These Gen Z–Approved Beauty Brands Tap Into Niche Aesthetics

Handmade in small batches with a base of natural arrowroot and Sonoran jojoba oil from a family-run farm in the desert, this loose-powder eye shadow delivers a subtle wash of color with a pearlescent finish in a warm tawny pink. It's packaged in a handblown vessel created by a master glass artisan and uses cork sealing as part of the brand's plastic-free Slow Beauty Collection.

Customer Review: "The perfect shimmer for eyes AND cheekbones! Great color for everyday wear too

You've never met a finishing powder like this one. Kindred Black's The Hypokrites Finishing Powder is lightweight and translucent, making it the ideal choice for combating shine while producing a natural-looking glow for the complexion. Its versatile formula features organic arrowroot powder with kaolin clay and mica, making it ideal for light touch-ups and full coverage.

Customer Review: "This fine delicate powder is a dream! It gives me a beautiful glow with a very slight matte finish."

Pulling off a no-makeup makeup look has never been easier with Kindred Black's Forbidden Fruit Lip Oil. Strongly resembling what I could only describe as a potion bottle straight out of your favorite fairy tale, this nourishing and nostalgic ripe berry lip oil protects and hydrates the lips using a medley of all-natural botanical ingredients. Lips will be left looking plumped and primed with a glossy sheen.

Customer Review: "Delicious and hydrating. I love wearing this underneath a thicker balm, it's been keeping my lips so soft even in New England fall. I personally prefer the berry taste/smell of Forbidden Fruit to the peppermint sensation of the other KB lip oil, but both are fantastic! Highly recommend. (And as with all KB products, it looks beautiful on the vanity.)"

Use this intensive spot treatment for the delicate skin under your eyes. Its formula features cucumber seed oil to promote skin repair, fight free radical damage caused by UV rays, and seal in moisture while organic green coffee bean works to reduce inflammation and increase blood flow around the eyes. The handblown glass bottle comes with a glass dabber.

Customer Review: "I am legitimately shocked by the effectiveness of this product. I bought it on a whim, because I was obsessed with the glass bottle. But seriously, this is hands-down the most effective dark circle and puffy under-eye treatment I've ever used, regardless of how cool the bottle looks!"

Made with plant-derived, organic, cold-pressed squalane, this light and intensely hydrating serum restores the natural oils replaced in the aging process and locks in moisture to plump and firm the skin. Its formula uses organic, cold-pressed cloudberry seed oil, a Norwegian superfruit that helps brighten the skin while stimulating collagen production and retaining moisture. It arrives in a bottle handblown by a master glass artisan.

Customer Review: "I use the Dew Facial Serum in the morning immediately after I wash my face. It is really light but still hydrating. It can be used alone but I follow it up with the Perficere for a luxurious morning routine."

Lava Detox Clay Mask is a natural mineral mask rich in silica, magnesium, iron, calcium, and potassium from the Atlas Mountain region of Morocco. The pure, fine-powdered natural clay is packaged in a stunning hand-carved Teotihuacán obsidian jar mined communally in the Mexican state of Hidalgo and handmade in a workshop near the Pyramid of the Moon in Teotihuacán. Use it by mixing the desired amount with water or the brand's argan oil or Sonoran jojoba oil.

Key Notes: Narcissus de Plaine, pink lotus oil, Osmanthus, citrus, sandalwood

Metamorphoses is a limited-edition perfume oil created with notes of Narcissus des Plaines (a delicate flower native to Grasse, France), velvety pink lotus oil, Osmanthus, citrus, and sandalwood. Each whelk-shell silhouette bottle is handblown by a small collective of glass artisans in Illinois and features semi-opaque white glass. The shell is a symbol of metamorphosis, never fully of the sea or land.

Customer Review: "I have quite a few Kindred Black perfumes, I'm a collector! And this one is my newest favorite. It's a stunning bottle and the smell is divine. My bottle looks a bit different from this one, but I know they are all a little different since they are made by hand. I think that makes it so special! Please make more sea shell bottles. I am obsessed."

