Glossier
From its social media-fueled marketing to its minimalist approach to beauty, it's no surprise that Glossier has entered the cultural zeitgeist in such a major way since its inception back in 2014. Helmed by Into the Gloss founder Emily Weiss, the brand is something of a gamechanger in the beauty world. If you're looking to take Glossier out for a spin, you can't go wrong with the adorable (and effective) Glossier Cloud Paint, $30.
Image via @glossier
Pat McGrath Labs
After ruling the runways for years, makeup artist extraordinaire Pat McGrath decided to launch the first Pat McGrath Labs eye products back in 2015. In 2017, she made it official with a permanent line and has generated tons of buzz with every launch, including the recent Pat McGrath Labs Mothership IV Eyeshadow Palette - Decadence, $125.
Image via @patmcgrathreal
RMS Beauty
Did you know "RMS" stands for Rose-Marie Swift? The makeup artist decided to found her own organic beauty line after experiencing health problems related to the chemicals in the cosmetics she used each day. Best known for the RMS Living Luminizer, $38, the brand offers everything from gorgeous eye polishes to ultra-natural lip and cheek stains.
Image via @rmsbeauty
Fenty Beauty by Rihanna
After kicking off with a game-changing 40-shade foundation line in September, Fenty Beauty earned the distinction of being named one of Time's best inventions of 2017, while also racking up an impressive $72 million in earned media value. Would we expect anything less from Rihanna? The aforementioned foundation is stellar, as is the innovatively-shaped Fenty Beauty by Rihanna Cheek-Hugging Highlight Brush 120, $32.
Image via @fentybeauty
Tatcha
Though famously inspired by the time-honored beauty routines of Japanese geisha, Tatcha was actually founded by Chinese American entrepreneur Victoria Tsai. It's tough to choose a favorite from the picture perfect ultra-luxe line, but the newly launched Tatcha The Silk Canvas, $52, is an especially exciting pick right now.
Image via @tatcha
