7 Fresh Alternatives to Urban Decay That Are Making Waves

When the pendulum swings away from full-coverage everything, Refy steps in with a refreshing take on enhancement over transformation. Founded by Jess Hunt, the brand strips away unnecessary complexity from beauty routines.

Their Brow Pomade exemplifies this streamlined philosophy. The dual-ended brush works with existing brow architecture rather than forcing an artificial shape. We're intrigued by how the formula creates dimension without veering into obviously-filled-in territory. In a world of increasingly complicated beauty routines, Refy's practical approach feels like a cultural reset.

Founded by biology enthusiast Sheena Zadeh-Daly, Kosas represents an interesting intersection of makeup and skincare. Their approach suggests that color cosmetics can do more than just temporarily enhance appearance.

The Glowiest Skin Ever Set embodies this hybrid mentality. While traditional makeup sits on the surface, these formulations incorporate ingredients that support skin function. We appreciate how the products maintain their sophisticated feel while adhering to clean beauty standards—no small feat in an industry where performance often requires compromise.

Born from the creative minds at Milk Studios, this brand brings editorial concepts into everyday beauty. Their aesthetic speaks to those who view makeup as an extension of personal style rather than a mask.

The Matte Bronzer exemplifies their innovative spirit with its stick format and cream-to-powder formula. We're drawn to how it creates dimension without the telltale powdery finish that often betrays traditional bronzers. The brand's success on social media platforms suggests they've tapped into something genuine—a desire for beauty products that fit seamlessly into modern life.

The Lip Bar began as Melissa Butler's kitchen experiment and evolved into a force for change in the beauty industry. Their success challenges conventional wisdom about who beauty products are for and how they should perform.

Their Nonstop Liquid Matte lipstick delivers intense color while maintaining wearability. We find it fascinating how the brand has managed to create formulations that work across a spectrum of skin tones without compromising on quality. Their growth from startup to beauty innovator offers an interesting case study in how authenticity can drive industry change.

Rare Beauty, Selena Gomez's venture into beauty, takes an unexpected approach by connecting cosmetics with mental health awareness. Their Soft Pinch Liquid Blush has gained attention for creating a natural-looking flush that mimics a genuine glow.

The brand's transparent approach to beauty and mental health reflects changing consumer values. We're particularly interested in their commitment to channeling profits into mental health organizations—a concrete example of how beauty brands can contribute to broader social conversations.

Named after a Santa Monica lifeguard station, Tower 28 approaches beauty through the lens of skin sensitivity. Their adherence to National Eczema Association guidelines demonstrates a serious commitment to gentle formulations.

The BeachPlease Cream Blush captures their philosophy perfectly. We're intrigued by how they've created a multi-purpose tint that delivers color and luminosity while maintaining compatibility with reactive skin types. Their success suggests a growing awareness of how traditional cosmetics can impact skin health.

Saie demonstrates how sustainability can coexist with performance in modern beauty. Their approach to environmental responsibility extends beyond marketing claims to measurable actions.

The Sun Melt bronzer reflects this dual commitment to quality and consciousness. We find their climate neutral certification and plastic negative status particularly noteworthy—tangible steps that move beyond typical industry sustainability claims. Their growth shows how environmental responsibility is becoming increasingly central to beauty innovation.