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   ![5 Cool Beauty Brands To Have On Your Radar ](/sites/sheerluxe/files/styles/max_800x800/public/articles/2022/01/2-new-beauty-brands.jpg?itok=Jp0SzPhK)

  

 

 



 

  @MUTHA; @PACIFICABEAUTY; @NECESSAIRE 

 

 

 

[Beauty](/beauty)

 /  19 January 2022  

#  5 Cool Beauty Brands To Have On Your Radar  


The beauty industry can seem dominated by a few major players, but we love to give smaller brands some airtime too. From cleaner, vegan formulations to multipurpose buys designed to streamline your make-up bag, here are five names making waves right now.  


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  @MUTHA; @PACIFICABEAUTY; @NECESSAIRE 

 

 

 

All products on this page have been selected by our editorial team, however we may make commission on some products.

 



 

 

 

 

 [ ![](/sites/sheerluxe/files/styles/max_800x800/public/articles/2022/01/about-face.jpg?itok=n6Qz4TUD)

 

 ](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/brands/about-face.list%3Fautocomplete%3Dsearchsuggestion) 

 @ABOUTFACEBEAUTY 

 



 

 

 

 

 

### ABOUT-FACE

**Who’s Behind It:** American singer-songwriter Halsey  
 **The Concept:** About-Face is designed to challenge the beauty norms and encourage more playfulness with make-up. Everything in the range is fun and vibrant, but still wearable enough for day-to-day. Better still, all the formulas are vegan and cruelty free. You also won’t find any gluten, parabens or synthetic fragrances here either, which can sometimes cause irritation – especially around the eyes. Plus, everything is so easy to use. With chunky applicators, easy-to-hold crayons and brushes offering a seamless blend, everything in the range serves a purpose.

**The Bestsellers:** These already include its [Fractal Glitter Eye Paints](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fabout-face-fractal-glitter-eye-paint-4.5ml-various-shades%2F13482472.html%3Faffil%3Dthggps%26gclsrc%3Daw.ds%26gclid%3DCjwKCAiAxJSPBhAoEiwAeO_fP0s0IuFCyIAZVRdAXNTyzN_Fv5YccoHCmb4PI9lXG6qsyoDE7y_jixoCPIYQAvD_BwE), which come housed in a handy pouch with a doe-foot applicator. Available in numerous shades, the pigment is rich and full bodied with a beautiful level of shimmer. If glitter isn’t your thing, the [Matte Fluid Eye Paints](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fabout-face-matte-fluid-eye-paint-4.5ml-various-shades%2F13482442.html) also wear well throughout the day. Finally, look out for the [Light Lock Stick](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fabout-face-light-lock-stick-4.8g-various-shades%2F13482524.html). Neat and compact, simply scribble them on over the skin for some plumped-up glow – they work well on the eyelid, as well as areas like your cupid’s bow.  
   
[Available at CultBeauty.co](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fbrands%2Fabout-face.list%3Fautocomplete%3Dsearchsuggestion).uk

 

 

 

 ![Light Lock Stick](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/about-facelightlockstick.png?itok=dDWuAZAq)

 

 

 

[#### Light Lock Stick](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/about-face-light-lock-stick-4.8g-various-shades/13482524.html)

£21.50

 

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 ![Fractal Glittery Eye Paint](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/aboutfacefractaleyepaint.png?itok=mulllqby)

 

 

 

[#### Fractal Glittery Eye Paint](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/about-face-fractal-glitter-eye-paint-4.5ml-various-shades/13482472.html%3Faffil%3Dthggps%26gclsrc%3Daw.ds%26gclid%3DCjwKCAiAxJSPBhAoEiwAeO_fP0s0IuF)

£18

 

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 ![Light Lock Fluid](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/about-facelightlockhighlightfluid.png?itok=03OhlvTz)

 

 

 

[#### Light Lock Fluid](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/about-face-light-lock-highlight-fluid-15ml-various-shades/13482514.html)

£27

 

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 ![Fractal Brush Set](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/about-face-brush-et.png?itok=yaHH9SCO)

 

 

 

[#### Fractal Brush Set](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/about-face-fractal-2-piece-brush-set/13482531.html)

£23

 

