In 2025, the beauty industry is evolving beyond aesthetics and performance. Today’s most exciting emerging brands aren’t just focused on pigment payoff or packaging, they’re rethinking what beauty means altogether. From fragrances that evoke emotion to skincare rooted in cultural traditions, these newcomers are pushing against convention while finding new ways to connect with consumers. They’re less concerned with viral trends and more invested in transparency, storytelling, and long-term impact.
BEAUTY BUSINESS
Whether through biodegradable formulas, heritage ingredients, or a fresh approach to branding, these five rising labels are building something more meaningful, and gaining real momentum. They reflect a generation of founders and creatives who understand that beauty is deeply personal, sometimes political, and increasingly shaped by values as much as visuals. Here are five emerging beauty brands worth watching right now.
1. Ami Colé
Founded by Diarrha N’Diaye-Mbaye, Ami Colé celebrates melanin-rich skin with clean, minimalist makeup that enhances natural beauty. Drawing inspiration from her Senegalese heritage, the brand offers products like tinted moisturizers and lip oils that emphasize skin luminosity and simplicity. Ami Colé’s commitment to inclusivity and quality has garnered attention from major retailers and investors alike.
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2. Fluide
Brooklyn-based Fluide is breaking gender norms in the beauty world. Co-founded by Laura Kraber and Isabella Giancarlo, the brand offers cruelty-free, vegan cosmetics designed for all gender expressions and skin tones. With vibrant products ranging from liquid lipsticks to glitters, Fluide champions inclusivity and donates a portion of its profits to LGBTQ+ organizations.
3. Phlur
Phlur, founded by influencer Chriselle Lim, has captured the beauty industry with its unique identity and mission to create consciously crafted scents. The brand’s eco-conscious luxury fragrances, like the viral “Missing Person,” have seen a meteoric rise in popularity, with a 400% increase in searches in 2024. Phlur’s commitment to sustainability and unique hand-picked scents resonate with modern consumers.
@saiebeauty nothing beats an effortless, hydrating makeup routine ⭐️ Julie wears: Glowy Super Gel in Starglow Slip Tint Tinted Moisturizer in 3.5 Slip Tint Concealer in 7 *NEW* SuperSuede Baked Powder Blush in Bella Lip Liner 101 in French Glossybounce Lip Gloss Oil in Dip #saiebeauty #makeuproutine #cleanmakeup #cleanmakeuplook ♬ sonido original – PMusik21
Saie
Saie has carved a space for itself by delivering clean makeup with a fresh, unfussy edge. Founded by Laney Crowell, the brand focuses on eco-conscious formulas that actually perform, think dewy highlighters, sheer tints, and balmy textures that work with skin, not over it. Saie also puts transparency front and center, with clear ingredient lists and sustainable packaging initiatives.
5. Beauty of Jenson
In the saturated K-Beauty market, Beauty of Jenson is making an impact by blending traditional Korean ingredients and ancient beauty secrets with modern science. The skincare brand is receiving positive feedback on social media platforms, particularly TikTok, and is resonating with consumers seeking authentic and effective skincare solutions.
These brands exemplify the dynamic shifts in the beauty industry, focusing on authenticity, inclusivity, and sustainability. As they continue to grow and influence, they offer fresh perspectives and products that cater to a diverse and conscientious consumer base.
