Up & Coming Indie Beauty Brands for 2025

Indie beauty represents the entrepreneurial and innovative spirit pushing the personal care industry forward.  According to Don Frey, president & CEO of the Independent Beauty Association (IBA), the founders and entrepreneurs who build these brands have thrived by recognizing the diversity of consumers’ needs and preferences and placing their own personal stamps on the products they create.  

“These brands fuel the economy and provide opportunities for those entrepreneurs who have previously been underrepresented, including females and people of color,” Frey told Happi. “They also bring an authenticity which recognizes a full spectrum of how consumers want to care for themselves and their appearances, from full on glam to thoughtful care of the skin that enhances natural beauty.”

Founders and small businesses fuel a significant contribution to the next generation of sustainable and effective products, added Frey. 

“These brands have and will continue to be the pioneers that lead to innovation in sustainability, ethical sourcing, transparency of ingredients and rethinking supply chain,” he told Happi.

Here’s a look at some indie beauty tastemakers to watch in 2025; they’re presented in alphabetical order.

CIELE COSMETICS: Makeup Meets Sun Protection

https://cielecosmetics.com

Year Founded: 2023 

Names To Know: Co-Founders Nikki DeRoest & Cerre Francis

Hero Product: Tint & Protect SPF 50+ 

Stocked At: Sephora

Newest Launch: Conceal & Protect SPF 50+

Brand Story: Ciele Cosmetics is a new line of “skin-driven, fragrance-free formulas made with broad spectrum SPF and non-pore-clogging, clean, vegan ingredients,” according to co-founder Nikki DeRoest. 

DeRoest, a Los Angeles-based makeup artist and stylist, explained Ciele creates products for makeup lovers and skincare enthusiasts alike, offering high-performing color cosmetics with skin-driven formulas. 

“With makeup that meets protection and artistry-standard performance, Ciele’s SPF-infused innovations are designed for customers to help you look and feel your best,” she told Happi.

After training under experts at Stila Cosmetics, Bobbi Brown and Chanel, DeRoest furthered her studies as an apprentice with R+Co’s co-founder and haircare expert Howard McLaren.

DeRoest has collaborated with major brands such as Chanel, Bare Minerals, Nike, Fendi, Armani Beauty, Dior, Coach, Swarovski, Calvin Klein, Adidas and Nars through her work as a beauty expert. DeRoest specializes in brand education, leading makeup master classes.

Meanwhile, Ciele Cosmetics co-founder Cerre Francis was previously vice president of operations at indie company Roen Beauty, also based in LA. She also worked as a general manager at Hourglass Cosmetics.

DeRoest and Francis have made it their mission to create high-performance artistry products with added benefits, introducing a new level of makeup that meets protection. After one year in business, Ciele has redefined color cosmetics.

“With the goal to create the core pieces to a customer’s complexion wardrobe, Ciele exists as more than just beauty,” said DeRoest. “Ciele’s aim is for customers to feel more protected with SPF and remind them that you can play in makeup— even if you have acne— supported by products that also improve the skin over time.”

Sustainability is also at the forefront of the brand, as it features recyclable products.

Why We’re Watching: According to DeRoest, Ciele Cosmetics is the classic indie beauty success story.

“We launched out of the gate in August 2023 as an artistry-approved brand exclusive to Sephora, boasting formulas that exclude any ingredients known to clog pores or be problematic for acne prone skin. Going beyond Clean at Sephora, talc, phthalates, parabens, sulfates and over 150 other ingredients are not found in Ciele products. This places a unique and non-traditional focus on servicing those with acne prone skin, so that no one has to sacrifice wearing makeup in fear of having a breakout,” DeRoest told Happi.

Ciele also strives to give customers the experience of doing their makeup well in five to 10 minutes, prioritizing formulas that not only protect and perform, but provide ease of application, she added. 

“The finish of the products and the way that they make you feel are paramount to the experience Ciele wants customers to have,” noted DeRoest, “with the ultimate goal to make others feel confident through the use of our products.”

What’s Next: Ciele has new innovations in the pipeline for 2025, including expanded offerings to its aptly named “complexion wardrobe.”