Key Notes: Damask rose, green notes, pink jasmine, woods, resin, spice

Robust floral fragrances can be hard to master, but Kindred Black's Delta Dawn Perfume Oil is by far one of the best on the market. It balances fresh Damask rose blossoms harvested from Turkey with intense green notes, musky pink jasmine, and an inviting blend of jasmine, woods, resin, and spice for a full and vibrant bouquet. The perfume is held in a bottle with a crystalized vapor hue and features a hollow blown glass dabber for easy application.

Key Notes: Grand Duke Jasmine, peony, neroli blossoms, tuberose, hyacinth, herbaceous geranium

Described by Kindred Black as "an heirloom passed down from the Medici gardens of 17th century Tuscany," La Regina is an eau de parfum that combines delicate, vibrant florals with the warmth of neroli blossoms and velvety tuberose. All of this is set against a base of green hyacinth and geranium. It should also be noted that the flower oils have been extracted using enfleurage, a process that doesn't use heat or chemical solvents to capture the natural notes of the plants used.

Customer Review: "Stunning large vessel! This scent is particularly mature, and somewhat sentimental as it reminds me of my grandmother. I’m glad I added it to my collection."

Here's a micellar lotion that delivers the perfect cleanse for the complexion using Saint-John's-wort extract, a bright-yellow flower known for its healing and anti-inflammatory properties. It's a holy-grail product that addresses damaged, dehydrated skin and soothes redness for all skin types but is especially effective on oily skin. Its vintage-inspired bottle features a blue-and-white hand-drawn illustration with an aged bronze cap.

Customer Review: "I love it—The texture and smell are perfect! After eight days of use, I can already see the effects: My skin is cleaner, my pores are tightened. And what a beautiful bottle in my bathroom"

Officine Universelle Buly's Lait Nettoyant tones, purifies, and revives the skin for a glowing complexion. Ideal for makeup removal and thorough cleansing of the epidermis, this uniquely milky emulsion offers calming and moisturizing properties using a formula infused with aloe vera and argan oil. It comes in an antique-style white-and-blue bottle featuring the product's name in script against a faded, tile-inspired background and an illustration of a woman in an evening gown framed by adoring cherubs.

Customer Review: "Incroyable! I love this. Over time, it has evened out my skin tone, leaving it silky smooth. I rub it on at night, and wipe off the excess with some rosewater. In the morning, my face is so soft. I also use it in the morning, and apply it to my neck and chest. It’s my new ritual! Merci!"

I was introduced to this TikTok-viral product through a number of The Millennial Decorator's bag flat lays. The Baume des Muses is chock-full of moisturizing, repairing, and protective organic ingredients including castor oil, carnauba vegetable wax, and vitamin E–rich plum kernel oil. Like many of Officine Universelle Buly's products, its leather-like box can be embossed with initials in gilt letters.

Customer Review: "A lovely silky balm that nourishes the lips but is not heavy or greasy under lipstick. It does not contain fragrance or essential oils—perfect for those of us with very sensitive skin. It would be great if some of the other skin care products, like the body lotion and body oil, were offered in an unscented version too. The illustration on the compact is really charming and it comes packaged in a little velvety case as well."

It's no wonder this one is described by Officine Universelle Buly as the Rolls-Royce of hairbrushes. Designed to detangle, aerate, and discipline hair to achieve a salon-worthy blowout, the Blow-Dry Hair Brush is crafted using high-quality boar hair and a wood-carved ergonomic handle, allowing for comfortable use. It's incredibly light, easy to handle, and looks stylish whether it's in your hand or resting on your vanity between uses.

