Milk Makeup changed the game with their minimalist aesthetic and skin-forward approach, becoming the go-to brand for clean beauty enthusiasts. But the beauty landscape is evolving rapidly, and several lesser-known brands are bringing intriguing innovations to our vanities. From pH-adjusting formulas to sleep-safe ingredients, these alternatives showcase how clean beauty continues to evolve beyond the basics.
: Where Less Actually Means More
We're fascinated by MERIT's pandemic-era origin story - a time when many of us were questioning our relationship with makeup. Rather than chase trends or expand endlessly, MERIT took the opposite approach: perfecting a handful of essential products that work in harmony.
Their Day Glow highlighter embodies this stripped-down philosophy. The formula creates that coveted "just-stepped-out-of-a-facial" dewiness without relying on shimmer or glitter. Behind the scenes, MERIT collaborates with a renowned Hollywood facialist to develop products that support skin health. Their vegan, cruelty-free formulations notably skip common acne triggers – a thoughtful detail that's surprisingly rare in clean beauty. The brand's partnership with Baby2Baby adds another layer to their ethos: beauty with a conscience.
Why we like MERIT
1
Minimalist Approach
Carefully curated essential products without unnecessary additions
2
Skin-First Formula
Developed with facialist expertise for optimal skin health
3
Clean Ingredients
Vegan, cruelty-free formulations that avoid common acne triggers
4
Social Impact
Meaningful partnership with Baby2Baby charity
Stick creamy highlighters make application simple. I also love that they don’t count as liquids when traveling (team carry-on only forever!).
: The Art of Precise Enhancement
REFY's approach to beauty feels refreshingly straightforward: create tools that enhance rather than mask. Their development process involves extensive testing across different skin types and tones, moving beyond the surface-level inclusivity that's become commonplace in the industry.
The brand's Brow Pomade has developed quite a following in beauty circles. Its dual-ended design tackles a common frustration with brow products: the need to switch between tools for different effects. The formula manages to create definition without the waxy, stiff feeling that often comes with long-wearing brow products. This careful balance between function and comfort runs through REFY's entire line.
Why we like REFY
1
Innovative Design
Dual-ended tools that simplify beauty routines
2
Inclusive Development
Extensive testing across diverse skin types and tones
3
Performance Balance
Long-wearing formulas that maintain comfort
4
Enhancement Focus
Products that enhance natural features without masking
: Where Skincare Meets Makeup Magic
Here's an interesting pivot: Summer Fridays began by solving travel-related skin woes but has evolved into something more ambitious - a brand that's rethinking the relationship between skincare and makeup. Their products challenge the traditional separation between these categories.
The Jet Lag Mask exemplifies this hybrid approach. It's technically a treatment, but it creates such an ideal canvas for makeup that many use it as a primer. We're intrigued by the brand's transparency about their development process - Summer Fridays is notably upfront about their testing procedures and ingredient selection criteria. This openness offers a glimpse into how modern beauty products come to life.
Why we like Summer Fridays
1
Hybrid Innovation
Products that bridge skincare and makeup
2
Travel-Inspired Solutions
Formulas designed for on-the-go skin concerns
3
Development Transparency
Open communication about testing and ingredients
4
Multifunctional Products
Items that serve multiple beauty purposes
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.
: Global Beauty Wisdom Made Modern
Drawing from diverse beauty traditions, Sunnies Face has crafted a collection that feels both fresh and timeless. Their focus on creating the perfect color edits - rather than endless shade ranges - reflects a thoughtful approach to product development.
The Skin So Good Multistick shows how this philosophy translates into practice. Available in 16 shades, it delivers coverage that looks like naturally enhanced skin rather than a mask. The formulation succeeds in a tricky balancing act: providing enough pigment for noticeable results while maintaining that coveted "your skin but better" effect. Their attention to packaging aesthetics doesn't hurt either - these products are designed to spark joy both in use and on display.
Why we like Sunnies Face
1
Global Influence
Products inspired by diverse beauty traditions
2
Curated Collections
Thoughtfully edited shade ranges
3
Natural Enhancement
Formulas that perfect without masking
4
Aesthetic Design
Joy-sparking packaging and presentation
: Breaking Beauty's Bedtime Rules
Who says you can't sleep in your makeup? Youthforia is challenging this age-old beauty rule with their innovative formulations. Their USDA BioPreferred certification and commitment to green chemistry principles suggest they're thinking several steps ahead of traditional clean beauty brands.
The BYO Blush represents this innovative spirit in action. This color-changing oil responds to your skin's pH levels, creating a personalized flush that looks surprisingly natural. While the concept might sound like a chemistry experiment, the execution is remarkably practical. Youthforia's approach to sustainability extends beyond ingredients to packaging design, proving that environmentally conscious beauty doesn't have to sacrifice functionality or fun.
Why we like Youthforia
1
Innovative Technology
pH-responsive color-changing formulations
2
Sleep-Safe Formula
Makeup designed to be worn overnight
3
Green Chemistry
USDA BioPreferred certified ingredients
4
Sustainable Design
Eco-conscious packaging solutions
: Making Sensitive Skin Look Sensational
When skin reactivity limits your makeup options, Tower 28 offers a welcome solution. Named after a Santa Monica lifeguard station, the brand has earned recognition from dermatologists for their non-irritating formulations. Their success demonstrates how specialized focus can lead to broad appeal.
The BeachPlease Cream Blush shows what happens when gentle formulation meets effective pigmentation. Free from common irritants, it delivers a natural-looking flush that works on cheeks, lips, and eyes. The formula includes skin-soothing ingredients that calm rather than aggravate sensitive complexions. This attention to skin health doesn't come at the expense of performance - the color payoff and staying power hold their own against less gentle alternatives.
Why we like Tower 28
1
Sensitive Skin Focus
Dermatologist-recognized non-irritating formulas
2
Versatile Application
Multi-use products for various features
3
Soothing Ingredients
Calming components that benefit skin health
4
Professional Recognition
Dermatologist-approved formulations
Love this blush - applies like a cream and doesn't budge.
The Future of Clean Beauty
These brands demonstrate how clean beauty continues to evolve beyond its original parameters. From MERIT's essentials-only approach to Youthforia's sleep-safe innovations, each brings something distinct to our makeup bags. As the category matures, we're seeing more sophisticated solutions to age-old beauty challenges - and that's something worth watching.