Glow Recipe's watermelon-infused products and millennial pink packaging once defined clean beauty. But while they've been coasting on their fruit-forward formulations, a new crop of brands has been quietly revolutionizing the category. These newcomers are doing more than just slapping trendy ingredients into photogenic bottles – they're fundamentally rethinking how natural skincare can work.
We've noticed these brands taking unique approaches to gentle yet effective skincare, from reviving ancient wellness practices to embracing cutting-edge science. Here's our take on six brands that showcase where clean beauty is headed next.
: Where Ancient Indian Rituals Meet Modern Chemistry
The Glow Activating Exfoliator defies the usual "East meets West" marketing clichés by actually delivering something authentic. Founder Rooshy Roy grew up practicing Indian beauty rituals at home while navigating American beauty standards in public, and that dual perspective shows in the brand's thoughtful reformulation of traditional ingredients.
We're intrigued by how they've solved the classic turmeric dilemma – harnessing its brightening and anti-inflammatory properties without turning users' faces temporarily yellow. The addition of Neem and honey creates a treatment that feels both grounding and sophisticated. Their educational content goes deeper than surface-level appropriation, offering genuine insight into the cultural significance of each ingredient.
Why we like Aavrani
1
Authentic Heritage
Thoughtfully incorporates traditional Indian beauty rituals into modern formulations
2
Innovative Solutions
Solved the yellow staining issue common with turmeric-based products
3
Cultural Education
Provides deep, meaningful context for traditional ingredients
A Verticale fav, founded by Rooshi Roy, this brand is AAPI-owned!
: Breaking Down Beauty's Black Box
Remember when "natural" was just a buzzword slapped on fancy packaging? Three Ships' Brighter Days Red Algae + Avocado Biodegradable Eye Masks represent a different approach. These patches don't just dissolve under your eyes – they actually dissolve in water after use, addressing the waste problem that plagues the beauty industry.
Founders Laura and Connie started with $4,000 and a radical commitment to transparency. Each ingredient comes with a detailed origin story and scientific rationale, transforming the typically opaque world of formulation into an open book. Their use of upcycled avocado extract demonstrates how sustainability can coexist with efficacy.
Why we like Three Ships
1
Radical Transparency
Provides detailed origin stories and scientific rationale for every ingredient
2
Sustainable Innovation
Creates biodegradable products that actually work
3
Resource Efficiency
Uses upcycled ingredients to reduce waste
I was really impressed with the results I saw from these eye masks! I noticed that after using them, my under eyes were significantly more hydrated and less puffy. I will definitely be adding these into my routine more consistently!
These patches are amazing! My eyes are puffy everyday in the morning,also they have pretty dry skin. But after just 10 minutes all puffiness disappears and skin becomes so hydrated and soft. It also great that they can dissolve in water. Yes,it takes time, but makes these patches so nature-friendly!
I recently got a chance to try these eye masks and they were so great! I left them on for about 10 minutes, and started noticing the results right after! You just rub the remaining serum into your eye area and you’re all set for the night! I also love how you can put them in hot water for 10 minutes and they dissolve! A win for your eye area and the earth! Love these!
: The Brand That Makes Science Sexy
While other brands play it safe, Experiment's Super Saturated serum throws conventional wisdom out the window. Their scientific deep dive into glycerin – using a whopping 30% concentration instead of jumping on the hyaluronic acid bandwagon – shows real intellectual courage.
The founders' chemistry background shines through in their approach to education. Rather than dumbing down the science, they make it accessible and exciting. The serum's unusual stringy texture might raise eyebrows, but it's a perfect example of prioritizing function over conventional aesthetics. We appreciate how they've made understanding skincare chemistry feel less like a lecture and more like a fascinating exploration.
Why we like Experiment
1
Scientific Innovation
Takes bold approaches to formulation based on chemistry
2
Educational Excellence
Makes complex skincare science accessible and engaging
3
Function First
Prioritizes effectiveness over conventional aesthetics
This is one of my favorite parts of my skincare routine. It really locks in water and/or essences.
: Mastering the Art of Skincare Efficiency
The Jet Lag Mask tackles a common skincare dilemma: how to pack maximum impact into minimum steps. This hybrid treatment-moisturizer reflects a deeper understanding of how people actually use products in real life, rather than following rigid skincare rules.
Founded by content creators who understand the intersection of aesthetics and effectiveness, Summer Fridays has cracked the code on products that deliver both immediate and long-term results. The mask's ability to adapt to different uses – from quick fix to overnight treatment – reflects a pragmatic approach to luxury skincare.
Why we like Summer Fridays
1
Practical Luxury
Creates versatile products that fit real-life routines
2
Multi-Tasking
Develops hybrid products that serve multiple purposes
3
User-Centric Design
Understands and addresses actual consumer behavior
This is such a great mask for dry skin! I use it as an overnight mask in the cooler months.
Love this mask! I like to use it as my evening moisturizer or whenever my skin gets super dry.
The Jet Lag mask is internet-famous for a reason - it’s a gentle product but it’s so hydrating. It works well as an overnight mask but also as a moisturizer to follow up a mask.
: Stripping Away Skincare's Excess
In a world of 12-step routines, KraveBeauty's Matcha Hemp Hydrating Cleanser makes a bold statement through simplicity. Founder Liah Yoo's background in beauty content creation informed a philosophy that questions the industry's more-is-more mentality.
