I bought one item from Kosas and regretted it because of how it spoiled. Now I avoid the brand. I also avoid other brands that are making a big deal about "clean" beauty because that just seems to be code for something that goes bad.
Clean makeup and natural makeup are entirely two different things. They are not interchangeable. Kosas is a natural makeup brand that uses natural ingredients instead of chemicals and clean makeup is makeup that doesn’t have potentially dangerous or questionable ingredients in it but it maybe natural or chemical as long as the chemicals are known to be safe.
I don’t think popular on YT translates to real life. MAC is actually quite successful because they have a large, consistent line of staples people repurchase again and again and more importantly, name recognition. Natasha Denona and Pat McGrath have been very popular on YT and both seem to be struggling (as evidenced by way too frequent sales and smaller gondolas.) All of my friends and family (regular beauty consumers who don’t follow it online) know MAC, I doubt even 1/4 could name Kosas, you know?
Kosas is also hardly known in many countries outside of the USA. We cannot buy it, so we do not know it. But then, in my country there are popular companies like e.g. Zoeva, Artdeco, Kiko Milani, Collistar or Glam Shop that are not available in the US and nobody talks about them there.
In my country people that are not into makeup theme have just 1 eyeshadow palette or single, foudation, blush and lipstick + lipgloss. And it always high end brand like dior or ysl. Cause they have lux packaging,are wildly known and are promoted by shop consultants. And such people are majority
I agree. I don't necessarily get excited by seeing MAC have had a new release, unlike, say, a new Natasha Denona palette. There's something about the way she puts colours together that excites my inner magpie. However, if I have my heart set on a particular shade of lipstick, there's a pretty good chance I will end up getting it from MAC. Their vast range of shades and finishes is really hard to beat. The same is true for their lip pencils and blush.
@estellehowell4414 I have been interested to try MAC's lipstick formula. A brand love by the general public AND occassionally I still hear good things about them on youtube despite their lac of popularity online. I haven't made the plunge because drugstore does lipstick so well. However. When my lipstick all expires I could see myself trying 2 -4 shades out and having them be my staple colors so I could just own a few go to lipsticks.
I work in Sephora and honestly the most hyped products that people want are influenced by TikTok...the often duplicated Charlotte Tilbury, Rare, Dior, Patrick Ta, Fenty and Haus. And Glossier.
Personally I’ve only tried Rare everything else that you mentioned I have not tried but I’ve only just recently started getting into make up so I might try them eventually I currently only have one rare beauty product and I’m so basic because it’s literally just her liquid blush in the shade happy but it was just so pretty and I couldn’t not get it you know I also use the elf primer because I wanted something tacky and also wasn’t going to cost $50 because I already spent $50 on my foundation because I got the Nars light reflecting foundation which I do get a 10 out of 10 if you have dry skin and want a medium coverage foundation
Rare Beauty is definitely an it brand. I see them everywhere. If you want to try out some things from them, their mascara is my favorite (I have a problem with mascaras smudging and never from this one), their bronzer stick is my go to bronzer now and their liquid blushes are stunning ❤️
For me, Anastasia BH is past its prime. They follow the trends of the moment, but with a considerable delay. They've lost their flair. I wonder whether Norvina is really up to the job.
Agreed. I think appointing Norvina as the face of the brand was the beginning of their downfall, and they made a series of bad business moves from there that negatively impacted their public image
Great video! My prediction is that we're going to see the rise of Wet and wild because they are now considered cruelty free and are purposely keeping their prices low in these challenging economic times.
All of what you’ve stated is true; but I’m holding off for now, just due to their previous sneakiness. It’ll take me awhile to come back to them, if I ever do.
I’m still not pleased with them from the 2019 scandal-where they lied about being cruelty-free. That was so shady. It seems like it’s true (for real) now but I’m having a hard time trusting them.
Yeah it’s too bad what happened with all the shady business with Wn’W. I wanted to support a U.S. brand but I’ve since moved onto other products and even Korean/Japanese brands that are reliable and trustworthy.
There’s so many less expensive sunscreens than Kosas that work with my skin care, I would never pay that much money for something that I could not work with skin care underneath. 🤷🏻♀️
Weird I didn't know kosas was an it brand lol. If I hear about them it's typically someone saying the product has gone bad quickly. I've only tried a couple things but they weren't amazing and did go bad quickly.
Everyone seems to be talking about them so I was not suprised that it made the list but I was suprised that it is so highly regarded amongst all of her influencer friends. I think I heard about a concealor that expired in less than the 6 month use by date. No thanks. I cant even pan my E.L.F concealor before it goes off in approximately 13 months. At least E.L.F's concealor is still good by it's use by date. Seeing Kosas being so popular amongst influencers really amkes me question their judgement on other popular up and coming brands too.
I think Tower 28 is going to start becoming a “IT” brand. I have only tried their mascara and the spray but I absolutely LOVE both products and they have overtaken my staples that I’ve used for YEARS
Yes! I’ve been interested in Tower 28 for a while, and while I haven’t tried anything from them, they’re definitely one to watch. They certainly get a lot of love online
i love them! thankfully they are available in europe thru cultbeauty/revolve, i've panned their bronzer and blush and despite them being a "clean" brand i never had issues with them
I so wanted to love Charlotte tilbury products, but it leans quite warm and as someone who has trouble keeping makeup not pull orange/peach on me, I feel I’ve wasted so much $$ on it.
I feel like people complain about elf raising prices a lot which on the one hand I get because makeup is just getting more expensive in general, but you’re right there’s definitely been a huge increase in quality. And if you’re going to have products that compete with high end but get that for a fraction of the price I feel like that’s still worth it. If you still want $1 makeup go to the dollar store or shop miss a.
They probably can’t even keep the prices low either without going bankrupt, influation is just too high right now. They still need to purchase material that goes into their products, they’re likely renting out an office space, they’ve got employees to pay, they need to pay retailers to host their makeup. All this cost adds up and when all of it rises in price, they’re either gonna have to raise prices as well to stay afloat or let themselves drown.
I’d like to see an updated version of the video you mentioned 😃 talking about the brands that are popular among those who aren’t overly into beauty/products 🤩
@@KellyGooch I really appreciate your conscious purchasing, it's something you don't see often in this space. It's refreshing that you buy what calls to you, not just whatever is all hyped and on trend, and not masses of everything. Thanks for that, and for all the work you put in your channel.
