Founded by brothers Ash and Aiden, Meloway makes makeup designed to be more approachable and easier to use, including its distinctive one-handed lipstick and two-in-one eyeliner with an eraser tip. The Brooklyn-born brand draws on its founders’ Korean heritage and K-Beauty influence while designing products for a wide range of skin tones and for people with upper-extremity disabilities or injuries.
Yubi BeautyBorn from Columbus attorney and mother Adiya Dixon Wiggins’s search for a faster morning routine, Yubi Beauty makes ergonomic makeup applicators designed to feel like an extension of the hand. Its patented Miracle Brush uses dense vegan bristles and interchangeable brush and sponge attachments to simplify self-applied makeup, earning the Buff and Blend Set a place among TIME’s 2018 Best Inventions. The brand also offers complementary tools for removing and cleaning makeup.POWELL, OH
Winky LuxFounded in 2015 by longtime friends Natalie Mackey and Nate Newman, Winky Lux set out to make beauty feel less self-serious and more joyful. The New York City brand creates playful makeup and skincare for everyday rituals, with a focus on cruelty-free, plastic-neutral formulas and transparent ingredient standards.
Pound CakeFounded by Camille Bell and Johnny Velazquez, Pound Cake makes custom color cosmetics designed to show up across different skin and lip tones. Its signature Cake Theory lip oils and Cake Batter lipstick grew from Bell’s own experience with shades looking different—or disappearing—on her lips, while the company rejects one-size-fits-all beauty formulas in favor of personalized color theory.PHILADELPHIA, PA
Atomic MakeupFounded in 2015, Atomic Makeup is a California-made indie cosmetics brand creating small-batch, rock ’n’ roll-inspired lipsticks for bold everyday self-expression. The Latina-owned and operated company makes its vegan, cruelty-free formulas by hand in California and gives a portion of proceeds to local Southern California charities.BROOKLYN, NY