The greatest stateside beauty buys you haven’t heard of (yet)

Born in the great U. S. of A., these beauty superheroes’ veins run red, white and blue. Celebrated on their home turf, these cult make up offerings have crossed the pond to stake their claim to our impressive ‘Hall of Fame’ – and boy, are we glad that they’ve made the trip! From under-the-radar indie ranges to the brands you’ll find in every savvy stateside beauty guru’s bathroom cabinet, we’re celebrating all things North American with the coolest brands emerging from across the Atlantic .

Firm in the belief that make up should be as ‘good for you as it makes you look’, {Kosas Cosmetics} was founded in 2015 by Sheena Yaitanes – a make up obsessive whose love for both science and art led her to develop a way to combine her shared passions – through studying chemistry at UCI, and a painting apprenticeship with working artist, Stephanie Pryor. The result, is a range of the finest, pure colour cosmetics with prestige ingredients, beautifully blended to help you express the five layers – or “kosas” – of self: the physical, energetic, mental, intellectual and soul. Prepare to be besotted…

Brilliantly occult, {Rituel de Fille} has pagan vibes with its to-die-for goth-girl packaging that’s irresistibly glossy. Made using mineral pigments, the {Inner Glow Crème Pigment} caught the internet’s imagination with it’s ‘anti-highlight’ vibes (learn more about that {here}), while their latest creation, a highlight for your highlighter called {The Alchemist Highlight Intensifier} drew some covetous coos when they landed at CB HQ.

The world’s first entirely waterless make up range, Pinch of Colour’s beautiful balms and lip pigments were born of the founder’s experiences with water deficiency as a child. In lieu of water, {Pinch of Colour} uses soothing botanicals, nourishing natural oils and skin-loving fruit butters to create hydrating, non-toxic and self-adjusting pigments that apply and diffuse seamlessly for concentrated colour with a conscience. And what’s more, part of the proceeds from each product bought is used to support water charities.

“I like to make the products I would choose to use but find it tricky to track down,” says {Jillian Dempsey} – the brains behind the bestselling collection of cute, handbag-compatible compacts. “I go for what I feel is authentic: easy, mistake-proof, finger-friendly and as natural and organic as possible.” However you want to apply the cool, clutch bag-compatible {Lid} and {Cheek Tints} is entirely at your discretion – there are no rules when it comes to these sheer, ‘sheeny’ colours that lend skin a wash of believable pigment for ‘I just woke up like this’ vibes. 

Sweet but never saccharine, Beauty Bakerie’s cute ‘butter wouldn’t melt’ aesthetic belies serious stay-put prowess. Consider this the ultimate (guilt-free) indulgence for all sweet-toothed beauty junkies. Created by Cashmere Nicole, {Beauty Bakerie} is testament to her personal vision and determination; proof that cosmetics can be high-performance and playful, while representing her belief that ‘sweetness’ should be nurtured. 

And for those who like their make up with a generous dose of ease, look no further than {NudeStix}. With convenient sticks of pigment, you’ll adore the indelible (wearable) {Intense Matte Lip + Cheek Pencils} – the shade ‘Stiletto Red’ is a hot, sexy shade that looks gorgeous with sunkissed complexions – and we recommend you pair it with a pared-back glossy lid. Just use the clever {Glossing Pencil} to lend lids a chic, editorial edge.


Verity Douglas

Verity Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…