Key Notes: lemongrass leaves, orange blossom, patchouli, incense

Water-based perfumes, like Officine Universelle Buly's Triple Iris Water From Malta, often use a formula that's gentle on the skin and infused with a balanced powder for a light, wearable fragrance. This one, in particular, opens with luminous lemongrass leaves highlighted by the addition of orange blossom, patchouli, and incense.

Customer Review: "I bought this in Japan and it is divine! This perfume is alcohol free and lasts on my skin until the next day. So happy to bring this home to America!"

Have you ever experimented with scented matches? Officine Universelle Buly's matches fill the room with their fragrance with a single stroke. These ones are coated with the brand's Alexandrie fragrance and feature notes of mint tea, lemon, blackcurrant, ginger, and vanilla. The scent is inspired by the legend of the city of Alexandria, born from a dream Alexander the Great had. Its package features an illustration of an elegant veiled woman. I'm thinking her name might be Alexandria.

Key Notes: galbanum, moss, patchouli for (Scottish lichen), jasmine, mandarin, amber (Madagascar amber), lemongrass, orange blossom, patchouli, incense (Maltese iris), and more

This versatile perfume set features six travel-size vials of perfume to enchant the senses through unique fragrance blends from across the globe packaged neatly in a small box. The slender silhouette of the perfumes makes them easy to slip into a bag while you're on the go, and they have an eye-catching white-and-gold design. This way, you can sample the brand's best-selling scents before investing in a full bottle.

Tenoverten's best-selling base coat is the secret to helping damaged, ravaged nails recover. Formulated to lock in moisture, boost hydration, and enhance overall nail health, The Rehab works as an intensive-care primer that combats and prevents damage using a formula with antioxidant-rich celery seed oil and strengthening horsetail leaf extract. Plus, its olive-green box and simple design are the stuff minimalist dreams are made of.

Customer Review: "The absolute best nail strengthening polish I’ve ever used. I’ve gone through three bottles and am getting ready to get my next one. I have natural nails and never do gels. This product makes my nails so strong and look so good. Highly recommend!"

The Celery Oil is a nourishing nail treatment designed to aid in repairing damaged nails, boost nail strength, and stimulate growth. Its holy-grail formula combines celery seed oil extract, meadowfoam oil, midnight primrose oil, and more to lock in moisture, strengthen, and smooth the nails while delivering instant glow using a roll-on applicator. Its olive-green packaging and minimal black text continues this brand's legacy of effortless style.

Customer Review: "My hands and nails get so dry during winter, this item is a must-have to keep them hydrated. The roll-on applicator is incredible and my nail beds and cuticles feel like they've just been to the salon after I use [it]."

I give my mother all the credit in the world for encouraging me to always have a hand cream on deck for smooth and healthy-looking skin. The Sleep Mask delivers those results and more with a non-greasy formula for rejuvenating results by morning. Packed with fruit-derived acids and plant-based boosters of cell renewal, the cream works overnight to smooth skin, increase elasticity, and restore moisture. Its cream-colored casing with pretty text and the soft brush are gentle on the eyes and hands.

Customer Review: "This is my first sleep mask for hand and I love it. The brush applicator makes the application so much easier and the brush itself is soft and comfortable. I also like that even though it is an overnight product, it isn't overly oily or greasy."

One of the best ways to keep manicured nails looking fresh and healthy is to dedicate some time to cuticle care. This salon-grade cuticle eraser makes the process easier by helping to create a clean, smooth canvas. Try using it with a stainless steel nail tool with a rounded edge like Tenoverten's The Push Back to whip your cuticles back into shape. Trust me—your nails will look better in seconds.

Customer Review: "The solution is not too thick and not too watery and I did not detect a smell. It quickly softened my cuticles for pushback and I didn’t have to wash it off before painting on polish."

This two-sided nail buffer works miracles. Made to last in a soft, compact shape for use at home or on the go, The Buff Plus creates a smooth canvas that brings out the natural glow and color of your nails. Use the pink side to gently buff nails, removing dead cuticles and smoothing nail surfaces and edges, and then use the cream side to further smooth and polish nails. Its design features the same classic serif font and neutral colors the brand is so well-known for.