It’s been really interesting seeing a shift in the drugstore also. They’re carrying Beauty Bakerie, The Lip Bar, Colourpop and Mented at my local targets.
I was surprised with Kosas being the “it brand” right now 😳 all I see on my end is criticism on their products. I’ve never been compelled to purchase from the brand. Merit is another brand that I don’t want anything from. The owner leaves something to be desired over. 😪
I actually hear about Tarte a lot, they’ve been releasing more “clean” products that appeal to people interested in natural finish makeup. I don’t hear about their eyeshadows palettes as much, but I think their target customer has changed, which is better for the longevity of the brand. I will say, there are a lot of brands that have slowed down, though, to the point that we don’t hear about them often anymore because they’re not launching products regularly. 2 that come to mind are Lorac and Stila.
The beauty of a brand like Stila is that they don't really need to release things very often. The Stay all Day liquid liner is one of the most popular eyeliners in the world, and eyeliner is a product that people use up and repurchase often (Unlike Becca and their highlighters). They also have some other iconic highly rated products like their cream blush, plumping lip glaze, kitten eyeshadow, colour correcting primer. If they ever went out of business I would be truly shocked. (Can you tell I'm a huge Stila fan 😅)
When a brand slows down but still thrives it intrigues me. What's going on over there, Mac, Tarte, Benefit? What hidden gems have I not discovered. What is it that the public loves about you so much that they keep you runninh despite a lack of a strong presence online?
@@BethInABox15... and now I'm kind of curious about Stila. By the time I heard about them the craze over the liquid shadows was dying down and I've heard little to nothing good about them since. Other than that people want to see them stay in the game. Like the Balm.
@@MoonlitSunflower That eyeliner is the best place to start, I finally purchased it a few years back after reading about a woman who went through childbirth and it didn't come off 😅Now it's the only eyeliner I buy!
You’re right about the hype. Yes to a kosas brand video and ELF I love the “out” brands- several products from Tarte, Urban Decay & ABH all made their way into my cart for the last 2 Sephora sales. Reliable proven stuff on repeat buys. I tried some of the “in” brand products and didn’t like them as much. I still want to try the Kosas Cloud set powder. CT is good but not everything. I think you put your finger right on the new trend driving makeup forward and it’s the minimalist makeup trend. Merit is positioned perfectly in that sphere. Ditto Rare Beauty. Less glam more getting out just living life and looking naturally great.
I agree these brands get a lot of hype, but ELF is the only brand on the list I've really tried. I buy a decent amount of high end makeup, but the only thing I've tried from any of these brands is the Charlotte Tilbury setting spray. Great video!
i love seeing the contrast between youtube, tiktok and insta makeup versus makeup regular consumers typically buy. it’s always super interesting seeing where things differ and where they align.
Definitely ELF! Their quality has just gotten so good over the past couple years, I think they’ve become my fav drugstore brand! I see Gwen Stefani’s brand really coming up with her latest launches! I just picked up her bronzer duo (cream and powder) and I’m loving it as well as her highlighter, it’s beautiful! They both blend into the skin so well and the packaging is adorable😊
Tarte is probably my favorite brand at the moment, they have really excellent complexion products and have really expanded their shade range. Their bronzer wand dupe for the Charlotte Tilbury comes in 7 different shades, which is more than any other dupe.
It's interesting, ELF started to become somewhat popular RIGHT when I was in high school & first beginning to watch beauty videos & read blogs & it feels like they have ALWAYS been part of my makeup journey bc I'm 27 now & my beauty tastes r a little more sophisticated and ELFs progression has kind of moved at the same pace as my time experimenting with makeup from start right up to the present. Cuz I started trying their stuff bc it was so accessible & while their prices have increased, they continue to be some of the most affordable products I use cuz I am able to splurge a bit more on makeup at 27 than I was at 17; and I think the quality has kept up very well w the price increase if not exceeding it the speed of the progression. Cuz now that I DO have more luxurious products accessible to me, I can absolutely say that there are countless ELF products that are ABSOLUTELY competing with high end in terms of quality of formulation. I basically say all that to say that I have ALWAYS been an ELF girl so its twice as exciting that they are having a moment lately & releasing SO many true HIT products & I only hope they will continue their LONG streak of being one of my ol' faithful ride or dies. I have a soft spot for them.
I like to follow YT and beauty videos but I'm not the least bit interested in "it" brands. If I see a "look" or product that looks interesting, I look for it in the brands I like. I have sampled some products from new brands and haven't been impressed. The constant search for newer better products is filling the landfills with even more waste. I wish the manufacturers and the beauty industry/community would just take a step back and calm down.
I have been leaning more into the indie brands. I still find their pricing is far less than the amazing quality of products they put out. Great video! 💛🌻
I have been reluctant to buy anything from Kosas, mostly because I hear that their products go rancid quickly. I would be very interested to hear your thoughts on this.
It's weird bc except for possibly their lip oil, there is absolutely nothing offered by Kosas that I'm interested in trying. And even with the lip oil, Julia Adams mentioned it yrs ago and I still haven't tried it, which tells me that I probably never will 🤷🏻♀️
Girl if ur gonna try anything from makeup by Mario you have to try the cream bronzer. It is so beautiful and lightweight. Perfect for natural makeup days. Loved this video. You always have such great content. Very interesting to watch. Love u!!❤
The MU by Mario powder blush is one of my favourites! It’s amazing and blends so smoothly. I have a dark berry shade and light-medium skin tone and it looks so amazing sheered out on me! I’m yet to try anything else from the brand but I’m tempted to pick up another shade before even trying something else from the brand 😬
I have found myself purposely seeking out the older it brands because I can’t deal with the shelf life of these newer brands 😢 I have so much makeup, I buy new products with the intention of them lasting me years. I’ve been burned several times kosas, rose inc, etc. products I had for 6 months were rancid. It sucks so much!!!! Gimme those preservatives please
Absolutely. I think that's the main reason I haven't tried anything from the "trendy" brands (besides e.l.f. LOL). I don't love cream products, and I want my makeup to last longer than six months. I have sensitive skin that is very picky about old products - plus I have to be really careful with essential oils. That and the greenwashing...
