Scrolling through IG or TikTok, it’s hard not to be tempted by the flawless, luminous base makeup worn by international beauty creators. Beyond the big names everyone knows, women in the U.S. are more interested in discovering smaller beauty brands with seriously strong products. If you’re tired of the same old recommendation lists, this guide is sure to bring some surprises. We’ve rounded up 3 beauty brands currently generating major buzz among European and American personal shoppers and frequently selling out even locally: HAUS LABS, created by Lady Gaga; ONE/SIZE, known for its powerful setting ability; and MERIT, which champions a minimalist, polished aesthetic. These brands don’t just have beautiful packaging – their products are so good, you’ll be hooked after one try. Take note and get ready to fill your cart.
1. HAUS LABS by Lady Gaga: Skincare-level base makeup that defies expectations
Celebrity-founded brands can seem like side projects, but HAUS LABS by Lady Gaga is definitely an exception. Following a full rebrand, it has quickly taken the European and American beauty scene by storm with the strength of its products. Its most iconic must-buy is the “Triclone Skin Tech Foundation”, which has taken over social media feeds. Formulated with more than 20 skincare ingredients, including fermented arnica flower, this foundation helps soothe redness and inflammation, making it a blessing for acne-prone or sensitive skin. Its ultra-hydrating texture leaves a naturally luminous, polished finish that looks as clear and radiant as naturally good skin. It offers medium, buildable coverage, and with more than 50 shades available, you’re sure to find your ideal match, whether you have cool-toned fair skin or a healthy tan.
2. ONE/SIZE: The ultimate setting makeup for oily skin and summer
For setting makeup, a bottle of ONE/SIZE is a must on your vanity. Founded by renowned beauty creator Patrick Starrr, ONE/SIZE centers on the idea that “makeup is for everyone,” with a focus on extreme wear and high coverage. Its most iconic product is, without question, the red “On ‘Til Dawn Mattifying Waterproof Setting Spray”.
This spray has an excellent nozzle that produces an ultra-fine mist, so it won’t disturb your base makeup at all. Its oil control and fast-setting formula are impressive: once you’ve sprayed it on, your base makeup stays put even if you’re playing in the ocean or working up a serious sweat at the gym. Many people with oily skin call it the ultimate setting spray.
3. MERIT: Minimalist beauty for a polished no-makeup look in 5 minutes
If you love clean beauty or always rush out the door in the morning, MERIT is sure to become a new favorite in your makeup bag. The entire line is vegan and cruelty-free, and from its packaging to its philosophy, it has a relaxed, polished old-money feel. There are no complicated steps: the brand promotes a minimalist makeup routine that takes just 5 minutes in the morning. First up is the “The Minimalist” foundation-concealer stick, which combines foundation and concealer in one smooth, easy-to-blend formula. Before heading out, simply swipe it over areas that need coverage, such as dark circles and redness around the nose, then gently blend with a brush or your fingertips for a clear, clean no-makeup makeup look.
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