The Best New Beauty Brands Of 2020


Source: Elaluz

Amidst all the craziness of 2020 we’ve been happy to see new beauty brands emerge, bringing a slice of joy and normality into our daily routine – trying new beauty products is our fave pastime! Not only have we seen influencers claim their spot on our shelves, but designer brands and celeb icons have entered into the beauty space as well, and TBH we couldn’t be more impressed. Here are our fave new beauty brands of 2020, which no doubt will continue to reign in 2021.


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Price: $65 and under
Motto: Clean. Simple. Effective. Impactful skincare solutions that deliver real results!

While we may be biased, if there’s one brand that has really made a huge difference to our skin, it’s WISHFUL. When we created WISHFUL, we wanted to disrupt the industry and deliver skincare solutions that guaranteed real results – no models, no Photoshopping, no filters, which is pretty unheard of in the skincare industry. Fast forward to almost a year later and WISHFUL has six incredible products, which have transformed our skin along the way. Our top picks? The Yo Glow Enzyme Scrub, $39, which is like a glow up in a bottle and the Get Even Rose Oil, $63, for next-level hydration and major skin-evening powers.

Rare Beauty by Selena Gomez

Price: $28 and under
Motto: Breaking down unrealistic standards of perfection

Rare Beauty by Selena Gomez was one of the most highly anticipated launches of 2020. Selena teased fans for what felt like forever but when she dropped her first collection, it did not disappoint. We instantly fell in love with the messaging, many of the formulas, and the philanthropy work the brand is committed to. According to Selena, “Rare Beauty is breaking down unrealistic standards of perfection.” She insists the range is there to celebrate and enhance what is rare about you, rather than conceal or turn you into anything else.

The collection now features a range of lightweight, glow-getting complexion products and natural glam staples including the Soft Pinch Liquid Blush, $20, and the Liquid Touch Brightening Concealer, $19, as well as a range of eyeshadow palettes and Selena’s go-to eyeliner, $19, which we love!

With the launch of the brand, Selena has also founded The Rare Impact Fund, which aims to reduce the stigma associated with mental health and chronic illness by providing people access to the resources they need to support their mental wellbeing. She aims to raise 100 million dollars over the next 10 years – another reason to support this incredible brand.

Fenty Skin by Rihanna

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Price: $40 and under
Motto: Multi-tasking, clean skincare solution that everyone can use, including men!

When Rihanna announced the arrival of Fenty Skin, the beauty world held its breath in anticipation. And, as with everything else Rihanna does, it’s a hit! When creating Fenty Skin, Rihanna explained that she wanted to simplify skincare without compromising on the results. The line now features four multitasking skincare products that cover Rihanna’s non-negotiable skincare steps – cleansing, detoxing, restoring uneven skin tone, and protecting your glow game from sun damage. She also prioritized making clean formulas that are vegan and cruelty-free. Our fave is the Fat Water Pore-Refining Toner Serum, $28, as it lowers oil production, tightens pores and brightens in one easy layer of application. As for the packaging, think easy-to-use, recyclable, refillable smart packaging that’s also chic and luxe – your girl Riri thought of everything!

Byredo Beauty

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Price: $65 and less
Motto: Unconventional beauty for all

For the unacquainted, Byredo is a chic, niche fragrance house created by Ben Gorham who created the fragrance house with the goal of translating memories and emotions into products and experiences.

The latest edition to the family, Byredo Beauty is just as provocative and praiseworthy. The line is chaotic, non-conformist, and unique, everything from the packaging to the imagery is unlike anything you’ve seen before. Founder and creative director, Ben Gorham, worked with makeup artist Isamaya Ffrench to showcase their inaugural collection, which includes 16 multi-use color sticks, 15 lipsticks, lip balm, mascara, black liquid eyeliner, and three eyeshadow palettes. The easy-to-use products express individuality and are made from ethically sourced ingredients for all genders and identities to enjoy – now that’s a brand we can get behind.


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Price: $55 and less
Motto: Clean, conscious beauty made with antioxidant-rich Brazilian ingredients and plant extracts

Throughout the year we’ve seen a variety of influencers enter into the beauty space, but Elaluz is on the top of our list. Created by Brazilian beauty Camila Coelho, Elaluz, which translates to ‘She is light’ in Portuguese, deliver clean formulas featuring Brazilian fruit and plant extracts.

What many people may not know about Camila is her beauty journey started when she worked at a beauty counter, which no doubt served as the best customer research. Camila explains, “No beauty customer shops from only one line, so I didn’t feel like I needed to create a full brand. Instead, I focused on my must-haves that I really believe in, the ones that help me bring my beauty from the inside out.”

The products are formulated with high-performance clean ingredients, which are cruelty and gluten-free. The brand is also eco-conscious opting for recyclable reusable materials and FSC-certified boxes where they can. From the no-makeup makeup essential, the Elaluz lip & cheek stain, $34, to the heavily pigmented Brazilian goddess eyeshadow palette, $48, and the dry texture finishing spray, $36, these products will become heroes in your daily routine.

For more amazing brands, check out 6 budget-friendly beauty brands we couldn’t live without.