9 Underrated Beauty Brands You Need to Know About

Contrary to popular belief, there is a world of exceptional makeup beyond the mainstream counters you pass at department stores. While big names like Bobbi Brown, MAC, and Lancôme have won our trust thanks to decades of successful product launches, it’s still refreshing to see what else is out there in the beauty world. By trying these underrated brands, you’re likely to discover a new favorite product or even your next go-to company altogether.

1. Gold Label Cosmetics

Matte Lip Pens

Matte Lip Pens from Gold Label | Gold Label Cosmetics

Founded in 2012 by makeup artist Kristen Elise Brown, Gold Label Cosmetics is a makeup line designed to enhance your natural beauty. Gold Label Cosmetics products are inspired by art, fashion, and travel, yet they’re meant for every kind of woman. Their products are highly pigmented, practically packaged, and incredibly versatile. Fans can’t get enough of the brand’s balance of opulence and convenience. You can find their matte lip pens for only $20, and their lipstick for $14.

2. RMS Beauty

Rose-Marie’s Essentials Set

Rose-Marie’s Essentials Set | RMS Beauty

RMS Beauty products go beyond just making you look good; they also works wonders for your skin. RMS Beauty products are formulated with raw, organic, unrefined ingredients that act as healing agents. The aim of the company is to keep makeup as pure as possible, so you can feel good about what you’re using. 

3. Glossier

Black Tie Set

Black Tie Set by Glossier | Glossier

This beauty startup was founded by Emily Weiss who, after stints at W and Vogue, decided to launch a beauty website called Into the Gloss. This blog quickly grew from a website with a small following to an internationally worshiped beauty destination. Weiss has launched a range of stunning beauty products to go with it as well. Every month it feels like this cult beauty brand is becoming more and more popular, but since Glossier still isn’t sold by major retailers, we still consider it pretty under the radar (though not for long). Glossier products are inspired by real life and aim to enhance your natural beauty.

4. MAKE Beauty

MAKE Sampler

MAKE Sampler | MAKE Beauty

MAKE believes that beauty is about being artful, authentically expressing yourself, feeling good, and being confident in your own skin. As such, the brand wants to inspire customers to follow their imagination. To makes things even better, MAKE never tests its products on animals and also donates 10% of all proceeds to the We See Beauty Foundation, which supports women-led businesses.

5. Aromi

Terra Cotta Matte Liquid Lipstick

Terra Cotta Matte Liquid Lipstick from Aromi | Aromi

Aromi uses only the finest ingredients to produce their extremely fun, colorful products. The brand was founded by a chemist, who derived the company’s name from the Finnish word for fragrance as a tribute to her Scandinavian heritage. Aromi has a vegan and cruelty-free pledge, meaning none of their cosmetics are tested on animals and they’ve even been certified by PETA. Aromi’s matte liquid lipsticks are especially gorgeous and cost only $17 each.

6. Rituel de Fille

Rituel de Fille swatches

Rituel de Fille swatches | Rituel de Fille

Rituel de Fille was born from the passion of three sisters — Katherine, Caroline, and Michelle Ramos — who were inspired by natural ingredients. All sisters are accomplished artists and were able to bring creative, meticulous visions to the brand. All of Rituel de Fille’s products are made with the fewest possible ingredients, 99% of which are natural.

7. Makeup Geek

Kathleen Lights Highlighter Palette

Kathleen Lights Highlighter Palette | Makeup Geek

Makeup Geek began as an outlet for founder Marlena Stell to share her passion for beauty and ultimately educate others about how to enhance their natural beauty. But on top of teaching others how to apply makeup with countless video tutorials, Makeup Geek has a large collection of products that makeup artists swear by. 

8. Younique

Younique makeup products

Younique products | Younique

This underrated beauty brand is on a mission to uplift and empower women around the world, which is just one of the reasons to love it. Younique makeup is also made with high-quality materials that are meant to make you feel great inside and out. The company even has work opportunities for anyone interested in representing their products.

9. Nubian Heritage

Mango Butter Bath & Body Scrub

Mango Butter Hand & Body Scrub by Nubian Heritage | Nubian Heritage

This up-and-coming beauty brand began in Harlem. Their goal was to incorporate African black soap and shea butter into products like soap bars, bath bombs, body wash, and lotion. Since starting in 1991, Nubian Heritage has shared healing products with the masses.