The beauty aisle at your local drugstore probably hasn't changed much in the last decade. Maybelline still occupies prime shelf space, offering the same reliable products many of us grew up with. But while this beauty giant was busy maintaining the status quo, a new wave of innovative brands has emerged, bringing fresh perspectives to everyday makeup essentials. We've compiled eight alternatives that are transforming how we think about beauty through thoughtful ingredients, inclusive ranges, and creative approaches.
Can you sleep in your makeup? Normally we'd say absolutely not, but Youthforia founder Fiona Co Chan did exactly that while developing her products. Her peculiar testing method led to BYO Blush, a color-changing oil that adapts to your skin's pH levels for a customized flush that looks like it's coming from within.
Behind the playful exterior lies serious science. Youthforia's formulations follow green chemistry principles and carry USDA BioPreferred certification. Their approach to plant-based ingredients proves that effective makeup doesn't require synthetic shortcuts. While we appreciate their environmental consciousness, it's their innovative formulas that really catch our eye.
Why we like Youthforia
1
Color-Changing Technology
Unique pH-reactive formula creates a truly personalized shade
2
Clean Chemistry
USDA BioPreferred certified formulations using plant-based ingredients
3
Skin-Safe Innovation
Products safe enough to sleep in, proven through founder's testing
After years of scanning ingredient labels and dealing with reactive skin, Amy Liu created what sensitive-skinned beauty lovers had been waiting for. Tower 28's BeachPlease Luminous Tinted Balm delivers a natural flush without the usual suspects that trigger irritation. It's the first makeup line to fully comply with National Eczema Association guidelines – no small feat in an industry where "hypoallergenic" often means very little.
The brand's name comes from a Santa Monica lifeguard station, but we think it better represents a beacon of hope for anyone who's ever had to choose between wearing makeup and keeping their skin calm. Their success stems from a ruthless approach to ingredient selection – if there's even a slight chance it might irritate sensitive skin, it doesn't make the cut.
Why we like Tower 28
1
Sensitive Skin Certified
First makeup line fully compliant with National Eczema Association guidelines
2
Rigorous Standards
Strict ingredient selection process eliminates common irritants
3
Inclusive Performance
Products that work for even the most reactive skin types
Connie L.
02/09/24
Love this blush - applies like a cream and doesn't budge.
Remember when Shark Tank passed on The Lip Bar? We bet they're kicking themselves now. Melissa Butler turned her Brooklyn kitchen experiments into a beauty empire by refusing to accept the industry's narrow definition of beauty. Their Nonstop Liquid Matte lipstick line showcases this vision with rich pigments that complement every skin tone.
What started as a mission to create inclusive lipsticks has evolved into something bigger. The brand's expansion into complexion products maintains their original promise: beauty products should work for everyone, not just a select few. While other brands scramble to expand shade ranges in response to criticism, The Lip Bar built diversity into their DNA from day one.
Why we like The Lip Bar
1
True Inclusivity
Products designed from inception to work for all skin tones
2
Rich Pigmentation
Bold, vibrant colors that show up on every complexion
3
Mission-Driven
Commitment to expanding beauty standards beyond conventional norms
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.
Glossier didn't invent minimal makeup, but they've certainly reshaped how we think about it. Their Ultralip exemplifies this approach – it's what happens when a gloss, balm, and lipstick have a very chic baby. The result? A product that enhances rather than masks.
The brand's success isn't just about aesthetics. By treating their customer base as collaborators rather than consumers, they've created products that solve real problems. Their approach to beauty feels less like a prescription for perfection and more like an invitation to play – something we find refreshingly honest in an industry that often profits from insecurity.
Why we like Glossier
1
Enhanced Natural Beauty
Products that perfect without masking individual features
2
Community-Driven Development
Product creation influenced by real customer feedback
3
Approachable Beauty
Simple, intuitive products that don't require professional expertise
While many brands tout "clean" formulations, Saie proves that natural ingredients can deliver serious results. Their Sun Melt Cream Bronzer manages to create that elusive sun-kissed glow without relying on questionable ingredients. The effect is so natural, you might forget you're wearing it.
We're particularly impressed by Saie's transparency about their formulation process. Instead of riding the "natural equals better" wave, they take a nuanced approach to ingredient selection. Each component serves a purpose, whether it's performance, preservation, or skin benefits. This thoughtful methodology shows that clean beauty doesn't have to mean compromise.
Why we like Saie
1
Effective Clean Formulas
Natural ingredients that deliver professional-level results
2
Transparent Process
Clear communication about ingredient selection and purpose
3
Purposeful Innovation
Clean beauty without compromising on performance
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.
Milk Makeup looked at traditional powder bronzers and said, "There must be a better way." Their Matte Bronzer stick format isn't just different for difference's sake – it's genuinely easier to use. The cream-to-powder formula eliminates the need for brushes, making it perfect for those of us who do our makeup on the morning train.
Their stick-format revolution extends beyond bronzer to virtually every category of makeup. While other brands focus on reinventing formulas, Milk reimagines how we interact with our products. The result is a line that feels less like traditional makeup and more like tools designed for modern life.
Why we like Milk Makeup
1
Innovative Format
Stick-based products that revolutionize application methods
In a world of celebrity beauty brands, Rare Beauty stands apart by promoting mental wellness alongside their products. Their Soft Pinch Liquid Blush delivers natural-looking color while embodying a larger message about self-acceptance. The Rare Impact Fund, which directs 1% of sales to mental health organizations, proves their commitment goes beyond lip service.
The brand's approach to product development reflects this philosophy. Their formulations aim to enhance rather than transform, with user-friendly applications that don't require professional skills. It's refreshing to see a beauty brand acknowledge that looking good and feeling good are intrinsically linked.
Why we like Rare Beauty
1
Mental Health Focus
Commitment to wellness through the Rare Impact Fund
2
User-Friendly Design
Products that don't require professional application skills
3
Authentic Mission
Beauty brand that promotes self-acceptance alongside products
Most beauty brands try to do everything. REFY chose to master one thing first: eyebrows. Their Brow Pomade is the result of founder Jess Hunt's obsession with achieving the perfect brow. The precision-focused formula allows for natural-looking definition without the dreaded "Instagram brow" effect.
The brand's success comes from their systematic approach to product development. Rather than rushing to market with a full line, they perfected each brow product before expanding. This methodical strategy has earned them a reputation for reliability – something we value in a world of endless beauty launches.
Why we like REFY
1
Specialized Expertise
Focused mastery of eyebrow products before expanding
2
Precision Formula
Products designed for natural-looking brow definition
These brands represent more than just alternatives to Maybelline – they're glimpses into beauty's future. Each brings something distinctive to the vanity table, whether it's innovative formulations, inclusive shade ranges, or values-driven missions. As the industry continues to evolve, these brands show us that better options aren't just possible – they're already here.