. "Beauty created for us, by one of our own," there's not many teens sitting atop of a beauty empire, by Millie argues, who better to create what teens want, than the ones actually wearing it? Well played.
Try the 16 Wishes Eyeshadow Palette, £34 (available 19th February)
Another celeb protégé, Honest Beauty was set up by Jessica Alba to straddle wellness and beauty. All formulas are natural and the brand has made a promise to be transparent about the ingredients used, for those who are as keen to know what's going on their body as in it.
Set up in founder Tiffany Masterson's kitchen, Drunk Elephant is the result of endless hours of research and self-teaching. Tiffany sought to find solutions to the issues she'd been having with her skincare, and after carefully monitoring how her skin reacted while introducing new ingredients, she identified six that caused her skin grief, and then created a new skincare line around her findings.
Already huge in the states thanks to partnering with Target, Kristin Ess used the know-how gathered from her work as a celebrity stylist to formulate haircare and styling products to give an Insta-worthy, swishy, silky and slightly mussed up finish. And, you can pick them up in Boots. Perfection.
Created with makeup artists and beauty experts in mind, these professional, highly pigmented cosmetics are made for those who know their stuff, like to experiment and aren't afraid of some pretty high-voltage colour. The brand's Instagram is a playground of quirky, inspiring designs.
Given the loyal fan base Jeffree built up over years of creating makeup tutorials and sharing his tips expert makeup artist on YouTube, it comes as no surprise that his own cosmetics line quickly picked up a dedicated following. And just like Star himself, his makeup is anything but shy and retiring.
