Skip to main content

3 beauty brands to watch in 2023

Young consumers seek out emerging brands disrupting the beauty industry.

They’re not shopping at their moms’ makeup counter anymore. Gen Z and Gen Y consumers use Instagram and TikTok to seek out smaller, niche brands that typically build up a fanbase and sell online before launching into retail. Here are three exciting brands to watch in 2023.

brow kit

Wisnewski Beauty


After years of using a toothbrush to do her eyebrows, Lisa Rose Wisnewski decided to create a more specialized tool and leave the toothbrush to her dental care. Months of experimentation in her garage with handles, bristles and brows led Wisnewski to a patented product and the launch of her beauty brand, Wisnewski Beauty, in October 2022.

With her No. 9 Brow Brush in tow, Wisnewski moved to Los Angeles to connect with professionals who possess a collective experience of more than 90 years in the beauty industry working with big names such as MAC and Merle Norman. 

Wisnewski Beauty’s brow-formulated line of products seeks to offer an all-in-one solution to care for the health of the eyebrow and provide an effortless ability to shape and design its appearance.

The No. 9 Brow Brush features an angled crescent shape and synthetic bristles that contours to the eyebrow and the eyebrow bone for easy application and maneuverability. 

The Wisnewski Beauty Gel is a clear eyebrow gel that goes on smooth and holds gently. The gel works to keep the brow shape and contains panthenol to heal and protect hair. Made in Milan, Italy, it’s vegan and free of parabens, silicones and fragrances.

[Read more: Sign of the times: Customized cosmetics, skin care lead 2022 trends]

Rude Cosmetics Be Squared eyeshadow pallette

Rude Cosmetics


Brian and Stacey Lee launched Rude Cosmetics with the belief that makeup is the best tool to “express your inner you.” The couple are former beauty distributors for Morphe, NYX and other beauty companies, which led them to start their own brand in 2018. 

The Los Angeles-based company offers cutting-edge products targeted to the millennial and Gen Z beauty consumer. The collections and collaborations feature fun packaging, with the false lash sets as a fan favorite.

The brand’s motto of “Makeup with Attitude” shows through in its large collection of products that use highly pigmented shades and glitters. The full cosmetics line, which includes makeup for eyes, face and lip, provides quality formulas at affordable prices. 

The brand also offers a skin care essentials line with facial mists, setting sprays, primers, masks and moisturizers — all vegan, cruelty free and paraben free. 

In December, the brand will launch its EDM Palettes (six shades), Be Squared Palettes (four shades) and Berry Juice Lip Trios at Hy-Vee stores.

[Read more: Sephora names 2023 Accelerate brand incubator participants]

Pear Nova nail lacquer

Pear Nova


Founder and CEO Rachel James created Pear Nova to bridge the gap between beauty and function with luxury lacquers and nail care. 

Armed with a degree in fashion merchandising and a background in beauty, James noticed a void in the representation of medium to dark skin tones in the nail world and committed to bridging that gap. She spent a year formulating a long-wearing polish formula that’s suitable for a spectrum of complexions. 

The brand also has 10 nail care and body care products to pamper from head to toe. The products are vegan, cruelty free and nontoxic. 

The brand in October launched its first collection of Layovers — luxury faux nails — as a collaboration with Marvel Studios’ film “Black Panther: Wakanda Forever.” The collaboration features three sets of Layovers showcasing custom nail designs by minority artists and creatives. Each set features 24 almond-shaped luxury faux nails, one nail file/buffer, one cuticle stick and one nail glue. 

In 2019, Pear Nova Studio opened in Chicago as a nail salon, beauty lounge and safe space to bridge the gap between beauty and community. 

In December, the brand will launch its EDM Palettes (six shades), Be Squared Palettes (four shades) and Berry Juice Lip Trios at Hy-Vee stores.

This ad will auto-close in 10 seconds