The 5 new breakthrough beauty lines to know about now

·5-min read
dd - Valentino Beauty 
dd - Valentino Beauty

Things certainly move quickly in the beauty industry. Hardly a moment passes in which a new product, a collection or a whole brand is not launching. And while it may seem excessive to some, the fact of the matter is, there is a reason behind the pace.

The sector is a mass engine of sorts. There are skin experts, make-up developing chemists and white lab coat-wearing scientists who are at the helm of brands all around the world, who are constantly finding new ways to make the things we love just that bit better, with impressive new formulations and innovative technologies.

There is also the changing of the seasons, which often requires an update to your beauty arsenal. Sure, the classics will always remain classic, but now and then, your kit will require a slight tweak. Think of it as beauty wardrobing, much like your sartorial collection, you should have a capsule beauty collection, in which the mainstays (your favourite perfume or lipstick) are occasionally met with new and exciting accessories to keep things looking fresh.

It's hard not to venture a little outside of our capsule collections given what's on offer these days, and a couple of brands in particular have developed the kind of beauty lines worth writing home about. These are the lines we are loving right now.

GloWISH

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Well, this is very exciting. Beauty blogger turned billion-dollar beauty brand founder, Huda Kattan, has recently launched GloWISH, a new collection under her Huda Beauty umbrella. The founder of two brands Huda Beauty, which covers make-up, and Wishful, her brilliant one-year-old skincare line, Huda has developed GloWISH which essentially sits somewhere between her existing offerings.

The new line is all about making people feel effortlessly confident in their own skin. A reaction to the habits many of us acquired over the course of a turbulent past year, Huda’s focus for the collection is to empower people to embrace their uniqueness with mindful products that complement what makes you, you.

The line features two products, the Multidew Skin Tint, a lightweight complexion enhancing base which is available in 13 water and sweat-proof versatile shades, and the Soft Radiance Bronzing Powder, which comes in five shades to provide skin with an instant, natural-looking warm luminosity.

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Valentino Beauty

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That's right, the haute couture fashion house has finally launched its first make-up collection, and, as you'd imagine, the offerings are just as luxurious as the brand's clothing. While some tread carefully, launching to market with a lead product of two at first, Valentino is certainly singing from a different, and very confident, hymn sheet - their first ever beauty line is fully-equipped with foundations, face powders, lipsticks, highlighters, eyeshadows and mascara.

Most exciting perhaps, is the fact that the fashion giant has kept inclusivity at the core of the collection. So much so, to create 40 shades of its semi-matte foundation, Very Valentino, the brand conducted research on the skin tones of 5,000 women in eight countries, across each continent. There are also 50 shades of lipstick on offer.

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Ishimmer

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Backed by an impressive roster of A-listers including Felicity Jones and Gigi Hadid, this specialist eyelash brand has been gathering momentum since it first launched in Jordan in 2014. In 2019, Ishimmer and its founder Ayah Mufleh won the 2019 CEW Young Achiever Award, and last year Mufleh was among the top 20 Women Behind Middle Eastern Brands on Forbes Middle East.

Created especially for those who don’t normally wear false lashes, have sensitive eyes and aren’t very confident in applying them, Mufleh developed a line of lashes that are some of the lightest on the market. The ultra-featherweight make up was born out of her own frustrations over the heaviness and cumbersomeness of regular lashes already available.

"[When] I started designing, I focused solely on weight. I had to try them on my grandmother for her to tell me how weightless they are, as she has very sensitive eyes. Ishimmer was then discovered by global make-up artists and celebrities who instantly recognised the difference and became devoted clients ever since," Mufleh explains.

Ishimmer's latest launch, the Rose Corner Lashes, £16, was designed amid the pandemic. Having seen the shift in the industry, which came to favour simplified routines and a 'less is more' approach, the brand developed this half lash strip to facilitate a quick, simplified application. It was specifically created to be worn without make-up or the “no make-up look,” says Mufleh.

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Peacci

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Daisy Kalnina created this vegan and cruelty-free brand to help bring professional quality nail polishes to the masses. Loved by everyone from Jessica Alba to Harry Styles, the London Fashion Week backstage regular has now launched its new Nu Nudes collection.

Consisting of 12 stunning flesh-tone shades, this clever collection is all about helping each of us find our very own perfect nude. So whether your skin tone is fair, light, medium, deep or anything in between, one of these long-lasting beauties is sure to please.

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Pat McGrath Labs

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Renowned global make-up artist Pat McGrath needs little introduction, nor does her equally celebrated beauty line. To the delight many of us make-up fanatics, on July 1, the brand will launch its first-ever blush collection, The Divine Blush Collection - Pat's most requested launch to date.

Lightweight and long-wearing. the collection of nine vibrant shades includes soft pinky beiges and vivid corals, and boasts ultra-fine blendable powder pigments with a demi-matte and satin finish. Very divine indeed.

Available from July 1

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