DAZZLE DRY: Novel Nail System

www.dazzledry.com

Year Founded: 1993

Names To Know: Founder Dr. Vivian Valenty

Hero Product: The Dazzle Dry 4-Part System 

Stocked At: Amazon.com, www.dazzledry.com and fine spas and nail salons nationwide

Newest Launch: Afterparty Collection (Holiday)

Brand Story: Dazzle Dry is a nail system formulated to expand and contract with nails. According to Dr. Vivian Valenty, founder and president of the business located in Chandler, AZ, this is important because lack of polish flexibility is typically what causes chipping, peeling and cracking.

Dazzle Dry lasts for up to 14 days for a manicure and over 30 days for a pedicure. It is also non-toxic and dries in under five minutes. Its bestselling hues span from Prima Ballerina to Fast Track Cherry.

Valenty is a chemist with a vast career that includes serving as an assistant professor at Skidmore College, a research scientist at the New York State Department of Health and a research and developer at Dupont and General Electric. Valenty is best known for developing a molecule at DuPont to replace phosphates in detergent using carbohydrates and soybeans, as well as the development of a patented polymer for GE’s electronics and semiconductors. 

Flashback about 15 years, Valenty opted to utilize her science background to meet a challenge presented by a nail technician: develop a polish that would dry in under 10 minutes and wouldn’t chip or crack for two weeks. After several hits and misses, Valenty developed the first topcoat to use UVA rays to quickly dry nails. The formula, however, was shelved when the FDA ruled UVA rays were damaging to skin. She went back to the drawing board to create a polish system that utilizes polymers to formulate a basecoat that expands and contracts, just like nails, Valenty told Happi. 

Born and raised in the Philippines, Valenty started as a chemist in 1964. Throughout her storied career, she was consistently hired to solve a problem or invent something no one else could. Valenty then went on to be an assistant professor, and then a research scientist at the New York State Department of Health. After joining DuPont, she developed a molecule to replace phosphates in detergent using carbohydrates and soybeans. She was then poached by GE where she went on to develop and patent a polymer for use in electronics/ semiconductors. Valenty became a wizard at problem-solving on all levels and was sought out: she was essentially an entrepreneur even when working for someone else.

Valenty and her husband relocated to Phoenix, AZ where General Electric had set up an office. Her husband started a chemical consulting firm. A client of his had a wife who was a nail tech and was in search of a polish that could dry in under 10 minutes. Valenty developed the first-ever topcoat that used UVA rays to dry nails quickly. At the time, everyone thought UVB was the dangerous one, but it came out by the FDA that UVA was the culprit causing damage to the skin.

Naturally, she abandoned the idea of using any “dangerous rays” to dry polish (i.e. gel polish) and went on to spend the next 10 years designing the Dazzle Dry polish system.

Why We’re Watching: Dazzle Dry offers a complete manicure or pedicure with 100% dry time in under 10 minutes. It goes on with a flexible base coat that expands and contracts with the nails.  

“This is important because lack of polish flexibility is typically what causes chipping, peeling and cracking,” said Valenty.

Additionally, the brand takes sustainability “very seriously” and uses biodegradable, recyclable packaging materials and partners with We Forest, added Valenty. 

Dazzle Dry plants one tree for every order placed on DazzleDry.com.

What’s Next: According to Valenty, more products are in store for 2025.

“We have a lot of amazing new colors launching in 2025 and we are working on a big co-branded partnership that we can’t talk about just yet!” she told Happi. 

EVOLVETOGETHER: On the ‘Goop’ Pulse

https://evolvetogether.com

Year Founded: 2020

Names To Know: Cynthia Sakai, founder 

Hero Product: Deodorant Discovery Set

Stocked At: Credo, Nordstrom, Blue Mercury and evolvetogether.com

Newest Launch: Nutrient Rich Body Cream and Nutrient Rich Body Cleanser 

Brand Story: Evolvetogether is a personal care brand that redefines everyday luxury with minimalist design, fine fragrances and clean high-performance formulas crafted in its Southern California lab, according to its founder, Cynthia Sakai. What started as a mask brand during the pandemic, beauty products are now sold at retailers such as Nordstrom and Credo, and was recently added to Gwyneth Paltrow’s Goop portfolio.

