Oh Sephora. We find ourselves walking into the black-and-white striped storefront more often than we like to admit. And even when we’re at home, you best believe we’re clicking in courtesy of Instagram shop links and late-night scroll seshes. And it’s that crazy-dedicated customer base that leads to so many brands dreaming of launching in Sephora. (I mean, can you blame them?) Since we’re pretty big fans of the retailer, we’re always on the prowl for the new brands on the roster. And, lo and behold, this month there’s a handful. So, what are you waiting for? Ahead you’ll find seven Snap-worthy brands you’ll want to scoop up before you even finishing scrolling. Happy shopping!
Naturally Serious
For a brand new brand, you’d be surprised just how renowned this clean beauty collection already is. Known for its pure, powerful results, Naturally Serious features natural ingredients paired with cutting-edge technology for one-of-a-kind results. Best of all, each product is free from B.A.D. (banned, ambiguous, and debatable) ingredients, like parabens, phthalates, preservatives, and formaldehyde, making the entire range gentle enough for even the most sensitive skin. In addition to what goes into the products, what comes out is equally awe-inspiring. Think: pollution protection, visibly diminished fine lines and wrinkles, faded dark spots, dewy skin, and so much more. So yeah, thanks, Sephora!
Brit + Co Pick: Naturally Serious Get Even Cold-Pressed Peel Pads ($38)
Go-To
Self described as “skin care minus the confusion and the bullshit,” Go-To is the simple, minimalistic skincare collection you’ve been dying to get your hands on. Unlike so many other Instagrammable beauty products, these Sephora newbies — comprising everything from facial oils and creams to exfoliating wipes and the best damn lip balm you’ve ever used — are straightforward, with ingredients you can actually read. Clean and cruelty-free, you can feel good about slathering your skin in product after product. Hey, you might even fall in love with it. Zoë Foster Blake, former beauty director of Cosmopolitan and Harper’s Bazaar, not to mention the creator of the brand, sure did. As such, she uses her much-loved creations each and every day. One look at her skin and you’ll be itching to do the same.
Brit + Co Pick: Go-To Face Hero ($34)
Charlotte Tilbury
Available online on September 13 and in stores September 14, Charlotte Tilbury is already a cult classic thanks to its must-have colors like Pillow Talk and formulas like the Magic Away Liquid Concealer. Whether you opt for a creamy matte lipstick, a universally flattering blush, or a next-level glow courtesy of the Charlotte’s Bar of Gold Highlighting Palette ($58), you’re be thanking your lucky stars the brand is finally available at your retail fave.
Brit + Co Pick:Charlotte Tilbury Matte Revolution Lipstick in Pillow Talk ($34)
O&M
Ready to revive dirty, tired hair? O&M, short for Original Mineral, is here to save the day. Originally a professional haircare brand available solely in Australian salons, O&M sailed the seas to the US this past year, launching in Sephora and subsequently our hearts. Designed to be both effective and gentle, these products are geared toward giving you salon-quality results without the typical salon-quality ingredients. Instead of chemicals galore, O&M prides itself on clean formulations, utilizing Australian ingredients and essential oils that don’t sacrifice hair-healthy benefits. And just wait until you smell them!
Brit + Co Pick: O&M Know Knott Conditioning Detangler ($30)
BIOEFFECT
While it doesn’t seem like there’s much of a science to growing older, when it comes to finding products that help reverse the effects of time, there definitely is. Enter: BIOEFFECT. Founded by three geneticists, the barley-based skincare collection was created to replicate a naturally occurring human protein that helps keep skin taut and radiant. And, considering it was founded in Iceland and the fact that more than 30 percent of Icelandic women (you know, the gorgeous women with unbeatable complexions?) use it, you might just want to hop on this skincare train too. So, what will it be? The Eye Mask Treatment? Or maybe the Eye Serum? No, no, the Daytime Moisturizer. Product choices aside, with BIOEFFECT on your vanity, you can look forward to a hydrated, wrinkle-free smile on your face.
Brit + Co Pick: BIOEFFECT Cellular Age-Defying Serum ($160)
Kerastase
The luxury big sister to some of your favorite drugstore brands, KÉRASTASE is all about bespoke products for beautiful hair. Understanding of the idea that hair care isn’t one-size-fits-all, the brand has launched a vast array of products encompassing all hair textures and types. Coarse, colored, damaged, dry, fine, or curly hair — there’s a product range for you.
Brit + Co Pick: KÉRASTASE Elixir Ultime Oil Serum ($50)
High
Launching online and in Sephora stores on September 18, this new-to-market skincare line is sure to be a hit among plant-lovers and beauty junkies alike. Formulated by Melissa Jochim, AKA the woman who brought Juice Beauty to life, high beauty (lowercase — because it’s unpretentious like that) is unique in that it focuses on the cannabis trend taking the skincare world by storm, but without so much as a drop of CBD or THC in the results-driven formulas. Instead, high expectations, a facial oil, and high five, a facial moisturizer, are both made with cannabis sativa seed oil to neutralize, balance, and protect skin from the outside in. As if the reparative effects weren’t enough to swoon over, the millennial pink-meets-matcha-green-tea packaging most definitely is.
Brit + Co Pick: high five cannabis facial moisturizer ($40)
Excited to see these brands join the ranks at Sephora? Tell us @BritandCo!
Brit + Co may at times use affiliate links to promote products sold by others, but always offers genuine editorial recommendations.
