Though neither is a small brand, I think Too Faced and Tarte are having a “moment” so-to-speak and are increasing their reach exponentially at the moment. Bite also had really great success with their relaunch of their core lipstick range, so it’ll be interesting to see if they branch out into non-lip products in the next year or so.
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I think IT Cosmetics is one splashy launch away from having a huge moment. They get great reviews across the board, but they have yet to come out with something hugely attention-grabbing that would make a lot of bloggers give a bunch of glowing reviews at the same time. Maybe a lip product?
I wonder about Pixi. They have a handful of cult products (glow tonic, peach corrector) but they’ve never had a big unified wave of hype. I think their combination of skincare + makeup walks the walk much more honestly than Neutrogena and Glossier.
While I absolutely agree with what you’re saying concerning these 2, especially as regards Tarte, that’s the catch. Neither is new. I believe that whatever brand it will be, we haven’t heard of it yet, or at best, very minimally. Just like Colourpop was at first, and then it became a monster of a brand to the point that they now have difficulty keeping up with themselves! An overnight phenomenon. It’s out there, somewhere, developing. But we likely don’t know of them. Yet.
Hmm, not sure but I think Tarte has been busy re-branding themselves ( Manbun anyone?) and issuing new formulas/products ( single shadows, lip paints, rainforest shadow formula) so they should be reaching a new and wider audience. I don’t have much Tarte, but these new products are luring me in !
I think Sugarpill might make the jump to more mainstream distribution if they can match with the right larger retailers that will work with them without compromise. Just a hopeful guess though!
Gosh, that is just so hard to predict. No idea! But definitely curious to find out 🙂
Hmmm…hard to say. I think Ray could be right about IT. I just wish they had retail outlets in Canada. Here, they are only available through the Shopping Channel and while they offer amazing value with their “Showstoppers”, I don’t always want everything in that. If I want just a replacement lip gloss or concealer, the added shipping costs (which are also taxed!) makes it ridiculous and I would happily go to a store to purchase and skip the shipping. I also think Bare Minerals might make the jump to “big/mainstream”; I’m actually surprised they haven’t (or maybe they have….it’s hard to gauge what is “big” and what isn’t). They keep coming out with new and increasingly better products and their prices are not prohibitive.
I think Too Faced could reach the level of Urban Decay if it would quit being so tweener-cutesy, if they would produce enough to meet demand (PB&J palette, Sweet Peach palette, anyone?), and if their customer service would improve. Not that it would be the **same** as UD.
IT Cosmetics has some really good products but I think the company owner should rely less on herself as the face of the brand and show more variety. Nothing against her but it gives the brand a one-dimensional look to me.
You can still find the PB%J palette very easily. I almost want to say they actually made it permanent. But I so agree with the ST palette. Too Faced has been my favorite brand for a minute. I don’t think they should change their cutesy theme. It’s what sets them apart from other brands. Just like Urban Decay has their edgy theme.
Jeffree Star or Sugarpill.
I would love IIlamasqua to see exponential break out success.
me too , their product are so good !!
I think it’s harder and harder to predict now, because any brand can kind of achieve sudden glory through the right collaborations with big beauty influencers – youtubers in particular. Think about brands like Gerard Cosmetics, Morphe or Jeffree Star: their successes are pure products of social media. Any brand that can secure the right partnerships can become “hyped” and popular overnight. The real question is where they go from there, since the quality of their products isn’t the reason they rose to fame.
I think City Color Cosmetics has been gaining a lot of m
I must have accidentally hit “post.”
I think City Color Cosmetics has been gaining a lot of momentum this last year, and they’re coming out with more and more new stuff. There stuff is good, too, and very reasonably priced. They need to be more available in retail stores, though. In this economy, they could do very well.
As for high end, I think Jeffree Star. He just launched an eye palette, highlighters, more liquid lipsticks, and will be launching traditional bullet lipsticks and metallic liquid lipsticks later this year. His stuff is really good. I think if he partners with someone, his brand could be the next Kat von D.