“Blending clean ingredients with advanced science, we create luxury, layerable scents with biodegradable packaging,” Sakai told Happi. “Inspired by global beauty, Evolvetogether prioritizes functionality, portability and thoughtful living with every detail considered … we use renewable, plant-based materials for 100% biodegradable, tree-free packaging that minimizes our environmental footprint as well.” 

Evolvetogether was born during the pandemic. The brand’s first launch­—artfully designed medical-grade masks—took the world by storm, cementing its stake as the “go-to trusted source for wellness essentials” by celebrities like Jennifer Garner, Sarah Jessica Parker and Hailey Bieber, noted Sakai. 

Sakai’s is an old soul when it comes to entrepreneurial spirit. At 18, she launched her first business: Girlboy by Koco, an accessories brand beloved by Britney Spears and other celebrities. Soon after, she launched one of the first multi-brand showrooms in the Cooper Building in downtown Los Angeles. In 2009, she launched Vita Fede, a renowned jewelry line that partnered with major retailers globally including Bergdorf Goodman, Lane Crawford and Harvey Nichols. This collaboration not only garnered a devoted celebrity following, but showcased her commitment to customer needs, intentional design and quality. 

Compelled to support pandemic relief efforts in 2020, Sakai pivoted her jewelry business into a mask business, establishing Evolvetogether. Despite limited knowledge of the health care consumables space, she applied her design philosophy to face masks. She has since identified a greater opportunity for Evolvetogether, building a lifestyle brand of luxury daily essentials with a focus on bodycare. 

Due to high demand, Sakai knew she had to invest in category expansion, fast. Since then, Evolvetogether has sold over $50 million in masks alone and added products to the lineup including its award-winning natural deodorant, body cleansers and hand cream.  

In 2024, Sakai expanded into major retail partners like Amazon, Bluemercury, Credo and Nordstrom. She has also collaborated with likeminded female founders to “emphasize the importance of impactful beauty products” through partnerships. She teamed with facialist Joanna Czech to create a first of its kind rosemary enzyme cleanser and also joined forces with Gwenyth Paltrow and Goop to create dissolvable exfoliating bar soap to “change the hospitality space toward a more sustainable future,” said Sakai.  

Paltrow joined the larger Evolvetogether team as an advisor and equity holder. The new bar soap—packaged two per unit—is sized for travel, on-the-go use or guest bathrooms. It features packaging that dissolves under running water.

What’s Next: In 2025, Evolvetogether plans to expand its product range and enter new retail markets, making its luxury personal care items more widely available. 

NAKERY BEAUTY: From the Sales Counter to CEO

www.nakerybeauty.com

Year Founded: 2022 

Names To Know: Liz Folce, Founder of Nakery Beauty 

Hero Products: Lift-Tox Multi-Power Firming Rich Cream, Skip the Line Instant Coverage Plumping Velvet Serum-Infused Foundation, SkinRecovery Total Body Magic Spray with Magnesium, Bombshell Burst Plump + Lift Hair Styling Foam, SkinToning Body Butter

Stocked At: Amazon, HSN and www.nakerybeauty.com

Newest Launch: SkinRenew Face, Body + Hair Wash, Diamond Glow Blur Perfector 

Brand Story: Nakery Beauty is a personal care brand founded by Liz Folce who has over 30 years’ experience in the beauty field. From her early days on the sales floor at the Estée Lauder counter at Macy’s Union Square in San Francisco to becoming CEO of her own company, Folce’s career has taken her behind the counter and in front of the camera and deep into innovation labs where she worked on beauty products. She has 15 years of experience at Estée Lauder—rising through the ranks from an account executive at Origins to regional sales director at Bobbi Brown. She also served as vice president of sales and account management and an on-air beauty expert for Korres.  

As a licensed aesthetician with an eye for high-efficacy ingredients and clean formulations, Folce set out to create a brand that would address the unique skin concerns of all women, especially those over 50. 

Through each product launch, Folce collaborates with her team of chemists, scientists and dermatologists to craft products that feature “clinically proven ingredients and cutting-edge technology, backed by rigorous R&D for real results,” she told Happi. 

