The Results Are In: This Is the Best New Beauty Brand of 2019 — Plus 5 Runner-Ups

Saint Jane Beauty — the Tom Ford of CBD products — had a landmark year in 2019, and they're just getting started. The carefully curated line contains all but three SKUs (its award-winning face serum, a collection of lip glosses, and a body serum), but each one drips of luxury and is highly efficacious, with 500mg of CBD compared to the standard 300, to boot.

It's so much more than a tanning brand (although a good tanning brand with great products, it is). In one of the most inclusive campaign shoots we've seen all year, Isle of Paradise's "Get Body Posi" aims to put body acceptance above beauty standards — and it's about damn time.

The social media makeup artist charged with waving his magic (highlighting) wand on celebrities and influencers alike pulled a Kardashian (his client) and launched his own brand: Patrick Ta Beauty. Where to start? Well, how does five glistening products that are basically like golden-hour in a bottle sound?

Showing hair in a women's shaving advertisement? Shockingly revolutionary. Billie designs stylish, colorful razors we actually want in our showers, and for the first time addresses that women grow hair places other than their heads. Even cooler, the brand donates its original photography to Unsplash, a stock image site media companies source from, so people can download them for free — meaning more and more people will start to see advertising imitate real life.

Kosas emerged on the beauty scene like the sexy, more natural version of athleisure beauty that looks cute when you pull it out of your tote bag (and when you swipe it on), but won't spill or smear all over your Lululemons. The brand manages to juggle clean ingredients with a high-pigment payoff, without sacrificing the aesthetic of your chic vanity set up.

Everyone — regardless of gender identity — is included, thanks to cosmetics company Fluide. The cruelty-free brand doesn't just showcase a diverse set of models in its ad campaigns and marketing materials, but Fluide also puts its money where its mouth is and donates a portion of profits to LGBTQ+ rights organizations, because, honestly, why wouldn't they?