The video and the thumbnail made me chuckle, because I remember that sometime in 2018 or 2019 I saw a video where an influencer was making predictions for the next 5-10 years about the beauty indsutry and asked our viewers opinion... and all of us said if there was 1 brand we see rocking it even in 10 years even on RUclips, it was ABH because they seem to be able to do NO WRONG... oh how the wheels turn :D. But one of my predictions I seemed to get right - that we are going to see more and more makeup artist owned brands get popular and the influencer / celebrity brand bubble burst... and I see that trend except for a handful of super thoroughly created celebrity brands. As for the IT brands, I think the shortest lived is going to be Kosas, because I see some quality issues that is deriving from the fact that they are so "clean" that some of their products are lacking preservatives that would make a product longstanding - ven though I see them getting out with new formulas, so maybe I can be wrong.
I just bought my 3rd bottle of Two Faced Born This Way original foundation. I'm not into the the whole dewey no makeup makeup look. I have a lot of hyperpigmentation and I need the heavy duty stuff to make my skin look one color and the sheer dewey stuff doesnt cut it for me. For a long time I tried to get into that look, but now I have accepted what I like.
I’m not overwhelmed by Charlotte Tilbury as a brand, but I DO like the Beautiful Skin Radiant Concealer. I go over it with my Hourglass Ambient Light Powder with an Ulta Beauty highlighter brush. So pretty!
I think and hope that Merit is a new up and comer esp with poc. Their shadows are rich and gorgeous and I've heard the same on their lip products. I casually tried a cream highlighter stick from them and Wow, I was not expecting the glow that it gave. Nothing like what I thought it would be. Such a beautiful radiance that wasn't glittery. I think they got something special
I'm not sure what I'm excited about. I definitely get your list, just because they're not my favorites I see the hype. Charlotte Tilbury has some fantastic products and the only thing I ever really didn't love was the mascara but it's because I have sensitive eyes. I feel like tarte has been coming back up again
Makes sense that these newer brands are referenced more due to their “shiny new thing” quality. Rare Beauty keeps consistently launching new products as of late, and the YT coverage cycle discusses more new launches and critiques it rather than a beauty kit or look-based video of the past. Professional standard makeup (MAC) was rare in the 2000s, until it became popularized as the standard across premium and even drugstore lines. Now inexpensive makeup can compete in performance against higher ticket products.
I’ve been introduced to Jane Iredale and I love the powder blushes….like velvet. Also love Tower beauty. Givenchy and Revlon illuminance are my holy grail foundations. I don’t care what is “It” at the moment. I buy what works for ME. 😊
I have been using more of the clean makeup now. So most of the brands you have mentioned fall in that category. Could it be that people are wanting more clean brands now, especially after Covid and all? Just thinking. By the way, I wanted to commend you for the way you make these videos on different brands and people. Very professional and classy!
I use many of the brands you discussed. I love CaliRay's primer, Jones Road Miracle Balm, E.L.F setting powder in their regular & luminous formulas (both make great eye shadow setting powder after a primer), Charlotte Tilbury Magic cream, Merit Dayglow Highlighting balm, etc. Always looking for the new and upcoming product lines. Love them!
Problem is, where I live (South Korea) it’s really hard to access all of these new “it” brands, whereas the “older” brands are readily available in pretty much any department store. It’s just not feasible for people outside of North America/Europe to shell out $25 on shipping for a rare beauty blush when we can spend that on a Mac blush that does the job. Also there’s k-beauty brands but they’re extremely limited in colour so yeah…
I love this video idea! I was surprised Saie beauty and Lawless weren’t mentioned in the up and coming category. I also think Fenty and Patrick Ta are both very trendy brand as well and has been for the last few years. Surprisingly I haven’t purchased anything from the brands listed in the video except for rare beauty.
The other product I love from Kosas is the cream cheek duo, and it's being discontinued! I panned one and am halfway through another one. Mostly for the highlighter.
I haven’t seen your rise and fall of ABH (if there is one), but I very much noticed how little they were being mentioned after they came out with eyeshadow palettes back to back to back. Everybody commented on how unusual it was for the brand and how much they were like what is happening. I swear, barely heard from them again!
Norvina was kind of crappy to influencers around that time. They had a competition to get on the p.r list, so ABH got all hyped up. They sent out PR once, and then they were like jusssst kidding. I think it left a bad taste is influencers mouths all around. They had been manipulated by the brand and didn't like it. Reminds me of audiences not liking being manipulated by influencers, actually. That said, I'm surprised I still see so many Ana Luisa sponsorships these days.
@@chiknlittle Yeah, even those that didn't compete were left with a bad taste in their mouths over it. Also, I saw in another comment something about Anastasia supporting Putin.
@@chiknlittle yeah. I remember some drama about Anastasia supporting something controversial, but I don't remember the details. The comment I read was from last night, but I think it said she had been in support of Putin.
I highly dislike the cream products trend. So Rare Beauty & Kosas I've never even looked at. Cream products get so messy after few uses, the formulars aren't as stable as powders, especially if it's clean beauty. If highend, I like to buy powders, because I use my products 5+ years (I know you're not supposed to). Usability, control over placement, staying power, and grease factor are all better with powders for me. Another trend I've noticed is that product amounts are decreasing, everything looks instagramable, costs more, but only contains a few uses worth of product, e.g. with Merit, CT. It's hard for any brand to reach Mac's status as an everyday staples brand.
Me too. I have several heralded creme blushes and I have to layer powder blush over them to hold color throughout the day, not to mention my right cheek has a stubborn patchy spot that cremes accentuate 😣 I too prefer my powders and yes, they last YEARS. I've barely had to dispose of products due to degrading of the formula.
Kelly, you must try the new Makeup by Mario blush veils. I tried perfect pink and went back for barely blushing and then went back for rose crush and pinch of pink. Just peachy is sitting in my Sephora cart 😂. Did I need more cream blush? Not at all but these are my fave formula that I’ve ever tried. My husband even noticed how smooth my cheeks were when I wore this blush. Yes, I’m a huge fan. I’d love to see a makeup by Mario deep dive from you. The blush veils are the only thing I’ve tried and I’d love to know your opinion on his other products since we have very similar tastes. 💜💜💜
12:47 Bobbi Brown has made a conscious decision to *not* sell through retailers. She said this in one of the Jones Road tutorial videos. She also has a bunch of young people working for her who understand social media and the product.