Why We’re Watching: According to Folce, Nakery Beauty stands out for its “science-backed, results-driven approach that merges clean, potent ingredients with cutting-edge skincare innovation.” 

“Nakery Beauty goes beyond traditional bodycare by addressing specific skin concerns with formulations that are as effective as they are luxurious,” she told Happi. “With a commitment to using powerful ingredients that deliver both instant and long-term benefits, Nakery Beauty is redefining what it means to feel beautiful and confident in your skin.”

What’s Next: According to Folce, it’s only the beginning for her beauty line for the complete body.

“Nakery Beauty is raising the bar in personal care with bold, innovative solutions designed for women who dare to be bare. They are driving their focus beyond just sagging skin and wrinkles, to providing gentle, yet powerful relief to minor pains and comfort to your most intimate areas,” she told Happi. “These new FDA-approved groundbreaking formulas offer more than just cosmetic benefits and soft skin; they protect and nurture where it counts.”

For example, the collection’s SkinRecovery Ultra-Therapy Pain Relief offers a “quick-absorbing formula that penetrates deep to ease discomfort caused by arthritis, muscle aches, minor back pain, sprain, bruises and cramps. It is skincare with the emphasis on care without the strong medicinal scent of traditional ointments, noted Folce.

Women also shared concerns in intimate areas causing itching and irritation. This is a common problem with aging that Folce supports. 

“Nakery Beauty enters intimate care and is introducing two standout products that are gynecologist-tested, fragrance-free, pH-balanced and without harsh ingredients, prioritizing your skincare for down there, like no other brand has done,” she said. 

Nakery Beauty Pure Refresh Intimate Cleanser is a fragrance-free, sulfate-free, pH-balanced formula designed to cleanse while protecting the body’s natural balance and preventing unwanted odor. 

“It refreshes without stripping or disrupting the natural harmony of your intimate flora. Experience an amazing lather that can even double as a bubble bath,” noted Folce.

RAEL: K-Beauty Wellness

www.getrael.com

Year Founded: 2017 

Names To Know: Yanghee Paik, CEO; Lauren Consiglio, President; Sorah Park, CMO

Hero Product: Invisible Spot Cover

Stocked At: Major retailers including Amazon, Ulta, Target, CVS, Walmart, Walgreens, Nordstrom and Revolve; as well as getrael.com

Newest Launch: Miracle Clear Brightening Carotene Pads 

Brand Story: Rael brings K-beauty technology to all aspects of personal care. CEO Yanghee Paik pushed her vision for the indie brand to be “a holistic personal care company centered on solutions for all aspects of the menstrual cycle.” Founded in Los Angeles, she led its expansion into natural feminine hygiene, clean skincare and feminine wellness supplements and opened an office in Korea where its product development team was built. Paik also helped Rael evolve from a digitally native brand into an “omnichannel powerhouse” by spearheading its launch at Target, Walmart and, most recently, Ulta Beauty. 

Prior to starting Rael, Paik was a strategy consultant with the Boston Consulting Group and an executive at the Walt Disney Studios where she focused on distribution strategy and sales as director of international television and digital television distribution. Through friends, she became aware of a need for clean period care solutions in the personal care domain and decided to take on the task headfirst. Years later, Rael was launched with a line of clean cotton pads that now includes skincare among its personal care and wellness options. According to Paik, Rael’s products are manufactured with cutting-edge South Korean manufacturing technology to deliver the latest innovations in feminine and skincare, providing a holistic solution for the modern woman. 

Rael was one of the first brands to introduce acne patches to the US consumer with the launch of its Miracle Patch Invisible Spot Cover. Recognizing the effectiveness of this K-beauty innovation, Rael aimed to bring the benefits of acne patches to a wider audience in the US. 

Today, Rael offers eight different types of pimple patches designed to treat consumers’ varying acne needs, beginning with early onstage acne through post-blemish pigmentation. According to Paik, one pack of Rael pimple patches is sold every three seconds—based on the past 12 months of Rael sales data.

Why We’re Watching: As a pioneer in the wellness sector, Rael is a wellness brand offering a comprehensive range of clean products catering to skincare, feminine care and supplements. 

