6 Niche Beauty Brands To Have On Your Radar

AHC SKIN

Who’s Behind It: CEO & founder Tony Hodges

The Concept: Korean skincare brand AHC is relatively new to the UK but has already caused a real buzz. Why? It uses top quality ingredients with very lightweight formulas, yet the price tags are accessible to all. Suitable for all skin types, their products are brimming with hyaluronic acid to visibly plump the skin and keep dry, dull patches at bay. Plus, each formula is backed by scientific expertise, so you can guarantee you’re getting the very best. 

The Bestsellers: The cult AHC Eye Cream sells once every three seconds in Korea, so it’s no wonder it’s had rave reviews here in the UK, too. Delicate but boasting a high concentration of anti-ageing ingredients, it can be used all over your face to improve texture, tone and elasticity. Another best-seller is their Aqualuronic Face Cream. Brimming with three different levels of hyaluronic acid, it lends skin visible moisture, without being sticky or greasy.

Available at LookFantastic.com

GISOU

Who’s Behind It: Founder, Negin Mirsalehi 

The Concept: Negin Mirsalehi grew up helping her father in their bee garden, so it’s little wonder this impressive haircare venture uses honey as the key ingredient to nourish hair by adding shine and essential moisture. Deciding to launch the company after her Instagram followers continuously asked her about her haircare routine, Negin’s line includes the fan-favourite Honey-Infused Hair Oil, Mask and Wash. Alongside honey, the formulas also contain minerals, amino acids and antioxidants to rebuild and repair, while almond oils lock in moisture for visibly stronger strands. We’re obsessed with the pretty pink packaging, too, which uses recyclable and biodegradable materials. 

The Bestsellers: Industry insiders swear by the Propolis Infused Polishing Primer for a bouncy blow-dry, while fans love the iconic hair oil for its multi-purpose benefits – think taming flyaways, smoothing unruly hair and working double-time as a pre-wash mask. Finally, look out for the mask. It acts like a deep treatment, with sales soaring throughout lockdown.

Available at Gisou.com

MAKETHEMAKE

Who’s Behind It: Founder, Catherine Tong 

The Concept: Merging the benefits of high-end skincare with make-up, this cool brand (which has been formulated with the help of dermatologists) offers everything from primers to concealers, foundations to brushes – all of which are vegan. They also source their ideas from customer feedback, so everything feels inclusive and concise. Expect to see ingredients like vitamin B, E and squalane, all of which work to feed the skin with moisture and plumpness, while also giving great coverage and an unbeatable glow. 

The Bestsellers: MakeTheMake have numerous bestsellers, but their base products are the fan favourites. Both their Vitamin B Flawless Filter and Squalene Melting Foundation earn rave reviews, while their Niacinamide Soft-Focus Primer is beloved for its calming and smoothing results.

Available at MakeTheMake.com

PLANT APOTHECARY

Who’s Behind It: Co-founders, Holly McWhorter & Bjarke Ballisager 

The Concept: Plant Apothecary was born out of a passion to promote healthy ingredients and packaging that’s both design-forward and eco-friendly. Setting the standard high, this quality line harnesses the benefits of potent botanicals to soothe, uplift and soften your skin. What’s more, they don’t use parabens, SLS and silicones, so you can be confident that these are some of the cleanest formulations. We rate the Rice & Clean Facial Cleanser which is gentle enough for all skin types and makes light-work of even the most stubborn make-up. Each product looks great sink-side, too.

The Bestsellers: The Rice & Clean Facial Cleanser is a key bestseller, as is their invigorating WAKEY WAKEY Body Wash and Not A Spot Acne Treatment Mask, which uses charcoal to draw out bacteria and remove excess oils at speed.

Available at CultBeauty.co.uk

SAIE BEAUTY

Who’s Behind It: Founder & CEO, Laney Crowell 

The Concept: Saie Beauty was developed for those looking for pure, clean beauty that performs. A capsule collection, expect to find everything from silky highlighters to glow-giving balms and hydrating lip lacquers, too. Rich in texture, with wearable, suits-all tones, we guarantee you’ll want the entire range. Plus, once you’ve finished your product, simply email Saie, who will send you a shipping label. Then, drop your empty in the post and they’ll take care of the recycling for you – genius. 

The Bestsellers: Both their glow-giving Gel and Balm are bestsellers. The former has more of a sheer consistency that acts like an illuminator, while the latter is more decadent for those in search of some nourishment, too. Likewise, the Mascara 101 is hugely popular, thanks to the thin wand that deposits just the right amount of inkiness.

Available at CultBeauty.co.uk

SWEET CHEF

Who’s Behind It: Co-founders & co-chief executive officers, Christine Chang & Sarah Lee 

The Concept: From the founders of cult brand Glow Recipe comes an affordable and chic K-beauty line, Sweet Chef. Leaping Bunny certified, each formulation uses plant-derived extracts to plump the skin with vitamins, minerals and luminosity-boosting oils. Dubbed a ‘5-a-day’ for your face, expect to find hydrating sheet masks, nourishing serums and cosseting cleansers that never feel too astringent or stripping. 

The Bestsellers: Their Oat Milk Latte Cleanser is a bestseller thanks to its gentle formula that barely lathers, while still removing all traces of dirt. Secondly, their Superfood + Vitamins Beauty Oil has been a huge hit, as it gives such a good glow and is so lightweight and silky.

Available at CultBeauty.co.uk