After losing her job at the start of the pandemic in 2020, Isobel Perl founded Perl Cosmetics, which now boasts over 200,000 TikTok followers. Creating handmade small-batch waterless products in minimal packaging with uniquely customisable formulas, the brand certainly stands out from the crowd and even boasts a minimalist approach to beauty, with less than 10 ingredients going into every formula.
The fan favourite is the British Pink Clay Mask & Illuminating Mask Oil (£44), a seven-ingredient formula that can be adjusted to your taste depending on how much oil you choose to add in.