There’s something undeniably thrilling about discovering a beauty brand in its early days—before it’s shaped by scale or investment, when its essence is still raw, driven by innovation, creativity, and unbridled passion. But here’s where it gets controversial: while some brands lose their soul as they grow, others evolve into something even more remarkable. So, which path will these emerging makeup brands take? Let’s dive into the ones currently captivating my attention as a beauty insider—and why they’re worth watching closely.
First up is Fara Homidi, a New York-based makeup artist whose namesake brand is a masterclass in sophistication. The moment I held one of her products, I was hooked. The weight, the striking red case, the meticulous attention to detail—it’s clear this isn’t just makeup; it’s an experience. And this is the part most people miss: Fara’s range is intentionally limited, focusing on artistry essentials with refillable packaging and premium ingredients. Yes, the price is steep, but it’s a deliberate choice, encouraging intentional purchasing over impulse buys. My standout? The Essential Face Compact, a ‘complexion system’ featuring a creamy matte formula with Amazonian Cupuaçu Butter and a luminous Shine Baume. It’s skincare-meets-makeup at its finest.
Next, Sweed, the Scandi brand that’s redefining ‘barely-there’ beauty. Known initially for their natural-looking cluster lashes and prostaglandin-free growth serums, Sweed has expanded into a full range of effortless essentials. Their Glass Skin Foundation is a viral sensation, offering hydration, lift, and buildable coverage in one. Pair it with their Barely There Lip Liner for a subtle, plumped effect, and you’ve got a look that’s effortlessly chic. But here’s the question: Can a brand maintain its Scandi minimalism as it gains global popularity? With celebrity fans like Sabrina Carpenter and Jasmine Tookes, Sweed is certainly one to watch.
Then there’s Kulfi, a brand that’s not just about makeup—it’s about celebration. Launched by Priyanka Ganjoo in 2021, Kulfi honors diverse skin tones with pigment-rich, high-performance products. Their Badi Lash Mascara is a game-changer, delivering clump-free volume and definition thanks to its tubing formula. And their Lassi Lips Staining Lip Oil? Transfer-proof color and hydration that lasts. But here’s where it gets controversial: In an industry often criticized for tokenism, Kulfi feels authentic. But can it maintain its inclusive ethos as it scales? Only time will tell.
Finally, Hildun Beauty, the Irish brand that’s solved a problem I thought was unsolvable: long-wearing makeup that actually stays put. Launched in 2022 by Suzy Griffin Dunne, Hildun debuted with the Silk to Set Eyeliner, a TikTok sensation dubbed the ‘viral kajal.’ Their Luxe Quads eyeshadow palettes and Silk to Set Lip Pencil have since achieved cult status. And this is the part most people miss: Hildun’s hyper-pigmented formulas are not only high-performance but also affordable. If they expand into complexion products in 2026, as rumored, they could become a household name.
So, which of these brands will stand the test of time? Which will stay true to their roots as they grow? Here’s the thought-provoking question I’ll leave you with: In an industry driven by trends, can these brands maintain their unique identities—or will they succumb to the pressures of mass appeal? Let me know your thoughts in the comments!
