When shopping for skincare, it can be easy to fall into a rut of sticking to the brands and products that you already know. After all, if it works, it works, right? But while there's certainly nothing wrong with maintaining consistency, fresh innovation is not always top of the agenda for heritage and established brands. Something that the best new and emerging skincare brands of this year prove...
In the past few years, skincare brands have been emerging from every corner of the globe, bringing with them fresh takes on formulation, innovative approaches to sustainability, and introducing exciting new ingredients that go on to set the next big trends in beauty.
Of course, sifting through the 'new in' sections of your favourite beauty retailers can be an overwhelming task, and knowing what is and isn't worth your money isn't easy when a brand is unknown to you or has only just launched. This is where I come in. As a beauty editor I'm fortunate to be one of the first to try the latest emerging skincare brands. By the time products launch on shelves, chances are I've already been testing and trying them for several months—so I can pass my verdict and give you a thorough review.
Scroll down to discover and shop the new brands that are set to become skincare's names to know.
1. Bubble Skincare
Thanks to its brightly coloured packaging and fun product names, Bubble Skincare has fast become a favourite for a young generation of skincare obsessives. Of course, we all know that it's what's inside that matters... but rest assured, Bubble Skincare delivers on all accounts. The capsule collection covers all the essentials of a basic skincare routine, with gentle, considered formulas which work no matter what your skin type.
It's easy to see why this is the brand's bestseller - the texture is lightweight and silky but feels intensely hydrating, and will nourish even the driest of skin.
For those who want a one-and-done serum to boost overall skin health, this vitamin C and niacinamide blend ticks all of the boxes.
2. Comfort Zone
Born from a mission to create a sustainable and responsible skincare brand, Comfort Zone create all of their products using renewable resources, recyclable packaging, and (where possible) natural origin ingredients. The result? High quality, results-driven formulas which respect both the skin and the planet. The brand is already a best seller in Italy (where it's formulated) with a range that includes everything from moisturisers and ampoules, to essences and peels.
Ideal for nourishing and soothing winter skin, this rich and buttery moisturiser instantly calms and hydrates.
Designed to pep skin up ahead of makeup application, this ultra-hydrating sheet mask replenishes moisture levels with brown algae, while vitamin C provides a brightening boost.
3. Ulé
French skincare brand Ulé launched earlier this year and has already won over skincare experts and beauty editors alike. The brand grow their ingredients on a vertical farm just outside Paris, using innovative farming techniques to ensure sustainability and quality.
A lighter and more refreshing alternative to an eye cream, this serum works to tackle dark circles, puffiness, and fine lines.
Plump up skin with this moisture boosting serum—a blend of hyaluronic acid, olive extract, and chestnut extract.
4. Naked Sundays
It's no secret that due to the super strict rules around sunscreen formulation in Australia, Aussie SPFs really are the best of the best. The latest to make it overseas (via Sephora UK) is Naked Sundays, whose products are formulated to protect skin while enhancing makeup application.
As well as delivering SPF50+ coverage, this skin-smoothing formula acts as a makeup primer. The silky solution melts onto skin and provides a subtle tint to even out redness.
Topping up sunscreen throughout the day is essential—but also easier said than done, since not all sunscreen formulas play well when applied on top of makeup. This weightless setting spray and sunscreen mist hybrid is just the ticket, adding protecting while refreshing makeup.
5. Skin Rocks
Created by esthetician and skincare expert Caroline Hirons, Skin Rocks initially launched with a pair of retinoid products, and has since expanded the range with cleansers, moisturisers, and a nourishing facial oil. The premise of the brand is that it's essential to support skin while using active ingredients, so if you've been wary of using retinoids before, stock your shelves with Skin Rocks.
It can be hard to know where to start when choosing a retinoid—after all, there are a lot of them out there. Add to that the importance of finding one that not only delivers results, but that works for your specific skin type and you might be tempted to give up the hunt. Don't be. Skin Rocks' Retinoid 1 is specifically formulated as an entry-level retinoid—it's gentle, but still super effective.