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### MUTHA

**Who’s Behind It:** Hope Smith  
 **The Concept:** Hope Smith wanted to create a range that pregnant women could trust. Using all-natural blends and ingredients found in her kitchen, Hope set out to create ultra-luxe formulas free of any unnecessary fillers – think parabens, petroleum, phthalates and sulfates. The result? A luxe body care range full of products that soften, strengthen and hydrate skin without any irritation.   
 **The Bestsellers:** The line is small and concise, but both the [Body Butter](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fmutha-body-butter-160ml%2F13521552.html) and [Oil](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fmutha-body-oil-100ml%2F13521553.html) have won rave reviews from customers. The former has a thick, whipped texture that uses fatty acids to soften and strengthen your skin, while protective vitamin E stimulates cell turnover for more even tone. Meanwhile, the latter is good for those suffering with dryness. Unlike similar oils, it’s never greasy, just hydrating thanks to a plethora of minerals and plant-derived antioxidants. Over time, with regular use, it’ll help to boost elasticity within the skin and keep it feeling supple.   
   
[Available at CultBeauty.co.uk](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fbrands%2Fmutha.list%3F)

 

 

 [ ![](/sites/sheerluxe/files/styles/max_800x800/public/articles/2022/01/mutha.jpg?itok=hYRAsXED)

 

 ](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/brands/mutha.list%3F) 

 @MUTHA 

 



 

 

 

 

 

 

 ![Body Oil](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/mutha-body-oil.png?itok=s83bg9i7)

 

 

 

[#### Body Oil](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/mutha-body-oil-100ml/13521553.html)

£80

 

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 ![Face Oil](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/mutha-face-oil.png?itok=UOZAi9Ac)

 

 

 

[#### Face Oil](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/mutha-face-oil-25ml/13521554.html)

£85

 

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 ![No.1 Serum](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/mutha-no1-serum.png?itok=i5q93FVs)

 

 

 

[#### No.1 Serum](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/mutha-no.1-serum-30ml/13521556.html)

£105

 

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 ![Body Butter](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/mutha-body-butter.png?itok=FS1r74aV)

 

 

 

[#### Body Butter](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/mutha-body-butter-160ml/13521552.html)

£80

 

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 [ ![](/sites/sheerluxe/files/styles/max_800x800/public/articles/2022/01/necessaire.jpg?itok=PGIABfry)

 

 ](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=36362&murl=https%3A//www.spacenk.com/uk/necessaire-waitlist.html%3Fgclid%3DCjwKCAiAxJSPBhAoEiwAeO_fPwlbeWyNu68NgAGagQ9Fbio7ivZdGJ8tfqIi1NQvvH-_03d0w5Ii2BoCEBAQAvD_BwE%26gclsrc%3Daw.ds) 

 @NECESSAIRE 

 



 

 

 

 

 

### NECESSAIRE 

**Who’s Behind It:** Nick Axelrod &amp; Randi Christiansen   
 **The Concept:** You may have seen this brand on social media, but it’s only just launched properly in the UK. Necessaire uses ingredients you’d normally use on your face in its body products – think hyaluronic acid, peptides and antioxidants. Everything is seriously thought through – you’ll even find a sex gel in the line-up. Yes, the products are expensive, but their luxurious quality and nutrient-rich formulas mean they’re worth every penny.  
 **The Bestsellers:** [The Deodorant Gel](https://www.spacenk.com/uk/necessaire-waitlist.html?gclid=CjwKCAiAxJSPBhAoEiwAeO_fPwlbeWyNu68NgAGagQ9Fbio7ivZdGJ8tfqIi1NQvvH-_03d0w5Ii2BoCEBAQAvD_BwE&gclsrc=aw.ds) uses niacinamide to calm skin and combat odour, as well as AHAs to gently exfoliate and minimise skin bumps. Different to other deodorants, it feels chic as well as functional. Another fan favourite is [The Body Wash](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=36362&murl=https%3A%2F%2Fwww.spacenk.com%2Fuk%2Fbath-body%2Fbody-cleanser%2Fbody-wash%2Fthe-body-wash-eucalyptus-UK200033171.html%3F), which elevates a mundane shower into a luxurious experience. Brimming with vitamins, it hydrates, while the soft scent lingers on skin for days. Don’t miss the haircare either, which has been created to care for lacklustre strands, but also neglected scalps.

