Lip color is a staple in every beauty enthusiast’s collection, and while well-known brands like MAC, Maybelline, and Dior dominate the market, there are countless underrated lip color brands carving their own paths to success. These brands may not have the same global recognition, but they’re shaking up the beauty world with innovative formulas, inclusive shade ranges, and sustainability-driven practices. In this article, we’ll explore 30 under-the-radar lip color brands like Ilia Beauty, Dose of Colors, and Mented Cosmetics that are competing with industry giants while staying true to their niche markets.
Analysis: Known for its clean, sustainable approach, Ilia combines beauty with eco-friendly formulations. Their lip colors are crafted with organic botanicals, offering high performance while being safe for the skin. Brand Ambassadors: Ilia partners with influencers like makeup artist Katie Jane Hughes to promote natural beauty. Competitors: Competes with bareMinerals and Tarte for the eco-conscious consumer.
Analysis: Dose of Colors is known for its highly pigmented, cruelty-free lip colors, especially their liquid lipstick range. They’ve carved a niche in bold, statement lip shades. Brand Ambassadors: Founder Anna Petrosian often serves as the face of the brand, focusing on influencer-driven marketing strategies. Competitors: Competes with Huda Beauty and Anastasia Beverly Hills for vibrant, long-lasting lip products.
Analysis: Created by world-renowned makeup artist Lisa Eldridge, the brand offers high-end velvet-textured lip colors. These luxury lipsticks stand out for their rich pigmentation and smooth texture. Brand Ambassadors: Eldridge is her own best ambassador, using her celebrity clientele like Keira Knightley and Emma Watson to showcase her brand. Competitors: Competes with luxury giants like Chanel and Tom Ford.
Analysis: Kosas stands out for its botanical-infused, clean beauty lip colors, providing a balance of rich pigmentation and hydrating ingredients like mango butter. Brand Ambassadors: The brand partners with wellness and beauty influencers like Sophia Roe to reflect its health-first beauty philosophy. Competitors: Challenges brands like Glossier and Milk Makeup, which also target a young, minimalist demographic.
Analysis: Bite Beauty specializes in vegan, food-grade lip colors, prioritizing natural ingredients without sacrificing vibrant pigments. Their Power Move Creamy Matte Lip Crayon is a standout product. Brand Ambassadors: Bite leverages influencer marketing, often working with clean beauty advocates and eco-conscious consumers to reflect its brand values. Competitors: Competes with MAC and Urban Decay, especially for consumers seeking bold, safe-to-wear lipsticks.
Analysis: Pat McGrath’s line is known for its opulent, high-pigment lip colors. Often considered luxury artistry in a tube, Pat McGrath lipsticks bring couture-level fashion to everyday beauty routines. Brand Ambassadors: Pat McGrath herself serves as the face of her brand, using her influence as one of the top makeup artists in the world. Competitors: Faces competition from high-end beauty brands like Dior and Yves Saint Laurent.
Analysis: Axiology sets itself apart with zero-waste, vegan lip colors that appeal to the eco-conscious crowd. Their multi-use balmies are both innovative and environmentally friendly. Brand Ambassadors: Works with sustainability influencers to reflect their brand ethos, avoiding mainstream celebrity endorsements to maintain authenticity. Competitors: Competes with RMS Beauty and Kjaer Weis in the clean beauty space.
Analysis: Known for their minimalist, multi-use lip and cheek crayons, Nudestix appeals to on-the-go beauty lovers looking for fuss-free application. Brand Ambassadors: Their Hilary Duff collaboration brought significant visibility to the brand, with targeted influencer campaigns supplementing their efforts. Competitors: Competes with Fenty Beauty and Rare Beauty in the easy-to-use, multipurpose beauty segment.
Analysis: Known for fast fashion, Zara’s entry into lip colors focuses on affordability without compromising on quality. Their lipsticks come in sleek, minimalistic packaging, appealing to Zara’s existing fashion-forward customer base. Brand Ambassadors: Zara relies on its massive retail presence and fashion influencers for promotion rather than traditional celebrity endorsements. Competitors: Competes with Sephora and NYX, offering a lower price point but similar quality.
