most underrated makeup brands
There are many makeup brands that often fly under the radar, overshadowed by more prominent names in the industry. These underrated brands offer high-quality products, innovative formulas, and unique shades that deserve more recognition and a spot in your beauty routine.
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One such brand is Melt Cosmetics, known for its bold color palettes and highly pigmented products. Founded by makeup artists, Melt started with a line of ultra-matte lipsticks and has since expanded to include eyeshadows, highlighters, and more. Their eyeshadow stacks are particularly beloved for their blendability and rich colors, making them a favorite among makeup enthusiasts who value creativity and individuality in their looks. Another brand worth mentioning is Flower Beauty, created by actress Drew Barrymore. Flower Beauty offers an array of affordable, cruelty-free products that rival high-end brands in performance and packaging. Their Light Illusion Foundation and Blush Bomb Color Drops are standout products that provide a flawless finish and a natural glow. These brands, along with others like Juvia's Place and Kiko Milano, prove that you don't have to break the bank to achieve a stunning makeup look.
Juvia's PlaceView AllJuvia's Place - Vibrant, inclusive beauty brand celebrating African heritage.
NABLA CosmeticsView AllNABLA Cosmetics - Innovative, cruelty-free, trend-setting makeup brand.
Flower BeautyView AllFlower Beauty - Affordable, cruelty-free cosmetics by Drew Barrymore.
Kiko MilanoView AllKiko Milano - Italian professional cosmetics brand, innovative and affordable.
ColourPopView AllColourPop - Affordable, trendy cosmetics with vibrant colors.
Persona CosmeticsView AllPersona Cosmetics - Inclusive, minimalist, empowering beauty for all.
CatriceView AllCatrice - Affordable, trend-driven cosmetics for diverse beauty needs.
Lethal CosmeticsView AllLethal Cosmetics - Bold, cruelty-free, and vegan-friendly makeup brand.
Beauty BakerieView AllBeauty Bakerie - Vegan, cruelty-free makeup inspired by bakery treats.
Melt CosmeticsView AllMelt Cosmetics - Bold, edgy, high-pigment makeup for self-expression.
most underrated makeup brands
1.
Juvia's Place
Juvia's Place is a celebrated cosmetics brand known for its vibrant and highly pigmented makeup products. Founded by Chichi Eburu, the brand draws inspiration from African culture and heritage, featuring striking palettes and inclusive shades that cater to a wide range of skin tones. With a strong emphasis on quality and affordability, Juvia's Place has garnered a loyal following for its bold colors, rich textures, and empowering message of beauty and diversity.
Pros
Highly pigmented products- affordable prices
- diverse shade range
- long-lasting wear
- inclusive marketing.
Cons
Limited availability in stores- some packaging issues
- occasional product inconsistency
- controversial social media presence
- limited skincare options.
2.
NABLA Cosmetics
NABLA Cosmetics is an innovative Italian beauty brand renowned for its high-quality, cruelty-free, and vegan-friendly makeup products. Founded in 2013, NABLA emphasizes creativity, individuality, and self-expression, offering a diverse range of vibrant eyeshadows, lipsticks, and complexion products. The brand is celebrated for its bold colors, luxurious textures, and commitment to ethical practices, making it a favorite among makeup enthusiasts and professionals alike. NABLA continues to inspire beauty lovers with its trendsetting collections and inclusive approach.
Pros
- High-quality products
- Cruelty-free
- Trendy packaging
- Wide shade range
- Inclusive marketing.
Cons
- Higher price point
- Limited physical stores
- Some products sell out quickly
- Occasional limited edition releases
- May not suit all skin types.
3.
Flower Beauty
Flower Beauty is a cosmetics brand founded by actress Drew Barrymore in 2013. The brand emphasizes affordable, high-quality makeup that empowers individuals to embrace their unique beauty. Known for its cruelty-free products and inclusive range of shades, Flower Beauty offers a wide array of items, from foundations and lipsticks to eyeshadows and skincare. The brand is celebrated for its commitment to accessibility, innovation, and positive self-expression, making beauty enjoyable and attainable for everyone.
Pros
- affordable
- cruelty-free
- wide range of products
- celebrity endorsement
- high-quality packaging
Cons
- limited availability
- online-only in some regions
- mixed reviews on certain products
- less established brand
- inconsistent product stock
4.
Kiko Milano
KIKO Milano is an Italian cosmetics brand established in 1997, known for its high-quality makeup, skincare, and beauty accessories. The brand offers a wide range of innovative products at accessible prices, emphasizing both creativity and performance. KIKO Milano is celebrated for its vibrant color palettes, cutting-edge formulations, and stylish packaging. With a commitment to inclusivity, the brand caters to diverse beauty needs and preferences, making professional-grade beauty accessible to all.
