The Most Innovative Beauty Brands in 2021

Flourishing with bold ideas and creative thinking, the beauty industry is constantly evolving to keep up with the modern consumer. From luxury brands incorporating artificial technology and science-based ingredients to small start-ups embracing sustainability movements and natural products, these are some of the most innovative beauty brands to watch in 2021. 

Everist Launches Zero-Waste and Waterless Haircare
Everist Skincare Range. Image: Byrdie

1. Everist 

New zero-waste beauty company, Everist, has launched the first ever water-activated hair care concentrate. Founded by Jessica Stevenson and Jayme Jenkins, the brand aims to reduce the beauty industry’s reliance on single use plastics and create high quality environmentally friendly beauty products. 

While shampoo and conditioner bottles can be over 70% water, Everist’s waterless cream formulas are three times more concentrated than regular shampoo and conditioner products. By doing so, the product fits an entire bottle of regular sized shampoo and conditioner into a 100ml tube. Made from entirely plant based ingredients, the creams contain aloe vera, amla oil, peppermint oil and coconut derived cleansers. As Stevenson and Jenkins are determined to keep their products as environmentally friendly as possible, the concentrates are packaged in a biodegradable and recyclable aluminium tube. Each tube is sold with a key that allows customers to squeeze out all of the formula left in the tube, preventing any unnecessary wastage. 

all Blue Light Protection Hyaluronic Serum
Chantecaille Serum Ingredients. Image: Chantecaille

2. Chantecaille

Sylvie Chantecaille launched her botanical beauty brand, Chantecaille, over twenty years ago.  Today, the brand is leading the way in blue light protection skincare. As recent research has discovered, the overexposure to blue light from smartphone and computer screens may trigger premature skin aging and result in hyperpigmentation, skin laxity and brown spots. 

Chantecaille’s blue light protection lines aim to fight against blue light exposure and protect the skin from these harmful effects. The Blue Light Protection Hyaluronic Serum is the line’s leading product. The serum is made from nasturtium flower and fermented extract derived from a radiation-resistant microorganism found in a waterfall in the Spanish Pyrenees. 

These ingredients are proven to reduce the visible effects of aging caused by blue light pollution by minimising the appearance of wrinkles and revitalising the skin. The same collection also includes a bio-lifting serum, future skin foundation and an anti-pollution mattifying cream. 

Image: ModiFace

3. L’Oreal 

One of the largest and oldest beauty brands in the world is undergoing a digital revolution. As a self-described digital first company, L’Oreal is one of the first beauty companies in the world to employ artificial intelligence technology and smartphone applications in their products and stores.

Powered by artificial intelligence, L’Oreal’s ModiFace allows customers to try-on products virtually and select products that suit their complexion, skin tone and hair colour best. This technology enables customers to receive a highly personalised experience with L’Oreal products, and make the right decision before purchasing. 

L’Oreal-owned skin-care brand La Roche-Posay also uses technology to empower customers.  My Skin Track pH patch provides people with information about their own skin’s particular pH balance. Connected to a smartphone app, the patch is placed on an individual’s skin to conduct a reading of their pH levels. Once complete, the patch will suggest targeted products for the customer via the smartphone app. 

The patch won the CES 2019 Innovation Award in the Wearable Technology Products category and can provide an accurate pH reading within 15 minutes, enabling customers to choose products that suit their individual needs. LaFlore - Probiotic Skincare
Image: LaFlore

4. LaFlore 

Following recent research into the importance of probiotics for healthy skin, clinical chemist and chief scientific officer Maya Ivanjesku, has developed the probiotic based skin care line, LaFlore. When applied directly onto the skin, probiotics are found to optimize the skin’s natural barrier, neutralize harmful bacteria and reinforce good bacteria in the skin’s microbiome system, resulting in less inflammation, redness, acne, and rosacea symptoms. 

With a background in pharmaceutical, cosmeceutical and biotech industries, Ivanjesku brings a scientific approach to her skincare line. While some probiotic lines only use one or two probiotic essences in their products, LaFlore employs triphase multibiotic technology. This means that the products consist of a scientifically proven combination of live prebiotics, probiotics and postbiotics. 

LaFlore sells three daily use products, including a probiotic cleanser, a probiotic daily defence moisturiser and a probiotic serum concentrate. The line also includes a Longevity Barrier repair oil and a probiotic hand sanitizer and hand repair shield combination.  

