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
Tata Harper
Tata Harper founded her namesake brand to fill a void in the beauty industry: 100% natural products. Originally from Colombia, she now lives on a farm in Vermont where she actually grows her own ingredients. The Tata Harper Resurfacing Mask, $58, is one of the buzziest products from the line right now — those naturally-sourced beta-hydroxy acids will seriously help you get your glow on.
Image via @tataharperskincare
Ouai
Since bursting onto the scene in 2016, Ouai has quickly become a haircare must-have. With celebrity hairstylist Jen Atkin at the helm, it's no wonder that the Instagram-worthy line is popping up everywhere. The Ouai Memory Mist, $28, is especially photogenic... and who doesn't love heat protection, shine and hold all in one?
Image via @theouai
Glow Recipe
Glow Recipe founders Sarah Lee and Christine Chang are doing it all: In addition to curating their online shop of natural Korean beauty products, they also collaborate with other brands (like the Whamisa by Glow Recipe line at Target) and have their own line of products. Their sleeping gel mask kept flying off the shelves following its launch and now they've followed up with Glow Recipe Watermelon Glow Pink Juice Moisturizer, $39.
Image via @glowrecipe
Sunday Riley
Cosmetic chemist Sunday Riley launched her namesake brand back in 2009, and it's had viral hit after viral hit since then. The marriage of highly effective actives, witty names and quirky-luxe packaging has boosted Sunday Riley into something of a sensation. Dark spot-busting Sunday Riley C.E.O. Rapid Flash Brightening Serum, $85, offers a great intro to the brand, especially with the cheery neon packaging and uplifting orange juice scent.
Image via @sundayriley