Customer Review: "I love how shiny my nails look after using this. Even after I apply nail polish and remove it they keep a little bit of that luster which has NEVER happened with other buffers like this. After using press on nails religiously my nails needed a little TLC and this product has been a godsend! I cannot recommend it enough."

Free of acetone, parabens, sulfates, phthalates, and synthetic fragrance, The Rose Soak is an effective nail polish remover infused with essential oils, vitamins, and extracts to nourish the nails. Formerly named the Rose Polish Remover, it is housed in an off-white recyclable glass bottle packed in an outer box printed with soy ink. No more hiding your nail polish remover under the bathroom sink or in the back of a beauty cabinet.

Customer Review: "This stuff is hands down the best nail polish remover I have ever used! I love how gentle this is on my nails. Most nail polish removers are so hard on my nails and leave my nails parched and dry! I love this stuff!"

The packaging of the Classic Whip sunscreen mousse draws inspiration from the bright and colorful advertisements of a yesteryear. This lightweight, water-resistant, and reef-friendly sunscreen goes on smooth and clear on all skin tones with a formula using coconut oil, aloe vera, banana extract, shea oil, and nourishing vitamin E. It also features a tilt valve actuator that produces perfect, star-shaped mountains of foam inspired by delicious desserts.

Customer Review: "Not only is the concept of this whipped cream sunscreen fun and a bit novel, but it makes spreading it on your skin a breeze. This stuff is totally non-sticky and smells like a beach. I have repurchased and will continue to use this product."

Vacation's clean, lightweight sunscreen is designed to optimize leisure and protection against harsh UV rays with transparent application on all skin tones. The sunscreen's award-winning scent, developed with Huber and Flores-Roux, combines notes of coconut, banana, pool water, pool toy, and swimsuit Lycra for a long-lasting scent that's basically summer in a bottle. It's the first thing that lands in my carry-on bag for beach getaways.

Customer Review: "I keep bottles of Classic Lotion in the car and on the vanity so that I don't forget to lather up each day... especially during the summer months. What a treat; delightful luxurious experience AND serious sun protection. These are bottles I finish and replenish. Cannot recommend enough. Cheers, y'all."

This multipurpose lip oil protects and nourishes the lips while delivering shine with a formula made from chardonnay grape seed. It's non-sticky and buildable and can be worn alone, as a mask, or as your favorite lip color. The lip oil also offers UV protection, a caramel-vanilla fragrance profile inspired by Vacation's Grand Cru 86 scent, and luxurious golden packaging.

Customer Review: "This lip oil is just so amazing. I live in Florida where heat exists all year long. My lips are constantly chapped and this lip oil saved me! Along with the SPF factor in it! Amazing."

If you're as obsessed with the scent of Vacation's After Sun Gel as I am, you're in luck. The brand's newest fragrance, After Sun Eau de Toilette, captures its essence with notes of aloe vera essence, green tea, cardamom absolute, and tonic water. Its base notes are a plush resort towel and open-weave lines—enough to transport its wearer to a sun-soaked beach with a single spritz. It's also encased in an eye-catching glass bottle and features mint-green detailing.

Customer Review: "This perfume is fresh clean and like you were at the beach all day—can in showered off and put on aloe and dried off with a soft towel and slid into your favorite cutoff jeans and worn in polo shirt and hit up happy hour- trust me get this perfume, it will make you smile."

This has to be one of the most underrated candles on the market, and I'm on a mission to make sure everyone knows about it. It's described as possessing notes of freshly uncanned tennis balls, Vacation Sunscreen, Prince cotton sweatbands, and courtside cucumber sandwiches. Its reusable green glass vessel features a retro tennis ball illustration and text that I can't get enough of.

