Yesterday I went to something called Generation Beauty San Francisco, a.k.a. #GenBeauty SF, a beauty/makeup/skin care convention for product pros and part-time makeup luvuhs. It was sponsored by Ipsy, Michelle Phan’s subscription box company.
There were booths staffed by the bigger brands, like MAC and Benefit, but there were also some cool up-and-coming lines, and here are three — one hair care, one skin care and a makeup line — to keep on your radar.
Eva NYC
Who they are: Eva NYC is an affordable, cruelty-free hair care and hair styling tool brand from Brooklyn, New Yorrrrrk! They’ve been around since 2012, but they’re expanding, and they’re all about good prices on professional-caliber products with pizzazz.
There’s lots of pink in their packaging to target all the girly girls out there (like moi!).
You know I’m a sucker for cute pink bottles. 🙂 These remind me a little of Soap & Glory…but less cheeky.
Where to find them: Ulta, Costco, CVS, Urban Outfitters and Anthropologie, although I haven’t seem them at some of those places lately, so I think they may only be carried at select locations for now.
What to try: Their $11.99 Freshen Up Dry Shampoo (which is currently on sale at Ulta for $8.99) is a bestseller of theirs. It’s known for leaving behind absolutely no residue, not even on the darkest strands.
Their hardcore fans also love the Mane Magic 10-in-1 Primer ($11.99); and their all-purpose primer, which detangles, nourishes, strengthens, softens, cuts drying time, adds shine, reduces frizz and protects against thermal, environmental and UV damage.
Their deep-conditioning Therapy Session Hair Mask ($11.99) is also a big seller.
Next…
Soo AE
Who they are: Soo AE is a budget-friendly Korean beauty and skin care line from New York, and they have a wide range of skin care products available on their website — cleansers, creams, the whole kit-and-caboodle.
Their super fans love their super-affordable masks, which range from $3-5 per packet. Everything in the line is paraben-free, and they love hyaluronic acid.
Where to find them: Their website, Ulta, Target and Walmart.
What to try: The bestselling product right now is their Charcoal Mask for brightening and smoothing skin, but I’m REALLY curious about their moisturizing Donkey Milk Skin Gel Mask, which has salmon egg extract (!) and, yes, milk from actual donkeys (why donkeys?!).
I’m also interested in — but kinda grossed out by! — their Snail Mask.
Next…
NOTE Cosmetics
Who they are: European brand NOTE Cosmetics has a full-featured line of vegan, cruelty- and paraben-free makeup now available in the US as of 2016, and they’re all about affordable luxe.
Prices range from $7.99 for a single powder eyeshadow to $17.99 for a baked blush.
Their colors tend toward wearable and natural-looking, so nothing outrageously cray or cutting edge (think Bobbi Brown), but there are some pretty deep purples and blues among the eyeshadows for gals who like to play.
Where to find them: They’re currently available online only at Ulta and through the NOTE website.
What to try: Their Terracotta Bronzers ($17.99) are their current bestsellers, and they have a silky texture and a luminous finish.
Your friendly neighborhood beauty addict,
Karen
Now these sound interesting, especially the hair care brand. Did you have a chance to try those hair towelettes?
Unfortunately no! But I’m hoping to soon.
I’ve only tried the Soo AE charcoal mask and wasn’t wow’d as far as the pore effects. It was very moisturizing, though. 🙂 Those terracotta bronzers remind me of muffins that didn’t quite rise. I think the hair towelettes sound very cool for gals with thick hair that tends to frizz.
I won’t say no to moisturizing! My skin is so dry that I’ll take it. 🙂 The hair towelettes totally remind me of the ones by Kerastase but at a lower price point!
I was just asked about Note in one of my FB groups, upon seeing this post.
A friend there gave them raves and shared some swatches. Their eyeshadows looked fantastic, including the blues and grays. I’m impressed.
Hi Rachel,
The powders are soft and the pigments are pretty intense! I didn’t have time to swatch a lot because it was crowded but I’m hoping to give a few items a go soon.
Hope you had a nice weekend! Did you guys do anything? We had family over (my in-laws) for a few days. It was fun but hosting is exhausting!
My friend said to wait for a BOGO at Ulta and get a couple of Note’s palettes and try them out. I think I will. I’m glad you had a fun weekend, but it’s always nice to go back to normal, isn’t it?
Saturday was busy for us. My oldest son moved in with his BFF since grade school. So we were moving his pets and their stuff, and his odds and ends. Hubby and I also did some shopping and errands we needed to get done before he left on his business trip early Sunday morning. He’s on the other side of the country till Friday.
Lucky him, though. We’re having a heat wave. It was 95 F yesterday, today’s high will be 102, and it will be 108 by Thursday. Yuck!!!
Good to know about some new brands! I love trying out new dry shampoos, especially if they work with dark hair. I’ve heard a lot about Korean beauty products, but have never tried them. The masks look interesting!
The NOTE eyeshadows are so pretty. Always a fan of neutrals!
Hi Ruchita,
Me too. They never go out of style! I think I’m going to give this dry shampoo a go someday. What dry shampoos do you use and love? My fave is R+Co Death Valley at the moment.
I’m still trying to find a favorite. 🙂 I like Not Your Mother’s
Clean Freak Dry Shampoo and Batiste is okay, but it smells rather strong. I’m also trying ones from Suave and Herbal Essences. I told myself I need to finish a couple of bottles before buying more. I have heard good things about Living Proof and I’ll add R+Co Death Valley to the list. Thanks for the suggestion!
I really like the Eva NYC therapy hair mask! It makes my hair super soft every time I use it.
Do you know if Soo AE is cruelty free?