The "your skin but better" aesthetic that Bobbi Brown pioneered feels almost quaint now. While the brand deserves credit for championing natural-looking makeup, a fresh crop of companies is redefining what that means for today's beauty enthusiasts. These alternatives don't just match Bobbi Brown's professional-grade quality – they're bringing new perspectives on formulation, sustainability, and inclusivity to the table.
We're intrigued by how Refy managed to crack the code of creating products that translate equally well on social media and in person. The brand's origin story reads like a modern fairy tale – founder Jess Hunt spent years perfecting her own brow routine before launching a collection that would simplify everyone else's. Their Brow Pomade has become the cornerstone of their success.
Instead of rushing products to market, Refy took two years to perfect their initial launch. The patience paid off when they burned through six months of inventory in just six weeks. This deliberate approach continues to define their development process, with each product designed to work across the spectrum of skin types and tones.
Why we like Refy
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Social Media Proven
Products that look great both online and in real life
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Methodical Development
Two-year perfection process for optimal formulations
In a world of full-coverage everything, Glossier zigged when others zagged. Their Ultralip embodies this countercultural approach – it's neither a gloss nor a lipstick but somehow manages to deliver the best aspects of both. The formula provides the comfort of a balm while still giving enough color to make it worth your while.
We appreciate how Glossier's products feel like they were designed by your coolest friend who happens to be really good at makeup. Their formulations don't require YouTube tutorials to master, and they integrate seamlessly into real-world routines. This isn't makeup that demands a ring light and three hours of prep time.
The stick format of Milk's Matte Bronzer might look gimmicky at first glance, but it's actually genius. This brand has managed to make clean beauty feel less precious and more practical. Their cream-based products can be swiped on during your morning commute (though maybe not while driving).
The brand's plant-based formulations prove that "clean" doesn't have to mean "compromised." We're particularly impressed by how they've managed to create products that work across different skin types without relying on conventional cosmetic ingredients. Their approach to beauty feels less like a luxury ritual and more like part of an active lifestyle.
Why we like Milk Makeup
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Innovative Format
Practical stick formulations for easy application
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Clean Performance
Plant-based formulas that don't compromise on results
Creating truly universal shades is like catching lightning in a bottle, but Sunnies Face seems to have figured it out. Their Fluffmatte Lipstick collection started with nine shades that somehow manage to look good on practically everyone. The secret lies in their development process, which involved testing on hundreds of different skin tones.
These products hit the sweet spot between luxury and accessibility. The formulations deliver the kind of comfort and wear time you'd expect from prestige brands, but without the accompanying sticker shock. We're fascinated by how they've managed to create colors that feel both trend-aware and timeless.
Merit's Day Glow highlighter proves that less really can be more. The brand has stripped away the excess that often comes with luxury beauty, focusing instead on products that actually earn their keep in your makeup bag. Their approach feels like a breath of fresh air in an industry that often equates more options with better results.
The brand's dedication to clean formulations and sustainable practices shows that responsibility doesn't have to look or feel boring. Their products manage to deliver that elusive "French girl" aesthetic without requiring a master class in application techniques.
Why we like Merit
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Purposeful Minimalism
Carefully curated products that earn their place
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Effortless Application
No master class required for sophisticated results
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Sustainable Luxury
Clean formulations with responsible practices
Melinda March
05/24/24
Stick creamy highlighters make application simple. I also love that they don’t count as liquids when traveling (team carry-on only forever!).
Anyone who's ever been disappointed by natural makeup should give Saie's Sun Melt bronzer a look. The brand has managed to create clean formulations that perform like conventional products – no small feat in the world of natural beauty. Their approach to sustainability extends beyond just ingredients to include thoughtful packaging and business practices.
We're particularly interested in how Saie has managed to create products that multitask effectively. Their formulations often include skincare benefits without compromising on performance, making them particularly appealing for those looking to streamline their routines.
Why we like Saie
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Performance-Driven
Clean formulas that match conventional products
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Holistic Sustainability
Thoughtful approach to ingredients and packaging
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Multitasking Products
Combined makeup and skincare benefits
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.
Youthforia's BYO Blush represents a genuine innovation in cosmetic formulation. The brand claims you can sleep in their products without waking up to angry skin – and they've got the testing to back it up. Their founder actually wore the products overnight for months during development.
The color-changing formulas might seem like a party trick, but they're backed by serious skincare science. These products challenge our assumptions about what makeup can do, suggesting that future formulations might actually benefit our skin rather than just sitting on top of it.
This crop of brands represents a fundamental shift in how we think about makeup. They're proving that natural doesn't have to mean boring, clean doesn't have to mean ineffective, and luxury doesn't have to mean complicated. While Bobbi Brown laid the groundwork for professional-grade natural makeup, these newcomers are writing the next chapter in beauty's evolution.