Customer Review: "I am on vacation having just arrived from the airport and the first thing that hits me is an unforgettable scent of fresh cut flowers and relaxation. Will be lighting these candles in every room of my home."

Have you ever noticed that many luxury hotels are often burning fragrances in their lobbies to set the tone for their guests? While I may not be able to identify all of my favorites, I can re-create a similar vibe for my apartment visitors with this Vacation Inc. candle featuring calming notes of fresh cute flowers and salty ocean breeze. This will definitely hold me over until my next big vacation.

Customer Review: "This is exactly what I was hoping for! The perfect balance of nostalgia and luxury. The throw was just right in my non-open floor plan home and the scent notes listed are spot on. I now want to try the others!"

Clearly, my beauty cabinet is experiencing a French takeover. This caffeine eye serum de-puffs and brightens the under-eye area with a circulation-boosting blend of caffeine and niacinamide. Not only does it have a 93/100 Yuka score, but it's completely fragrance-free and vegan and comes in a bottle that's simple and clean-looking.

Customer Review: "From the very first applications, the serum had an immediate effect! I'm rather bothered by my blue/red circles, and the serum makes them look so much lighter! Go for it with your eyes closed!"

This eyebrow and eyelash serum is crafted with a blend of active ingredients including pea peptides to strengthen and densify the eyelashes and brows while castor oil promotes eyelash and brow growth. Like a number of the brand's most popular products, it's stored in an amber container reminiscent of antique alchemist bottles.

Customer Review: "I've been using this product on my eyelashes every night for a month now, and the results are top-notch! I'm losing fewer lashes, and they're denser and stronger, which is exactly why I bought this product. What's more, the bottle is barely used up despite daily use."

Hooray for glow drops that are complementary to all skin tones! These are enhanced with antioxidant vitamin C and soothing aloe vera to deliver radiance to the complexion, working instantly and over time. Typology recommends mixing this with moisturizer or tinted serum for a luminous finish. It's packaged in a clear bottle, allowing its true color to shine through.

Customer Review: "I really like the product for its consistency and final result, which is quite natural and bestows a 'it-from-within' effect. Not tacky [and] can be used underneath a skin tint or foundation or on top to highlight light-catching spots."

I love it when my product lineup complements my overall vibe, and right now, I'm all about silver. Typology's Caffeine Eye Serum is in a 100% recycled aluminum tube that looks chic on my bathroom counter while delivering daily hydration. Its lightweight and non-greasy formula is made from nine essential ingredients to nourish the skin, adding a healthy glow as the last step of my skincare routine.

Customer Review: "This moisturizing cream has become an essential part of my routine. It leaves my skin soft, nourished and perfectly hydrated all day long, with no greasy feeling. The texture is light, quickly absorbed and perfectly suited to my skin, even sensitive skin. The complexion is luminous and smooth. A real favorite for radiant skin every day!"

This purifying gel deeply cleanses, unclogs pores, and rebalances the skin with a 97% naturally derived formula. While zinc PCA (a sebum regulator and antibacterial ingredient) purifies the skin, organic bamboo extract mattifies and rebalances excess sebum to combat shine. Its bottle is crafted from recycled plastic and has the perfect amount of product to use night and day for months on end.

Customer Review: "This gel makes my skin soft, my complexion luminous and clear, my skin isn't dry and stripped like with other zinc cleansers. A real feeling of purification in the pores."

If you have sensitive and dry skin like I do, you'll want to hop on this new launch. Typology's Lipid-Enriched Cleansing Bar combines 1% calendula extract with sweet almond oil to gently cleanse the skin of all impurities while restoring hydration with a neutral pH formula. Not only is it suitable for all skin types, but it's also safe for use anywhere on the body (including your face as part of a well-rounded skincare routine).

Customer Review: "An essential product for sensitive skin, very gentle and effective, it lathers well, doesn't dry out the skin, and relieves tightness. Nothing to do with conventional soap/shower gels."