That’s based on influencers…. Everyday people aren’t caught up in brands; they want products that work for them and most people are gonna buy what they see on the shelf at Target; Walmart; and ULTA
One thing I wanted to add, I was at my sister in law’s house. It was a house full of ladies. They were looking at clothes. I made a comment that I should have brought them some of my makeup. My sister in law knew that I had a lot of makeup and she said that would have been a great idea. The ladies asked me what brands? I proceeded to list some of the popular brands. They hadn’t heard of them. They only knew of drugstore brands like Revlon & Maybelline.
A lot of people still buy mostly Covergirl and Maybelline or even ELF mostly; it’s all based on what the person can afford; most people I know don’t want to spend high end money but they make that drugstore look high end still 💅🏻💅🏻💅🏻
I am curious about Makeup by Mario, but the Kardashian association puts me off! My favorite brand these days is Victoria Beckham (though I was never a Spice Girls fan). Her brand is pretty It on the channels I watch.
Mario.. didn’t know him, his rep/clients. However, saw his master metals palette 2 years ago and hubby gave as bday treat after months of me debating the splurge but kept thinking about it. I am 60 and using it dry is perfection. I was late to the game on this product and the mixing solution is not to be found - and OK, applying dry is gorgeous. Glitter isn’t my friend but this is truly master classic in smooth shine.
I would be in big trouble if Jones road ever makes it in stores. I do wish more products were available in store and will make or break a brand. Most of the ones that are no longer “in” are sold in stores making them accessible hence high sells even tho they aren’t going viral.
Happy Monday, Kelly.💛 I just saw that ABH has a new palette and it's a bit expensive for me to purchase it right now. Thank you for the information. 🙂 God bless and hope you have a good week!
Since most of your brands are not available in stores here in Ph, Mac is still a consistent line here. It is a reference for colors of makeup. There is also rise of korean makeup brands too which are very good and innovative. I Just hope that there would be a physical store of Sephora at least here. You would be surprise how people here would spend money with makeups 😊
I still use my Patrick Ta products. He has one of my favorite blush and eyeshadow shadow formulas. Rare Beauty does make a wonderful cream bronzer and liquid blush. Kosas powder is my go to. I wish their concealer would last longer because it sat nicely underneath my eyes.
Pretty much the only brands I buy or keep tabs on are makeup artist brands (PML, ND, CT, Patrick Ta, Makeup by Mario and Danessa Myricks). I pepper in a few others like Kaja but for the most part, I love MUA brands.
I’m really bored by a lot of brands like abh Natasha denona etc nothing really different or exciting. Will continue to purchase urban decay & rare beauty. Hoping to see something good this summer.
Kosas does not seem cool toned friendly. Their complexion products look so yellow. Make Up by Mario seems overpriced for what it is. I love Rare Beauty merch maybe more than the make up. But I want to try more.
I don’t feel like these brands are popular outside the beauty community. I personally have so much makeup from the tried and true OG brands, I don’t even have the band width to try these new brands. My go-to’s are Tarte, Mac, Makeupforever, Estée Lauder, and Clinique. None of my friends I guarantee have even heard of some of the brands mentioned here.
I feel like the power of Jones Road is the fact that they are not widely available, which gives the brand this exclusivity type of feel which makes people very curious.
I bought one item from Kosas and regretted it because of how it spoiled. Now I avoid the brand. I also avoid other brands that are making a big deal about "clean" beauty because that just seems to be code for something that goes bad.
I agree
You’re right!
No parabens is a joke. The liquid products smells so bad after a few months.
@@danitaaaasthank you! parabens are so important i hate how they’ve been demonized
Clean makeup and natural makeup are entirely two different things. They are not interchangeable. Kosas is a natural makeup brand that uses natural ingredients instead of chemicals and clean makeup is makeup that doesn’t have potentially dangerous or questionable ingredients in it but it maybe natural or chemical as long as the chemicals are known to be safe.
I don’t think popular on YT translates to real life. MAC is actually quite successful because they have a large, consistent line of staples people repurchase again and again and more importantly, name recognition. Natasha Denona and Pat McGrath have been very popular on YT and both seem to be struggling (as evidenced by way too frequent sales and smaller gondolas.)
All of my friends and family (regular beauty consumers who don’t follow it online) know MAC, I doubt even 1/4 could name Kosas, you know?
I definitely agree!! I also mentioned that in the video :)
Kosas is also hardly known in many countries outside of the USA. We cannot buy it, so we do not know it. But then, in my country there are popular companies like e.g. Zoeva, Artdeco, Kiko Milani, Collistar or Glam Shop that are not available in the US and nobody talks about them there.
In my country people that are not into makeup theme have just 1 eyeshadow palette or single, foudation, blush and lipstick + lipgloss. And it always high end brand like dior or ysl. Cause they have lux packaging,are wildly known and are promoted by shop consultants. And such people are majority
I agree. I don't necessarily get excited by seeing MAC have had a new release, unlike, say, a new Natasha Denona palette. There's something about the way she puts colours together that excites my inner magpie.
However, if I have my heart set on a particular shade of lipstick, there's a pretty good chance I will end up getting it from MAC. Their vast range of shades and finishes is really hard to beat. The same is true for their lip pencils and blush.
@estellehowell4414 I have been interested to try MAC's lipstick formula. A brand love by the general public AND occassionally I still hear good things about them on youtube despite their lac of popularity online.
I haven't made the plunge because drugstore does lipstick so well. However. When my lipstick all expires I could see myself trying 2 -4 shades out and having them be my staple colors so I could just own a few go to lipsticks.
I work in Sephora and honestly the most hyped products that people want are influenced by TikTok...the often duplicated Charlotte Tilbury, Rare, Dior, Patrick Ta, Fenty and Haus. And Glossier.