“Rael’s mission is to empower consumers to look and feel their best throughout their entire cycle, delivering clean, efficacious skincare products infused with cutting-edge Korean beauty technology,” Paik told Happi. “Rael is redefining holistic cycle care with a broad portfolio of self-care solutions offering cleaner and more effective ingredients for the modern consumer that support all phases of your cycle and the impact on wellness, beyond your period.”

Rael has been at the forefront of introducing innovative K-beauty products to the US. With its most recent launch of the Miracle Clear Brightening Carotene Pads, Rael is among the first to bring this K-beauty staple to American consumers, offering a product that aligns with both cultural skincare practices and modern skincare needs, said Paik.

“By adapting K-beauty innovations for the US market, Rael facilitates a cultural exchange that enriches the American skincare landscape with new techniques and products,” she added. “By providing clean, effective and accessible solutions, Rael caters to the modern consumer’s desire for comprehensive, better-for-you products. This unified approach not only simplifies personal care routines, but also empowers individuals to manage their wellness more effectively throughout their entire cycle.”

Rael says its committed to educating consumers on holistic cycle care and how one’s cycle impacts skin, mood and overall well-being. 

“This is incredibly valuable for the community for several reasons, including health awareness, physical and emotional well-being and breaking the stigma around periods,” she added.

Understanding the phases of the menstrual cycle—menstrual, follicular, ovulation and luteal—can benefit individuals in both their physical and mental well-being. Rael educates consumers through its TikTok channel with over 490k followers, and by partnering with influencers on the educational content series “Rael Cycle House.”

According to the World Bank, as many as 500 million women across the globe lack access to basic menstrual products and hygienic bathroom facilities for use during their menstrual cycles. Rael is determined to create greater access to menstrual products and work with partners including I Support the Girls and SOS, a smart vending machine company focused on greater access to wellness products.  

What’s Next: Led by a product development team based in South Korea, Rael looks forward to expanding its 360-degree approach to women’s wellness, enhancing product development, continuing retail growth by evolving partnerships, and investing in brand and trade marketing, said Paik. 

“Rael also continues to grow as a holistic cycle care brand with its broad portfolio of self-care solutions offering cleaner and more effective ingredients for the modern consumer that support all phases of your cycle and the impact on wellness, beyond the period,” she said.

Rael’s TikTok followers have reached 490K with an 82% year-over-year (YoY) increase and the brand’s Influencer activity jumped 450% YoY. Rael works closely with influencers as a key piece of its marketing strategy and created successful recent partnerships with more than 16 macro-influencers with a total of 50M+ reach, including Mikayla Nogueira (16M TikTok followers), Brittany Xavier (5.2M TikTok followers), Vidya Gopalan (3.6M TikTok followers), Emilie Kiser (2.9M TikTok followers), to name a few.

TOCCA: Fashionable Fragrance

www.Tocca.com

Year Founded: 1994 and is currently celebrating its 30th 
anniversary. 

Names To Know: Gordon Finkelstein, Founder and CEO; Joyce Barnes, COO

Hero Product: Florence Eau de Parfum

Stocked At: Anthropologie (in store and online), Nordstrom (in store and online), Ulta.com and Tocca.com.   

Newest Launch: Lucia Eau de Parfum

Brand Story: Tocca brings a luxury fashion take to the beauty domain. Meaning “touch” in Italian, Tocca is a luxury fine fragrance company. With the phrase “Love Yourself” discreetly printed inside each box, it is a top-selling prestige beauty brand since the mid-1990s.

Tocca Founder Gordon Finkelstein “cut his teeth” working for Universal Products—his father’s trading company in Montreal, Canada. He told Happi: “We were early pioneers in China and built a sizable business sourcing and producing Chinese-made goods for key Canadian retailers.”

 After college, he was part of the NBC team that traveled to Seoul, Korea to produce the 1988 Summer Olympics. In 1990, Finkelstein moved to New York to pursue his MBA at New York University. He became friends with “a young Dutch stylist and an Italian photographer, and they found they were kindred spirits.” They were inspired to make “beautifully designed products that were approachable in price point and that could live just as easily next to a $2,000 dress as a $150 one,” he said. “It was a revelation for the time.”   

