More often than not, if you were to walk up to a beauty editor and ask them to ID every single beauty product they’re wearing—from bronze to strands—you’d receive an eclectic earful. My personal product roster is proof, and I also happen to be friends with and regularly attend events alongside plenty of other product-wise beauty editors.
There are certain super-iconic beauty brands that are household names—the well-known power players that consistently make best seller lists and march across the glossy pages of our favorite magazines. We’d be lying if we said we don’t own, love, and regularly use a collection of products from said brands, but the majority of our beauty must-haves hail from lesser-known indie beauty brands no one seems to talk about, which is odd considering how strong a following they have within the underground world of beauty-product fanaticism (i.e., beauty editor group texts and Gchats worldwide).
During seemingly historical maskless days, strangers would be met with confusion and wonder after I revealed the culprit behind my highlight or the believability of my mid-winter tan. As a beauty editor, there’s nothing more satisfying than sipping product tea with a fellow beauty lover, and the party becomes twice as fun when you can reveal an unknown they’ll undoubtedly fall head over heels for.
Since the current times don’t warrant an in-person shopping excursion like before, we thought we might as well dish up all of our best beauty dirt here and now by highlighting 27 of the best under-the-radar hair, skin, and makeup brands beauty editors love like a fifth limb but are still relatively unknown to the general public. Keep scrolling! (And maybe ready your credit card and make some room on your vanity.)