Ngl i loveee dior products
Personally I’ve only tried Rare everything else that you mentioned I have not tried but I’ve only just recently started getting into make up so I might try them eventually I currently only have one rare beauty product and I’m so basic because it’s literally just her liquid blush in the shade happy but it was just so pretty and I couldn’t not get it you know I also use the elf primer because I wanted something tacky and also wasn’t going to cost $50 because I already spent $50 on my foundation because I got the Nars light reflecting foundation which I do get a 10 out of 10 if you have dry skin and want a medium coverage foundation
Rare Beauty is definitely an it brand. I see them everywhere. If you want to try out some things from them, their mascara is my favorite (I have a problem with mascaras smudging and never from this one), their bronzer stick is my go to bronzer now and their liquid blushes are stunning ❤️
100% agree!!
For me, Anastasia BH is past its prime. They follow the trends of the moment, but with a considerable delay. They've lost their flair. I wonder whether Norvina is really up to the job.
Agreed. I think appointing Norvina as the face of the brand was the beginning of their downfall, and they made a series of bad business moves from there that negatively impacted their public image
Great video! My prediction is that we're going to see the rise of Wet and wild because they are now considered cruelty free and are purposely keeping their prices low in these challenging economic times.
All of what you’ve stated is true; but I’m holding off for now, just due to their previous sneakiness. It’ll take me awhile to come back to them, if I ever do.
I love them always
I’m still not pleased with them from the 2019 scandal-where they lied about being cruelty-free. That was so shady. It seems like it’s true (for real) now but I’m having a hard time trusting them.
Yeah it’s too bad what happened with all the shady business with Wn’W. I wanted to support a U.S. brand but I’ve since moved onto other products and even Korean/Japanese brands that are reliable and trustworthy.
@@hollythornell5262 me too!!!!
There’s so many less expensive sunscreens than Kosas that work with my skin care, I would never pay that much money for something that I could not work with skin care underneath. 🤷🏻♀️
Weird I didn't know kosas was an it brand lol. If I hear about them it's typically someone saying the product has gone bad quickly. I've only tried a couple things but they weren't amazing and did go bad quickly.
I agree
Always get it mixed up with Kokie 😂.
Everyone seems to be talking about them so I was not suprised that it made the list but I was suprised that it is so highly regarded amongst all of her influencer friends. I think I heard about a concealor that expired in less than the 6 month use by date. No thanks. I cant even pan my E.L.F concealor before it goes off in approximately 13 months. At least E.L.F's concealor is still good by it's use by date.
Seeing Kosas being so popular amongst influencers really amkes me question their judgement on other popular up and coming brands too.
I think Tower 28 is going to start becoming a “IT” brand. I have only tried their mascara and the spray but I absolutely LOVE both products and they have overtaken my staples that I’ve used for YEARS
Yes! I’ve been interested in Tower 28 for a while, and while I haven’t tried anything from them, they’re definitely one to watch. They certainly get a lot of love online
i love them! thankfully they are available in europe thru cultbeauty/revolve, i've panned their bronzer and blush and despite them being a "clean" brand i never had issues with them
Their sculptino is my fav! It’s a really good foolproof cream bronzer
I so wanted to love Charlotte tilbury products, but it leans quite warm and as someone who has trouble keeping makeup not pull orange/peach on me, I feel I’ve wasted so much $$ on it.
I agree, everything pulls peach on me. I'm light olive and prefer cooler to neutral tones on myself.
If you're fair then absolutely
I feel like people complain about elf raising prices a lot which on the one hand I get because makeup is just getting more expensive in general, but you’re right there’s definitely been a huge increase in quality. And if you’re going to have products that compete with high end but get that for a fraction of the price I feel like that’s still worth it. If you still want $1 makeup go to the dollar store or shop miss a.
They probably can’t even keep the prices low either without going bankrupt, influation is just too high right now. They still need to purchase material that goes into their products, they’re likely renting out an office space, they’ve got employees to pay, they need to pay retailers to host their makeup. All this cost adds up and when all of it rises in price, they’re either gonna have to raise prices as well to stay afloat or let themselves drown.
I never liked Elf’s $1 makeup or even the $3 stuff really. But now I love a lot of things in the $5-10+ range
Except that $3 brow pencil! That thing is so good
I’d like to see an updated version of the video you mentioned 😃 talking about the brands that are popular among those who aren’t overly into beauty/products 🤩
I will film one soon!
@@KellyGooch I really appreciate your conscious purchasing, it's something you don't see often in this space. It's refreshing that you buy what calls to you, not just whatever is all hyped and on trend, and not masses of everything. Thanks for that, and for all the work you put in your channel.
I think Dior, Essence, and NYX should be added to the list. These along with ones you mentioned are usually in most of the videos I’m watching.
It’s been really interesting seeing a shift in the drugstore also. They’re carrying Beauty Bakerie, The Lip Bar, Colourpop and Mented at my local targets.
It is fun to see what is available at the drug store expand.
I was surprised with Kosas being the “it brand” right now 😳 all I see on my end is criticism on their products. I’ve never been compelled to purchase from the brand.
Merit is another brand that I don’t want anything from. The owner leaves something to be desired over. 😪
I actually hear about Tarte a lot, they’ve been releasing more “clean” products that appeal to people interested in natural finish makeup. I don’t hear about their eyeshadows palettes as much, but I think their target customer has changed, which is better for the longevity of the brand. I will say, there are a lot of brands that have slowed down, though, to the point that we don’t hear about them often anymore because they’re not launching products regularly. 2 that come to mind are Lorac and Stila.
The beauty of a brand like Stila is that they don't really need to release things very often. The Stay all Day liquid liner is one of the most popular eyeliners in the world, and eyeliner is a product that people use up and repurchase often (Unlike Becca and their highlighters). They also have some other iconic highly rated products like their cream blush, plumping lip glaze, kitten eyeshadow, colour correcting primer. If they ever went out of business I would be truly shocked. (Can you tell I'm a huge Stila fan 😅)
When a brand slows down but still thrives it intrigues me. What's going on over there, Mac, Tarte, Benefit? What hidden gems have I not discovered. What is it that the public loves about you so much that they keep you runninh despite a lack of a strong presence online?
@@BethInABox15... and now I'm kind of curious about Stila. By the time I heard about them the craze over the liquid shadows was dying down and I've heard little to nothing good about them since. Other than that people want to see them stay in the game. Like the Balm.
