Yesterday I went to something called Generation Beauty San Francisco, a.k.a. #GenBeauty SF, a beauty/makeup/skin care convention for product pros and part-time makeup luvuhs. It was sponsored by Ipsy, Michelle Phan’s subscription box company.
There were booths staffed by the bigger brands, like MAC and Benefit, but there were also some cool up-and-coming lines, and here are three — one hair care, one skin care and a makeup line — to keep on your radar.
Who they are: Eva NYC is an affordable, cruelty-free hair care and hair styling tool brand from Brooklyn, New Yorrrrrk! They’ve been around since 2012, but they’re expanding, and they’re all about good prices on professional-caliber products with pizzazz.
There’s lots of pink in their packaging to target all the girly girls out there (like moi!).
You know I’m a sucker for cute pink bottles. 🙂 These remind me a little of Soap & Glory…but less cheeky.
Where to find them: Ulta, Costco, CVS, Urban Outfitters and Anthropologie, although I haven’t seem them at some of those places lately, so I think they may only be carried at select locations for now.
What to try: Their $11.99 Freshen Up Dry Shampoo (which is currently on sale at Ulta for $8.99) is a bestseller of theirs. It’s known for leaving behind absolutely no residue, not even on the darkest strands.
Their hardcore fans also love the Mane Magic 10-in-1 Primer ($11.99); and their all-purpose primer, which detangles, nourishes, strengthens, softens, cuts drying time, adds shine, reduces frizz and protects against thermal, environmental and UV damage.
Their deep-conditioning Therapy Session Hair Mask ($11.99) is also a big seller.
Who they are: Soo AE is a budget-friendly Korean beauty and skin care line from New York, and they have a wide range of skin care products available on their website — cleansers, creams, the whole kit-and-caboodle.
Their super fans love their super-affordable masks, which range from $3-5 per packet. Everything in the line is paraben-free, and they love hyaluronic acid.
What to try: The bestselling product right now is their Charcoal Mask for brightening and smoothing skin, but I’m REALLY curious about their moisturizing Donkey Milk Skin Gel Mask, which has salmon egg extract (!) and, yes, milk from actual donkeys (why donkeys?!).
I’m also interested in — but kinda grossed out by! — their Snail Mask.
Who they are: European brand NOTE Cosmetics has a full-featured line of vegan, cruelty- and paraben-free makeup now available in the US as of 2016, and they’re all about affordable luxe.
Their colors tend toward wearable and natural-looking, so nothing outrageously cray or cutting edge (think Bobbi Brown), but there are some pretty deep purples and blues among the eyeshadows for gals who like to play.
What to try: Their Terracotta Bronzers ($17.99) are their current bestsellers, and they have a silky texture and a luminous finish.
Your friendly neighborhood beauty addict,