Allison McNamara, Mara Beauty
Before starting Mara Beauty in 2017, Allison McNamara worked as a writer and host for Popsugar, Refinery29 and ET Online.
Must-Have Products: So far, there's only one product in the line, but it's a stunner: Mara Algae + Moringa Universal Face Oil, $72, is well-loved for its clean, antioxidant-rich formula.
Image via @themarabeauty
Jen Atkin, Ouai
Okay, so maybe Jen Atkin is best known for her role as the go-to hairstylist for the Kardashian-Jenner family — but she also started the popular hair site Mane Addicts back in 2014. She then parlayed her years of hair expertise together with everything she picked up through Mane Addicts and created her own brand Ouai in 2015.
Must-Have Products: We're suckers for Ouai Rose Hair & Body Oil, $32, (the scent is so luxurious and lovely) and the new Ouai Scalp & Body Scrub, $38
Image via @theouai
Lisa Sugar, Beauty by Popsugar
Popsugar has been an institution for a decade now. The woman behind it all? Lisa Sugar, who first started the site as a women-centric pop culture blog. In 2017, she launched Beauty by Popsugar, developed with input from the site's loyal readership.
Must-Have Products: We always find ourselves swiping on the hydrating, vanilla-scented Beauty by Popsugar Be Sweet Tinted Lip Balm, $20. Beauty by Popsugar Eye Sorbet, $15, is also exceedingly pretty.
Image via @beautybypopsugar
Carla Oates, The Beauty Chef
Carla Oates spent many years writing about natural beauty before launching her brand, The Beauty Chef, in 2009 — heck, she even wrote a whole book on the topic back in 2004 ("Feeding Your Skin"). Her line of supplements, boosters and more is predicated on the concept of beauty from the inside out, employing ingredients like antioxidants and probiotics. It was curated by Sephora, so keep your eyes out for it.
Must-Have Products: The Beauty Chef Glow Advanced Inner Beauty Powder, $70, is something of a classic at this point. Also, while collagen supplements aren't exactly proven to work yet, The Beauty Chef Collagen Inner Beauty Boost, $50, is a popular pick for helping to promote a firmer complexion.
Image via @thebeautychef
Kathy Phillips, This Works
After seven years as Vogue's Health and Beauty Director (not to mention a long and successful career prior to that), Kathy Phillips left to start her own brand, This Works. The brand, popular in its native UK, recently made it over to our side of the pond.
Must-Have Products: Having trouble sleeping? The lavender, vetivert and wild chamomile-scented This Works Deep Sleep Pillow Spray, $29, is designed to work as a natural sleep aid. This Works Perfect Legs Skin Miracle, $68, is another cool pick — it's a tinted body serum that nourishes, protects and perfects skin.
Image via @thisworksofficial
