While Clarins dominates department store beauty counters, a new generation of skincare brands is quietly crafting exceptional products that deserve attention. These companies are rethinking everything from ingredient sourcing to sustainability, often with more focused missions and contemporary solutions to modern skin concerns.
We've discovered seven noteworthy brands that approach skincare from refreshingly different angles. Each brings something distinct to the table – from seaweed-based formulations to innovative blue light protection technology. Let's explore how these companies are changing the face of beauty, one product at a time.
Tucked away in Vermont's Green Mountains, Ursa Major emerged from a simple premise: skincare shouldn't require a chemistry degree to understand. Their Essential Face Wipes exemplify this philosophy, stripping away unnecessary complexity while retaining sophisticated botanical science.
The brand's approach to gender-neutral formulations feels particularly relevant today. Their wipes incorporate a thoughtful blend of aloe, green tea, and birch sap – ingredients that work in concert to cleanse, exfoliate, soothe, and hydrate. The bamboo-based material adds an extra layer of eco-consciousness to an already impressive 4-in-1 formula.
Why we like Ursa Major
1
Mountain-Inspired Formulas
Sources botanical ingredients from Vermont's natural landscape
2
Gender-Neutral Focus
Creates products that work for everyone, breaking traditional beauty boundaries
3
Eco-Conscious Materials
Uses sustainable bamboo-based materials in their products
carla
06/04/24
The most luxurious face wipe of them all. These are my special occasion face wipes- that’s how amazing they are.
What started as kitchen experimentation has evolved into something remarkable. Herbivore's PINK CLOUD Rosewater + Tremella Creamy Jelly Cleanser reflects the brand's journey from humble Etsy shop to skincare innovator, without losing its artisanal soul.
The cleanser's star ingredient – tremella mushroom – can hold 500 times its weight in water, making it a particularly clever addition to a hydrating formula. We appreciate how Herbivore takes their time developing products, often spending years perfecting a single formula. This methodical approach to formulation shows in their thoughtfully crafted ingredient lists, where every component serves a clear purpose.
From their base in Quebec, Nuda Canada has carved out a unique space in the clean beauty movement. Their Body Wash reflects a distinctly Canadian approach to skincare: straightforward, effective, and mindful of environmental impact.
The brand's influence extends beyond their products – they've built a network of over 100 trained beauty professionals across North America. Their formulation philosophy centers on naturally-sourced ingredients that support skin health without relying on controversial additives or harsh chemicals.
Why we like Nuda Canada
1
Professional Network
Maintains connections with over 100 beauty professionals
2
Canadian Clean Beauty
Embraces a distinctly Canadian approach to natural formulations
3
Environmental Consciousness
Prioritizes eco-friendly practices in product development
Maapilim channels centuries of Mediterranean wellness traditions into modern skincare. Their Face Moisturizer with Hyaluronic Acid combines time-tested ingredients like olive oil and Dead Sea minerals with contemporary active ingredients.
Based in Tel Aviv, the brand draws inspiration from the Great Sea's historical trading routes and healing traditions. Their products feel like artifacts from a seaside apothecary, with thoughtfully designed packaging that elevates everyday routines into moments of reflection.
Why we like Maapilim
1
Mediterranean Heritage
Incorporates traditional ingredients and wellness practices
2
Dead Sea Minerals
Utilizes unique local ingredients in modern formulations
3
Thoughtful Design
Creates products that transform daily routines into ritualistic experiences
From a mission to get SPF pumps into Texas schools, Supergoop! has grown into something unexpected: a brand that makes people actually want to wear sunscreen. Their Unseen Sunscreen SPF 40 tackles one of skincare's biggest challenges – making sun protection feel like a treat rather than a chore.
The brand's reef-friendly formulations demonstrate how sun protection can prioritize both human and environmental health. We're intrigued by their constant exploration of new formats and applications, making daily SPF use more accessible to everyone.
Why we like Supergoop!
1
Mission-Driven
Started with a focus on sun protection in schools
2
Reef-Friendly
Creates environmentally conscious sun protection
3
Innovation in Format
Develops unique sunscreen applications that people want to use
Super lightweight! I love that it also doesn't leave any white residue
Alicia McElhone
10/14/24
I have really sensitive skin and this is one of very few sunscreens that I can wear daily without my skin feeling suffocated or breaking out after a few days - it's been a go-to for a few years.
Ashley Perault
09/18/24
Clear finish, no white cast, and silky-smooth feel on skin! Doesn't have that heavy "sunscreen" feel that a lot of other brands have.
Goodhabit recognized an emerging threat to skin health that many brands overlooked: our screens. Their Texture Magic Exfoliating Toner features proprietary BLU5 technology, designed to address the effects of blue light exposure from our devices.
The brand's scientific approach to modern lifestyle challenges feels particularly relevant in our digital age. Their formulations bridge the gap between cutting-edge technology and clean ingredients, creating solutions for skincare concerns that didn't exist a generation ago.
Why we like Goodhabit
1
Blue Light Protection
Addresses modern digital lifestyle skin concerns
2
Proprietary Technology
Develops innovative solutions with BLU5 technology
3
Contemporary Focus
Tackles emerging skincare challenges of the digital age
OSEA has spent nearly three decades proving that seaweed deserves a starring role in skincare. Their Total Body Glow Trio showcases how marine ingredients can transform beauty routines when thoughtfully harvested and formulated.
The brand's connection to the ocean runs deeper than just ingredients – it influences their entire approach to business. Their 27-year track record of combining marine extracts with botanical ingredients has helped establish seaweed as a legitimate player in the skincare world.
Why we like OSEA
1
Seaweed Pioneers
Champions marine ingredients in skincare for nearly 30 years
2
Ocean-Inspired
Maintains deep connection to marine conservation
3
Proven Track Record
Demonstrates long-term success with marine-based formulations
This new wave of skincare brands represents a shift in how we think about beauty. From protecting against digital aging to harnessing oceanic ingredients, each company brings fresh perspectives to age-old skincare challenges. While these brands might not have Clarins' decades of heritage, they're writing their own chapters in the evolution of skincare.