“It’s her authenticity and insight that gained her such a loyal following,” co-founder Katie Borghese stated of Chen Craig’s early success with BagSnob. And while it’s protected to assume that built-in audience doubtless boosted U Beauty’s initial exposure, now the model has precise lab result-backed bonafides to carry it ahead. U Beauty now has 11 merchandise, including its face lotion , a tinted moisturizer, and a transparent lip compound—also out there in a rising number of shades. Despite demand and the temptation to quickly expand across their product line, the co-founders take their time with each new addition. It was a full yr, for example, before U Beauty launched its second product.

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Because the hair part was extreme, at almost proper angles to the brow, Alexander selected a lighter search for the brows, opting to lighten them ever-so-slightly, to create a “summer, highlighted, soft eyebrow,” using the brand’s basis. Rare Beauty is branching out from makeup with its new line, Find Comfort, which includes an aromatherapy pen, hair and body mist, physique lotion, and hand cream, and launched this week at Sephora. The perfume in the physique care was designed to smell “like a hug,” says Rare Beauty founder Selena Gomez, with heat and comfy notes, like cashmere woods.