Beauty brand that (maybe) you don't know about
Among skincare and makeup products, here are the brands to keep an eye on
G-Club
May 8th, 2025
May 8th, 2025
In recent years, more and more brands have made their way into the beauty world with original ideas, carefully selected ingredients, and a strong focus on sustainability. Often born from small labs or industry professionals, these brands focus on quality, transparency, and a clear identity. In this article, we’ve rounded up some of the most interesting names to keep an eye on—perfect for those looking for valid alternatives to big brands, without giving up on performance and innovation.
Beauty brand to know: Sikelia Ceutical
Sikelia Ceutical is a made in Sicily brand founded in Catania in 1995, blending nature and scientific research to create skincare products designed to truly care for the skin. Inspired by the island's biodiversity, they use local ingredients like prickly pear, processed with advanced technologies to achieve effective yet gentle formulas. Sustainability is at the core of their approach—from recyclable packaging to natural actives, every choice is made with respect for the environment.
Ciao Gaia
Ciao Gaia stands out for its range of solid haircare products, designed to be both effective and sustainable. The line includes solid shampoos, leave-in conditioners, masks, serums, scrubs, and heat-protecting sprays, all made with high-quality, vegan, cruelty-free ingredients, and packaged in recyclable materials with minimal packaging to reduce environmental impact. Beyond haircare, Ciao Gaia also offers intimate care products like underwear and menstrual discs, as well as a sustainable fashion line called Sunsetwear, which includes bodysuits, bikinis, and lingerie.
Absology
Absology is a French brand that blends wellness and beauty with its mission of “inside & out.” Created by Elisa Cardoni, it offers natural, plant-based supplements designed to improve skin, hair, and mood. The formulas are effective, easy to take, and environmentally friendly, featuring recyclable packaging and carefully selected ingredients. Whether you’re looking for glowing skin, stronger hair, or simply to feel better, Absology supports a complete and simple self-care approach.
Q+A Skin
Q+A Skincare is a British brand created to make skincare simple and accessible for everyone. Their formulas are clear, natural, and easy to understand, designed to answer common skincare questions. All products are made in the UK, feature ingredients like niacinamide, hyaluronic acid, and collagen, and are cruelty-free, with most formulas also being vegan. If you're after an effective, straightforward routine, Q+A is a great discovery!
Lepo
Lepo is an Italian natural cosmetics brand founded in the 1980s by Marisa Pedrini. Inspired by Asian traditions, the brand uses natural and organic ingredients. Over time, Lepo has developed a wide range of makeup and skincare products, designed to be gentle even on sensitive skin. Today, Lepo continues to innovate with cruelty-free, eco-conscious products that never compromise on quality or safety.
Skin First
Skin First is an Italian skincare brand launched in 2019 by Maria Pia Priore, a pharmacist and cosmetologist. It all started on Instagram, where she shared science-based skincare tips, building a passionate community. This led to the creation of a product line reflecting her values: simplicity, transparency, and effectiveness. All products are developed and made in Italy, cruelty-free, with targeted formulas and selected ingredients that respect the skin and its real needs.
Enooso
Enooso is an Italian solid cosmetics brand launched in 2018 by Gaia and Valerio—a fashion photographer and a former engineer—united by a dream of creating truly sustainable products. They offer shampoos, conditioners, deodorants, and more—all vegan, cruelty-free, and plastic-free. The formulas are natural and long-lasting, designed to reduce waste. Since 2020, Enooso has eliminated over 800,000 plastic bottles, becoming a key player for those choosing conscious beauty.
Not Beauty
Notbeauty is a beauty brand founded by singer SZA. For her, Not Beauty wasn’t about entering the beauty world for the sake of it, but about fulfilling a personal need: “It’s not about entering the beauty industry, it’s about filling a gap. I needed something that would last through a live performance, an intense conversation, an important date.” The brand’s first launches include three lip glosses that are completely cruelty-free and vegan, with a lightweight, non-sticky formula that delivers a shiny, long-lasting finish.
Space of Time
Space of Time is a self-care brand born from the friendship between Isabella and Stephanie, with the goal of creating small, everyday tools that help bring calm and well-being. Their products—natural and handmade in small batches—combine beauty, botanical scents, and simple rituals to bring us back to the “here and now” and help us feel more connected to ourselves.