I think you hit on it, Rachel. City Color could take over the drugstore price market if they get wider distribution and really spruce up the website (why they haven’t partnered with Amazon is a mystery to me). Jeffrey Star is exploding but he could just as easily implode if he doesn’t get control of inventory levels or let’s his personal antics and drama dictate his business.
I agree with you complete regarding JS. He seems to be making quite a few enemies with his behavior. I’ve seen so many people state that they will never buy any of his products because of something he’s said or done.
Very true! Star needs to rein himself in and concentrate on his business being the next Kat von D and not the next Lime Crime.
I agree with Ray about IT Cosmetics–their products are getting a lot of airtime from popular beauty bloggers, so if they do something very on-trend, they’ll be golden.
I’ve noticed that house brands (notably Sephora Collection) are getting a little more buzz about them! Maybe they’re going to move up in the makeup world too.
Is anyone familiar with BH Cosmetics? Are their products good? I see them being praised a lot and their products are cheap.
I’m new to the blog. Forgive me if you have already taked about it.
I love BH Cosmetics. Very affordable. Their liquid lipsticks can hold a candle to some high end brands if you ask me! I have their blush palette that I use daily, their eye shadow palette I haven’t used much BUT its great when I do. Their pink BH lipsticks are a bit drying but worth it.
Thanks for your reply Mo. Have you tried their brushes?
Natasha Denona. The quality is outstanding. Her All Over Glow Face & Body Shimmer Powder is the best strobe/highlighting powder I have ever used. Her eye shadows are also superb. I am now starting to build up a careful collection from this brand. I think it’s is the next big beauty brand in the making – it gets universally outstanding reviews and it’s great to see that it’s becoming more available – Beauty Bay here in the UK now stocks ND so no more need to order direct from Israel or via Beautylish in the US. (hurray). Definitely one to watch (and use).
Kat Von D. Everything I’ve tried by her is quality equal or better to high end brands.
Natasha Denona, Viseart or Charlotte Tilbury. All these brands have rave reviews from what I’ve read, so we’ll just have to wait and see!
Charlotte Tilbury is just too expensive for me. The quality is very high but it’s way outside my budget.
Maybe colourpop.
Very good products and here in Germany People would Love if they had international shipping.
I know a lot of People who only opened a shipito Account to be able to Order from colourpop.
So I think if they continue to release new products/expand their Range of products and Start shipping international colourpop Could become Bigger and bigger.
How is it possible to make such good products for 5 $ ???
Anastasia Beverly Hills .. now will be coming up with foundations (no mascara / eyeliner / blush so far) but they are getting there. Slowly.
Too Faced products quality are WAY better than Tarte’s. Yet quantity wise they’re the same.
In my opinion, ColourPop is dominating so far. And the quality of their products are amazing.
Looxi Beauty has some great duo-chrome eyeshadows.
Danessa Myricks products are interesting.
Ok, I’ll stop.
Not being difficult (I promise), but Anastasia does have eyeliners! There’s the waterproof creme colour which is like a potted gel eyeliner/shadow base duo, and then there is the new dark side pencil liner which just launched this week.
It’s Ok, we are just talking about makeup ♡.
I wasn’t aware that they had eyeliners thanks!
I’ll go check them out.
I definitely feel like Bite is having a moment and I’m really looking forward to seeing what other new launches they have in store be they lip related or other (apparently lip liners are coming in the fall?). I feel like Too Faced is slowly but surely rising to Urban Decay level. I’ve been disappointed with the last couple UD launches so I’m curious to see how these two continue to measure up to each other.
I have to admit, I like ColourPop, but it is kinda high-end drugstore IMHO. What I dislike intensely about the company is the absolutely TERRIBLE service. They essentially ignored me, stalled and made me chase tracking with USPS when I had a failed delivery (when I googled this problem, apparently it’s a chronic problem, esp. with Canadian orders based on their labelling system). They only responded when I disputed via PayPal 3 full months later. I hate to be forced into being a jerk!! And all the way through their increasingly infuriating uncooperative email correspondence they persisted in calling me “Hun” or “Luv”. Endearments are fine when everything is cordial, but become rapidly condescending when things escalate to Dispute Level discord.
I checked out the Better Business Bureau report on ColourPop and lo and behold, there are several complaints that look like clones of my own problem.
