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10 Female-Founded Beauty Brands to Know in 2023

Feature: Long Read
Words by Shannan Sterne

Is your beauty bag in need of an update? Here’s a suggestion – stock up on incredible make-up, fragrance, skincare and haircare from women-owned brands. Allow us to turn your attention to our list of both established and up-and-coming brands from self-starters to celebrity names. We’re talking quick-thinking hair tools designed by Mermade founder and CEO Tara Simich, holistic skincare kits created by artist Alicia Keys, and Hollywood-worthy make-up created by celebrity make-up artist, Charlotte Tilbury. Keep reading to learn about some of the most amazing female-founded beauty brands in the business and pick up a product (or 10) to try along the way. 

Charlotte Tilbury

Make-up artist to the stars of over 20 years (!), Charlotte Tilbury has sculpted the faces of everybody who’s anybody including: Nicole Kidman, Penelope Cruz, Salma Hayek, Amal Clooney and Sienna Miller. She’s ruled the world of Hollywood for years and in 2013, the British icon launched her own line of innovative, thoughtful formulas that cater to everyday routines. Charlotte’s niche? New-to-market shades and textures that cater to the modern consumer – this includes her new Pillow Talk Matte Beauty Blush Wand, made with lumi-blur technology that builds up colour in your cheeks and creates a soft-focus finish. And we can’t mention Charlotte without nodding to her cult-favourite Pillow Talk lipstick, which is inspired by her working life in the ‘90s, when she was trying to mix concealers and lipsticks backstage to create pink hues that complement all skin tones.  

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Charlotte Tilbury

U Beauty

She was the ‘Bag Snob’ on Instagram, and now a renowned beauty pioneer – it can only be entrepreneur Tina Craig. While immersed in the influencer world, Tina tried and tested the latest and greatest products and noticed a gap in the market – she wanted a one-hit skincare wonder that combined most of the ingredients she used in her daily 12-step routine. If you’re keen to embrace skinimalism, look to U beauty’s multi-hyphenate skincare infused with patented technology that lures damage-causing free radicals away from skin like a magnet. Essentially, each product is made with special Siren technology that helps to reverse the drying, dehydrating effects of pollution, second-hand smoke and UV rays. Not sure where to start? Streamline your routine with The Return Eye Concentrate. It’s packed with peptides, antioxidants, beta-glucans and pure diamond powder to lift, smooth and plump the delicate skin under your eyes.  

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U Beauty

Huda Beauty

If you’re into bold, highly pigmented eye make-up and big, fluttering lashes, you’ll have heard of Huda Beauty. Back in 2010, the businesswoman, beauty blogger and make-up mastermind started a YouTube channel called – you guessed it – Huda Beauty, where she taught you her beauty secrets. Huda then noticed a blank space in the beauty world for false eyelashes and started her beauty line, Huda Beauty, in 2013. Expect bright, bold make-up that lasts all day long, such as the Matte Obsessions Eyeshadow Palette. It’s rich, velvety pigment is unbeatable, and you only need a tiny amount of your eyeshadow brush for deep, lasting colour. The palette in ‘warm’ spans rusty orange, decadent browns and terracotta hues. Prone to sensitive skin? Rest assured, the formula is free from irritating fragrances and drying alcohols to prevent product from irritating your peepers.  

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Huda Beauty palette

Florence by Mills

Stranger Things and Enola Holmes star Millie Bobby Brown’s (AKA Mills) new collection has joined the harrods.com and H beauty family! Cast your eyes on pastel packaging, make-up shades named after London destinations (including Bethnal Green, where Millie’s grandmother lived), and minimalist skin saviours. First timers, go for the exclusive Dreamy Drops Clarifying Serum. The clever blend of niacinamide and willow bark extract works to clear your pores, while sodium hyaluronate will keep skin hydrated. And while we’re here, let us recommend her whale-shaped under eye patches. Each lilac soother is soaked in a blend of coconut extract and castor oil to calm and hydrate the delicate skin around your eyes. We predict a sell-out. 