@@MoonlitSunflower That eyeliner is the best place to start, I finally purchased it a few years back after reading about a woman who went through childbirth and it didn't come off 😅Now it's the only eyeliner I buy!
@@BethInABox15 sounds pretty incredible!
I see Tower 28 CONSTANTLY. I noticed all of the brands you mentioned are Sephora exclusives too. I hope one day they’ll make their way to Ulta.
Good point!
O Yeah Tower 28 is definitely killing it!!! That mascara is fire 🔥❤
You’re right about the hype. Yes to a kosas brand video and ELF
I love the “out” brands- several products from Tarte, Urban Decay & ABH all made their way into my cart for the last 2 Sephora sales. Reliable proven stuff on repeat buys.
I tried some of the “in” brand products and didn’t like them as much. I still want to try the Kosas Cloud set powder. CT is good but not everything.
I think you put your finger right on the new trend driving makeup forward and it’s the minimalist makeup trend.
Merit is positioned perfectly in that sphere. Ditto Rare Beauty. Less glam more getting out just living life and looking naturally great.
I agree these brands get a lot of hype, but ELF is the only brand on the list I've really tried. I buy a decent amount of high end makeup, but the only thing I've tried from any of these brands is the Charlotte Tilbury setting spray. Great video!
I’d love to see a full face of rare beauty from you!
Also, would you ever consider doing a YESSTYLE haul and trying out K-beauty brands?
i love seeing the contrast between youtube, tiktok and insta makeup versus makeup regular consumers typically buy. it’s always super interesting seeing where things differ and where they align.
Definitely ELF! Their quality has just gotten so good over the past couple years, I think they’ve become my fav drugstore brand! I see Gwen Stefani’s brand really coming up with her latest launches! I just picked up her bronzer duo (cream and powder) and I’m loving it as well as her highlighter, it’s beautiful! They both blend into the skin so well and the packaging is adorable😊
Tarte is probably my favorite brand at the moment, they have really excellent complexion products and have really expanded their shade range. Their bronzer wand dupe for the Charlotte Tilbury comes in 7 different shades, which is more than any other dupe.
I live in Asia, we can’t get Merit, Kosas, Saie, etc. ABH finally made it here.
The Rare Beauty Concealer is my holy grail! Such a gorgeous finish, so smoothing, and I don't need to set it. You should give it a try!
It's interesting, ELF started to become somewhat popular RIGHT when I was in high school & first beginning to watch beauty videos & read blogs & it feels like they have ALWAYS been part of my makeup journey bc I'm 27 now & my beauty tastes r a little more sophisticated and ELFs progression has kind of moved at the same pace as my time experimenting with makeup from start right up to the present. Cuz I started trying their stuff bc it was so accessible & while their prices have increased, they continue to be some of the most affordable products I use cuz I am able to splurge a bit more on makeup at 27 than I was at 17; and I think the quality has kept up very well w the price increase if not exceeding it the speed of the progression.
Cuz now that I DO have more luxurious products accessible to me, I can absolutely say that there are countless ELF products that are ABSOLUTELY competing with high end in terms of quality of formulation. I basically say all that to say that I have ALWAYS been an ELF girl so its twice as exciting that they are having a moment lately & releasing SO many true HIT products & I only hope they will continue their LONG streak of being one of my ol' faithful ride or dies. I have a soft spot for them.
I like to follow YT and beauty videos but I'm not the least bit interested in "it" brands. If I see a "look" or product that looks interesting, I look for it in the brands I like. I have sampled some products from new brands and haven't been impressed. The constant search for newer better products is filling the landfills with even more waste. I wish the manufacturers and the beauty industry/community would just take a step back and calm down.
I have been leaning more into the indie brands. I still find their pricing is far less than the amazing quality of products they put out. Great video! 💛🌻
Do you have any brands you recommend? Looking to get into some indie brands this year!
@@GennM1107 yes! Glamlite, oden’s Eye, sugar drizzle, adept, simply posh, Kaleidos, nomad, ace beaute, lunar beauty, unearthly cosmetics, blend bunny…to name a few. 😉
@@mistichristensen7088 thanks! 🙂
I have been reluctant to buy anything from Kosas, mostly because I hear that their products go rancid quickly. I would be very interested to hear your thoughts on this.
It's weird bc except for possibly their lip oil, there is absolutely nothing offered by Kosas that I'm interested in trying. And even with the lip oil, Julia Adams mentioned it yrs ago and I still haven't tried it, which tells me that I probably never will 🤷🏻♀️
Girl if ur gonna try anything from makeup by Mario you have to try the cream bronzer. It is so beautiful and lightweight. Perfect for natural makeup days. Loved this video. You always have such great content. Very interesting to watch. Love u!!❤
Yes please to updated video on ELF!
The MU by Mario powder blush is one of my favourites! It’s amazing and blends so smoothly. I have a dark berry shade and light-medium skin tone and it looks so amazing sheered out on me! I’m yet to try anything else from the brand but I’m tempted to pick up another shade before even trying something else from the brand 😬
I think Patrick Ta is considered an “it” brand
I agree!
Great video but I think you missed fenty beauty. I thinks it’s definitely an it brand now . I don’t own anything from the brand but it’s popular
I agree! I debated including them
I LOVE this eye look today! Can you please recreate it on a yt short?
I might have included some combo of the following.. rose inc, tower 28, saie, maybe haus labs? 😘
I agree!!! I considered all of those too!
Would love to see a combo try on/best and worst Kosas video❤️
Please Kelly!!!!
I have found myself purposely seeking out the older it brands because I can’t deal with the shelf life of these newer brands 😢 I have so much makeup, I buy new products with the intention of them lasting me years. I’ve been burned several times kosas, rose inc, etc. products I had for 6 months were rancid. It sucks so much!!!! Gimme those preservatives please
Absolutely. I think that's the main reason I haven't tried anything from the "trendy" brands (besides e.l.f. LOL). I don't love cream products, and I want my makeup to last longer than six months. I have sensitive skin that is very picky about old products - plus I have to be really careful with essential oils. That and the greenwashing...
