In the past few years the beauty industry has undergone a major makeover, some would even dare to call it a revolution. The once trendy phrase, “inclusivity,” is quickly becoming the staple of every brand’s closet, whether they like it or not, and those that refuse to accept it are being left out with the trash. Here are five female owned it-brands that are paving the way to a glowing future:
Danessa Myricks:
Danessa’s specialty is gorgeous skin, and you can be guaranteed to achieve that “just left the spa” glow with only one pump of her Vision Cream Cover, priced at $28. It conceals issues like hyper pigmentation and discolouration, while keeping your skin looking like— skin! For those who want high quality makeup with master craftsmanship but don’t want to pay the big bucks for a small product, this is the brand for you.
“I was committed from the beginning that my products would work for everyone. All the products in the collection are multifunctional, and a little bit goes long way so you can have it for a long time.” – Danessa Myricks
Coverfx:
When Coverfx landed in the industry, it was an extraordinary arrival. The Custom Cover Drops are perfect for the woman who wants that extra coverage without spending more than 5 minutes in front of the mirror. At $56/bottle, having the freedom to determine how much product you use is refreshing; just add the concentrated pigment to your favourite moisturizer or sunscreen.
Beauty Bakerie:
Created by Cashmere Nicole, a breast cancer survivor, the brand is doing its part in pushing the beauty industry towards a toxin-free future, taking pride in being cruelty and paraben free, vegan and smudge proof. At $20 a pop, Beauty Bakerie’s Lip Whips are made with love and meant to last all day so that you can kiss your loved ones, worry-free.
“The mission is ‘to be sweet and sweeten the life of others.’ The motto is ‘to be better not bitter.’” – Cashmere Nicole
Pat McGrath:
Pat McGrath is a LEGEND in the beauty industry, with some of her creations worthy of the beauty Hall of Fame. Her luxurious Lip Fetishes are a cult favourite, and if you can manage to find the shade you love without a “sold out” sign attached, snag it while you have the chance. These are the ultimate special occasion lipsticks, selling for $52 a tube. Don’t be deterred by the price tag; these are expertly crafted so that you can savour your picture perfect pout.
Glossier:
When it comes to loving the skin you’re in, do not overlook this brand who’s only aim is to enhance the beauty that is already there, without setting any standards. While the industry went crazy over perfectly carved eyebrows, Glossier broke the mold with their Boy Brow, priced at $20, reminding us that the naturally wild brows we’re all blessed with are just as beautiful, and erasing the stigma against those who choose to remain unruly.
“Beauty isn’t made in a boardroom—it happens when the individual is celebrated.” – Glossier
Coco Couture 