From personal care and makeup brands to K-beauty and celebrity-owned launches, beauty is broadening its horizons. As we march into the new year, here are some brands that are poised to make a mark in 2022.
SELFLESS BY HYRAM
The brainchild of popular TikTok skin influencer Hyram Yarbro, Selfless was created in partnership with The Inkey List, and first hit e-commerce giant Sephora’s digital shelves on June 24, 2021. “The product philosophy is centered around simplicity, using gentle yet effective ingredients,” says Yarbro.
MERIT
Inaugurated online in January 2021, Merit is a clean brand that positions itself as a onestop solution for ‘everyday makeup’ with approximately seven products for the face. It’s founded by Katherine Power, co-founder of California-based digital fashion directory Who What Wear, and is a result of her desire to bring natural and luxury beauty to life.
HYPER SKIN
Born in 2019, Hyper Skin became the talk of the hour as a Black-owned brand in 2020 amid the global ‘Black Lives Matter movement. Founder Desiree Verdejo began the brand with a vision of creating solutions for skin concerns that are unique to women (and men) of colour. It is famous for its cult vitamin C serum.
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