The Top 10 Breakout Brands in The DTC Makeup Space

The cosmetics and beauty industry is one of the fastest-growing industries in the world. In fact, the world of makeup is undergoing a remarkable transformation as Direct-to-Consumer (DTC) brands rise to prominence, disrupting the traditional beauty industry. Cision PR Newswire predicts that this industry will surpass $128.7 billion in revenue by 2030 meaning the direct-to-consumer (DTC) makeup brands will continue to see growth and success.

With a focus on innovation, inclusivity, and quality, several DTC makeup brands are on the brink of becoming major players in the market. Let’s explore these rising stars and discover what sets them apart.

The Top 10 Breakout Brands in the DTC Makeup Space

We’ve compiled a list of the top 10 breakouts in the DTC makeup space that are on the cusp of making it big. We compiled this list by identifying brands with a high Charm Growth Score™, but a lower Charm Success Score™ to show that while these brands are growing fast, they are still not as sophisticated as more longstanding brands.

Charm is known for using its proprietary scoring system to identify brands before they become household names. In fact, retailers use Charm to find the most sought-after brands to sell on thier store. Request a free trial of Charm to find the breaking-out brands you're looking for.

1. Dibsbeauty

Dibsbeauty stands out as a rising DTC makeup brand, celebrated for its commitment to clean and sustainable beauty. Their product range emphasizes inclusivity, providing consumers with a diverse selection of shades and formulations while maintaining an eco-friendly approach.

2. Kimchi Chic Beauty

Known for its vibrant and playful approach to makeup, Kimchi Chic Beauty brings a burst of color and creativity to the DTC landscape. Founded by drag queen Kim Chi, the brand embraces individuality and self-expression, offering a wide array of bold and innovative products that cater to diverse beauty preferences.

3. Youthfori

Youthforia captures the spirit of youthful, fun beauty with its unique product offerings. The brand resonates with a younger audience by combining vibrant pigments with skincare benefits, creating a fresh and dynamic approach to makeup for the modern generation.

4. Subtl Beauty

Recognized for its travel-friendly and customizable makeup palettes, Subtl Beauty has carved a niche in the DTC market. The brand's emphasis on portability and personalization appeals to the on-the-go consumer, offering a range of compact, stackable products that simplify beauty routines without compromising quality.

5. Bkbeauty

Founded by pro makeup artist and YouTube content creator Lisa J, Bkbeauty has gained acclaim for its commitment to diversity and inclusivity in the beauty industry. The brand focuses on providing a wide range of shades to suit various skin tones and undertones, ensuring that every individual feels represented and empowered through their makeup choices.

6. Nekoyanin

Nekoyanin, with its fusion of anime-inspired aesthetics and high-quality formulations, caters to a niche market seeking bold and artistic makeup options. The brand's unique themes and playful color palettes appeal to makeup enthusiasts who appreciate a touch of fantasy and creativity in their beauty routines.

7. Too Faced Cosmetics

Renowned for its whimsical and playful approach to beauty, Too Faced Cosmetics is celebrated for its high-quality, cruelty-free products. The brand's innovative and often sweet-themed releases, coupled with a commitment to inclusivity, have solidified its status as a beloved choice for makeup enthusiasts seeking both creativity and reliability.

8. Wonderskin

Wonderskin has gained recognition for its transformative and time-saving beauty solutions. Known for their long-lasting lip stain, this innovative brand focuses on creating products that cater to busy lifestyles, providing effective and efficient solutions for skincare and makeup, making it a go-to for those seeking simplicity without compromising on results.

9. LYS Beauty

LYS Beauty has made waves in the beauty industry for its dedication to clean and inclusive beauty. The brand prioritizes both product efficacy and diversity, offering a wide range of shades and formulations while maintaining a commitment to clean and sustainable practices, appealing to the growing demand for conscious beauty choices.

10. Ami Colé

Ami Colé is a Black-owned beauty brand that is made for melanin-rich skin. Using clean beauty formulas and skin-loving ingredients, the brand is meant to celebrate women of color. 

These DTC makeup brands are achieving success through their commitment to quality, innovation, and inclusivity. By creating innovative products and leveraging social media and influencer partnerships, these brands will likely make a significant impact on the makeup industry and set new trends in the beauty world.

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