Remember when Tarte felt revolutionary with its clean beauty approach and Instagram-worthy packaging? While they helped pave the way for better beauty standards, a new generation of brands is redefining what we expect from our makeup. From scientists-turned-beauty-founders to community-driven formulations, these companies aren't just creating products - they're sparking conversations about inclusivity, sustainability, and the evolving definition of beauty in 2024.
We've found seven standout brands that deliver the natural, skin-first aesthetic Tarte popularized, each bringing fresh perspectives to the beauty counter. Whether you're intrigued by bioactive ingredients or searching for truly inclusive shade ranges, these alternatives showcase how far the industry has come.
The brainchild of a biology major, Kosas approaches beauty with scientific rigor that would make your chemistry teacher proud. Their formulations read like a biochemistry thesis, packed with ingredients that sound more at home in a research paper than a makeup bag.
The Glowiest Skin Ever Set exemplifies this nerdy-but-cool approach. While other brands tout "clean beauty," Kosas geeks out on copper peptides and bioactive compounds. We're particularly intrigued by their focus on ingredients that support the skin's microbiome - because who knew beneficial bacteria could be so beautiful?
Why we like Kosas
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Science-First Approach
Formulations based on biochemistry and microbiome research
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Research-Backed Ingredients
Uses proven bioactive compounds and peptides
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Smart Beauty
Combines scientific innovation with practical application
After getting a "thanks, but no thanks" from Shark Tank, The Lip Bar's founder Melissa Butler turned her Brooklyn kitchen experiments into a Detroit-based beauty empire. Starting with vivid vegan lipsticks, she's built a brand that celebrates diversity without making it feel like a marketing checkbox.
Their Nonstop Liquid Matte has developed something of a cult following, and we can see why. The formula manages to pack serious pigment while incorporating moisturizing elements that won't leave your lips feeling like the Sahara. What's refreshing is how The Lip Bar develops products - through actual conversations with their community rather than boardroom assumptions.
Why we like The Lip Bar
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Community-Driven Development
Products created based on real customer feedback
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Inclusive Foundation
Built from the ground up with diversity in mind
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Vegan Formulations
Cruelty-free products that don't compromise on performance
Chelsey Reyes
09/17/24
this is so vibrant on my lips. It is matte but I love the fact that it is easy to apply and that is very long lasting.
While some brands slap "eco-friendly" on their packaging and call it a day, Saie treats sustainability like a science project. Their ingredient selection process involves more scrutiny than a college admission board, considering both immediate cosmetic benefits and long-term environmental impact.
We're particularly impressed by their Sun Melt bronzer, which somehow manages to be both environmentally conscious and genuinely effective. The brand's Climate Neutral certification isn't just window dressing - they're constantly tinkering with their formulas and packaging to shrink their carbon footprint.
Why we like Saie
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Climate Neutral Certified
Verified commitment to environmental responsibility
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Rigorous Ingredient Standards
Thorough vetting process for all components
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Sustainable Innovation
Continuous improvement in formulation and packaging
Connie L.
02/09/24
I've had my Sun Melt for over a year and have barely made a dent in it because of how pigmented it is! Great for contour.
Breaking free from Western beauty conventions, Sunnies Face brings Filipino innovation to the global stage. Their approach to product development reflects a nuanced understanding of diverse skin characteristics that mainstream brands often overlook.
The Skin So Good Multistick embodies this philosophy of universal enhancement. We appreciate how each shade is developed to work across multiple skin tones, proving that inclusive beauty doesn't have to mean endless shade variations. Their success in Asia has thrown down the gauntlet to traditional beauty capitals.
Why we like Sunnies Face
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Global Perspective
Asian beauty innovation meets universal appeal
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Universal Shade Development
Colors designed to work across multiple skin tones
Rare Beauty isn't riding the celebrity beauty brand wave - it's creating its own current. Founded by Selena Gomez, the brand allocates 1% of sales to expanding mental health services in underserved communities through their Rare Impact Fund.
Their Soft Pinch Liquid Blush stands out for its thoughtful design - the packaging was developed with input from people with limited hand mobility. We're impressed by how the formula manages to be both beginner-friendly and sophisticated enough for makeup enthusiasts.
While other brands make vague claims about being "gentle," Tower 28 went ahead and became the only beauty brand fully compliant with National Eczema Association guidelines. Created by someone who knows the struggle of sensitive skin firsthand, their products prove that effective makeup doesn't need to feel like facial warfare.
The BeachPlease Cream Blush exemplifies their methodical approach to formulation. We're fascinated by their ingredient selection process, which focuses as much on what's left out as what goes in. Their success suggests there's a significant audience tired of playing Russian roulette with their sensitive skin.
Why we like Tower 28
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Dermatologist-Approved
Only beauty brand fully NEA-compliant
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Sensitive Skin Focus
Carefully curated ingredients for reactive skin
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Thoughtful Formulation
Equal attention to included and excluded ingredients
Connie L.
02/09/24
Love this blush - applies like a cream and doesn't budge.
Born in the creative pressure cooker of Milk Studios, Milk Makeup brings editorial creativity to everyday beauty. Their stick-based formats aren't just a gimmick - they're designed for the kind of creative experimentation usually reserved for professional shoots.
The Matte Bronzer stick showcases their practical approach to luxury. We appreciate how their cream-based formulations and stick packaging make professional-quality results accessible to those who prefer fingers to brushes. Their shade ranges demonstrate an understanding that "natural" looks different on everyone.
Why we like Milk Makeup
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Editorial Heritage
Professional studio expertise in everyday products
These brands represent more than alternatives to Tarte - they're writing beauty's next chapter. From laboratory innovations to community-driven development, sustainable packaging to mental health advocacy, each brings something distinct to the conversation. While Tarte helped start the clean beauty revolution, these brands are showing us where it's heading - and we're here for it.