The Beauty Brands That Actually Get It
Many brands have one time customers. The great ones? They have loyal social followers, die-hard fans, and organic content going live about them daily.
In a landscape that’s louder, faster, and more saturated than ever, standing out isn’t just about beautiful packaging or a viral moment—it’s about understanding your audience, staying rooted in your values, and showing up consistently with a unique and well-thought-out brand story.
These 10 beauty brands are doing just that.
Saie
Can a brand have a soul? Absolutely. In fact, we recommend it. Often, as a brand grows, gets VC funding, or is acquired by a giant conglomerate, that soul tends to die—and the brand goes right along with it (sadly).
But the ongoing success of Saie proves that maintaining the soul of your brand can be good for business. In 2025, its audience appreciates it.
Saie has ingrained sustainability into every aspect of its operations. Rather than simply sharing lofty green goals for the future, Saie is focused on impact in the here and now.
When the brand first started getting requests for merch, it didn’t want to release more consumer goods into the world that risked ending up in landfills. This was contradictory to its mission as a brand. The founder, being a vintage lover herself, created Saie Vintage—merch done the Sustainable, Saie way.
Currently, their website boasts a banner stating “Earth Month Always,” explaining that we need to address climate action in the beauty industry year-round because a single calendar day is not enough to accomplish the amount of work that needs to be done.
Saie also isn’t afraid to use its voice for the greater good. The brand has a deep self-awareness that beauty is political. They are leaders behind the Every Body Campaign, a collective of around 35 brands that have united to raise awareness (and funds) for reproductive rights. It’s truly impressive.
Sacheu Beauty
Whether it's their peel-off lip liners made for TikTok virality or the Airstream pop-up event they held on Melrose (Sidenote: Shiri attended and loved it), this brand is locked in on what Gen Z wants now.
The products aren’t just clever—they’re convenient. Sacheu proves that innovation should always make your life easier. And when it does? It spreads like wildfire.
Jumping on a trend just to say you did? Not something we’d ever recommend to our clients. But while competitors were soaking up the spotlight, Sacheu entered the chat—with a competing product, standout marketing, and the speed to actually make it count.
Topicals
If we needed to write a textbook on how to build community as a brand, Topicals would be first in line for our preferred case study.
From a vibes perspective, they regularly put out the most stunning eye candy, but what makes Topicals really great is the depth that runs through every single element of the brand.
Topicals has not only built its community, but continues to nurture it every step of the way.
Acknowledging the relationship between skin and mental health, for example, Topicals has championed the cause with its ongoing donations and collaborations with non-profits, including Sad Girls Club, Therapy for Black Girls, Fearless Femmes 100, and more.
The brand visuals support this as well. From acne scars to psoriasis, the brand doesn’t just talk about skin issues—it normalizes them… This should already be normal, but here we are.
Topicals gives a platform to the end user, never once shying away from skin conditions that would have been airbrushed out historically. We get to see gorgeous girlies mid-flare up, deep acne scars paired on a glammed-up Marie Antoinette-inspired shoot.
How often can you say that an ad brought a marketer to tears? We can only recall one moment — when Sealed dropped. Bethany’s lore is that she got into the beauty business because of her desire to be a part of the conversation and treatment of acne (and its aftermath). Sealed caters to what happens when you’ve healed. Innovation surrounding acne scars has continued to disappoint year after year, so we commend Topicals for going there. Are you listening, aesthetics and skincare community? Handle it.
We also can’t forget to mention their pink-branded eye patches. These aren’t just functional and benefit-driven — they’re a fashion statement the Topicals community happily wears like a badge of honor. Even Queen Doechii herself recently joined in.
Phlur
Selling scent online is no easy feat, yet Phlur makes it feel effortless. They don’t just sell fragrance—they sell a full sensory vibe. From the names to the narrative, every launch feels personal, specific, and impossible to resist.
Phlur's genius lies in how well they translate mood into marketing—and trust us, their audience is picking up what they’re putting down.
The fragrance category is the most poetic of the beauty space, and escapism is an essential element. Sensorial digital marketing is kinggg. The intimacy of fragrance allows visuals and copy to embrace romance and whimsy. It’s where marketers get to play sexy without it feeling overly cringe. Phlur thrives in transporting its audience into the environment of each new drop. The brand serves up virtual scratch and sniff for the imagination.
Dieux
Some brands listen to feedback. Dieux builds entire launches around it.