Dryness and sensitivity can be common concerns for new retinoid users. Bolster your skincare routine with this nourishing oil to keep moisture locked in.
6. Prof. Dr. Steinkraus
As a professor of dermatology, Volker Steinkraus has spent years working with leading beauty brands to help formulate some of the world's most well-known and well-loved skincare products. His eponymous skincare brand is a culmination of his decades of industry experience, drawing from both medical expertise and scientific findings. All of the products are clearly labelled to fit within the steps of a basic skincare routine—so it's easy to understand how and when to apply them.
Most peels rely upon just one form of exfoliation, but this one cleverly combines the benefits of three—chemical, enzymatic, and mechanical. Together they work in different ways to ensure a thorough and effective exfoliation, resulting in smoother, brighter skin.
Combining three different sizes of hyaluronic acid (which means they absorb to different depths), this hydrating serum provides both an instant and a long-term moisture boost for dehydrated skin.
7. Rhode
Not all celebrity-founded skincare brands hit the mark, but Rhode is definitely an exception to that rule. The line currently features just four products, all of which are formulated to give skin a glossy, glazed finish.
Available in various iterations of scented, unscented, tinted, and untinted, this serum-like lip treatment is the fan favourite of the range.
The final step in the Rhode skincare routine (after a milky toner and hydrating serum), this thick gel-cream moisturiser seals in moisture and gives skin a high-shine finish.
8. Conserving Beauty
With waterless skincare formulas and dissolvable sheet masks and makeup wipes, Conserving Beauty really is upping the game when it comes to sustainable beauty. "To us, sustainability isn’t a buzzword or trend, we built a completely traceable and transparent supply chain from inception and focus on responsibly managing our water footprint, carbon footprint, and waste footprint," says founder Natassia Nicolao. If you're trying to take a more environmentally friendly approach to your skincare routine, then Conserving Beauty is one to watch.
Makeup wipes earned a bad rep for being the most non-environmentally friendly of skincare products—so Conserving Beauty came up with a solution—makeup wipes that dissolve after using.
This skin-soothing sheet mask is made from the same innovative patented fabric technology. It dissolves after use, and without leaving any waste or micro-plastics.
9. Slurp Laboratories
South Korean skincare brand Slurp Laboratories takes a refreshingly minimalist approach to skincare with simple, 'does what it says on the tin' products that deliver exactly what they promise. So far the collection encompasses just six products, all of which target oily and congestion-prone skin types.
Soothe hypersensitive and irritated skin with this cooling fluid solution. it combines hydrators like squalane, glycerin, and ceramides to help support and restore damaged skin barriers.
This refreshing gel cleanser takes a dual-pronged approach to cleansing, breaking down both oil-based and water-based impurities.
10. Fresh Elements
I love how simple and straightforward M&S' new skincare range is. The products are split into three collections, each targeting a different skin type—dry, dull, and breakout-prone. Each collection has all of the basics covered, with cleansers, serums, and moisturisers. What's more, each collection shines the spotlight on just one hero ingredient—so as not to overwhelm.
This jelly-textured cleanser is my favourite product from the range. It's both soothing and refreshing, and thanks to a low strength chemical exfoliant (mandelic acid), it helps to target congestion and texture.
The best micellar waters feel like just that, water. This soothing solution breaks down stubborn makeup and leaves skin clean and residue free.
11. Sachi
Rather than creating one-size-fits-all products or focussing on just one skin type, Sachi Skin addresses one of the most-searched for skin concerns of the year—hyperpigmentation. The brand is still relatively unknown in the UK, but has attracted hordes of dedicated fans State-side.
If you have heard of the brand before, then you may already be familiar with this serum, which is its best seller. Without the use of AHAs, BHAs, or retinoids, the serum instead uses a triphala (a superfruit) and microalgae to address hyperpigmentation, sun damage, and dark spots.
This reparative solution brightens, boosts, and regenerates skin, helping to target lingering signs of sun damage and breakouts.
Next Up: The 19 Best Luxury Skincare Brands Worth Spending a Little Extra On