The cleanser's formulation reads like a masterclass in intentional design. Each ingredient earns its place, from matcha's antioxidant properties to hemp seed oil's balancing effects. We appreciate how their educational content focuses on understanding skin function rather than chasing perfect skin, a refreshing departure from typical beauty marketing.
Why we like KraveBeauty
1
Intentional Minimalism
Creates products with purposeful, carefully selected ingredients
2
Educational Focus
Emphasizes skin health over perfection
3
Simplified Approach
Challenges industry excess with effective basics
: Bringing Hawaiian Wisdom to Modern Formulations
By incorporating Hawaiian botanical traditions into their Mineral Sunscreen, Koa demonstrates how cultural wisdom can inform contemporary skincare without falling into exoticism. Their interpretation of 'pono' – living harmoniously with nature – manifests in thoughtful ingredient selection and packaging decisions.
The addition of wild chamomile and vitamin B to their sunscreen formula shows an understanding of how to bridge traditional knowledge and modern skin science. Their approach feels particularly relevant as we grapple with questions of sustainability and ethical sourcing in beauty.
Why we like Koa
1
Cultural Integration
Authentically incorporates Hawaiian wisdom into modern formulations
2
Ethical Sourcing
Emphasizes harmony with nature in ingredient selection
3
Balanced Innovation
Successfully bridges traditional knowledge and modern science
The Future of Clean Beauty
These six brands represent distinct visions of where clean beauty can go next. From Aavrani's cultural depth to Experiment's scientific rigor, each contributes something unique to the conversation. As the category continues to evolve, these innovators are proving that clean beauty can be more than just another marketing angle – it can be a genuine revolution in how we think about skincare.
:focal(0)/www.kravebeauty.com%2Fproducts%2Fmatcha-hemp-hydrating-cleanser%2F1719589031%2Fmini_mhhc_pdp_1_1.png)
:fill(e9e9e9)/www.mytopicals.com%2Fproducts%2Fslick-salve-mint-lip-balm%2F1701358358%2F231205_TOPICALS_Slick_Salve_Sephora_PDP_Image1_1_11zon.jpg)
:fill(f6f6f6)/www.aavrani.com%2Fproducts%2Fglow-activating-exfoliator%2F1720469700%2FFlatlay_6ea11353-5fe9-4e54-a70a-08cc2280eb9c.jpg)
/www.summerfridays.com%2Fproducts%2Fjet-lag-mask%2F1720469098%2FJet-Lag-Mask-Main.jpg)
:fill(ffffff):watermark(overlays/overlay-black.webp,repeat,repeat,98)/www.threeshipsbeauty.com%2Fproducts%2Fbrighter-days-red-algae-avocado-biodegradable-eye-mask%2F1726199452%2FBrighterDays_PDP.png)
:fill(ffffff):watermark(overlays/overlay-black.webp,repeat,repeat,98)/www.experimentbeauty.com%2Fproducts%2Fsuper-saturated%2F1686640301%2Fcart_81009a3c-160d-436c-b6e0-f4bc1a68af5e.jpg)
:focal(0)/www.livingkoa.com%2Fproducts%2Fmineral-face-sunscreen%2F1701204789%2F00_GSGStudioKoaSPFFloaty_3.jpg)
:fill(f6f6f6)/www.aavrani.com%2Fproducts%2Fglow-activating-exfoliator%2F1720469700%2FFlatlay_6ea11353-5fe9-4e54-a70a-08cc2280eb9c.jpg)
/original_images%2Fbatch_logo_20230611www.aavrani.com){kind=logo}
/environments/prod/users/TheVerticale/avatars/krl7PE4M)
:fill(ffffff):watermark(overlays/overlay-black.webp,repeat,repeat,98)/www.threeshipsbeauty.com%2Fproducts%2Fbrighter-days-red-algae-avocado-biodegradable-eye-mask%2F1726199452%2FBrighterDays_PDP.png)
/original_images%2Fwww_threeshipsbeauty_com_logo_1.png){kind=logo}
/environments/prod/users/emily5573/avatars/ffpZKccI)
/environments/prod/users/photo2267/avatars/H2vBCKHY)
/environments/prod/users/thaiboi872889/avatars/G1969U8Y)
:fill(ffffff):watermark(overlays/overlay-black.webp,repeat,repeat,98)/www.experimentbeauty.com%2Fproducts%2Fsuper-saturated%2F1686640301%2Fcart_81009a3c-160d-436c-b6e0-f4bc1a68af5e.jpg)
/original_images%2Fexperimentbeauty_com_logo.png){kind=logo}
/environments/prod/users/buddhaful/avatars/Hpf-JMYo)
/www.summerfridays.com%2Fproducts%2Fjet-lag-mask%2F1720469098%2FJet-Lag-Mask-Main.jpg)
/original_images%2Fwww_summerfridays_com_logo.png){kind=logo}
/environments/prod/users/perault4728/avatars/AC9o3RBl)
/environments/prod/users/brown5573/avatars/EUSml8x0)
:focal(0)/www.kravebeauty.com%2Fproducts%2Fmatcha-hemp-hydrating-cleanser%2F1719589031%2Fmini_mhhc_pdp_1_1.png)
/original_images%2Fbatch_logo_20230611www.kravebeauty.com){kind=logo}
:focal(0)/www.livingkoa.com%2Fproducts%2Fmineral-face-sunscreen%2F1701204789%2F00_GSGStudioKoaSPFFloaty_3.jpg)
/original_images%2Fbatch_logo_20230611www.livingkoa.com){kind=logo}