Beauty products are more than just items to enhance our appearance; they are symbols of innovation, sustainability, and self-expression. As the beauty industry constantly evolves, new and exciting brands are emerging that stand out for their creativity, quality, and authenticity. While established names like L’Oréal and Estée Lauder continue to dominate, a new wave of beauty brands is reshaping the market, catering to modern consumers like me, who seek transparency, eco-friendly practices, and cutting-edge formulas.
In 2025, here are the 14 contemporary beauty brands I think we should all know about. These brands are making waves and gaining the trust of beauty enthusiasts, and they’re poised to become the future legends of the beauty industry.
1. Dyson
When it comes to beauty tools, I can’t help but admire Dyson for setting a new standard with its innovative approach. Famous for its hairdryers and styling tools, Dyson revolutionized the haircare industry with the Supersonic Hair Dryer and Airwrap Multistyler, which use advanced airflow technology to dry and style hair without the need for high heat. This reduces damage and makes my hair look and feel healthier. In 2025, Dyson continues to push the envelope in hair care, offering high-quality tools that combine performance and design.
- Airwrap Multistyler Complete Long – $600 at Nordstrom
- Supersonic Hair Dryer – $430, now $330 at Nordstrom
2. Westman Atelier
Founded by renowned celebrity makeup artist Gucci Westman, Westman Atelier brings clean beauty to the forefront with its line of high-performance makeup products. Known for creating luminous, dewy looks, this brand’s star products, such as the Vital Skin Complexion Drops and Suprême C Vitamin C Serum, are beloved by beauty experts for their ability to provide flawless, natural coverage. Westman Atelier embodies luxury and innovation in every product.
- Vital Skin Complexion Drops – $68 at Sephora
- Suprême C Vitamin C Serum – $325 at Nordstrom
3. Rhode
Hailey Bieber’s skincare brand Rhode exploded onto the beauty scene in 2022 and quickly became a fan favorite. Known for its minimalist yet effective skincare essentials, Rhode’s products focus on delivering hydrated, glowing skin. The brand’s line includes everything from lip gloss to hydrating serums and facial creams. Rhode’s products are perfect for those, like me, who seek a streamlined, high-quality beauty routine that works.
- Glazed Lip Treatment – $32 at Rhode
- Peptide Lip Treatment – $18 at Rhode
4. Currentbody
Currentbody is a leader in bringing professional-grade skincare technology to our homes. Their red light therapy devices, like the CurrentBody Skin LED Mask, have become a game-changer for at-home treatments, providing skin rejuvenation without the need for in-office procedures. Whether I’m looking for anti-aging solutions or hair growth treatments, Currentbody has me covered with scientifically backed devices that bring results.
- LED Light Therapy Mask – $380 at Currentbody
- LED Hair Growth Helmet – $859 at Currentbody
5. Merit
Founded in 2021 by Katherine Power, Merit is a beauty brand that embraces a minimalist approach with clean, vegan products designed to enhance natural beauty. The Merit Minimalist Foundation Stick is a standout product for its smooth, lightweight coverage. The brand focuses on skin-friendly ingredients that help me achieve a healthy, glowing complexion without compromising on performance or sustainability.
- Minimalist Foundation Stick – $38 at Merit
- Signature Lip Lightweight Lipstick – $26 at Merit
6. Jones Road
Jones Road, founded by beauty mogul Bobbi Brown, is a brand that celebrates effortless, radiant beauty. The brand’s focus is on high-quality, no-fuss products that enhance natural features. Products like the Miracle Balm (perfect for a dewy finish) and the Foundation Stick, which acts like a moisturizer and foundation in one, have become cult favorites for their versatility and skin-friendly ingredients.
- Miracle Balm – $38 at Jones Road
- Foundation Stick – $44 at Jones Road
7. Pat McGrath Labs
Pat McGrath is one of the most influential makeup artists in the world, and her Pat McGrath Labs brand delivers professional-grade products that have been embraced by both makeup artists and everyday beauty lovers. From eye-catching eyeshadow palettes to innovative face products, McGrath’s creations bring glamour and a high-fashion aesthetic to us all.
- Skin Fetish: Sublime Perfection Foundation – $86 at Nordstrom
- Divine Blush: Legendary Glow Lipstick – $29 at Nordstrom
8. Ilia Beauty
Ilia is a pioneer in the clean beauty movement, known for its skin-loving ingredients that work to improve skin over time. Their signature product, the Super Serum Skin Tint SPF 40, offers buildable coverage and broad-spectrum SPF protection while nurturing the skin with hydrating ingredients like squalane and niacinamide. Ilia continues to push the boundaries of clean beauty with products that are as effective as they are gentle.