@@gasparinha yes yes and yes! My skin straight up burns when essential oils are around. It sucks but I guess it saves money😅
The video and the thumbnail made me chuckle, because I remember that sometime in 2018 or 2019 I saw a video where an influencer was making predictions for the next 5-10 years about the beauty indsutry and asked our viewers opinion... and all of us said if there was 1 brand we see rocking it even in 10 years even on RUclips, it was ABH because they seem to be able to do NO WRONG... oh how the wheels turn :D. But one of my predictions I seemed to get right - that we are going to see more and more makeup artist owned brands get popular and the influencer / celebrity brand bubble burst... and I see that trend except for a handful of super thoroughly created celebrity brands.
As for the IT brands, I think the shortest lived is going to be Kosas, because I see some quality issues that is deriving from the fact that they are so "clean" that some of their products are lacking preservatives that would make a product longstanding - ven though I see them getting out with new formulas, so maybe I can be wrong.
I just bought my 3rd bottle of Two Faced Born This Way original foundation. I'm not into the the whole dewey no makeup makeup look. I have a lot of hyperpigmentation and I need the heavy duty stuff to make my skin look one color and the sheer dewey stuff doesnt cut it for me. For a long time I tried to get into that look, but now I have accepted what I like.
I’m not overwhelmed by Charlotte Tilbury as a brand, but I DO like the Beautiful Skin Radiant Concealer. I go over it with my Hourglass Ambient Light Powder with an Ulta Beauty highlighter brush. So pretty!
I think and hope that Merit is a new up and comer esp with poc. Their shadows are rich and gorgeous and I've heard the same on their lip products. I casually tried a cream highlighter stick from them and Wow, I was not expecting the glow that it gave. Nothing like what I thought it would be. Such a beautiful radiance that wasn't glittery. I think they got something special
Merit doesn't carry shadows
@@CallmeCalypso I might be confusing the shadows with Mented
I'm not sure what I'm excited about. I definitely get your list, just because they're not my favorites I see the hype. Charlotte Tilbury has some fantastic products and the only thing I ever really didn't love was the mascara but it's because I have sensitive eyes. I feel like tarte has been coming back up again
Anastasia was really onto something with the Nouveau palette but everything after that was just... meh.
Makes sense that these newer brands are referenced more due to their “shiny new thing” quality. Rare Beauty keeps consistently launching new products as of late, and the YT coverage cycle discusses more new launches and critiques it rather than a beauty kit or look-based video of the past. Professional standard makeup (MAC) was rare in the 2000s, until it became popularized as the standard across premium and even drugstore lines. Now inexpensive makeup can compete in performance against higher ticket products.
I’ve been introduced to Jane Iredale and I love the powder blushes….like velvet. Also love Tower beauty. Givenchy and Revlon illuminance are my holy grail foundations. I don’t care what is “It” at the moment. I buy what works for ME. 😊
I have been using more of the clean makeup now. So most of the brands you have mentioned fall in that category. Could it be that people are wanting more clean brands now, especially after Covid and all? Just thinking.
By the way, I wanted to commend you for the way you make these videos on different brands and people. Very professional and classy!
I use many of the brands you discussed. I love CaliRay's primer, Jones Road Miracle Balm, E.L.F setting powder in their regular & luminous formulas (both make great eye shadow setting powder after a primer), Charlotte Tilbury Magic cream, Merit Dayglow Highlighting balm, etc. Always looking for the new and upcoming product lines. Love them!
Problem is, where I live (South Korea) it’s really hard to access all of these new “it” brands, whereas the “older” brands are readily available in pretty much any department store. It’s just not feasible for people outside of North America/Europe to shell out $25 on shipping for a rare beauty blush when we can spend that on a Mac blush that does the job.
Also there’s k-beauty brands but they’re extremely limited in colour so yeah…
Your makeup always looks so pretty
Thank you!!!
I love this video idea! I was surprised Saie beauty and Lawless weren’t mentioned in the up and coming category. I also think Fenty and Patrick Ta are both very trendy brand as well and has been for the last few years. Surprisingly I haven’t purchased anything from the brands listed in the video except for rare beauty.
Ooooh great point about Saie!!!
0:43 totally! My coworkers are still raving about Tarte and meanwhile I am trying to put them onto ND and stuff 😅
Kosas brow pencil has been my staple for awhile! I tried others after using it, but I just love everything about it!!
Spot on list.
Kosas is definitely hot now!
Less hype now but I still have luck with many Urban Decay products. (To be fair, I have not bought a high end shadow palette in forever.)
Ya I don't support ABH anymore, not into Putin supporters personally. I wouldn't mind if they went out and stayed out
The other product I love from Kosas is the cream cheek duo, and it's being discontinued! I panned one and am halfway through another one. Mostly for the highlighter.
Yes I love the cream duos. I bought a backup when they discontinued it because I am almost done with my original and I’m not ready to move on 😅
I have the barely blushing shade and is pretty but im sure you have something like it in your collection.
I haven’t seen your rise and fall of ABH (if there is one), but I very much noticed how little they were being mentioned after they came out with eyeshadow palettes back to back to back. Everybody commented on how unusual it was for the brand and how much they were like what is happening. I swear, barely heard from them again!
Norvina was kind of crappy to influencers around that time. They had a competition to get on the p.r list, so ABH got all hyped up. They sent out PR once, and then they were like jusssst kidding. I think it left a bad taste is influencers mouths all around. They had been manipulated by the brand and didn't like it.
Reminds me of audiences not liking being manipulated by influencers, actually.
That said, I'm surprised I still see so many Ana Luisa sponsorships these days.
@@MoonlitSunflower oh I didn’t know that about the PR list. Makes sense why nobody is interested in talking about them anymore
@@chiknlittle Yeah, even those that didn't compete were left with a bad taste in their mouths over it. Also, I saw in another comment something about Anastasia supporting Putin.
@@MoonlitSunflower 👀
@@chiknlittle yeah. I remember some drama about Anastasia supporting something controversial, but I don't remember the details. The comment I read was from last night, but I think it said she had been in support of Putin.
Make up by Mario would change your mind on creams! I'm definitely a powder girl myself but his formulas are easy to use.
I'm so glad you mentioned Elf❤
The brands you mentioned like Tower 28, Kosas, Meritt are basically known to most people in the asian and european market.
