New British Makeup Brands to Know About in 2018

Iconic London
Iconic London | © Instagram

The beauty industry is one that’s forever changing with new products, brands and skincare labels launching every week. From established companies branching into something unknown to a brand that started in one woman’s bedroom not so long ago, we list the top names to know in 2018.

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Iconic London

When a beauty brand is stocked in Harvey Nichols, you know it’s going to be good and not only that but new brand on the block, Iconic London, has also featured in Vogue and has been used by the likes of Kim Kardashian and Chrissy Teigen. Founded in 2015 by Jade Elliott who sold her car to launch the brand from her bedroom, it prides itself on bringing something a little different to an already-saturated market. Stocking a range of supremely soft vegan-friendly brushes as well as contouring palettes and the much-coveted Illuminator Drops that can be mixed with foundation to create a natural looking glow, there’s ample opportunity to re-brand your entire make-up bag if your new year’s resolution is to transform your look.


Established in 1999, Nails Inc. is the coolest cult nail brand on the market still today and 2018 sees founder Thea Green expand her empire to include beauty products that follow the same innovative product approach. INC.redible will launch with a series of lip products, from balms infused with real flowers suspended in the gel to highly pigmented Liquid Matte Lip Paint and Strobe Lipstick. A bold choice for some, the price-point and highstreet stockists make experimentation most accessible – you’ll be able to purchase from ASOS, H&M and Feel Unique and RRPs start at just £8. Future launches are planned so stay tuned to be the first to know about this unstoppable label’s next foray into the wider beauty world.


Incase you missed it, cult US brand Glossier has come to the UK and we couldn’t be happier about it. It’s beautifully branded, easy to use and laced with a rightfully-earned reputation for being exactly what your make-up bag is missing (specifically Brow Boy which has the potential to change not just your face but your life as well). When UK delivery launched, so did a pop-up store in Fitzrovia which came bedecked with Instragram-friendly florals by Simone Gooch and sent customers home with personalised, gimmicky gifts with purchase. Needless to say, the store extended its stay due to high demand which hints that 2018 might just see a permanent residency for the label, but perhaps that’s just wishful thinking.

Beauty Pie

If you’re the kind of person who buys a new beauty product to try week on week and gets excited about the prospect of a crisp new bottle or compact to unwrap then perhaps the newest beauty box on the market is the one for you? Before we lose you due to a tried and rejected subscription to Birchbox earlier in the year, just note, this concept is designed so that you can choose what you unwrap. There’s a monthly or annual membership fee but once you’re in, you’ll be privy to purchasing products made in the same factories as the most luxury labels on the high street for cost price – you just won’t get the branding or the over the top packaging that they usually come with. On top of this, Beauty Pie outlines exactly what each product costs to make, to test and to package which only makes you feel even better about your bargain purchases. Where do we sign?

Spectrum Collection

Making the tools that you use for application as fun as the products that you put on your face, Spectrum Collections is the perfect brand to gift beauty lovers thanks to its photogenic array of colours, all just an add-on to professional level performance and quality. You’ll find the brand stocked on Pretty Little Thing as well as its own e-commerce website and we recommend following their Instagram account to stay up to date with the latest releases and to familiarise yourself with their values; they’re strong advocates of being kind to animals and their products are all vegan-friendly.

Fenty Beauty

If you’ve not yet heard of Rihanna’s new beauty label, Fenty, then quite frankly, we’re not sure where you’ve been hiding, but whilst it launched exclusively in Harvey Nichols in November 2017, its hype is continuing to soar so there’s still time to familiarize yourself with the brand. Prompting a ‘diversity first’ notion thanks to its unrivaled range of foundation tones and lip colours, the initial concept states that everyone should be able to use Fenty, no matter their ethnicity. Needless to say, it was a sell out in a matter of days but the brand is re-stocked regularly – just often enough to maintain that element of desirability. Keep it on your radar to ensure you’re up to date with 2018’s newest releases as they happen.

Discover the best unique perfumers in London here.

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