New Influencer Beauty Brands & The Products That Got Our Attention
There’s nothing we love more than seeing fellow beauty influencers striving and thriving. And RN, our feed is full of bomb new influencer brands, from TikTok sensation, Addison Rae’s new makeup brand to Jackie Aina’s wellness drop – we’re low key obsessed. Plus, beauty influencers have tried it all, so they know what’s up and what their audience wants.
Here are the new beauty brands and product drops that caught our attention these last few weeks.
Elaluz by Camila Coehlo
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Launch date: Out now!
Available at: elaluz.com
The product we’re MOST excited for: Anything as boujee as the 24K Lip Therapy, $28, has our attention!
Camila Coehlo is no stranger to the beauty industry – her collaboration with Lancôme was seriously bomb – so it was only a matter of time before she joined so many other celebs on the same path by creating her own brand. Named Elaluz, which translates as “she is light” in her mother tongue, Portuguese, the brand will offer hair, skin, and makeup solutions. As you’d expect from the proud Brazilian beauty, the product line incorporates touches of her Brazilian heritage, from the brand messaging to the ingredient list. Another major selling point? The brand uses recyclable, reusable material wherever possible and FSC-certified boxes, if needed.
For her first release, she is taking a less is more approach, which she told Refinery29 is a theme that will carry through in the future. Instead, of releasing a full collection, she’ll focus on hero products and refined formulas. Her first product drop includes a lip treatment, the 24K Lip Therapy, $28, which is infused with papaya, buriti, and acai extract, plus a Lip & Cheek Stain, $34, enriched with coconut-water and guarana extract to soften and nourish lips.
Item Beauty by Addison Rae
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Launch date: 11th August
Available at: itembeauty.com
The product we’re MOST excited for: We’re seriously intrigued by the jelly eyeshadow! Then again, Addison has the most insane lashes, so the mascara has our attention too!
Addison Rae is the most recent influencer to try her hand in the beauty business, and we’re hella-impressed already. The clean beauty brand will kickstart with its first drop on August 11, which will include mascara, a brightening powder, brow definer, jelly eye shadow, lip oil, and a contour duo. Although the exact deets of each product haven’t yet been revealed, the key ingredients have been announced on Instagram. From hemp seed, hyaluronic acid, green tea extract, and shea butter, we’re expecting clean, nourishing formulas that’ll enhance your natural beauty. Plus, guessing from Addison’s go-to beauty vibe, it’s going to be a no-makeup makeup lover’s dream!
FORVR MOOD by Jackie Aina
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Launch date: 10th August
Available at: forvrmood.com
The product we’re MOST excited for: We’re obsessed with Matcha, so naturally, we can’t wait to smell the Matcha Business candle.
Jackie has been coming for our makeup bags for years with her array of collabs, however, now she’s coming for a spot on our nightstand. Over the past two weeks, Jackie revealed a line of four mood-enhancing, uplifting candles: Caked Up in a pastel pink vessel, Matcha Business in green, Left on Read in purple, and Cuffing Season in brown. While the exact scents have not been revealed, we trust they’ll make us feel confident, emboldened, and fierce, just like their SHE-E-O.
Two days ago, she delighted fans by adding more beauty accessories to the collection: mulberry silk headbands and pillowcases that’ll keep your hair, weave, or wig fresh – Jackie’s the wig queen after all! We’ll be keeping our eyes peeled for more surprises.
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One/Size by Patrick Starrr
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Launch date: Out now
Available at: Sephora
The product we’re MOST excited for: We’ve never tried a makeup removing mist, so we can’t wait to try the GO OFF Makeup Dissolving Mist, $24.
We knew when beauty guru and YouTube sensation, Patrick Starrr, put his name behind a beauty brand it would be unlike anything we’ve seen before. As well as complexion and color cosmetics, Patrick went straight for skincare tools, specifically, makeup wipes and a makeup remover mist, which he says was inspired by a personal experience, in which he was asked to remove his makeup while working at a beauty counter, as it was “too much.” Through his brand creation, he’s reclaiming his story with pride.
Named One/Size after a tweet he posted in 2016 during an unsuccessful shopping experience at a popular retailer, he wrote: “Sucks shopping plus size… Good thing makeup is a one size fits all.” It quickly became his tagline! He has since added an eyeshadow palette, liquid eyeshadows, a felt tip eyeliner, and gel eyeliner to his collection.
Dragun Beauty by Nikita Dragun
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Launch date: Out now
Available at: dragunbeauty.com
The product we’re MOST excited for: We’re obsessed with Nikita’s OG powder products so we cannot wait to try the eyeshadow formulas.
While Nikita’s beauty brand, Dragun Beauty, has been blessing our makeup bag for over a year, she recently added some new products to the line, and we cannot wait to try them. Especially if they maintain the same insane quality as her Face Palette, $45, and the DragunFire Color Corrector, $25.
This week, Nikita teased an array of lip liners to match her also recently released liquid lipsticks, Dragunglass, $19. Although Dragunglass has already sold out, we’re excited to try them, as Nikita mentions their impressive staying power, plus, they’re enriched with moisturizing ingredients like jojoba oil, vitamin E, and honeysuckle. There’s also an eyeshadow palette on the way, which includes five shades with different finishes. The packaging looks hella-cute – each eyeshadow shade is in her signature egg shape.
DEZI by Desi Perkins
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Launch date: Out now
Available at: dezi.co
The product we’re MOST excited for: Cat-eye sunglasses have been trending for the past few years, however, the DEZI cat-eye frame On-Read, $65, adds an edgy twist to the classic style.
YouTube star, beauty influencer, and all-round bawse-babe, Desi Perkins teased us for weeks with her new brand named DEZI. While most fans speculated it was a self-titled makeup brand, she surprised us all when she dropped a line of seriously dope, affordable sunglasses.
The range includes six different frames, from a classic aviator, a modern cat eye, oversized square acetate, angled frames, rimless sunnies, and a vintage frame. As you’d expect from Desi, the vibe is ultra-cool, and the names are sassy and on-trend.
Which of your fave influencers would you love to see launch their own brand? Let us know in the comments.
Disclaimer: Every product we review has been independently selected and tested without bias by our editorial team. We never take payment to review products, however, some brands allow affiliate links, so we may earn a commission if you purchase a product by clicking on one of our links.
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