Glossier isn't just a beauty brand. It's become a lifestyle — one of low-maintenance makeup, embracing your natural brows, and all of the skincare products. And while you may be a Glossier fan for life (same), there are a few up-and-coming brands to keep an eye on if you love low-key, skincare-first beauty. As you may know, though, finding brands like Glossier isn't always easy; they have to simultaneously be affordable, Instagrammable, and create products that well, you know, work. (Having any sort of millennial pink packaging doesn't hurt, either.)
Fortunately, thanks to the beauty industry boom, there are more than a few to explore. Below are six beauty brands to add to your collection — and follow on Instagram. Some are more in Glossier's no-nonsense, technical vein, like Versed's straightforward and inexpensive skin care. Others capture a similar laissez-faire aesthetic, such as the minimalist beauty brand MAKE. So, put on your favorite face mask, grab a notebook, and keep on scrolling down to meet the beauty brands any Glossier fan should know.
1. EM Cosmetics
EM Cosmetics was founded by the mega-popular makeup artist, entrepreneur, and beauty guru Michelle Phan — so you can count on its finger being on the beauty community's pulse. It offers a curated line of products, too, that cater to any skill level. ("Whether you are a new beauty enthusiast, a seasoned creator, or a bona fide pro artist, I hope you find our products to be refined, effortless, and useful in your own personal journey of self-expression," reads a quote from Phan and the EM Cosmetics team on the brand's website.) You'll get your skincare-makeup hybrid fix by shopping the brand, as well; products like the Color Drops Serum Blush — which nearly sold out in three days — and the True Gloss lip glosses combine cosmetics with skin-friendly ingredients.
2. Fourth Ray Beauty
Fourth Ray Beauty deserves just as much attention as its sister brand, ColourPop. Its product tick many clean beauty fans' boxes: They're vegan, cruelty free, dermatologist tested, and formulated without parabens. (The brand also defines on its website exactly what clean beauty means to it, so you won't be left wondering about the word.) However, the prices may be what makes Fourth Ray Beauty stand out the most — it's seriously affordable. As in, $10 face oils, $12 milk cleansers, and $15 hyaluronic acid serums. Happy shopping!
3. Glow Recipe
Chances are, if you're a diehard Glossier fan, you know the skincare brand Glow Recipe, too. Its website originally launched in 2014 as an online K-beauty destination, though decided to strictly pursue its own line of products in 2019. Which for shoppers, means the brand has the know-how to create cult favorites — like its famous Watermelon Glow Sleeping Mask, which is still just as popular now as it was in 2017 (when it sold out in just one day).
Once you try out MAKE's easygoing cosmetics, you'll want to keep them on your vanity forever. The beauty brand understands the no-makeup makeup trend on a deeper level, offering products that let you accent your natural look. Colors are sheer, buildable, and as flashy as you want them to be; you can create a going-out look using its nude eyeshadow palette or lip and cheek stick, or not. MAKE puts it best on its own website, stating, "We create modern beauty building blocks: minimal, multifunctional essentials, to wear your way, every day."
5. Peach & Lily
Clicking onto Peach & Lily's website is enough to make any skincare lover swoon. However hard it may be to ignore the many, many pages of Korean beauty products, try to check out Peach & Lily's own product line if you're totally new to the retailer. You may've heard about it before, too — thanks to the cult following of Peach & Lily's Glass Skin Refining Serum. It's a safe bet to check out any of the brand's line, though. (Though make sure you add the Power Calm cleanser to your cart, no matter what you go with; it's that good.)
Last — but definitely not least — is the skincare brand Versed, which only made its debut in May. Although newer to the table, its powerful, affordable products are quickly gathering steam at Target. (Which is where you'll be able to shop the brand, by the way.) It's a must if you prefer your skin care simple, yet still cute enough for a quick #shelfie pic. And the fact that it offers a cruelty-free, vegan cleansing balm for less than $20? That's a reason to celebrate.