Coolest Underground Beauty Brands

You know when you discover a new band and part of you hopes they don’t become popular? It’s like a special secret that puts you ahead of the curve. And while everyone else is still listening to last month’s music find, you get to soak up all that new sound, and be the first to introduce it to all your friends. Well, we feel that way about makeup. We love it when we discover awesome, underground beauty brands.

Click here to see our picks for the coolest underground beauty brands.

And even though we’d like to keep these under-the-radar brands a secret forever, it’s kind of our job to spread the love. Sigh. (OK, and we wouldn’t mind if these brands got more successful ’cause we really believe in them.) So, we decided to give you the scoop on all the cool makeup brands you’ve never heard of … yet. Along with our own favorites, we got some insider info from celebrity makeup artists Fiona Stiles and Sabrina Mae, who are on the cutting edge of everything makeup.

Not only did they give us the rundown of the coolest underground beauty brands, but they also steered us in the right direction when it comes to choosing the best products out of the lines, and getting started with these lesser-known labels, like Koh Gen Doh, Inglot, Jouer, and many more. Even better? Once you’re done with our roundup, you’ll be the go-to beauty expert in your group of friends.

Ready to go underground? Keep clicking for the coolest under-the-radar beauty brands.