18 Unique Beauty Brands That Deserve a Spot on Your Radar

From innovative formulas to thoughtful ingredients, a new wave of beauty brands is reshaping our routines. These under-the-radar brands aren’t just creating products—they’re reimagining how we approach skin, hair, body and wellness. Ahead, 18 unique beauty brands worth discovering now.

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Arey Grey 

This innovative hair-care line targets gray hair through formulations designed to reverse or prevent the graying process.

What to try: To The Root ($55), a serum which uses clinically effective ingredients to preserve hair’s natural color and help repigment greying strands.

• BUY ON AREY GREY – $55
• BUY ON AMAZON – $44

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DEINDE

This hyper focused skin-care brand has its sights set on treating and preventing inflammaging—inflammation-induced aging—via targeted formulations.

What to try: Barrier Building Moisture Cream ($64), the brand’s latest launch, nourishes and protects compromised skin throughout the day. 

• BUY NOW – $64

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Donna’s Recipe

Using whole food ingredients, Donna’s Recipe, founded by Tabitha Brown, crafts accessible products to support natural hair health.

What to try: Sweet Potato Pie Extra Creamy Leave-In Conditioner ($16), a top-rated formula loved for its ability to leave “hair hydrated and silky soft.”

• BUY ON ULTA – $16
• BUY ON AMAZON – $16

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Dossier

Dossier creates original buzz-worthy fragrances and affordable scents inspired by luxury perfume houses, offering budget-friendly alternatives to high-end options.

What to try: Ambery Saffron ($49), one of the brand’s best-sellers, inspired by Maison Francis Kurkdjian’s iconic Baccarat Rouge 540. 

• BUY ON DOSSIER – $49
• BUY ON AMAZON – $49

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EADEM

This groundbreaking skin-care line develops solutions specifically formulated for melanated skin, effectively targeting common concerns like hyperpigmentation and post-acne marks. 

What to try: Milk Marvel Dark Spot Serum ($68), a hyperpigmentation-busting formula packed with niacinamide and vitamin C. 

 

• BUY EADEM – $68
• BUY ON SEPHORA – $68

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Filterbaby

Offering water filters for your sink and shower, Filterbaby is committed to improving skin and hair health through specialized purification technology that lasts. 

What to try: Filterbaby Pro x Dr. Dorfman Aluminum Titanium Shower Filter ($129), an easy-to-install filter co-developed with a hair-restoration surgeon for results you can count on. 

 

• BUY NOW – $129

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Iris&Romeo

A hybrid makeup and skin-care line created specifically for skin over 40, every product from this fan-favored line combines beauty with skin nourishment.

What to try: The brand’s cult-classic Best Skin Days ($48). Once you try the 5-in-1 foundation “replacement,” you won’t go back. 

 

• BUY ON CREDO – $48
• BUY ON SEPHORA – $48

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LALAIS

Got slick skin? This luxurious collection of skin-care products addresses the specific needs of oily skin types.

What to try: The Blotting Compact ($48), the ultimate solution for a hypoallergenic touch-up on the go. 

• BUY NOW – $48

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Furtuna Skin 

Drawing from its own family farm’s regenerative agriculture practices, this luxury skin-care brand creates potent formulations you can feel good about.

What to try: The celeb-loved Biphase Moisturizing Oil ($225), which combines vitamin C with natural oils for a supermodel glow. 

• BUY ON FURTUNA – $225
• BUY ON DERMSTORE – $225

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Luna Daily

Dermatologist and gynecologist-approved body-care products that provide comprehensive feminine hygiene solutions.

What to try: The Mini Everywhere Spray-to-Wipe ($12), a pocket-sized body cleanser spray safe for all skin, even intimate areas, for freshness on the go.

• BUY NOW – $12

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LYMA

An edited line of better-skin tools, including a clinical-grade at-home laser device, supplements and pre- and post-laser essentials. 

What to try: The LYMA Laser ($2,695), the first FDA-cleared device approved for at-home use and zero downtime.

• BUY NOW – $2,695

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Mad Rabbit

Offering a range of non-toxic tattoo-care, these products help maintain vibrancy in both new and existing tattoos.

What to try: The Tattoo Balm & Aftercare Cream ($19)—it has more than 18K near-perfect reviews on Amazon for a reason. 

 

• BUY NOW – $19

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Make Time Wellness

Co-founded by Emma Heming Willis, this holistic wellness brand delivers comprehensive solutions targeting both cognitive and physical health for women.

What to try: Make Time For Brain, Body and Beauty ($50), an all-in-one powder that covers all your bases thanks to ingredients like MCTs, Omega-3, acetyl-L-carnitine and curcumin. 

 

• BUY NOW – $50

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MARIN Skincare

Two eczema sufferers founded this skin-care line using glycoprotein from lobsters as a key ingredient for calmer, healthier skin. 

What to try: The brand’s first and best-selling product, Soothing Hydration Cream ($35). It hydrates and calms dry, stressed and damaged skin everywhere. 

 

• BUY NOW – $35

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Provence Beauty

Inspired by French beauty rituals, Provence Beauty creates luxurious yet affordable skin care—everything’s under $25.

What to try: Daydream Cream ($20), an adaptogen-rich moisturizer that hydrates and plumps skin with ashwagandha, vegan collagen and immortal flower extract. 

• BUY NOW – $20

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Wonderbelly

Wonderbelly offers natural digestive health solutions that pair clean formulations with the same active ingredients found in leading brands.

What to try: The Antacid ($12). It offers quick relief from heartburn and indigestion via yummy flavors like strawberry milkshake and lemon sorbet.

• BUY ON AMAZON – $12
• BUY ON TARGET – $12

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The Rootist

Scalp and root health take center stage with this buzzy brand’s proprietary Rootbiomic Ferment technology. 

What to try: BioBrew Fermented Leave-in Hair Serum for Damage Repair ($48). According to the brand, it’s clinically shown to control frizz, boost shine, protect from heat and repair damage for up to 3x stronger hair in just one use. Seriously. 

• BUY NOW – $48

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Stripes Beauty

Co-founded by Naomi Watts, this menopausal skin-care line works to destigmatize “the change” while addressing specific skin, hair and body needs.

What to try: Vag of Honor ($50), a best-seller because of its soothing, nourishing formula that supports vaginal health and comfort.

• BUY NOW – $50