Hidden Gem Beauty Brands Editors Don’t Want You to Miss
In the beauty industry, some renowned brands frequently make headlines; however, it’s often the lesser-known names that truly captivate beauty insiders and editors.
In this article, HELLO!’s Beauty Collective presents six underrated beauty brands we believe you should discover – because sharing is caring.
Cassie Steer: The beloved Kiwi brand
“As a seasoned beauty editor, I pride myself on spotting new brands before they become popular, yet Emma Lewisham took me by surprise as it seemingly transitioned from unknown to a bestseller overnight. Its distinctive purple and pink packaging initially felt more feminine than the practical cosmeceutical brands I typically gravitate towards, but it was only through its viral success that I came to appreciate this climate-positive, natural brand hailing from New Zealand, which boasts impressive scientific credentials.
“Consider the Supernatural Vitale Elixir – nothing can elicit an eye roll faster from a beauty editor than a ‘Botox in a bottle’ claim, but after witnessing various celebrities rave about it and being a peptide enthusiast, I decided to try it and I’m delighted that I did.
“The lightweight, creamy formula glides on effortlessly and has a delightful sandalwood-like scent, providing just the right amount of hydration that I didn’t feel the need for additional moisturizer. I can honestly say that come morning, my skin did appear smoother, as if I had applied an ultra-fine layer of translucent powder over it, making it my gateway product into what has proven to be an exceptional skincare lineup.”
Donna Francis: The enriching oil brand
“My passion for facial oils started when I discovered Kyushi (meaning ‘pause’ in Japanese) about seven years ago. The founder, Alice, was a makeup artist in Hollywood and created small batches of blends to calm her skin and manage her perioral dermatitis.
“The fast-paced environment affected her stress levels, and she found that incorporating this mindful skincare step into her routine offered her a sense of calm. She began blending more for her clients and ultimately launched the Kyushi brand.
“I am absolutely fond of all Kyushi oils and often recommend them to my friends. If I had to choose a favorite, it would be Jasmine, Lavender and Cedarwood Recovery Night Oil, a beautifully calming nighttime blend. Alice suggests pouring it into your palms, cupping your hands over your nose to slowly breathe in the delightful aroma before gently massaging it into your skin as the final step of your nighttime routine.
“It’s a lovely way to unwind – the oils are exceptional and nourish all skin types. Meeting the founder revealed the love and care poured into the oils, enhancing my affection for them even further.”
Melanie Macleod: The high street gem
“Generally, I’m not interested when fashion brands expand into beauty. I paid no mind to Topshop’s makeup launch, wasn’t swayed by the excitement surrounding Zara’s beauty line, and H&M’s makeup doesn’t capture my attention. However, & Other Stories is a different case altogether.
“Their Perle De Coco collection initially caught my eye, with shimmering body scrubs and lotions scented with a delightful creamy vanilla coconut aroma. Not only is the fragrance divine, but the products genuinely perform well, leaving the skin soft, smooth, and reminiscent of a sunny day.
“Beyond the Perle De Coco range, & Other Stories offers nail polishes in all the latest shades, with a flat, wide brush that covers my nail in one stroke. Every time I add one of their linen dresses to my cart, you can be sure there’s a beauty product from their line nestled in there too.”
Sidra Imtiaz: The unexciting essential
“There’s underrated, and then there’s the kind that is underappreciated within the industry, which are vastly different. Whereas the former includes products and brands that fail to gain the recognition they deserve, the latter consists of industry-kept secrets that fall into the IYKYK category.
“E45 is a brand I never thought would excite me – it was merely a necessity, not something I considered. However, with the rising sensitivity of skin and the overuse of active ingredients causing adverse reactions, I’ve begun to value brands that can be trusted and stick to their foundational strengths.
“E45 has been effectively healing damaged skin barriers long before it became a trend. It’s a brand I wholeheartedly recommend, one I previously took for granted, but I now truly see its absence in my product lineup.
“Next is a brand that garners high praise from nearly everyone I know in the beauty industry – they cannot be labeled underrated when beauty journalists and industry experts consistently flock to their offerings. However, I still believe they deserve far more recognition.
“I’ve said it before and I’ll reiterate – Sarah Chapman Skinesis Clinic facials are undoubtedly some of the finest available.
“I’ve been fortunate enough to experience several facials, and with my breakout-prone, acne-scarred skin, I hold them to high standards. Promises of a glow aren’t sufficient; in my view, only clear skin can create that effect. The estheticians at Sarah Chapman assess, tailor, and do not make unrealistic claims.
“After every facial session, my skin is in its best possible state for weeks. While I recognize they are a bit pricey, I truly believe that more people would be willing to invest if they understood the incredible benefits involved. If I could commit to their facials regularly, I believe all my skin concerns would be resolved.”
Glynis Barber: The little-known game changer
“A couple of years back, a skincare line was introduced that I consider revolutionary. It features everything one could want, all priced remarkably between £15 and £22, with one item (an exceptional vitamin C eye cream) priced at £29/$40.
“You won’t find my favorite brand on store shelves as it’s sold exclusively online at Victoria Health, meaning many might be unaware of its existence, yet the beauty community is buzzing about it.
“The brand is Dose and it deserves all the accolades. I believe it rivals products that cost double or even triple. Dose’s offerings are rich in active ingredients essential for mature skin, including retinol, alpha hydroxy acids, vitamin C, and peptides, featuring serums that smooth and treat along with luxurious facial oils.
“My favorites from their collection include Prickly Pear Oil, one of the world’s most potent age-defying oils, usually among the most expensive. Remarkably, they sell it for only £22/$30.
“Dose offers an outstanding retinol as well, the Granactive Retinoid 5% Serum, £22/$30 that’s gentle enough for my sensitive skin.
“Their Ergothioneine Serum, £26/$36, is loaded with powerful antioxidants that provide over 40 benefits, including collagen support and anti-inflammatory effects. Every single product in their range is exceptional.”
Vanese Maddix: The brow and lash enhancer
“One thing I’m not is a gatekeeper. I often receive compliments on my makeup (not bragging, just stating) and my first response is always to mention the product and where to find it.
“There’s nothing more exhilarating than finding an underrated beauty brand whose products can rival the viral ones. A brand that has sparked my enthusiasm for lash and brow serums is Glow For It. Despite having tried several other brands and committing to them without seeing real changes, this brand’s Lash Growth Serum and Brow Growth Serum (both for £53.99) changed my perspective.
“Within just two weeks, I began to see results: longer lashes and fuller brows, a significant change for someone like me with naturally sparse brows. Both products are vegan, prostaglandin-free, and packed with nourishing ingredients.
“When it comes to color cosmetics, 19/99 Beauty is a brand I cannot endorse highly enough. I initially fell in love with their Precision Colour Pencil, priced at £19, which comes in a range of vibrant shades that glide effortlessly onto the skin, whether for the eyes, lips, or cheeks.
“My favorite? One of the blue shades that pairs beautifully with a bold blue mascara. The brand’s Water Colour Tint, priced at £19, is a staple in my makeup kit, delivering a soft flush to both lips and cheeks – especially my go-to for a pop of color when I’m in a hurry.
