Founded 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.
Subtl BeautyRachel 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.PITTSBURGH, PA
ILIA BeautyFounded in 2011 after Sasha Plavsic set out to remake her everyday lip balm with safer ingredients, ILIA Beauty creates clean makeup and skincare designed to make skin look and feel better. The brand is distinctive for treating makeup and skincare as one, pairing active skincare ingredients and mineral SPF with color while pursuing packaging that can be kept out of landfills.
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.
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