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There are many approaches one could take to discerning the best beauty brands.
Photo: Courtesy of Ilia
But if brands are on this sort of spectrum, we prefer to look somewhere in the middle.
Below, weve highlighted 13 of these beauty brands to know in 2025consider adding them into your regimen.
Its Vital Skin Complexion Drops and Supreme Cvitamin C serumare two standouts of the line.
Most recently, herlip shape linershave the internet buzzing.
No matter what you choose, youre sure to feel better in your own skin.
Central tenants of her look include a glowing complexion, head-turning eyes, and a bombshell lip.
The brand also excels in the color categoryits blushes and eyeshadows are highly-pigmented for an effortless burst of color.
Anyone interested in treating the skin from the neck down has likely tested at least one of its salves.
The Body Wash
NECESSAIRE
The Deodorant Gel
Supergoop!
is one of the brands leading the Americans-wear-sunscreen agenda.
has delivered a host of innovative UV-shielding formulations that people actually want to wear everyday.
Unseen Sunscreen
Protec(tint) Daily SPF Tint SPF 50
SUPERGOOP!
Pattern
Tracee Ellis Rosss Pattern Beauty is changing the textured hair-care conversation one launch at a time.
The 3-in-1 Interchangeable Curling Iron
ULTA
Curl Mousse