Analysis: Rituel de Fille brings a mystical, handcrafted approach to beauty with lip colors inspired by natural elements and alchemy. Their highly pigmented formulas offer a luxurious, artisanal feel. Brand Ambassadors: The brand is closely tied to beauty influencers and makeup artists who focus on artisanal, natural beauty looks. Competitors: Competes with Charlotte Tilbury and Tom Ford, focusing on luxury, editorial-inspired makeup.
Analysis: Mented Cosmetics focuses on creating inclusive nude shades for women of color, a market gap often ignored by bigger brands. Their lip colors are highly pigmented, with an emphasis on natural looks. Brand Ambassadors: Mented works with beauty influencers who promote diversity and inclusivity in the makeup world. Competitors: Competes with Fenty Beauty and Bobbi Brown, both of which also offer inclusive shade ranges.
Analysis: Kjaer Weis stands out with its luxury, refillable packaging and organic, high-performing lip colors. The brand merges luxury with sustainability, catering to eco-conscious consumers. Brand Ambassadors: Partners with eco-influencers and celebrities who support sustainability, such as Gwyneth Paltrow and her Goop brand. Competitors: Competes with Chanel and Yves Saint Laurent, but with an eco-friendly twist.
Analysis: Known for its heritage in luxury goods, Hermès expanded into beauty with exquisite lip colors that reflect the brand’s luxurious design and attention to detail. Brand Ambassadors: Hermès taps into its existing network of high-profile clients and fashion influencers to promote their beauty line. Competitors: Competes with Tom Ford and Dior, targeting high-end consumers looking for luxury lipsticks.
Analysis: Known for its skincare-first approach, Perricone MD’s lip colors are packed with skincare benefits, like neuropeptides to promote smoother, fuller lips. Brand Ambassadors: Uses dermatologists and skincare experts as brand ambassadors, blending beauty and science. Competitors: Competes with Clinique and Elizabeth Arden, focusing on lips as part of an overall skincare routine.
Analysis: Tower 28 offers clean, non-toxic lip colors with an emphasis on sensitive skin. Their lip glosses and tints are designed to be soothing and hypoallergenic. Brand Ambassadors: Works with influencers who advocate for clean beauty and skin health, often found in sensitive skin communities. Competitors: Competes with Glossier and Milk Makeup, targeting younger consumers looking for clean and minimalistic beauty products.
Analysis: Vapour Beauty emphasizes plant-based ingredients in its highly pigmented lip colors. The brand focuses on eco-conscious consumers looking for clean, organic beauty. Brand Ambassadors: The brand’s marketing revolves around sustainability influencers and eco-conscious celebrities. Competitors: Competes with RMS Beauty and Kosas, focusing on clean, plant-based formulas.
Analysis: With an eco-conscious mindset, Flavedo & Albedo uses plastic-free packaging and vibrant lip tints to appeal to the sustainable beauty market. Brand Ambassadors: Partners with zero-waste beauty influencers to promote their eco-friendly values. Competitors: Competes with Axiology and Tata Harper in the sustainability-driven beauty segment.
Analysis: Saie Beauty creates minimalist, dewy lip tints that are both hydrating and made with clean ingredients. Their focus is on creating no-makeup makeup looks. Brand Ambassadors: Saie works with wellness influencers and clean beauty advocates to target millennials and Gen Z. Competitors: Competes with Glossier and Milk Makeup, which also focus on the minimalist beauty trend.
Analysis: Known for their bold, highly pigmented lipsticks, Melt Cosmetics has a cult following. Their edgy approach to color appeals to makeup artists and enthusiasts looking for something beyond everyday neutrals. Brand Ambassadors: The founders, Lora Arellano and Dana Bomar, serve as the faces of the brand, often showcasing new products on social media. Competitors: Competes with Kat Von D Beauty and Urban Decay, known for their bold, high-coverage lip colors.
Analysis: This clean beauty brand focuses on non-toxic, cruelty-free lip colors. Clove + Hallow’s commitment to affordable, natural beauty sets it apart from pricier clean beauty competitors. Brand Ambassadors: The brand collaborates with clean beauty influencers who focus on minimalism and eco-conscious living. Competitors: Competes with Bite Beauty and ILIA, appealing to consumers who prioritize clean ingredients at an accessible price point.