In 1994, while still a student, Finkelstein found himself launching a small clothing brand called Tocca. The team learned how to make clothing and beauty products as they went along. A handful of connected individuals in the industry made introductions for the young team, helping them partner with Givaudan—a relationship that is still going strong 30 years later, he said.  

Originally responsible for Tocca’s business operations, Finkelstein’s keen eye for design led him to taking on product development and production. He was integral to the launch of Tocca beauty and oversaw its push into home fragrance. Its “blue box” candles were early cult favorites, the success of which was the first real indication that Tocca may have traction in beauty.   

With the launch of eau de parfums in 2006, beauty developed into a significant part of the business and opened the possibility of wider retail distribution. Following the financial crisis of 2007, and with growing momentum in Tocca’s beauty business, Finkelstein transitioned the company into a successful beauty brand and bought out his two partners in the process.  

“With travel and indulgence as its faithful muses, Tocca became a cultural institution the old-fashioned way—organically. Today, we continue to be family-owned and 100% self-funded,” he told Happi.

Why We’re Watching: This year, Tocca is celebrating its 30th anniversary.

“Over the past 30 years, Tocca has captivated hearts with its signature fine fragrances and exquisite beauty products. Each creation stands as a living testament to the brand’s unwavering dedication to quality, meticulous craftsmanship and the exquisite artistry of fragrance,” Finkelstein told Happi. “In honor of the brand’s milestone anniversary, we created an exclusive anniversary collection, a manifestation of the very essence that defines Tocca’s captivating journey.” 

These limited-edition luxuries pay homage to the iconic fragrances that have become synonymous with the brand, “embodying their commitment to continuous innovation while remaining steadfast to the rich tapestry of their heritage,” said Finkelstein.

What’s Next: From scents to wear to scents to live in, consumers are increasingly looking for a broader experience of scent. According to Finkelstein, Tocca’s collection of eau de parfums, dry body oils and home fragrances “speak to different moments in one’s fragrance beauty ritual.”   

The brand is launching a collection of clean hand- and bodywashes in four of its top-selling scents. In addition, Tocca is expanding its successful home fragrance collection. It recently rolled out a new line of diffusers to its family of candles and will add accessories such as matchboxes and trays in 2025.

VOESH: Clean Beauty Creations

Voesh.com

Year Founded: 2013

Names To Know: Vera Oh, Co-Founder and Co-CEO; Joseph Choi, Co-Founder and Co-CEO

Hero Product: Vitamin C Shower Filter   

Stocked At: Anthropologie, Urbanoutfitters.com, Von Maur, World Market, Uncommongoods.com, Boscov’s, The Paper Store, voesh.com and select Walmart locations.

Newest Launch: Solemate Heel Repair Balm with Lavender Essential Oil, Heel Repair Duo Lavender and Moisturizing Heel Socks in Purple Color

Brand Story: Voesh was founded in 2013 by entrepreneurs Vera Oh and Joseph Choi in Long Island, NY, with a simple mission—make spa care “cleaner, safer and more enjoyable,” according to Vera Oh. Her background was in machinery and electronics where she helped grow a startup to $80 million. But her passion for clean beauty and environmental care led her to leave that career. Oh teamed up with Joseph Choi to create Voesh, now headquartered in Ridgefield Park, NJ.

Today, Voesh is a global brand with vegan products available in nail salons and spas across the US and in over 30 countries.

Oh’s commitment to wellness was personal. Her mother-in-law, a nail tech with over 30 years of experience, suffered from migraines, skin irritation and other health problems purportedly from ingredients in traditional spa products. 

“This experience motivated us to create solutions that not only supported professionals in the spa but also gave consumers a way to bring clean, nourishing care into their daily routines at home,” Oh told Happi.

The breakthrough product was the Mani and Pedi in a Box—a single-use, pre-portioned kit designed to give every client a “fresh, sanitary experience.” Unlike traditional treatments that use bulk jars and can cause cross-contamination, each Voesh kit comes in a sealed packet with just the right amount of product. 

“This eliminates the need for measuring or handling from large containers, making it easy for salons to reduce waste and manage inventory,” said Oh. “The kits are also numbered to guide technicians through each step, ensuring a smoother, more hygienic manicure or pedicure.”