From audience-requested drops and statement-making eye masks to social media collaborations with other amazing brands like Violette FR and Dieux’s fearless founders, the brand is executing top-tier brand strategy its way.
Charlotte isn’t afraid to be founder-forward, an element that continues to allow consumers and beauty industry pros like ourselves to feel a deeper connection with her and her brand. She consistently delivers vocal, no-BS content and provides a lot of very necessary education as well.
As an esthetician, the founder knows skin and how to work with it, but she also serves as a kind of digital big sister to those looking for clarity with the ever-present misinformation plaguing the skincare category.
Dieux has also completely mastered the art of world-building. One look at their Instagram feed, and we are immersed in the vibes. Cherubs, pearls, and clouds captivate the viewer with a level of etherealness that feels both tranquil and artistic. Dieux does its own thing, and it does it well. Don’t try to be like the others. The power of your brand lies in its own personality.
Crown Affair
A premium, aesthetically pleasing haircare brand at Sephora? Sure, this brand fits that bill. But Crown Affair isn’t like the others because they make everything feel sacred. Their message is simple but powerful: taking care of your hair is a ritual, not a chore.
The brand leans into mindfulness without being preachy and offers a moment of calm in a category that’s often rushed, chaotic, and overcomplicated. Their strong storytelling and high-quality products are driving repeat purchases and loyal customers. We love to see it.
Prequel
Prequel KNOWS skincare. And in order to thrive as a skincare brand in such a saturated category, you’re going to need to come ready with some actual innovation, excellent product development, and a whole lot of marketing strategy to cut through the noise.
The brand isn’t afraid to explore new textures and formats, such as their viral Gleanser, which is truly unlike any cleanser we’ve ever experienced.
There’s a certain practicality to Prequel that’s appreciated. While clearly science-led, it doesn’t feel pretentious or overwhelming for consumers. Each launch comes ready with the clear benefits and purpose of what is being brought to market. We’re also so happy Target stores carry it now!
Danessa Myricks
Inclusivity is non-negotiable in 2025. Myricks champions a celebration of diverse skin tones with incredible shade ranges and brilliant product development. Ageism? Not here. Expect to see her formulas beautifully represented across all generations.
Myricks is also creating NEWness. Innovation is always requested from consumers, but we rarely see it play out in the color cosmetics category in a way that is easy for the end user to embrace.
Yes, the people want to see something fresh, but there needs to be a meticulous level of thoughtfulness behind it and a reason for it to exist. Novelty is fleeting. Danessa gives us products that her community actually wants to use.
Vacation
If you want proof that you don’t have to follow what other brands are doing to thrive in this market, look no further than Vacation Inc.
This SPF-centric, retro brand threw out the playbook and created its own. And it works!
Vacation has earned its spot on our list of “Your Favorite Marketer’s Favorite Brands.” Whenever a new launch occurs, we can’t help ourselves but explore it and showcase it on The Beauty Brief. Every touchpoint is intentional, playful, and just plain fun.
The brand is a masterclass in creative direction, aesthetics, and innovation. Sunscreen in a whipped cream can? Are you joking? The product went viral and put Vacation on the map, ultimately securing them retail partnerships with brick-and-mortar power players like Target and Nordstrom.
Merit
Minimalism with a point of view. Merit knows exactly who they’re speaking to, and they don’t try to be everything to everyone.
Their less-is-more approach feels luxe, lived-in, and totally intentional. It’s quiet confidence at its finest—and in a world that’s very loud, it’s working.
We especially appreciate their storytelling on social. Brands are trying to replicate it, and for good reason. Merit understands that luxury today isn’t just about price point—it’s about clarity. Consumers are brought into the process of each new launch with access to mood boards, packaging measurements, and behind-the-scenes content.
In this era of algorithm chases and copycat branding, the beauty brands that are winning are the ones that actually know who they are. They stand for something. They make a statement. And they follow through with products, purpose, and personality that make us want to hit “add to cart” and “follow”.
For 2025 and beyond, the brands that get it aren’t just staying relevant—they’re redefining what relevance even means.
And if you're a beauty brand or industry professional reading this? Consider this your blueprint.
All great choices. I love Vacation's throwback branding. Prequel is new to me but I'm looking to learn more. And Danessa Myricks Dew Wet Balm makes me look gorgeous!
I have only tried a couple of these brands (recently tried saie, love dieux even though angel vibes don’t do it for me), but have been curious about a few of the others that you mentioned. Based on this, I feel like I have a better understanding of why I feel influenced to try some of these other products.