   
Available at [SpaceNK.com](https://www.spacenk.com/uk/brands/n/necessaire)

 

 

 

 

 ![The Body Lotion](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/bodylotion.png?itok=QXHIM3V7)

 

 

 

[#### The Body Lotion](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=36362&murl=https%3A//www.spacenk.com/uk/bath-body/body-moisturiser-oils/body-lotion/the-body-lotion-fragrance-free-UK200033166.html%3F)

£28

 

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 ![The Body Wash](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/necessairethebodywash.png?itok=X_W2TyZa)

 

 

 

[#### The Body Wash](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=36362&murl=https%3A//www.spacenk.com/uk/bath-body/body-cleanser/body-wash/the-body-wash-eucalyptus-UK200033171.html%3Fgclid%3DCjwKCAiAxJSPBhAoEiwAeO_fPwKfrjJIvDCinRB2pfp8cle0P2g4aRXfX)

£25

 

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 ![The Body Exfoliator](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/necessairethebodyexfoliator.png?itok=5o_YlNGR)

 

 

 

[#### The Body Exfoliator](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=36362&murl=https%3A//www.spacenk.com/uk/bath-body/body-cleanser/scrubs-exfoliants/the-body-exfoliator-fragrance-free-UK200033172.html%3F)

£30

 

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 ![The Body Serum](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/thebodyserum.png?itok=92-YtZ_1)

 

 

 

[#### The Body Serum](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=36362&murl=https%3A//www.spacenk.com/uk/bath-body/body-treatment/body-treatments/the-body-serum-fragrance-free-UK200033167.html%3F)

£45

 

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### PACIFICA

**Who’s Behind It:** Brook Harvey-Taylor   
 **The Concept:** Vegan, cruelty free and conscious of unnecessary packaging, Pacifica is kind to the planet, while all ingredients are plant-powered. Results are guaranteed – think smoother, brighter-looking skin with zero irritation. We also like that the range is a bit different to other beauty brands – you’ll find armpit scrubs, scalp serums and milk tonics as part of the line-up, all promising top performance. You’ll wonder how you ever lived without them.  
 **The Bestsellers:** It’s little surprise to hear the [Coconut &amp; Charcoal Underarm Detox Scrub](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fpacifica-coconut-charcoal-underarm-detox-scrub%2F13417881.html) is a bestseller. Helping to unclog blocked pores and get rid of old deodorant build-up, it leaves you feeling fresh and clean, while eliminating shaving bumps. Pacifica’s [Moon Body &amp; Pillow Mist](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fpacifica-lavender-moon-body-pillow-mist%2F13417890.html) has also been a huge hit, while its purifying hair washes are a must-try for anyone looking for better bounce, volume and shine.   
   
[Available at CultBeauty.co.uk](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A%2F%2Fwww.cultbeauty.co.uk%2Fbrands%2Fpacifica.list)

 

 

 [ ![](/sites/sheerluxe/files/styles/max_800x800/public/articles/2022/01/pacifica.jpg?itok=IgOGQTd-)

 

 ](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/brands/pacifica.list) 

 @PACIFICABEAUTY 

 



 

 

 

 

 

 

 ![Rosemary Detox Scalp Scrub](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/detoxscalpscrub.png?itok=m7l7YyYQ)

 

 

 

[#### Rosemary Detox Scalp Scrub](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/pacifica-rosemary-detox-scalp-scrub/13417893.html)

£14

 

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 ![Glow Baby Brightening Peel Pads](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/glowbabypeel.png?itok=WI0dbd1S)

 

 

 

[#### Glow Baby Brightening Peel Pads](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/pacifica-glow-baby-brightening-peel-pads/13457558.html)

£17

 

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 ![Collagen Fluffy Lash Mascara](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/collagenmaxcara.png?itok=pkIM_2uA)

 

 

 

[#### Collagen Fluffy Lash Mascara](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/pacifica-vegan-collagen-fluffy-lash-mascara/13417903.html)

£20

 

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 ![Vegan Collagen Recovery Eye Cream](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/collagenovernight.png?itok=D4ITF7yQ)

 

 

 

[#### Vegan Collagen Recovery Eye Cream](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=35269&murl=https%3A//www.cultbeauty.co.uk/pacifica-vegan-collagen-recovery-eye-cream/13417902.html)

£22

 

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 [ ![](/sites/sheerluxe/files/styles/max_800x800/public/articles/2022/01/vapour-beauty.jpg?itok=kFML7_dz)

 

 ](https://www.naturisimo.com/products/vapour-soft-focus-foundation) 

 @VAPOURBEAUTY 

 



 

 

 

 

 

