5 new beauty brands to watch out for

Despite the pandemic, several beauty brands have emerged this year and last year. The cosmetics line was launched by singer Selena Gomez, mid-segment of global distribution Zara and luxury brand Valentino. Two other interesting local launches did not go unnoticed – the American Versed, which relied on professional care for everyone, and the Russian brand likelikeorganic with interesting universal products. But the success of these five companies lies in the fact that their products meet ecological standards and are as safe as possible for the environment (which has recently become very important). In addition, each has their own mission and philosophy, which is also very captivating.

Read more about this in the article BeautyHack.ru.

Zara beauty

In early May 2021, news broke on Zara’s website that the brand now has a full-fledged beauty collection. On the same day, the start of worldwide sales was announced – May 12, in the online stores of zara.com.

Interestingly, a beauty star, makeup artist Diana Kendal, worked on the collection. She previously collaborated with Marc Jacobs Beauty and Tom Ford Beauty, and focused on nuances in the development of Zara Beauty.

“We wanted to create a collection that everyone would want to use, regardless of their gender, skin color, age or personal style,” Eva Lopez, director of Zara Beauty, told American Vogue. “Both those who prefer natural makeup and those who like to experiment with bright colors will find the right shades and textures.”

The designers also noted that in the range you can find everything you need – from decorative cosmetics to makeup brushes and nail polish. And one more bonus – respect for the environment: the products have not been tested on animals, they contain the most natural ingredients, the packaging is biodegradable and does not harm nature. In addition, almost all tools have or will soon have refiles.

Rare beauty

Rare Beauty is a product of singer and actress Selena Gomez. For the first time, the star discussed the launch of her own beauty line in February 2020, and in September of the same year, she launched it for sale in the United States, Canada and Mexico. But she promised that soon girls and women around the world will be able to use her cosmetics. And, it seems, he is keeping his word: from July 1, 2021, Selena’s beauty products can be purchased in our country – in Sephora and Ile de Beauté stores, as well as online.

The assortment includes foundations, makeup palettes, blushes, shadows, lipsticks, lip glosses, eyebrow pencils. In general, everything you need for your daily makeup. But the main philosophy of the brand is “to help everyone showcase their individuality”. In an interview, Gomez reiterates that she was involved in the creation of every product and wanted her cosmetics to emphasize dignity, not makeup on her face. This is why the collection relies on natural shades (besides the foundation has 48!) And textures for all tastes, both shiny and matte.

“These products are not about repainting your face, being someone else, adapting to other people’s expectations, but being who you are. And it doesn’t matter if it’s bold makeup or its almost total absence, ”the celebrity said.

Another important fact about Rare Beauty: One percent of sales goes to the Rare Impact charity, which deals with the availability of psychological assistance.

Valentino beauty

The news of the launch of Valentino Beauty has been around for a long time, the products have been created and tested for over a year. But the result, which the creators shared on May 31, exceeded all expectations. The line has already been called incredibly beautiful, as have the outfits from the fashion house. All products are housed in scarlet cases with a gold V, but the textures and undertones are no less impressive. So, in the tonal base of Very Valentino there are thoughtful components, and Rosso Valentino lipsticks have 50 options for every taste.

Another bonus of the new products is a tribute to ecology: all products are biodegradable. Among them, there are also universal products that make shopping more aware: for example, everyone praises Eye2Cheek blush.

But the brand’s main bestseller is the powder on a gold chain, which can be worn as an accessory!

The only negative point is that Valentino Beauty is not yet for sale in our country. You can follow the news on the brand’s Instagram (@ valentino.beauty) or at valentino-beauty.com.

Poured out

Versed is just over a year old (the brand first hit the shelves in U.S. hypermarkets in May 2020), but more than 260,000 Instagram users are already subscribed to it. In addition, only positive reviews on the network can be found on the brand’s products. Perhaps two factors played on this: on the one hand, the compositions of the products are completely environmentally friendly, and on the other hand, they are budgetary (prices vary from 700 to 2000 rubles).

The company’s mission is also impressive: “To make quality skin care affordable for everyone.” With this slogan, the manufacturers wanted to support those who, due to the pandemic, found themselves out of work and were forced to cut costs.

The assortment includes products for the face and body: peels, scrubs, creams, serums, sunscreens, oils, lip balms. There is a separate line of men’s products.

The manufacturers have also made sure that everyone can find the right product for themselves online. To do this, you must take a test on the versedskin.com site, depending on the results of which the system will select the treatment that is right for you. By the way, the questions are not only related to the type of skin, in the questionnaire you need to indicate the age, the climate of the place of residence, the pace of life. And this is particularly credible.

It is possible to order products in Russia from online stores (for example, through cultbeauty.com).


Russian brand Likelikeorganic also appeared at the height of the pandemic – late last year. The founder of the brand, Sofia Platonova, decided to create a brand that would not only be as ecological as possible (now the brand is in the process of obtaining the international COSMOS certificate), but also universal.

“I dreamed of creating a cream for everything: so that it cleans and moisturizes, and that it is suitable for all skin types,” says Sofia (read more here). And she did: a product made from chickpeas and turmeric can work as a cleanser, and as a peel or mask, depending on how much you keep on the skin.

The range also includes creams, butters, hydrosols, scrubs and oils. But the favorite is the aromatic candle, which can also be used for body care: when it is lit, its wax becomes a moisturizing oil (it is applied to the body or added to the bath).

While the brand’s products can be purchased at likelikeorganic.com, new items will appear in beauty salons and beauty corners in the near future.


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