Anyway, given the numerous complaints about ColourPop’s responses to complaints, I suspect they will NOT be the next big brand. Unless they clean up their act. They have Big Brand internet presence, but Amateur Hour service. Handwritten enclosed noted do not good service make.
On a more positive note, I consider anything that’s already in Sephora’s stable to have “made it”, so sticking to Non-Sephora, Non-Drugstore brands, I’d like to see Make Up Geek succeed. I’ve been watching Marlena’s tutorials for years and her passion and expertise come through in everything she does. I like that her videos are generous enough to endorse other brands and the fact that she’s organized some of her collection into duochromes and foils (I’m like an OCD Magpie!) really appeals to me. This may be more wishful thinking than prediction, however.
I kinda like Cailyn. Maybe a bit out in left field, but of all the liquid lipsticks I’ve tried (including some of the Sephora faves like Anastasia and Kat Von D), my Cailyn LLs are my faves. Nice shades, nontransferring and just a little shimmer, so a nice flattering slightly off-matte choice (cuz matte LLs are a dime a dozen right now, it seems). Cailyn seems to do a few things and do them well.
My 2 cents, anyway…
I think It Cosmetics. They have put nice quality brushes for decent pricing and their items do what they claim! If they dont take too long to put out some color, and get into brick and morter, they are my prediction.
They’re already in brick-and-mortar. Ulta carries them, have for ages.
Shelly, I guess I wrote my comment too quickly – you are right. I have Ulta but many areas do not. I saw them on QVC and was drawn in. I recognized the name from Ulta (where I had walked by, dismissing them) After watching, I went back and got a few things. Later at an It sponsored event, I learned much more. If THAT experience could be combined with a lot of customer-drawing color, they could explode.
As a 52 yr old with very few age signs, my dark circles always gave me away. I had used every cc concealer. They finally did it for me so of course I am biassed.
I don’t think the Asian products are going to slow anytime soon. I’d bet there’s a line or two that are itching to make it big in this country. I see many of them on Fude Japan Instagram.
I think Sunday Riley is the best kept skin care brand out there. I haven’t had a single breakout since I started using it 6 weeks ago. True story. Before , I would wake up to 3-4 new zits each morning
If the word gets out about ESSENCE they will be on fire. All those high end products have met their match……now if only more stores would stock their line ! Ulta was ahead of the pack.
True, ESSENCE is the brand that will give you the more bang for your buck right now (how could anyone possibly beat their prices anyway?!). Besides, their very light and portable packaging is a huge asset. But to be part of the beauty hype, they would need to expand their eyeshadow range, possibly come up with a palette, and most definitely change their store displays so people wouldn’t think they’re in the same category as “Monster High” or “Barbie” makeup kits that you give to a 8 years old for Christmas!
As for the next big brand, hmmm, I am tempted to mention Z PALETTE. All right, it’s not makeup per se. But I see that the de-potting trend is getting bigger and bigger, and that Z Palette keeps on offering new exclusive designs (Betty Boop, Ricky’s, etc)… aaaaand, let’s not forget that they did make it to the Sephora shelves all over the world. With several copycats floading the market, they remind me a lot of the Naked palettes; today, at least one Naked palette sits in everyone’s makeup stash, whether genuine or not – tomorrow, those same stashes will also accomodate one or more Z Palettes (again, authentic or not).
It’s hard to predict which brand, but whoever it is must provide a way for consumers to buy their products easily.
I actually have 3 in mind: KIKO MILANO, BH Cosmetics, and Sleek Cosmetics.
You know – when the Walgreens-Boots merger happened, literally the first thing that popped into my mind was, “I hope Walgreens will carry Sleek now!” haha! I still do hope that the merge becomes an avenue for some UK brands to get distribution in the US, but I guess it depends a lot more on whether the brands are ready for that, and it is probably not #1 priority for WAGS/Boots quite yet. Fingers still crossed!
I LOVE, LOVE LOVE Kiko cosmetics!! To me, they are so underrated. Their packaging to their products and prices are such a steal!
