If your makeup shopping trips never take you much further than the aisles of Boots [1] and Superdrug [2], it may be time to spread your wings. Though we all rely on staples from brands we've been loyal to for years, there's so much fun to be had experimenting with new products from up-and-coming brands. But where do you start? We've done the hard work by highlighting 6 lesser-known beauty brands you won't find on every high street. If you've not tried these yet, we encourage you to treat yourself soon!
3INA
About the Brand
Inspired by street style, 3ina (Mina) is the brand to turn to for bold colours and experimental trends. The flagship store in London's Covent Garden is a meticulously tidy haven of colour, and it's impossible to leave without snapping up at least one little luxury (especially as prices are so reasonable). Look out for special collections, like the current UV range [3].
Where to Shop
Online [4] in-store in Covent Garden, or at Selfridges.
What to Try
The Pen Eyeliner [5] (£7.95) is the bestselling product, but we have a soft spot for the creamy, sparkly, Cream Eyeshadow [6] (£8.95), which comes in 18 colours, from soft taupe to bright yellow.
Delilah
About the Brand
A boutique British brand, Delilah was set up by a makeup artist, a beauty buyer, and a photographer. English heritage is at the heart of the brand, right down to the pewter-hued Britannia metal used for the packaging. The ever-expanding collection includes makeup and brushes, but it's the face products that have really got people talking.
Where to Shop
Online [7] and at selected spas and luxury retailers [8].
What to Try
Head straight for the highlighter! Pure Light Illuminating Powder [9] (£36) rivals other cult products that can be hard to find in the UK.
Winky Lux
About the Brand
Quirky, cute, and aimed squarely at millennials, Winky Lux offers up fun products that look great and get people talking. The lip range is particularly strong, and colour cosmetics with a twist are what this brand does best, but don't miss out on the pretty palettes and highlighter compacts, either. New products drop frequently in response to trends.
Where to Shop
The official website offers international shipping, but it's probably quicker and easier to shop through ASOS [10].
What to Try
The Flower Balm [11] (£13) is an Instagrammer's dream, and that's no doubt why it's a bestseller, but we have a feeling it won't be long before the Glimmer Balm [12] (£13) becomes an even bigger success.
Lola by Perse
About the Brand
Lola is a British brand created by makeup artists and beauty experts, and you may have spotted it in your local M&S. Packed in sleek and simple matte black packaging, the range caters to everyone with a whole host of formulas, including four different foundations and over a dozen different lip products, all in multiple shades. The good value brushes are also worth investigating.
Where to Shop
Online [13] and in selected branches of Marks & Spencer and Watt Brothers [14].
What to Try
The Matte Long Lasting Lipstick [15] (£11.95) is perfect for anyone who finds other mattes too drying. It will transfer a little more than the liquid formulas that dry down, but the intense pigment and creamy feel are worth it.
Inglot
About the Brand
This Polish powerhouse has been going strong for over 30 years, but it has only been in the UK for a fraction of that time and is still a mystery to most of us. Variety is where Inglot excels: across its range there are over 1,500 different colours for lips, eyes, and face. There is literally nothing you can't buy, whether you're looking for a bargain eyeliner, or a Luxury Vanity Case [16] to put it in.
Where to Shop
Online [17] and at Westfield London, Westfield Stratford City, and CastleCourt, Belfast.
What to Try
The Diamond Lip Tint [18] (£14) has totally won us over. A budge-proof metallic lip colour, it dries down to a powdery finish but maintains its shimmer for hours and doesn't dry out the lips.
Beauty Bakerie
About the Brand
This inspiring indie brand was created to inspire girls "to be sweet and sweeten the lives of others", and with a plethora of candy-coloured products on offer, it definitely delivers. Founder Cashmere Nicole's story caught the attention of none other than Beyoncé [19], and collabs with the likes of olympic gymnast Gabby Douglas have continued to cement it as the cool girl's go-to for pretty products that really deliver. If you've still not tried it, now is the time.
Where to Shop
Online [20] (with international shipping) or at selected UK online retailers including ASOS [21] and Cult Beauty [22].
What to Try
If you've heard of Beauty Bakerie already, no doubt it's because of the famous lip whips, which have the most incredible staying power (so much so, the brand also sells a special remover). The Liquid Metallic Lip Whip [23] (£11) is our fave.