Colourpop

Huda Beauty

Huda Beauty sells cosmetics including eyeshadow palettes, lipsticks, foundations, and other makeup products known for their high quality and innovative formulations. The brand is notable for being founded by beauty influencer Huda Kattan and is particularly popular among makeup enthusiasts and beauty consumers seeking luxury cosmetics with a strong social media presence.

Luxe formulas that break the internet before they break your makeup bag

Sheglam

Sheglam sells cosmetics and beauty products including makeup, skincare, and beauty tools designed to be affordable and accessible. They are notable for creating inclusive, trend-forward beauty products that cater to diverse skin tones and beauty preferences, particularly resonating with younger consumers and beauty enthusiasts seeking quality at budget-friendly prices.

Affordable trends that celebrate every complexion, beautifully

Commodity

Commodity Fragrances specializes in affordable, high-quality fragrances and beauty products. The brand is notable for offering luxury-inspired scents at accessible price points.

Luxury scents that won't break the bank, ever

Youngsee

YoungSee offers health and beauty products including skincare, supplements, and wellness items designed to promote youthful vitality and natural well-being. They're notable for focusing on affordable, quality products that cater to health-conscious consumers seeking effective alternatives to premium luxury beauty brands.

Affordable beauty that actually works, no luxury price tag required

Gushbeauty

Gushbeauty sells cosmetics and beauty products, with a focus on vegan and cruelty-free formulations. They are notable for creating inclusive, trend-forward makeup designed for Gen Z consumers who prioritize ethical beauty practices and self-expression.

Guilt-free glam that lets your values and personality shine together

• Fair
• Vegan
• Tierversuchsfrei

Passionebeauty

Passionebeauty is a direct-to-consumer, mid-range color-cosmetics label that sells primarily through its own Shopify storefront. The catalog is built around long-wear liquid lipsticks, creamy bullet lipsticks, matching lip liners and a small line of complexion primers and setting sprays; most SKUs sit between €12 and €22. Limited-edition bundles and “build-your-own” trios are offered online only, with periodic pop-up stalls at Italian beauty fairs but no permanent retail distribution. The brand’s signature is a proprietary “Velvet-Kiss” mousse formula that sets transfer-proof yet flexes without cracking—an attribute repeatedly spotlighted in TikTok-first demos that have driven several shades to viral sell-outs. All products are vegan, cruelty-free and manufactured in-house in Lombardy, allowing small-batch color drops every 4–6 weeks that respond within days to Instagram poll feedback. Their best-known franchise, the “RossoPassione” collection, now spans 28 reds differentiated by undertone and finish. Core buyers are 18-30-year-old EU women who follow indie makeup accounts, value EU-made transparency and want runway-level pigment at drugstore-adjacent prices. The brand speaks in Italian and English, celebrates Mediterranean glam over minimalist Scandi aesthetics, and encourages user-generated “lip swatch” reels that reinforce a playful, expressive identity rather than perfection. Passionebeauty competes in the crowded “Instagram-born” color-cosmetics tier populated by fast-cycle, cruelty-free startups. It differentiates through localized Italian production, ultra-narrow hero category focus (lip-centric assortments under 60 SKUs total) and micro-drop scarcity that keeps inventory turning every 30 days without heavy discounting.

Italian lips, viral formulas, made in Lombardy

• Vegan
• Tierversuchsfrei

Trysnow

TrySnow sells premium skincare and beauty products designed to address various skin concerns with high-quality formulations. They are notable for offering personalized product recommendations and curated collections that cater to customers seeking effective, science-backed beauty solutions for their individual skin needs.

Your skin deserves science, not guesses, tailored just for you