POPSUGAR

Clear Some Space in Your Makeup Bag: These Are the Top 10 Beauty Brands to Watch in 2020

Jan 19 2020 - 1:15pm

The start of a new year means it may be about time for you to give your makeup bag a hard reset with some all-new beauty goods — and thanks to some predictions from Cosmetify [1], we're not talking about just any products, we're talking about clean beauty products [2]. The online beauty platform recently released a list of brands, products, and trends that it predicted will have a big moment next year, and the forecast shows that a handful of clean beauty brands — like Millie Bobby Brown's Florence by Mills [3], Drunk Elephant [4], and Jessica Alba [5]'s Honest Beauty [6] — will be some of the biggest brands on the rise in 2020.

The list features a total of 10 brands, most of which are already fan favorites. To narrow down the options, Cosmetify analyzed the change in two years' worth of Google Trends data for each brand. The search interest for each brand was analyzed from Oct. 23, 2018, to Oct. 23, 2019, as well as from the same dates in the previous year. The percentage change between the two figures was then calculated to show the year-over-year change in search interest for each one. The results ended up showing that Brown's line, which launched less than a year ago, will be one of the most talked-about beauty companies of the year, which isn't surprising, considering its heavy focus on Gen-Z-friendly products.

Read ahead to see what other brands made the list.

Florence by Mills

Florence by Mills is the brainchild of Stranger Things [8] star Millie Bobby Brown. Named after her great-grandmother Florence, Brown launched the Gen Z-focused makeup and skincare brand back in August [9], and since then, it has flooded the timelines of millions of fans on Instagram and has gained a strong following with its purple packaging and clean ingredients.

Rude Cosmetics

Rude Cosmetics [10]' product lineup is filled to the brim with edgy, cruelty-free products like metallic eye shadow palettes and highly pigmented brow and eyeliner creams that are all offered to customers at affordable prices.

Foreo

Foreo [11] defines itself as the future of skin care. With its lineup of innovative facial massagers, UFO-activated face masks, and blue-light acne treatments, Foreo is changing how we look at skin care one tech-based product at a time.

BondiBoost

This Australia-based haircare brand [12] specializes in products that promote strong and healthy hair growth without the use of parabens and sulfates [13].

Bliss

The folks over at Bliss [14] believe that looking good and feeling good go hand in hand. That's why all of the brand's spa-powered products are cruelty-free, PETA-certified, and optimized to make your skin feel its very best.

Kristin Ess

After spending several years as a hairstylist to the stars, Kristin Ess [15] saw a need to make high-quality hair products more affordable and accessible — so she launched her own line that's currently available at Target [16].

Suva Beauty

Founded in 2015 by Shaina Azad, Suva Beauty [17] is another cruelty-free brand that boasts a lineup of bestselling products like bold gel eyeliners, bright eye shadow palettes, and matte liquid lipsticks.

Jeffree Star Cosmetics

Despite Jeffree Star's involvement in a handful of public controversies [18] over the last few years, the YouTube star's cosmetics line has gained a cult following that's not expected to jump ship anytime soon.

Drunk Elephant

You'd be hard-pressed to find a POPSUGAR editor who's not singing the praises of any of Drunk Elephant's products [19]. The award-winning skincare brand boasts a line of "clean compatible" [20] products that are consistent bestsellers at Sephora thanks to its exclusion of iffy ingredients and toxins.

Honest Beauty

There's a reason this brand is called Honest Beauty [21]. Founded by Jessica Alba [22] in 2015, the company prides itself on using safe ingredients and being transparent with customers about what goes into its products.


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https://www.popsugar.com/beauty/top-beauty-brands-2020-47105756