Discover America: Unobvious cosmetics brands from the USA
WHEN we CARRIED CARMEX BALM FROM AMERICA, Batiste shampoos and Urban Decay palettes and cherished them as treasures. Now it’s all sold to us at every step, and new heroes have appeared on the States cosmetic market. Niche body care, shades of all colors of the rainbow, modern "vintage" - we talk about cosmetics, for which it is not a pity to overpay to intermediaries.
Angel Baby False Eyelashes False Eyelashes
"We work for those who appreciate unnatural, exaggerated beauty," says Amy Doen, founder of the brand, about Sugarpill audience. The inspiration for creating your own brand served - what a surprise - a meager selection of products for stage makeup. San Francisco's early guru
Zero chose Kryolan in the absence of an alternative, and even the residents did not get to that of the less progressive cities. Even with the current abundance of cosmetics, the brand is already catching up in popularity with Lime Crime - and it will definitely catch up with sometime. The story of Sugarpill began with shadows and lipsticks, they still bring the company the most glory and money. And they have something to love: that the former, that the latter, marvelous pigmentation and stamina. Design for the amateur, but compact shadows can be ordered in refills.
Rose du jardin cleanser
If you believe the promises on the brand’s website (however, maybe they were joking), the brand’s cosmetics are tested on French women and never on animals. In pursuit of the status of "cruelty free", it is also organic, and, of course, vegan. Inspired by her French origins and travels on the Cote d'Azur,
Founder Christine Griffin Grimes has united her passion for natural ingredients into a brand's DNA and she used the Parisian woman’s lifestyle. French Girl Organics is a cosmetics for hedonistic everyday life: applying scrubs, oils and lotions implies a beautiful and measured life. Not all French women start the day with chocolate and prefer a bath to the soul, but FGO products are worth the attention no matter what. Beauty editors adore the brand, and even Emma Watson, who, although not French, is very elegant, admits her love for salt body scrub: when you look at her shelf with cosmetics, you think about museums and palaces.
Jasmine Neroli Face Oil
Rodin joined the concern Estée Lauder Companies in 2014, but in Russia it’s almost unheard of. The model and stylist Linda Rodin founded the brand - even at sixty she never stopped working on the set, and then opened her own business altogether. As Linda herself says, to look great, she has enough moisturizing
cream, three drops of oil and bright lipstick (among those invented by her, for example, there is a shade "steep tomato"). No wonder that it was these products that were included in the collection: there are a dozen oils of various purposes, a little bit of care and colored lip products in it. It turned out expensive, but very worthy. In a bad advertising agency, in a press release, Rodin would describe the products as “Rolls-Royce in the world of oils”, which is true: for the bottle, the brand asks for $ 130, for lipstick in a plastic case - 37, but it's hard to resist Linda’s charm.
Blush Artistique Blush
Surratt beauty
A pupil of the legendary makeup artist Kevin Ekoan, Troy Surratt is now himself a respected person in the beauty industry. Anyone who remembers MTV as a music channel is familiar with J. Lo's signature make-up in bronze tones - this is his work. In the range of the brand you will not find non-traditional colors, even in the collection of eye shadow
There is no shade brighter than grass, and the omnipresent topic of contouring completely bypasses the brand side. Working on the concept of Surratt Beauty, Troy was inspired by Japan, the production ordered there, and therefore everything is very restrained. Japanese quality is why it is worth going to the brand's corner. Connoisseurs describe the texture of lipsticks as weightless, blush and shadows do not hesitate to compare tactile sensations with silk, and you yourself know everything about Japanese brushes.
Dry Shampoo Dry Shampoo
Brands such as Glossier and Ouai, have gone beyond the traditional division into luxury, professional and mass market - they are usually placed in the new category of "media stars". In the instagram Ouai collected all the trends: here and the tights in the net to the navel, and America's favorite Bella Hadid, and the most aesthetically pleasing shelfie of enthusiastic customers.
Behind all this, there is a stylist and author of an authoritative blog about hair, Jen Atkin, who (somewhere we heard it) tried everything that was on the market but never found the perfect hair care products. Jen describes her brand as "breath of fresh hair" and "Ouai girl" as a super busy girl who loves to have fun. Products of the brand, as usual, do not contain sulphates, phthalates and parabens, and in its assortment you will not find heavy styling and products that require more than five minutes hassle. Not that the brand was rare - in the two years of its existence, its products moved to the shelves of American Sephora and the warehouses of the most popular online stores, - but in Russia they talk about it too little. Maybe because they do not know how to pronounce the name (spoiler: "Way"). Anyway, we recommend to participate in, for example, the sets, while Ouai Haircare did not buy out some concern.
The Shadow Palette The Saharan Blush Palette Vol. one
Juvia's Place
When it seemed that the average consumer of tutorials for eccentric makeup was already difficult to surprise with something, Juvia's Place palettes blew up instagram. Without hesitation, bright, superpigmented and huge - and all this for $ 28. You can describe for a long time, better see for yourself here, here and here. Mediaslava
Chichi Eburu, the founder of the brand, helped not only to discourage the invested two thousand dollars, but in just three years to bring the brand to the top of sales. Now Juvia's Place is producing a palette for a palette, one is more beautiful than the other, and even the second-hand dealers paid attention to the brand - a sure sign that you are on the right track (or rather, when cunning ones with AliExpress begin to forge your cosmetics). Chichi is a Nigerian-born girl, and while developing the color palette of her cosmetics, she focused on dark-skinned customers, so the most impressive shades of Juvia's Place's shadows look at the contrast with her - but this is no reason not to buy for everyone else.
Blood Red Lipstick Lipstick
Bésame Cosmetics will be a godsend for those who are fascinated by retrobanochki Etsy, but never have the courage to spend money on cosmetics, which is unsafe for health. Marku was founded by cosmetics artist and historian Gabriella Hernandez, whose love of make-up began with a study of the contents.
her grandmother's cosmetic bags. Bésame masterfully pretend to be vintage. The brand was inspired by the golden age of Hollywood: the first Oscar, musicals, Casablanca, Ingrid Bergman and Rita Hayworth. It turned out to be exactly like advertising posters of the forties, adjusted for modern quality, and firmness is promised such that it will endure the shooting day. What to give to a friend obsessed with a vintage girlfriend, we consider, you suggested, but don’t buy mascara in a box for sure - we have one too.
Photo: Sugarpill, French Girl Organics, Olio Lusso, Sephora, The OUAI, Juvia's Place, Besame Cosmetics