5 Under The Radar Beauty Brands You Need To Know About

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There comes a point in your beauty routine where you’ve nailed every product choice. You know the best foundation for your skin type. You’ve sussed out the perfect mascara that not only amplifies your lash length but doesn’t smudge the second you step away from the mirror. Then there’s your favourite red lipstick – nothing compares to the moment you discovered the killer shade and buttery formula you’d been dreaming of for your entire make-up loving life.

You’ve nailed it. You never need to think about your beauty purchases ever again.


Then the seasons change, the purse strings tighten, budgets fluctuate, marketing strategies suck us in, your go-to products constantly sell out. Life is fickle and we, as human beings are also pretty fickle which means relying on one brand and a set selection of beauty products is a real rookie mistake.

It’s time to get to know the under the radar brands that very soon you won’t be able to live without.


If you find yourself frustrated with incoherent, intimidatingly long lists of ingredients featured on products, you’ll love BY SARAH.

If you find yourself struggling with chemical sensitivities included in said long list of ingredients, you’ll love BY SARAH.

If you love a good brand story centred around sincerity, empathy and an eco-friendly mission – you guessed it, you’ll love BY SARAH.

BY SARAH is a plant-based skincare range born out of one sister’s frustration with complicated and disappointing product options for her sister, Lauren, when she was recovering from leukaemia. The two sister’s set out on a mission to empower you to live a more conscious life by offering full clarity and simplicity with ingredient lists for their organic skincare collection. Their approach allows you to feel confident in the knowledge of what exactly you’re putting on your skin.

RMS Beauty

Beauty brand, RMS Beauty, founded by make-up artist, Rose-Marie Swift is a brand certainly making its mark within the US beauty industry but is still relatively new to us in the UK.

Having spent 35 years as a well known make-up artist with work featured in Vogue, W, Harper’s Bazaar, I-D and many more, Swift picked up a thing or two about how beauty products perform as well as the needs of the women who use them. Upon realising that what women really need is a cosmetics line that is as pure as possible, she took matters into her own hands and launched her own line.

RMS Beauty products are vegan and organic, formulated using raw, food grade ingredients in their natural state. Full of healing nutrients these products are not only hard working but effective. For a do-it-all hero highlighter we recommend the RMS Beauty Luminizer (£38).

Le Prunier

Believe it or not, the miracle ingredient in these products is in fact the oil from dried plums. Forget argan oil, plum oil – rich in antioxidants, skin-plumping omega fatty acids and polyphenols – is eight times more powerful and six times more powerful than marula oil in terms of protecting against free-radical damage.

Polyphenols are a type of antioxidant that helps in restoring skin elasticity. The omega fatty acids included – 6 and 9 – help to hydrate the skin while the vitamins present in the product – A and E – help to smooth wrinkles and counteract inflammation.

Le Prunier’s stripped down approach is perfect for tackling sensitive skin and all in all, serves as a path to success for bouncier, glowing skin this season.

Clove + Hallow

As a brand striving to revolutionise beauty products by creating affordable, cruelty-free and vegan cosmetics, it’s clear to see why you’ll want to tuck these little gems safely into your makeup bag.

Despite being made in America, products follow the EU’s more stringent formulation standards ensuring they deliver high quality products made with high quality ingredients.

With a makeup artist founder and commitment to creating solely PETA-certified cruelty-free and vegan products, rest assured these high performing products are made with heart.


The two beauty junkies behind this cruelty-free brand first became friends in university over 18 years ago. Having remained close and stayed in touch, every time they met the conversation quickly turned to beauty – hair care tips, new beauty uses for ingredients found in their kitchen cupboards and the latest natural products they were both cooking up.

In 2015 they decided to take the conversation one step further and took their products to market with the launch of LIHA.

What makes them stand out isn’t just their instagrammable aesthetic but also their formulas, a mix of African and English ingredients that co-founder, Liha explains “radiates an unexpected luxury.”

Niamh Crawford-Walker

Niamh is a full time fashion and features writer at The Style Edit. Her work has previously appeared in IMAGE magazine, image.ie and Emirates Woman.

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