These 7 New Beauty Brands Truly Deserve All the Hype

I love trying new beauty products. What a surprise, right? But after nearly a decade testing pretty much every new launch, I do sometimes get a bit disillusioned by newness. When you receive information about a "never before seen” product range every week, you truly wonder how much newness could possibly exist under the sun, but every now and again, I’m wowed by a delivery enough to rave about it to anyone who’ll listen. This year, there are already a few launches that have caught my eye across the beauty spectrum, from bodycare to makeup and hair care, and the price spectrum, too.


(Image credit: @keeksreid)

Wearing Exa foundation, Saie Dew Blush in Dreamy, Saie Glowy Super Gel in Starglow and the About-Face Light Lock Lip Gloss in Such Great Heights.

From blushes that give the perfect flush to body oil that cocoons dry skin, these are the products that have already made their way into my 2022 beauty routine. We can tell that these are going to be among some of the best-selling beauty products out there.

1. Saie Beauty

Founded by Estée Lauder alum Laney Crowell, this brand is all about effective makeup that is clean and fashion-driven.

Saie Glowy Super Gel

Saie Dew Blush

Saie Sun Melt Natural Cream Bronzer

2. About-Face

I have to admit I did roll my eyes at another celebrity beauty brand, but I do think this one has a real identity. Created by singer Halsey, the range is all about fun and experimentation with products—no rules, just self-expression. I don’t love it all, but there are a few products that I’ve been wearing nonstop.

About-Face Shadowstick Pearly Eyeshadow Stick

About-Face Matte Fluid Eye Paint

About-Face Light Lock Lip Gloss

3. Exa

This brand currently only has two products on offer on Cult Beauty, but you are going to want to add both to your next beauty haul. The cruelty-free and vegan formulas are clean but pack a punch using the best natural ingredients to elevate their formulas.

Exa High Fidelity Foundation

Exa Jump Start Smoothing Primer

4. Byoma

How much do you think about your skin barrier? If you’re anything like me, probably very little, but Byoma wants to change that. The range is all about restoring a damaged barrier to lead to healthier, happier skin with essential ingredients only.

Byoma Creamy Jelly Cleanser

Byoma Moisturising Gel Cream

Byoma Hydrating Serum

5. Mutha

This brand was created by Hope Dworaczyk Smith while she was pregnant and looking for bodycare she could trust. The brand is ingredient-focused to provide mothers with luxury skincare that does good and feels good. But you don’t have to be a mother (I’m certainly not) to appreciate the luxurious formulas.

Mutha Body Oil

Mutha Body Butter

6. Rare Beauty

Okay, I know Selena Gomez’s brand is by no means new, but it has only just launched in the UK, so I would say that 100% counts, as we are just getting to try the range in all its glory. Available exclusively at Space NK in the UK, the brand has had rave reviews from beauty experts across the board.

Rare Beauty Liquid Touch Brightening Concealer

Rare Beauty Perfect Strokes Universal Volumizing Mascara

Rare Beauty Soft Pinch Liquid Blush

7. Arkive 

Created by top hairstylist Adam Reed, these hair products are a real treat for the senses, as well as being effective. Adam is big on his fragrance (step inside his Spitalfield's salon and you'll soon spot his impressive perfume collection) and all of the products in the range smell incredible.

Arkvie The Crown Scalp Scrub

Arrive All Together Now Co Cleanse

Arkive The Prologue Hair Primer

Next Up: These Are the Clean Beauty Brands That Celebs Swear By for Glowing Skin