13 New Beauty Brands to Discover in the New Year

Put these new-to-market purveyors of skin, hair, fragrance, and body on your radar come 2022.

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Crown Affair "The Ritual" Shampoo and Conditioner
Photo: Courtesy of Crown Affair

Hoping to give your beauty routine a makeover in the new year? Whether you're looking for products with minimalist appeal or bold color, prioritizing shopping more Black-owned brands, or simply upgrading your signature look, the the new(ish) makeup, skin care, hair, and fragrance companies below will help you spruce up your regimen. They're worth a try in 2022, guaranteed.

Top Picks


Merit "The Minimalist" Perfecting Complexion Foundation and Concealer Stick
Courtesy of Sephora

If you prefer a minimalist look, you can't go wrong with Merit Beauty, a relatively new brand that made waves all year long. It has become a staple for "no-makeup" makeup lovers near and far. The company offers everything from tinted lip oils and creamy complexion sticks to blush balms and smooth highlighters. Armed with their essentials, you'll master the five-minute face in, well, no time.

Shop Now: Merit "The Minimalist" Perfecting Complexion Foundation and Concealer Stick, $38, sephora.com.

Valentino Beauty

Valentino Beauty Go-Glutch Refillable Compact Powder
Courtesy of Valentino Beauty

Famed Italian luxury fashion house Valentino launched a beauty line mid-way through 2021—if you haven't already, consider giving the beautifully-packaged collection, which includes engraved lipsticks, long-lasting liquid foundation, refillable powders (chain clutch optional!), mascara, and more, a try.

Shop Now: Valentino Beauty Go-Glutch Refillable Compact Powder, $205, neimanmarcus.com.

Ami Colé

Ami Colé Light Catching Highlighter
Courtesy of Thirteen Lune

Black-owned clean beauty brand Ami Colé's high-quality products, which are rooted in complexion-nourishing formulas, cater to enhancing melanated skin. From a soft-focus skin tint and pigmented lip oil to a translucent highlighter balm, the company's ethos is all about letting natural beauty shine through.

Shop Now: Ami Colé Light Catching Highlighter, $22, thirteenlune.com.

Jones Road

Jones Road Miracle Balm
Courtesy of Jones Road Beauty

Founded by legendary makeup artist Bobbi Brown, Jones Road is another hero line that has everything you need and nothing you don't. The clean brand is renowned for their Miracle Balm, which offers a creamy wash of moisture and color (and comes in a broad collection of shades).

Shop Now: Jones Road Miracle Balm, $38, jonesroadbeauty.com.

Soft Services

Soft Services The Smoothing Gift Set,
Courtesy of Soft Services

So often, beauty companies focus on the face—but not Soft Services. The body brand debuted in May 2021 and has wowed fans with smooth arms and legs from launch day forward. With a buffing body bar, smoothing, calming gel exfoliant, and daily toning lotion (among other exciting items), Soft Services makes putting face-quality effort into your body easier than ever.

Shop Now: Soft Services The Smoothing Gift Set, $102, softservices.co.

U Beauty

U Beauty The Preface Set
Courtesy of Nordstrom

U Beauty, an AAPI-owned brand, is a celebrity favorite—and takes on the task of streamlining morning and evening complexion regimens, which is why it features just four products (experience three of them in this set!).

Shop Now: U Beauty The Preface Set, $158, nordstrom.com.

Crown Affair

Crown Affair "The Ritual" Shampoo and Conditioner Set
Courtesy of Crown Affair

Crown Affair believes your hair care routine should be a ritual and sells a variety of beautifully-crafted combs and brushes, along with pared-down-but-luxurious shampoos and conditioners, that are downright chic.

Shop Now: Crown Affair "The Ritual" Shampoo and Conditioner Set, $67, crownaffair.com.

LYS Beauty

Lys Beauty "No Limits" Matte Bronzer
Courtesy of Sephora

LYS Beauty is another Black-owned brand currently disrupting the market thanks to its beautifully formulated and pigmented makeup products. Every formula speaks to a more minimalist approach and leaves radiant, dewy finishes and soft stains of color in its wake.

Shop Now: Lys Beauty "No Limits" Matte Bronzer, $18, sephora.com.

Violette FR

Violette FR Yeux Paint
Courtesy of Violette FR

Looking to achieve that effortless, French-inspired aesthetic? This company sells a variety of light-reflecting eye shadows, a beloved universal highlighter, a fan-favorite spray moisturizer, and a perfectly matte lip stain that will help you do just that.

Shop Now: Violette FR Yeux Paint, $28, violettefr.com.


Byredo Lipstick red and blue
Courtesy of Nordstrom

European luxury fragrance house Byredo debuted its makeup line in 2020, but it's getting better all the time. The collection, which features lip, brow, face, and eye products, feels new-and-improved thanks to a new cycle of fresh formulas and hues.

Shop Now: Byredo Lipstick, $42, nordstrom.com.

Bread Beauty Supply

Bread Beauty Supply Hair Oil Everyday Gloss
Courtesy of Sephora

Black-owned hair care brand Bread Beauty Supply is a one-stop-shop for textured hair. The packaging is eye-catching and the formulas are even more head-turning; products nourish and balance the scalp while hydrating hair, smoothing frizz, and defining curls.

Shop Now: Bread Beauty Supply Hair Oil Everyday Gloss, $24, sephora.com.

Hanahana Beauty

Hanahana Beauty The Ultimate Skin Nourishing Set
Courtesy of Hanahana Beauty

Consciously clean skin care and wellness brand Hanahana is Black-owned; its vision was based in transparency and sustainability. Whether you're looking for a face mask, lip balm, or body butter, Hanahana has you (and your body) covered.

Shop Now: Hanahana Beauty The Ultimate Skin Nourishing Set, $45, hanahanabeauty.com.

Dezi Skin

Dezi Skin "Masque On" Overnight Moisture Mask "Masque On" Overnight Moisture Mask
Courtesy of Dezi Skin

Content creator and celebrity makeup artist Desi Perkins is the brain behind Dezi Skin, a company that focuses on delivering healthy, hydrated, radiant skin with each product in its arsenal. So far, there are just three formulas, which have quickly become top picks across the board.

Shop Now: Dezi Skin "Masque On" Overnight Moisture Mask, $45, deziskin.com.

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