- Lip Sketch Moisturizing Lip Crayon – $26 at Ilia Beauty
- True Skin Serum Foundation – $58 at Ilia Beauty
9. Charlotte Tilbury
No beauty brand exudes luxury quite like Charlotte Tilbury, known for its glamorous products that enhance our features while giving us the confidence to shine. Tilbury’s Pillow Talk collection, which includes nude lipsticks and blushes, is adored by beauty lovers worldwide. This brand is all about achieving a radiant, red-carpet-worthy glow, whether through its iconic Magic Cream moisturizer or Pillow Talk Lip Cheat Lip Liner.
- Pillow Talk Lip Cheat Lip Liner – $25 at Nordstrom
- Magic Cream – $100 at Nordstrom
10. Danessa Myricks Beauty
Danessa Myricks is a trailblazer in inclusive beauty, ensuring that all skin tones are represented in her makeup line. Known for bold colors and versatile products, Danessa Myricks is my go-to for creating stunning looks for any occasion. The brand’s Yummy Skin Blurring Balm Powder is perfect for smoothing out skin texture and adding a healthy glow, while the Yummy Skin Serum Skin Tint provides buildable coverage for an even complexion.
- Yummy Skin Blurring Balm Powder – $36 at Sephora
- Yummy Skin Serum Skin Tint – $25 at Sephora
11. Augustinus Bader
Augustinus Bader’s namesake brand has revolutionized the world of skincare with its cutting-edge formulas based on stem cell research. The brand’s patented TFC8 technology helps rejuvenate the skin at a cellular level, resulting in visibly younger, healthier-looking skin. Products like The Rich Cream and The Cream have become cult favorites among beauty enthusiasts and skincare experts like me.
- The Rich Cream – $185 at Nordstrom
- Hair Oil – $54 at Nordstrom
12. Nécessaire
Nécessaire has become synonymous with luxurious body care, offering products that elevate my daily routine. Their Body Wash and Lotion are designed with clean, effective ingredients that nurture and hydrate the skin. Nécessaire emphasizes the importance of skincare for the entire body, ensuring that every inch of my skin is well taken care of.
- Body Wash – $25 at Sephora
- Deodorant Gel – $18 at Amazon
13. Supergoop!
Supergoop! is redefining sun protection with its innovative and effective sunscreens. Known for its lightweight formulas, the Unseen Sunscreen became an instant sensation because of its transparent, invisible finish. The brand’s Protec(tint) Daily Sunscreen also made a splash with its tinted formula, providing both protection and a flawless complexion.
- Unseen Sunscreen SPF 40 – $38 at Amazon
- Protec(tint) Daily Sunscreen SPF 50 – $44 at Nordstrom
14. Pattern Beauty
Pattern Beauty, founded by actress Tracee Ellis Ross, focuses on curly hair care. With a range of products specifically designed to care for natural curls, Pattern Beauty ensures that my curls stay hydrated, defined, and healthy. The brand has recently expanded to hair tools, offering products like the Interchangeable Curling Iron and Curl Mousse.
- Interchangeable Curling Iron – $249 at Ulta
- Curl Mousse – $23 at Amazon
Shop These Contemporary Beauty Brands Online
When you’re ready to shop for these amazing products, check out these top online shopping platforms:
- Net-a-Porter: A high-end fashion shopping site featuring luxury brands such as Gucci, Balenciaga, and Prada.
- Farfetch: A global fashion platform connecting independent boutiques and designer brands.
- SSENSE: A well-known Canadian fashion e-commerce platform catering to streetwear and luxury brands.
- MatchesFashion: Offers high-end fashion apparel and accessories with fast international shipping.
- Zalando: Europe’s largest fashion shopping platform offering everything from affordable to luxury fashion.
- ASOS: A fast-fashion platform perfect for trendy, affordable looks.
- Revolve: Specializes in young women’s fashion with a focus on holiday and resort-inspired styles.
- Mytheresa: A high-end online luxury store known for its exclusive and limited-edition collections.
- The Outnet: An outlet site offering discounts on luxury fashion.
- Shopbop: An Amazon-owned platform for high-end and contemporary fashion with a wide range of brands.
These 14 contemporary beauty brands represent the future of skincare, haircare, and makeup. With a focus on innovation, inclusivity, and sustainability, these brands are paving the way for a new era of beauty that’s both luxurious and accessible. Whether you’re looking to elevate your skincare routine or experiment with bold new makeup trends, these brands have something for everyone. Keep an eye on them, as they’re sure to continue shaping the beauty industry in the years to come.
Tags: Charlotte Tilbury, Contemporary Beauty Brands, Dyson, Westman Atelier