Natasha Denona
I haven’t seen anyone else mention them, so maybe I’m way off-base, but I’m going to say Laura Geller. I tend to shop at Sephora much more than Ulta (better customer service in my region at least) so I don’t often pick up LG products, but the peach version of Gilded Honey is FANTASTIC for light golden-olive undertones – everyone is always so surprised when I say I’m wearing that one, and not GH! I have a few of their lip balm/crayons too and the staying power, for someone who constantly eats off lipstick by accident, is awesome. Lower price point than I usually buy and yet the quality is still there. I think if they would drop being an Ulta exclusive they could really blow up.
Loving Too Faced more n more. Hate to say it, but I have not tried one thing by Tarte. Amd I don’t feel like I’m missing amything by doing so.
Please review BH cosmetics. Their prices are good and their products (especially the eye shadows) are real quality. I haven’t read much about this cosmetic company.
I think BH cosmetics is very hit or miss. Their eyeshadow palettes are very poor in quality , except the Carli Bybel palette. But even that palette has a horrible chemical smell. At least mine did. I’m definitely not tempted to order there again.
I think it cosmetics is all hype. If you notice the bloggers that are raving get the products for FREE. If you read reviews after a TSV etc… where someone has to PAY ,not so glowing . I like the brushes and the the rest meh …. Read the boards over at qvc there are many that are not positive and partnering with guthy renker is not a plus
I agree. I got the YSBB CC cream because I bought in to the hype. It doesn’t cover well, and it certainly didn’t last all day on me. Sad because I paid good money for a product that I could have gotten another less expensive product for. Lesson learned.
I think if Violet Voss continues the way they have recently, they could be big. I’ve seen quite a few reviews on YouTube for the Holy Grail and Drenched Metal palettes. I own the Holy Grail and love it. I want to get their highlighter palette. They have a very small line of products, but they seem to be branching out so, who knows?
I really would like to see Buxom grow.
Me too. I love their lip cremes (dolly is my favorite that I’m wearing today) and their whipped lippies are good too!
Rihanna’s new line Fenty Beauty will be sold in Sephora this fall. It’s being produced by the same company behind Marc Jacob’s and Kat Von D. I’m thinking the pricing and quality should be pretty good. I’d love to see another line that can be edgy like Kats.
OOOH I like this idea I just hope the price isn’t ridiculous. I will not buy over priced makeup so cross fingers that it’s a decent price and not Tom Ford-ish lol
I think Viseart has the potential to make a HUGE splash if they started creating more palettes for individual consumers. Their Theory palettes are perfect because of the combination of finishes — you can create a complete look with one simple palette. The quality of their shadows is amazing!
Violet Voss is gaining popularity. I don’t have any experience with the brand but some of the photos and videos of their products look interesting. I’ve yet to hear anything truly negative about the brand.
Darling Girl, another brand I’ve heard many praise, has really expanded their product line. If they suddenly came out with a line of pressed shadows, they would be fierce competition for MUG.
As for brands that have been around for a while, UD, KVD, and ABH could potentially launch some major surprises this year. I certainly hope so! 😀
Another vote for It Cosmetics. They are quietly becoming one of my favorite lines. Every time I go into Ulta I find myself drawn to their display and almost always end up bringing another It product into the fold with very few disappointments.
Glossier and Jeffree Starr are “social media-supported” beauty lines that seem to be everywhere right now!
And when Rihanna gets her line launched (fall 2017 is the latest reported date), I’m pretty sure it’s going to sell out very quickly. 🙂
I’d like to see Inglot be more accessible. I found one of their stores in Vegas when I was there last and built a palette. The shadows are beautiful and I’ve already gotten a second. But with 160 shadows alone, all in de-potted format, in multiple finishes – shopping online is difficult to choose. I’m just waiting for my next NYC trip to pick out more colors. They’re also reasonably priced, which while not a driving factor for me, is for many.
I read the comments before making mine and I honestly don’t know. Colour Pop is popular although I don’t like them; the makeup is cheap and drying and their service is bad.
I’d love to see Josie Maran with more cosmetics and BiTE is making me very happy with their new revolt. I am partial to ABH so I do think with their expansion on the products that they will be the next big brand to dominate.