The name Voesh comes from a combination of Vera and Joseph’s names. 

“Voesh continues to focus on making self-care simpler, cleaner, and more enjoyable for everyone—helping people experience a safer, more luxurious spa experience every day,” said Oh.

Why We’re Watching: Voesh believes that “everybody deserves better beauty,” according to Oh. Her company is on trend with beauty products such as body lotions attached to lymphatic drainage rollers.

What’s Next: Looking ahead, the brand is excited to expand its lineup with more shower and bodycare products that fit into the everyday routine. 

“The aim is to create products that not only enhance self-care but make it something you look forward to each day,” explained Oh. “With this expansion, customers can expect even more ways to pamper themselves and elevate their skincare rituals.”

In addition to expanding the product range, the brand is focusing on building partnerships with more retailers. 

Voesh is focused on meeting customers where they already are—scrolling, shopping and discovering new favorites on TikTok Shop. Oh told Happi: “TikTok Shop offers a seamless way for both fans and new customers to discover and purchase our bodycare essentials directly through the app.”

To further boost brand awareness, Voesh is partnering with TikTok affiliates and collaborating with creators who genuinely love the products, sharing authentic recommendations with followers.

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Kora Organics Is the First Fully Certified Organic Brand Launched At Credo Beauty

Kora Organics—a certified organic skincare brand founded by health coach and supermodel Miranda Kerr—has launched at Credo Beauty, the leading retailer in clean beauty. 

“Credo Beauty has been my go-to for clean beauty for many years, so launching Kora Organics there felt like a perfect alignment,” said Kerr in a press statement.

Four of the brand’s hero SKUs – the Noni Radiant Eye Oil, Noni Glow Face Oil, Turmeric Glow Foaming Cleanser, and the Turmeric Brightening & Exfoliating Mask – will be available to shop both in stores and online. 

“We plan to continue breaking boundaries in the ultra-clean, certified organic space,” Annie Vallely, director of marketing at Kora Organics, Austin, TX, told Happi. “In the past two years, Kora entered the pro-aging and SPF categories which delivered even better results than non-organic competitors. We plan on doubling down on results in 2025 with further innovation in the stressed skin space, further supporting skin barriers with certified organic formulations.”

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Jenny McCarthy Sees Success with Formless Beauty

Formless Beauty was founded by Jenny McCarthy in 2021, born out of her personal journey navigating the world of beauty with allergies and sensitivities. Over the years, the actress found herself allergic to nearly everything—struggling with makeup that didn’t irritate her skin or contain harmful ingredients. 

This frustration, combined with her distrust of the beauty industry’s claims about “clean” products, led her to take matters into her own hands and create a brand that would truly prioritize better ingredients without sacrificing performance, she said.

Teaming up with beauty experts and chemists who shared her vision, Jenny carefully curated a line of cosmetics that would empower individuals to feel their best. The result was Formless Beauty—a collection of skincare and makeup products that are as effective as they are gentle, she told Happi. 

For 2025, in addition to skincare—serum, cleanser and moisturizer coming soon!—Formless Beauty plans to expand its cosmetic offerings with future releases including eyeliners, lip liners and foundations.

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Artist Romero Britto Expands into Skincare

Globally recognized pop artist Romero Britto announces the launch of his signature skincare brand, Britto Skin. The clean beauty line launches with 13 SKUs within four collections – 5C Radiance, Ultra Hydrator, Advanced Renewal and Barrier Defense. 

According to the company, nearly 97% of the ingredients are sourced from nature, emphasizing the power of plants to promote skin health. Each formula features select ingredients derived from the rich biodiversity of the Peruvian and Brazilian Amazon.

“I had concerns about the ingredients in most skincare products and not being able to find natural, effective formulas,” said Britto. “That’s when I took it upon myself to work with specialists of skincare solutions at DG Cosmetics to develop a brand of expertly curated skin care products backed by science.”

“After years of development we are very happy to bring to the market a new product that allows people to connect with art in a special way in their daily lives,” commented Dr. Lucas Vidal, CEO of the Britto Group and Romero’s business partner.

Britto Skin products are available online and ship nationwide.