Analysis: ColourPop has gained fame for its affordable, trendy makeup, including its extensive line of lip colors. Known for their vibrant shades and frequent collaborations, they stay relevant by keeping pace with the latest beauty trends. Brand Ambassadors: Collaborates with beauty influencers and YouTubers, making social media their primary marketing platform. Competitors: Competes with NYX and Morphe, providing high-quality products at budget-friendly prices.
Analysis: A cult favorite in the K-beauty world, 3CE offers lip colors known for their soft matte textures and trendy shades. They appeal to a younger demographic with playful packaging and innovative formulations. Brand Ambassadors: Frequently collaborates with Korean influencers and K-pop stars to boost visibility. Competitors: Competes with Etude House and Peripera, focusing on innovative formulas and playful marketing.
Analysis: While best known for their eyeshadow palettes, Violet Voss also offers stunning lip colors with intense pigmentation. Their liquid lipsticks are designed for long wear and bold color payoff. Brand Ambassadors: Works with beauty influencers who focus on bold, full-glam looks, aligning their branding with high-impact makeup. Competitors: Competes with Jeffree Star Cosmetics and Anastasia Beverly Hills, known for their focus on pigmentation and wear time.
Analysis: A clean beauty brand offering organic, plant-based lip colors. Sappho is committed to sustainability, using eco-friendly packaging and natural ingredients. Brand Ambassadors: Partners with clean beauty advocates and eco-conscious influencers who promote sustainable beauty practices. Competitors: Competes with RMS Beauty and Tata Harper, which also focus on plant-based, organic makeup.
Analysis: Known for its professional-quality makeup, Espoir offers a variety of high-end lip colors that are popular in the Korean beauty scene. They focus on creating high-performance products that appeal to makeup artists and beauty enthusiasts alike. Brand Ambassadors: Often works with K-pop idols and Korean influencers to promote their products through trend-driven campaigns. Competitors: Competes with Laneige and Innisfree in the premium K-beauty space.
Analysis: Founded by beauty influencer Jamie Genevieve, Vieve focuses on inclusive, modern lip colors that cater to all skin tones. Their lipsticks are known for being comfortable and long-lasting, with a sleek, high-end feel. Brand Ambassadors: Jamie Genevieve is the face of her brand, leveraging her massive social media following to promote her products. Competitors: Competes with Charlotte Tilbury and MAC, offering high-end, influencer-driven products.
Analysis: A luxury, niche brand, Ellis Faas is known for its innovative bullet-style packaging and unique, universally flattering lip colors. Their products focus on rich pigments inspired by human skin tones. Brand Ambassadors: The brand doesn’t rely on traditional ambassadors but instead highlights the artistry of Ellis Faas, a makeup artist with a vision for human-inspired colors. Competitors: Competes with high-end brands like Chantecaille and Sisley.
Analysis: OFRA is a vegan, cruelty-free brand known for its long-wear liquid lipsticks and vibrant colors. Their focus is on creating highly pigmented lip products that are suitable for all-day wear. Brand Ambassadors: OFRA works closely with beauty influencers and YouTubers, particularly those who focus on vegan and cruelty-free beauty. Competitors: Competes with Anastasia Beverly Hills and Jeffree Star Cosmetics.
Analysis: Known for its luxurious textures and elegant packaging, SUQQU offers highly moisturizing lip colors that blend Japanese beauty traditions with modern formulations. Brand Ambassadors: Works with Japanese models and beauty influencers who reflect the brand’s minimalist, high-fashion aesthetic. Competitors: Competes with Shiseido and Kanebo, other major players in Japanese luxury beauty.
Analysis: Created by makeup artist Sona Gasparian, Persona focuses on easy-to-use, everyday lip colors that flatter a wide range of skin tones. Their formulas are designed to be comfortable and highly pigmented. Brand Ambassadors: Sona Gasparian often serves as the brand’s ambassador, leveraging her expertise and online following to promote her products. Competitors: Competes with Glossier and Fenty Beauty, targeting the modern, everyday beauty consumer.
The world of lip color is vast, and while major players like Chanel and Fenty Beauty may dominate beauty counters, the smaller, underrated brands we’ve highlighted are making waves with their unique offerings. Brands like Pat McGrath Labs and Kjaer Weis are not only competing with bigger names but also leading with innovation, clean ingredients, and inclusive beauty. By giving these brands the attention they deserve, we can support a more diverse, conscious beauty landscape—one that celebrates creativity and quality over mass production.
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