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
Besame Cosmetics
You know and love them for their glorious vintage aesthetic but did you know that it was founded by cosmetic historian Gabriela Hernandez? She immigrated to the U.S. from Venezuela at age 12 and founded her cult-favorite brand back in 2004. Whether its Agent Carter-approved lipsticks or charmingly old-fashioned cake mascaras, there are a lot of goodies to choose from — though the Besame Brightening Violet Powder, $22, is especially well-loved.
Image via @besamecosmetics
Drunk Elephant
Drunk Elephant founder Tiffany Masterson creates all her products to be "clean-clinical," meaning they use high percentages of actives and make sure to use ingredients (both natural and synthetic) that react well with skin. The result is buzz-worthy products that work. Her eye-catchingly bright packaging seals the deal on her popular line. (Seriously, how cute is the new Drunk Elephant Protini Polypeptide Cream, $68?)
Image via @drunkelephant
Ilia
Founded by Sasha Plavsic in 2011, Ilia prioritizes organic ingredients as well as sustainable practices. The Ilia Satin Cream Lip Crayon, $24, is a definite winner if you're looking into trying out the brand — it's one of the most comfortable satin-finish lipsticks around.
Image via @iliabeauty
