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All the coolest US beauty brands you need to have on your radar

There’s something about raiding the beauty aisle in other countries that’s so much more fun than chucking another lipstick in your basket in Boots, right?

Maybe it’s the undiscovered territory, the fact that your friends back home won’t be able to copy your cool holographic nail colour, or the feeling of being away from home and therefore more comfortable experimenting with a new look.

Whatever it is, the US of A is one of our favourite places to shop for beauty products (hello, Sephora), and these are the brands that should be firmly on your radar for your next trip.

Oh, and, bonus: almost all of them now ship to the UK should you be staying on this side of the pond for the foreseeable.

Milk Makeup

One big, happy blur family ✌?

A post shared by Milk Makeup (@milkmakeup) on

Developed at Milk Studios in New York City, Milk Makeup only landed on the beauty scene in early 2016, but is already making major waves thanks to its Tumblr-worthy packaging and vegan-friendly products that actually work. It doesn’t have a UK stockist yet, but stay tuned…

Hero product: Their Blur Stick is pretty much a real-life Snapchat filter and we love it.

Lime Crime

Putting the fun back into beauty, Lime Crime’s colourful ‘makeup for unicorns’ has reached cult status, and is now shoppable in the UK via ASOS.

Hero product: Their Diamond Crushers are iridescent lip colours that any wannabe mermaids will be obsessed with.


Do you choose the balm, or does the balm choose you? ⚡️ Customize your Phase 1 Set on

A post shared by Glossier (@glossier) on

It launched in the US in 2014, but now Glossier has made its way across the pond, complete with its ‘skin first, make up second’ philosophy. If you love a fresh, dewy glow, rather than looking super made-up, this is the brand for you.

Hero product: Perfecting Skin Tint is the ideal alternative to a thick foundation, smoothing out your skin tone without clogging your pores.

Winky Lux

Not only is this brand’s name super cute, but so are its products, which (yay!) ship internationally. The cruelty-free label is based in Manhattan and lucky New Yorkers can even get same-day delivery. Living. The. Beauty. Dream.

Hero product: Flower Balm is the most Instagram-worthy lip tint you’ll ever use.

Becca Cosmetics

Their Rose Gold Highlighter has become something of an icon and Chrissy Teigen is such a fan of Becca that she collaborated with the brand on her own limited edition palette.

Hero product: The Becca x Chrissy Teigen Glow Face Palette, of course! Containing the aforementioned Rose Gold highlighter, another in Beach Nectar, a Sunlit Bronzer in Malibu Soleil and Luminous Blush in Hibiscus Bloom, it’s got everything you need to keep that summer glow going all year round.

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