Rachel Reid founded Subtl Beauty in 2019 after an overnight-bag dilemma turned into an idea for a more manageable makeup routine. The company creates portable, customizable makeup stacks for people who want beauty that fits into everyday life, from travel to the gym to a busy morning.
Vegan
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Cruelty-Free
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Gluten-Free
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Fragrance-Free
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Paraben-Free
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Wander BeautyFounded by serial entrepreneur Divya Gugnani and model Lindsay Ellingson, Wander Beauty makes streamlined makeup and skincare essentials designed for busy routines and life on the go. Its multitaskers are co-created with the brand’s community and formulated with clean, globally sourced ingredients, including the award-winning Baggage Claim eye masks and Pack Up & Glow mineral SPF 40.New York, NY
trèStiQuetrèStiQue makes portable makeup built around dual-ended, easy-to-use applicators and refillable packaging. Its compact kits pair clean, vegan and cruelty-free formulas with travel-friendly cases, while the brand’s crayon packaging uses up to 98% recycled materials and can be refilled as products run out.New York, NY
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
Laura MercierThirty years ago, makeup artist Laura Mercier founded her namesake beauty brand around a simple idea: makeup should enhance rather than mask the person wearing it. The brand develops artist-inspired cosmetics for a natural-looking, personalized finish, including its signature Translucent Loose Setting Powder.NEW YORK, NY