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Florence by Mills

Mermade

Y2K crimped hair was trending in 2022, and it’s predicted that shaggy lengths will continue to reign supreme in 2023. Mermade founder and CEO Tara SImich is making waves (literally) in the hair tech industry with her TikTok trending Mini Waver – a three-tongued gamechanger, with barrels in varying sizes designed to be the precise measurement to create beachy ripples for all hair types, at any length and any texture. The inspiration behind it? Tara created Mermade when she was a new mum and had no time for the hairdressers. She struggled to style her own hair and craved a salon-at-home device that was easy-to-use. The result? A pioneering line of Instagram-worthy tools that replicate professional curls without leaving your home.  

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Mermade Hair Tools

Keys Soulcare

No one-trick-pony, Grammy award-winning singer, producer, actress and New York Times best-selling author Alicia Keys is famous for myriad reasons. One of those, is her glowing skin and inspiringly positive outlook on life. Enter her skincare line: Keys Soulcare. Get ready for dermatologist-approved cruelty-free serums, cleansing balms and candles embellished with affirming mantras on each bottle to remind you to take a moment of self-care. Begin with the Body + Soul Starter Set, it’s filled with a deliciously scented body oil, body cream and hand wash imbued with shea butter, cocoa butter and rose of Jerico to soothe and deeply moisturise skin.  

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Keys Soulcare

Ouai

When a haircare line from a world-renowned celebrity hairstylist and columnist arrives, you pay attention. Jen Atkin’s no-nonsense brand OUAI promises sulphate-free treatments, shampoos and conditions employed with keratin to repair and improve hair strength. Jen Atkin’s has maintained the lengths of Kim Kardashian, Gigi Hadid and Gwen Stefani (to name a few), and her Treatment Mask is certainly celebrity-worthy. Designed for fine to medium hair types, the lightweight formula is made with a special blend of shea butter, panthenol and hydrolized keratin to strengthen strands and boost moisture levels from root to tip. Last but not least – it smells incredible, think sweet wafts of bergamot, lychee, white musk, Champagne and rose with every hair flick.  

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Ouai

Eve Lom

Another great minimalist skincare line to *add to basket*? Eve Lom. The founder started her brand when she noticed a gap in the market for bare essentials that give you glowing skin without the need to pile on the product. After you’ve applied your moisturiser, lock in the goodness with her Renewal Treatment Oil. Packed with high-performing actives, botanicals and antioxidants, it visibly improves skin tone all the while bolstering your skin’s barrier.

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Eve Lom

Dr Barbara Sturm

She’s the A-list dermatologist who invented Kim Kardashian’s vampire facial, and the brains behind Hayley Bieber’s favourite face mask (it’s the sunflower seed oil and zinc Clarifying Mask, by the way), and her skincare is known to create unparalleled results. It’s Dr Barbara Sturm – and her secret to healthy and plump skin is the exclusive Super Anti-Aging Night Cream. Formulated with powerful peptides sourced from avocado extract, this velvety cream works overnight to repair cell damage caused by environmental stressors and pollutants during the day. Wake up to a softer, more radiant complexion.  

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Dr. Barbara Sturm

Veronique Gabai

Entrepreneur Veronique Gabai has been a beauty leader behind the scenes for decades, including an impressive stint heading up Estée Lauder's designer fragrance division. She then turned her skills to creating her own fragrance line inspired by her roots – her childhood in Cote d’Azur. A love letter to the French Riviera, her collection is full of fine perfumes that embody the region’s culture, nature and glamour, yet are also wearable and practical. Just like her Aroma Heart eau de parfum. Made with the help of the brand’s in-house aromatherapy doctor, who is always on-hand to cherry pick the most sumptuous of natural oils, Aroma Heart is a citrus-rich formula peppered with bergamot, grapefruit, lemon and jasmine. It's summer sunshine, bottled.  

 

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Veronique Gabai
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