The Best Products From NIOD to Stock Up On ASAP
Deciem NIOD Range. Image: Deciem

5. Deciem

The Canadian based, multi-brand company, Deciem disrupted the beauty industry back in 2016 with the release of their signature line, The Ordinary. Conceived by Deciem founder, Brandon Truaxe, The Ordinary offers a transparent and scientific approach to skin care selling individually packaged skin care ingredients, such as vitamin C and hyaluronic acid, at extremely affordable prices.  

Before Deciem and The Ordinary, skin care ingredients were only found in small print on the back of a product’s packaging and most consumers weren’t aware of what they were putting onto their skin. Deciem has changed consumer expectations and brought transparency into the beauty industry. Today, consumers expect to know exactly what ingredients go into their skin care products. 

In February 2021, Estee Lauder Companies Inc. purchased a $1 billion majority stake in Deciem, increasing their standing investment from 29 per cent to 76 per cent. Deciem CEO, Nicole Kilner, believes that the increased investment will fuel the growth of Deciem’s new and existing brands. Currently, Deciem encompasses six individual brands and reportedly, sells one product every second. 

“Over the last four years, we have built a truly special long-term partnership with the incredible DECIEM team, and we are excited for what the future holds,” said Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies Inc. “DECIEM is an exceptional company. Nicola and her team have built and cultivated authentic brands with highly effective, must-have products using a vertically integrated model, and have fostered a uniquely transparent and engaging communication style. The company’s hero products, desirable innovation, and digital- and consumer-first high-touch approach have been instrumental to its success.”

Deep skin beauty moisturiser. Image: One Ocean Beauty

6. One Ocean Beauty 

One Ocean Beauty embodies the latest sustainable beauty movement of blue beauty. Blue beauty is focused on creating ocean friendly beauty products that are processed in a way that protects the marine environment and sea-life. Marine properties, such as algae and kelp, are often sourced as a key anti-aging ingredient in natural beauty products. Unfortunately, harvesting these ingredients can negatively impact the marine environment. 

One Ocean Beauty has discovered a way to use marine ingredients in all of their products, without harming ocean life. Using blue biotechnology to source ingredients, natural molecules are derived from live marine microorganisms and reproduced in a lab environment through bio-fermentation. By doing so, the beauty company avoids the potentially invasive 

process of harvesting, ensuring the marine environment and it’s biodiversity remains preserved. 

Committed to protecting marine life, One Ocean Beauty uses 100% recyclable packing and 

partners with Oceana. Oceana is the largest global, science based organisation that works with governments to change policies and protect the oceans. 

Loli Grape Hand Tonic. Image: Loli Beauty

7. LOLI Beauty

Founded by Tina Hedges, LOLI Beauty is an ambitious brand with a clear vision. The company is the world’s first zero waste, organic and food grade approach to beauty, creating natural products with the purest superfood ingredients. The ingredients are sourced from global farms, local artisanal purveyors and even upcycled from leftover organic food matter. 

In response to the covid-19, LOLI Beauty have combined their natural skin care knowledge with the pandemic induced demand for hand sanitisers.  LOLI Beauty’s Grape Hand Tonic 

swap’s synthetic ingredients and harsh chemicals for hydrating natural ingredients. 

The Grape Hand Tonic is the first MadeSafe certified hand sanitiser on the market, consisting of 70% steam distilled organic grape alcohol, vegetable glycerin, witch hazel and sweet orange essential oil. LOLI Beauty also sells cleansers, masks, makeup removers and serums in compostable and recyclable packaging. 

Review: Dr. Barbara Sturm Men's Discovery Kit – Robb Report
Strum Range. Image: Robb Report

8. Sturm

Sturm is founded by one of the world’s most sought after skin therapists. German aesthetics doctor, Barabara Sturm, is known for her efforts in skin care innovation. Dr Sturm developed the Kardashian approved ‘vampire facial,’ where an individual’s blood is withdrawn and injected back into their face, and the bespoke MC1 cream. 

The cream, somewhat controversially, harnesses proteins from an individual’s blood and blends them into a healing skin care product. MC1 cream is only available for Dr Sturm’s private patients and comes with a $1400 price tag.

Sturm was launched by Dr Barbara Sturm in 2014 and challenges surgical and aggressive anti-aging treatments with a line of molecular cosmetic products. The skin care line combines the power of ingredient science with potent plant extracts and offers a range of anti-aging creams, serums, toners and masks. 

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