4 new beauty brands to watch

1. TOM DAXON

The son of the long-term cre­ative direc­tor of Molten Brown, Tom Dax­on launched his eight-strong fra­grance line in a bid to cut through the sector’s mar­ket­ing hype and intro­duce a new ethos of trans­paren­cy and acces­si­bil­i­ty. He has fol­lowed up with show­er gels and a body lotion.

2. TRESTIQUE

This start­up has chal­lenged the incon­ve­nience of a cup­board full of mis­cel­la­neous creams and scrubs by sim­pli­fy­ing them all into one for­mat – the pen­cil, easy to car­ry and nev­er spilling. The com­pa­ny, co-found­ed by long-time Revlon employ­ee Jenn Kapahi, has even man­aged to devise a foun­da­tion and bronz­er in pen­cil form.

3. SKIN & TONIC LONDON

With sim­plic­i­ty as its point of dif­fer­ence, all of this young brand’s prod­ucts are made from the same sev­en ingre­di­ents or few­er, allow­ing it to pitch itself too as eth­i­cal­ly and envi­ron­men­tal­ly sounder. Its less-is-more approach extends to mak­ing many of its prod­ucts two-in-one, so scrub dou­bles up as face mask, for exam­ple.

4. ONOMIE

Launch­ing with just two prod­ucts – a con­ceal­er and a high­lighter – Onomie was found­ed by tech entre­pre­neur Kal Vepuri to pro­duce cos­met­ics with skin­care attrib­ut­es. The high­lighter, for instance, is infused with vit­a­min C. Direct to con­sumer sales is also allow­ing the brand to make a claim to the “afford­able lux­u­ry” seg­ment.