Pros
- Affordable
- Trendy packaging
- Wide range of products
- Good pigmentation
- Frequent sales
Cons
- Limited shade range
- Some products lack longevity
- Inconsistent quality
- Difficult to find in-store
- Customer service complaints
5.
ColourPop
ColourPop is a popular American cosmetics brand known for its high-quality, affordable makeup products. Founded in 2014, the brand quickly gained a loyal following thanks to its vibrant color range, innovative formulas, and cruelty-free, vegan-friendly ethos. ColourPop offers a wide variety of products, including eyeshadows, lipsticks, and face makeup, often collaborating with influencers and pop culture franchises. Their trend-driven collections and frequent new releases keep beauty enthusiasts excited and engaged.
Pros
- Affordable pricing
- wide shade range
- trendy collections
- cruelty-free
- high-quality formulas.
Cons
- Limited availability in stores
- some products sell out quickly
- packaging issues
- inconsistent restocking
- occasional product fallout.
6.
Persona Cosmetics
Persona Cosmetics, founded by makeup artist Sona Gasparian in 2016, is a beauty brand celebrated for its high-quality, user-friendly products designed to enhance natural beauty. Inspired by Sona's professional expertise and her passion for empowering individuals, Persona offers a curated range of versatile and inclusive makeup essentials. Known for its flattering eyeshadow palettes and innovative formulas, the brand has garnered a loyal following for its commitment to creating accessible, everyday beauty solutions that cater to diverse skin tones and types.
Pros
- high-quality ingredients
- cruelty-free
- inclusive shade range
- sleek packaging
- long-lasting formulas
Cons
- higher price point
- limited availability in stores
- small product line
- no fragrance-free options
- some products sell out quickly
7.
Catrice
Catrice is a globally recognized cosmetics brand known for its high-quality, trend-driven makeup products at affordable prices. Launched in Germany, the brand offers a wide range of items including foundations, lipsticks, eyeshadows, and nail polishes. Catrice prides itself on innovation, regularly updating its collections to reflect the latest beauty trends. Committed to cruelty-free practices, the brand appeals to a broad audience looking for stylish, effective, and ethical beauty solutions.
Pros
- Affordable
- Trendy products
- Cruelty-free
- Wide range
- High quality
Cons
- Limited availability
- Inconsistent pigmentation
- Small packaging
- Fast product turnover
- Not high-end
8.
Lethal Cosmetics
Lethal Cosmetics is a Berlin-based, cruelty-free beauty brand known for its vibrant, high-quality, and innovative makeup products. Founded in 2016, the brand offers a wide range of customizable eyeshadows, lip products, and face makeup, emphasizing bold colors and unique formulations. Lethal Cosmetics is committed to sustainability and ethical practices, using vegan ingredients and eco-friendly packaging. Their mission is to empower individuals to express their creativity and individuality through makeup.
Pros
- High-quality pigments
- Vegan and cruelty-free
- Diverse color range
- Customizable palettes
- Long-lasting wear.
Cons
- Higher price point
- Limited physical store availability
- Online swatches may differ
- Small brand awareness
- Shipping delays possible.
9.
Beauty Bakerie
Beauty Bakerie is a cosmetics brand celebrated for its high-quality, long-lasting makeup products with a sweet, bakery-themed twist. Founded by Cashmere Nicole in 2011, the brand emphasizes inclusivity, offering a diverse range of shades to cater to all skin tones. Beauty Bakerie is also known for its commitment to cruelty-free and vegan formulations. With its playful packaging and empowering message, the brand has garnered a loyal following and stands out in the beauty industry.
Pros
- Inclusive shade range
- Cruelty-free
- Long-lasting products
- Unique packaging
- Diverse marketing.
Cons
- Higher price point
- Limited availability
- Some products can be drying
- Might not suit all skin types
- Limited in-store presence.
10.
Melt Cosmetics
Melt Cosmetics is a trend-setting makeup brand co-founded by Lora Arellano and Dana Bomar in 2012. Known for its bold, highly pigmented products, Melt has garnered a dedicated following among beauty enthusiasts. The brand emphasizes individuality and creativity, offering a range of innovative eyeshadows, lipsticks, and face products. Melt Cosmetics stands out for its vibrant color palettes and commitment to quality, making it a favorite for those looking to make a statement with their makeup.
Pros
- High pigmentation
- unique color range
- vegan-friendly products
- great packaging
- long-lasting wear.
Cons
- Expensive
- limited availability
- some shades prone to fallout
- inconsistent formula quality
- not widely accessible internationally.