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“Eastern” beauty trends aren’t just about sheet masks, obscure floral ingredients and a 11-step skincare routine. Previously enthroned at luxury department store beauty counters, the landscape has changed. On top of the latest trends and always innovative, these are the new Asian owned beauty brands to know.
In a world where reality influencers hawk diet teas and dubious looking spray tans, and magazines seem to only feature their advertisers… Get Harley stands out. The goal is to match client with skincare specialist through personalised (virtual) consultations. This is followed with a beauty box of dermatologist approved products to your door and a follow up afterwards. It’s the more glamorous, skincare version of dialling 111.
This is the brand that brought us The Resurfacing Compound, which brought us leaps closer to the glass skin of Tina Craig (also known as the Bag Snob). Alongside the The Super Smart Hydrator (£65 for 15ml) and the newly launched The Sculpt Arm Compound (£94), we cannot wait to see what UBeauty does next.
If the name rings a bell it’s because it was launched by one of the original YouTubers, Michelle Phan nearly a decade ago. Now no longer under the L’oreal umbrella, the distinctly minimal yet aesthetically sweet EM Cosmetics focuses on products that perfect a natural look. We hate to compare every young brand to Glossier, so we won’t. And in this instance, we really can’t. This has DNA of the K-beauty innovations we’ve come to love, like the skincare meets make up Serum Blush ($25USD), which contains squalane, hyaluronic acid and fatty acids. There’s also a barely there Lip Cushion Tinted Luminizer ($22), Daydream Cushion Tinted SPF ($48). You may have noticed, everything is affordable and of course, cruelty-free. We wouldn’t expect anything less from our beauty queen.
Ning Li, the same man who brought you MADE furniture is behind the French beauty brand Typology. Think Le Labo meets The Ordinary, where efficacy and minimalism (there’s a range called TEN where nothing has more than this number of ingredients) reigns. You can bet the packaging is stellar too – genderless, with clean lines and 100% recyclable with as many plastic alternatives as possible. We love the Soothing Toner 7% Niacinamide (£19.80) and 7-Ingredient Cleansing Oil (£14.80), an essential for the first step of your double cleanse.
Gen Z never looked so good in lilac. You can’t help but be enamoured by the clean beauty formulations with Namrata Kamdar at the helm. A hero product is Violet Paste (£33), a gentle blemish treatment that has the most delightful parma violet scent. However, our favourite of all time is the Rose Jelly Gentle Makeup Remover (£16 for 30ml), which does exactly what it says on the tin and looks pretty at the same time. Read more about Plenaire here.
Discover the Chinese designer brands to watch here.