You said guess which? I was like ELLLFFF!! And then you finally mentioned it 😂
I highly dislike the cream products trend. So Rare Beauty & Kosas I've never even looked at. Cream products get so messy after few uses, the formulars aren't as stable as powders, especially if it's clean beauty. If highend, I like to buy powders, because I use my products 5+ years (I know you're not supposed to). Usability, control over placement, staying power, and grease factor are all better with powders for me. Another trend I've noticed is that product amounts are decreasing, everything looks instagramable, costs more, but only contains a few uses worth of product, e.g. with Merit, CT. It's hard for any brand to reach Mac's status as an everyday staples brand.
Me too. I have several heralded creme blushes and I have to layer powder blush over them to hold color throughout the day, not to mention my right cheek has a stubborn patchy spot that cremes accentuate 😣 I too prefer my powders and yes, they last YEARS. I've barely had to dispose of products due to degrading of the formula.
Great video! Yes, please do an updated one.
Kelly, you must try the new Makeup by Mario blush veils. I tried perfect pink and went back for barely blushing and then went back for rose crush and pinch of pink. Just peachy is sitting in my Sephora cart 😂. Did I need more cream blush? Not at all but these are my fave formula that I’ve ever tried. My husband even noticed how smooth my cheeks were when I wore this blush. Yes, I’m a huge fan. I’d love to see a makeup by Mario deep dive from you. The blush veils are the only thing I’ve tried and I’d love to know your opinion on his other products since we have very similar tastes. 💜💜💜
i wish merit was easier available outside of the us...their products n price point are so intriguing
Thanks Kelly, I just ordered another blush that I don’t need but if you like a make-up product, I have to get it!!
12:47 Bobbi Brown has made a conscious decision to *not* sell through retailers. She said this in one of the Jones Road tutorial videos. She also has a bunch of young people working for her who understand social media and the product.
GIRL! You HAVE to try the Rare Beauty Liquid Blushes. They are literally so freaking good!
That’s based on influencers…. Everyday people aren’t caught up in brands; they want products that work for them and most people are gonna buy what they see on the shelf at Target; Walmart; and ULTA
One thing I wanted to add, I was at my sister in law’s house. It was a house full of ladies. They were looking at clothes. I made a comment that I should have brought them some of my makeup. My sister in law knew that I had a lot of makeup and she said that would have been a great idea. The ladies asked me what brands? I proceeded to list some of the popular brands. They hadn’t heard of them. They only knew of drugstore brands like Revlon & Maybelline.
A lot of people still buy mostly Covergirl and Maybelline or even ELF mostly; it’s all based on what the person can afford; most people I know don’t want to spend high end money but they make that drugstore look high end still 💅🏻💅🏻💅🏻
I am curious about Makeup by Mario, but the Kardashian association puts me off! My favorite brand these days is Victoria Beckham (though I was never a Spice Girls fan). Her brand is pretty It on the channels I watch.
Mario.. didn’t know him, his rep/clients. However, saw his master metals palette 2 years ago and hubby gave as bday treat after months of me debating the splurge but kept thinking about it. I am 60 and using it dry is perfection. I was late to the game on this product and the mixing solution is not to be found - and OK, applying dry is gorgeous. Glitter isn’t my friend but this is truly master classic in smooth shine.
I just bought Half Caked mascara. It’s very similar to Caliray and it’s about the same price.
I would be in big trouble if Jones road ever makes it in stores.
I do wish more products were available in store and will make or break a brand. Most of the ones that are no longer “in” are sold in stores making them accessible hence high sells even tho they aren’t going viral.
L'Oréal is making it known in commercials that they are cruelty free
Great video idea! I love caliray and looking forward to what they come out with
I know you don't usually use setting spray, but the Caliray setting spray is SO GOOD
You are very pretty I love your earrings in your hair looks really good tucked behind your ears
I have a couple CaliRay products and love them!! The mascara is definitely in my top 3!
This feels nitpicky but I miss when you greeted us at the beginning of videos - it feels odd to me to just jump in. Still love your content!
Happy Monday, Kelly.💛 I just saw that ABH has a new palette and it's a bit expensive for me to purchase it right now. Thank you for the information. 🙂 God bless and hope you have a good week!
Since most of your brands are not available in stores here in Ph, Mac is still a consistent line here. It is a reference for colors of makeup. There is also rise of korean makeup brands too which are very good and innovative. I Just hope that there would be a physical store of Sephora at least here. You would be surprise how people here would spend money with makeups 😊
I still use my Patrick Ta products. He has one of my favorite blush and eyeshadow shadow formulas. Rare Beauty does make a wonderful cream bronzer and liquid blush. Kosas powder is my go to. I wish their concealer would last longer because it sat nicely underneath my eyes.
Pretty much the only brands I buy or keep tabs on are makeup artist brands (PML, ND, CT, Patrick Ta, Makeup by Mario and Danessa Myricks). I pepper in a few others like Kaja but for the most part, I love MUA brands.
Rare Beauty Soft Pinch Liquid blushes are pigmented and easy to pick up on a brush from the back of your hand, but....maybe no blushes?
LYS has a similar vibe to Kosas but better quality products overall and about half the price.
I’m really bored by a lot of brands like abh Natasha denona etc nothing really different or exciting. Will continue to purchase urban decay & rare beauty. Hoping to see something good this summer.
I hate kosas I've tried a few things, they are not great.
Love a tutorial of your eye look!
Kosas does not seem cool toned friendly. Their complexion products look so yellow. Make Up by Mario seems overpriced for what it is. I love Rare Beauty merch maybe more than the make up. But I want to try more.
Most of what I have tried from them definitely pulls yellow!
I feel like Merit, Kosas, Saie, and Rose Inc. just merge together in my mind. I dont know why.
I loved this video and want to see more like it!!!!!
I really thought you were going to include Saie!
we need a updated version...
I don’t feel like these brands are popular outside the beauty community. I personally have so much makeup from the tried and true OG brands, I don’t even have the band width to try these new brands. My go-to’s are Tarte, Mac, Makeupforever, Estée Lauder, and Clinique. None of my friends I guarantee have even heard of some of the brands mentioned here.
I feel like the power of Jones Road is the fact that they are not widely available, which gives the brand this exclusivity type of feel which makes people very curious.
Interesting!! I could definitely see that