While Shiseido built its reputation on innovative Japanese skincare over decades, a new generation of brands is challenging the status quo. From Hawaiian botanicals to blue light protection, these companies are writing their own chapters in the beauty narrative. We've discovered some fascinating approaches to formulation, sustainability, and efficacy that might make you rethink your skincare routine.
Drawing from Hawaii's rich wellness heritage, Koa infuses traditional botanical knowledge into their contemporary formulations. Their approach bridges centuries-old practices with current skincare science, creating products that respect both history and innovation.
We're intrigued by their Mineral Sunscreen, which tackles the classic white-cast problem through clever use of Vitamin B and Wild Chamomile. The formula underwent testing across Hawaii's diverse microclimates - from humid valleys to sun-baked beaches - suggesting impressive versatility.
The brand's dedication to "living pono" (righteous harmony with nature) influences their entire operation. This philosophy manifests in their ingredient selection, packaging decisions, and business partnerships, demonstrating how cultural values can shape modern skincare development.
Why we like Koa
1
Hawaiian Heritage
Incorporates traditional botanical knowledge into modern formulations
2
Environmental Testing
Products tested across diverse Hawaiian microclimates
3
Ethical Philosophy
Commitment to 'living pono' guides all business decisions
Everyday Humans has reimagined sun protection for the TikTok era. We're seeing a fresh perspective on creating products that acknowledge the realities of urban living while delivering serious skincare benefits.
The Resting Beach Face SPF30 Sunscreen Serum exemplifies their innovative thinking. It's a sophisticated take on sun protection that incorporates anti-pollution properties without the typical heavy sunscreen feel. The formula manages to provide substantial protection while maintaining a natural finish - something we rarely see in combination products.
Their environmental consciousness extends beyond mere marketing. With both Plastic Neutral and Climate Neutral certifications, they're backing up their promises with action. We appreciate their attention to diverse skin tones and accessibility, suggesting a thoughtful approach to product development.
Why we like Everyday Humans
1
Modern Protection
Combines SPF with anti-pollution properties
2
Sustainability Certified
Both Plastic Neutral and Climate Neutral certified
3
Inclusive Development
Products designed for diverse skin tones
Gretchen
05/25/24
Love this SPF protection and serum, it’s super light and not oily when applying. I generally use it a lightweight, protective primer of sorts before I put on my makeup. I wish there was a 50 spf for the sunnier/warmer months, because I need more protection for my skin
Dieux Skin brings something rare to beauty: radical transparency. Their methodical, research-driven approach strips away industry mystique in favor of clear communication about what works and why.
The Dream Cream Nighttime Moisturizer embodies this philosophy with its precise combination of squalane and rosehip oils. We find their openness about development processes and pricing structures refreshing - they'll tell you exactly why each ingredient costs what it does.
Their co-founding team, including a clinical cosmetic chemist, regularly shares deep dives into ingredient efficacy and industry practices. This educational approach feels like a much-needed breath of fresh air in an industry often shrouded in pseudoscience and marketing speak.
Why we like Dieux Skin
1
Radical Transparency
Clear communication about ingredients and pricing
2
Scientific Approach
Research-driven formulations backed by clinical expertise
3
Educational Focus
Regular sharing of detailed ingredient efficacy information
OSEA taps into the ocean's potential for skincare, building on a family discovery of seawater's therapeutic properties from three generations ago. Their focus on organic seaweed as a core ingredient creates a unique niche in the beauty landscape.
The Total Body Glow Trio showcases their oceanic approach, combining seaweed with other marine-derived ingredients. We're impressed by how they've maintained their commitment to clean, vegan formulations while creating luxurious textures.
After 27 years in business, OSEA continues to pioneer sustainable practices in beauty. Their preference for glass packaging and early adoption of the Campaign for Safe Cosmetics shows how marine-inspired wellness can extend beyond formulations to broader environmental consciousness.
Why we like OSEA
1
Marine Innovation
Pioneering use of seaweed and ocean-derived ingredients
COSRX stands out in the crowded Korean beauty space by embracing minimalism in their formulations. Their approach focuses on optimal concentrations of proven ingredients rather than lengthy ingredient lists.
The Advanced Snail 96 Mucin Power Essence demonstrates this philosophy perfectly. With snail secretion filtrate as its star ingredient, the formula delivers results without unnecessary additions. We're particularly interested in their attention to pH levels and skin barrier function.
Their scientific approach to formulation includes rigorous testing processes that seem to pay particular attention to sensitive and acne-prone skin types. The transparency about their development process offers a welcome change from brands that hide behind proprietary claims.
Why we like COSRX
1
Minimalist Formulation
Focus on optimal concentrations of proven ingredients
2
pH Conscious
Careful attention to pH levels and skin barrier function
3
Sensitive Skin Focus
Rigorous testing for sensitive and acne-prone skin
Hayley Villapudua
09/03/24
This is the 2nd step of my daily skincare routine! I've noticed a reduction in the size of my pores since I started using this. Love it.
Founded by siblings Madison and Matt, Onekind emerged from a quest to perfect the humble night cream. Their approach balances serious skincare science with genuine pleasure in application.
The Dream Cream Nighttime Moisturizer illustrates their philosophy perfectly. We're intrigued by their combination of proven ingredients like squalane with textures that make nighttime skincare feel special.
Their focus on accessibility without compromising quality shows in their careful consideration of everything from ingredient selection to absorption rates. It's an interesting example of how thoughtful formulation can create everyday luxury without an astronomical price tag.
Why we like Onekind
1
Accessible Luxury
High-quality formulations at reasonable price points
2
Texture Focus
Special attention to application experience
3
Thoughtful Development
Careful consideration of absorption rates and ingredients
I love this moisturizer. I used to use the Belif moisturizer then the Neutrogena water and gel cream, but this makes my skin feel amazing in the morning. I have sensitive/combination skin and it hasn't broken me out and helps with my dryness around my nose + chin
Goodhabit addresses a growing concern in skincare: the effects of digital devices on our skin. Their innovative BLU5 technology suggests a forward-thinking approach to modern environmental stressors.
The Texture Magic Exfoliating Toner represents their contemporary vision for skincare. We're curious about how they've managed to combine blue light protection with effective exfoliation properties in a single formula.
Their focus on defending against digital aggressors while supporting skin barrier health shows an understanding of evolving skincare needs. It's a fresh perspective on protection that goes beyond traditional environmental concerns.
The beauty landscape has evolved far beyond traditional luxury houses like Shiseido. Each of these brands brings something distinct to the conversation - whether it's Koa's cultural wisdom, Dieux's transparency, or Goodhabit's digital-age solutions. While we can't predict which will become tomorrow's classics, they're all contributing to a more diverse and innovative skincare scene.
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