Sephora has a lot of amazing beauty brands to choose from. And even the most seasoned Sephora shopper can get overwhelmed by all of the shiny makeup, skin care, hair and body products on the shelves. In fact, sometimes you get so lost you miss out on new products and brands. And even if you have your go-to beauty picks, it is always interesting to see what's new — because if a brand is getting stocked at the beauty giant, you know that there has to be something special about it... Which is precisely why we're putting the spotlight on some of the latest additions to the Sephora family — these newbies are totally worth checking out the next time you're shopping in store or online.
Image via @sephora
Tower 28
Tower 28 is designed for sensitive skin, but made for all. What really makes the female-founded beauty brand special is that the range includes makeup. Products get the Clean at Sephora check, as well as the National Eczema Association's Seal of Acceptance.
Wondering about the name? The LA-based brand gets its name from the lifeguard tower in Santa Monica. Tower 28 is currently only available online, but shoppers can try the SuperDew Shimmer-Free Highlight Balm, $18, soothing SOS Save.Our.Skin Daily Rescue Facial Spray, $28, and the nonsticky superglossy ShineOn Jelly Lip Gloss, $14.
Image via @tower28beauty
Skylar
Anyone trying to do the whole clean beauty routine will be happy to hear about Skylar. The brand was founded by Cat Chen when she realized her 4 month-old was allergic to the fragrances she was wearing at the time. Cat made it her goal to create hypoallergenic, clean, cruelty-free and unique fragrances. Enter the Mother Earth-inspired Willow Eau de Toilette, $78, and fruity-floral Coral Eau de Toilette, $78. Indecisive shoppers will like the Perfume Palette, $20, which features all six of the brand's signature scents. Try them individually and layered.
Image via @skylar
Kitsch x Justine Marjan
Any magpie that cannot get enough of glittery hair accessories should start shopping the Kitsch x Justine Marjan range online at Sephora ASAP. The collaboration brings together celebrity hairstylist Justine Marjan and the self-financed, female-owned company. The Rhinestone BO$$ Bobby Pin, $29, Rhinestone Vibes Bobby Pin, $29, and Medium Rhinestone Snap Hair Clips 2 Pack, $29, would instantly upgrade any hairstyle individually, but we suggest taking a cue from the brand and combining them for an extra blingy finish.
Image via @mykitsch
Roen Beauty
Roen Beauty is another new online Sephora brand that bares the Clean at Sephora seal. It's the brainchild of a fashion photographer and celebrity makeup artist and it shatters any ideas that clean beauty brands can't be glam and luxurious.
The vegan and gluten-free 75° Warm Eye Shadow Palette, $42, is made to flatter all skin tones and has easy-to-wear shades. The Vow Brow Eyebrow Pencil, $26, is an ultra-slim brow pencil with buildable coverage for a natural, customizable finish. Love shimmer? Check out the Disco Eye Universal, $29. It's formulated with unique shapes and sizes of silver, gold and pearl reflex (not glitter) for eyes that shine like, well, a disco ball.
Image via @roenbeauty