### VAPOUR BEAUTY

**Who’s Behind It:** Kristine Keheley   
 **The Concept:** Vapour was launched to celebrate colour and diversity. But founder Kristine also wanted to create a range of products committed to cleaner ingredients and ethical supply chains. Her impressive range succeeds on both fronts. With light-as-air textures (using natural mineral pigments) and blendable formulas, there’s nothing here we don’t love. Extra points go to Vapour’s organic ingredients, which are rich in protective antioxidants and skin-strengthening vitamins to support a better, healthier-looking complexion. Even better, there are no synthetic chemicals, petroleum or talc – so sensitive skin types can use it with confidence.  
 **The Bestsellers:** [The Soft Focus Foundation](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A%2F%2Fwww.net-a-porter.com%2Fen-gb%2Fshop%2Fproduct%2Fvapour-beauty%2Fbeauty%2Ffoundation%2Fsoft-focus-foundation-120s-30ml%2F16301891330266677) has been a huge hit – not just because of its extensive shade range, but also the creamy texture that melts into the skin for seamless, dewy, coverage. Another bestseller is the [Mesmerize Mascara](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A%2F%2Fwww.net-a-porter.com%2Fen-gb%2Fshop%2Fproduct%2Fvapour-beauty%2Fbeauty%2Flashes%2Fmesmerize-mascara-jet%2F16301891330266175) which has a short, fluffy brush to capture all the lashes for a fuller, more voluminous effect. Finally, don’t miss out the brand’s [multipurpose sticks](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A%2F%2Fwww.net-a-porter.com%2Fen-gb%2Fshop%2Fproduct%2Fvapour-beauty%2Fbeauty%2Fmulti-purpose%2Faura-multi-stick-eros%2F16301891330266173). Velvety and smooth, they blend like a dream – plus, the suits-all shades can be used everywhere, including the cheeks, eyelids and lips.   
   
[Available at NET-A-PORTER.com](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A%2F%2Fwww.net-a-porter.com%2Fen-gb%2Fshop%2Fdesigner%2Fvapour-beauty)

 

 

 

 ![Gentle Illuminating Primer](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/gentleilluminatingprimer.png?itok=ZLSUar2l)

 

 

 

[#### Gentle Illuminating Primer](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/vapour-beauty/beauty/primer/gentle-illuminating-primer-30ml/16301891330266663)

£55

 

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 ![Multi Stick](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/multistick.png?itok=DznZr9zj)

 

 

 

[#### Multi Stick](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/vapour-beauty/beauty/multi-purpose/aura-multi-stick-eros/16301891330266173)

£34

 

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 ![Soft Focus Foundation](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/foundationnew.png?itok=PZY_niIe)

 

 

 

[#### Soft Focus Foundation](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/vapour-beauty/beauty/foundation/soft-focus-foundation-120s-30ml/16301891330266677)

£50

 

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 ![Highlight Stick](/sites/sheerluxe/files/styles/max_600x600/public/articles/2022/01/vapour-highligh-stick.png?itok=2CLdAzZs)

 

 

 

[#### Highlight Stick](https://click.linksynergy.com/deeplink?id=etT1jgERWYw&mid=24448&murl=https%3A//www.net-a-porter.com/en-gb/shop/product/vapour-beauty/beauty/highlighter/highlight-stick-moonlight/18706561956244747)

£34

 

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## *more from*

### Beauty



 [View All Beauty](/beauty) 

  ![Smokey Eye Tutorial](/sites/sheerluxe/files/styles/teaser_200/public/articles/2025/05/beauty-school-thumb-2705.png?itok=1_d7FiEA)

  

 

 



 

[Make-up](/beauty/make-up)

/

  27 May 2025  

 [##  Smokey Eye Tutorial  


 

 ](/beauty/make-up/smokey-eye-tutorial) 

 

 

 

  ![The SL Directory: Spray Tan Experts](/sites/sheerluxe/files/styles/teaser_200/public/articles/2025/05/sl-site-assets-230525-thumb-hero-sl-directory-spray-tans.jpg?itok=q4h73c7B)

  

 

 



 

[Bath &amp; Body](/beauty/bath-body)

/

  23 May 2025  

 [##  The SL Directory: Spray Tan Experts  


 

 ](/beauty/bath-body/best-spray-tan-london) 

 

 

 

  ![How To Depuff & Tone Your Body With Massage](/sites/sheerluxe/files/styles/teaser_200/public/articles/2025/04/beauty-school-thumb-2804.png?itok=ZfKkjNje)

  

 

 



 

[Bath &amp; Body](/beauty/bath-body)

/

  28 April 2025  

 [##  How To Depuff &amp; Tone Your Body With Massage  


 

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[Hair &amp; Nails](/beauty/hair-nails)

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  04 February 2025  

 [##  The SL Directory: Microblading Experts  


 

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