6 Newish Beauty Brands We're 100 Percent Obsessed With

Bobbi Brown's newest venture has made a big splash on TikTok since its 2020 debut. But it has catapulted to even higher levels of fame in recent months. The brand specializes in clean formulations and lives by the philosophy that the world doesn't need more beauty products, it needs better beauty products. What The Foundation, $44, has received the most acclaim. It's a modern-day spin on a tinted moisturizer that's formulated with hyaluronic acid and jojoba oil.