3 Up-And-Coming Beauty Brands That Are About To Be Absolutely Everywhere

Photo: Getty Images / Anna Efetova
The beauty industry has changed a lot since the start of 2020. Major skin-care brands started selling luxe hand sanitizers and dermatologists are now consulting patients on how to beat maskne. Thanks to our new reality, searches for cosmetics have been down across the board. But a new report from Cosmetify shows that a few brands defied the odds and saw increased interest during the summer and early fall.

Cosmetify examined global Google searches during July, August, and September to find that Pür, Kitsch, and Merci Handy had the largest percentage increase in searches. Additionally, Cosmetify found the top beauty brand was Huda Beauty, founded by the top beauty influencer. Additionally, they found that ColorPop Cosmetics was the United States' favorite beauty brand. To learn more about the Cosmetify rising star brands, keep reading.

3 Cosmetify Rising Star brands that are about to be everywhere

1. Pür

Previously known as Pür Minerals, Pür is a vegan skin-care brand. Some, not all, of their products are paraben-free, gluten-free, and talc-free. It sells makeup products like its 4-in-1 Longwear Foundation and Concealer ($36) and skin-care products like Chateau Cheeks Cream Blush ($10). Google searches for Pür 337.9 percent, a surge that Cosmetify attributes to a collaboration with beauty vlogger Raw Beauty Kristy. This line sold out within hours of its launch. Pür also released a Barbie-themed makeup collection to honor the doll's 60th birthday. Cosmetify also ranked Pür as the nine on its list of top 10 brands.

2. Kitsch


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Known for its adorable hair accessories, Kitch gained more popularity during the pandemic for its face masks. Google searches for Kitsch increased by 115.5 percent. The brand is all about elevating your routine to make every step an act of self-care. From Microfiber Towel Scrunchies ($14) to Satin Pillow Cases ($19), you can find beautiful items to add to your beauty arsenal. In November the brand launched shampoo and conditioner bars, providing a plastic-free alternative to traditional bottled shampoo and conditioner.

3. Merci Handy


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This French brand specializes in hand care, perfect for right now, when hand sanitizer is everyone's best friend. Google searches for Merci Handy increased by 64.6 percent. It carries Hand Sanitizer Gel ($4) and Hand Cream ($7) but also steps outside of the hand-care arena with a Slime Shower Gel ($15) and deodorant ($12). All of their products are vegan and cruelty-free, contain natural ingredients, and are made with perfumes designed in southern France.

Speaking of pandemic skin care, here's how to treat maskne and other mask-related skin concerns:

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