The current beauty industry is a bit of a problematic cesspool. From beauty brands (Morphe) to gurus (Jeffree), many are just awful. Some beauty gurus are coming out with hairy lipsticks, or not vaccinating their kids, or making hate videos about teenagers that are definitely not about vitamins. We probably shouldn’t support them this holiday season.
So, let’s vote with our dollar and support the non-problematic beauty gurus and brands this holiday season.
Non-Problematic Beauty Brands
CEO and founder, Cashmere Nicole, takes her mission statement “better not bitter” seriously. Life threw Cashmere some curveballs, including a near death experience and young motherhood. These experiences pushed her to found her makeup company, Beauty Bakerie.
When other companies copied her products (right down to the advertising), Cashmere clutched her company’s mantra even tighter. Beauty Bakerie doesn’t “clap back” or post passive aggressive shade.
Fan favorites include Beauty Bakerie’s setting powder, setting spray, and eyeshadow palettes. Their super cute packaging and themes are always a hit.
BH Cosmetics is a great alternative to Morphe. The two companies have similar products, but BH Cosmetics are consistently better quality at lower prices. And they’re a more trustworthy brand, in my opinion. One of the first clues? They’re obviously not plying every beauty influencer with their own coupon code.
Customers rave about BH Cosmetics eye shadow palettes.
This company boasts of their cruelty-free, vegan formula. And part of product proceeds are donated to organizations that help animals.
Non-Problematic Beauty Gurus
Entitled, bratty, and dishonest beauty influencers are sooo 2019. Going forward, let’s only buy from these sweet, down-to-earth, and honest souls, shall we?
RawBeauty Kristi is a wonderful woman who deserves all the good fortune coming her way. She’s expecting her first child this year after fifteen years of struggling with infertility. Kristi also released a palette with ColourPop to much fanfare and positive reviews.
The collection, titled “At Forest Sight,” is inspired by the Pacific Northwest, and Kristi’s home state of Washington. I would tell you to go buy it, but, as of writing, it’s out of stock. Make sure to sign up for the restock email alert.
Several years ago, Ellarie Noel was a struggling single mom, recently laid off from a marketing job. Instead of panicking, she leaned into her love of makeup and social media. Now, she’s pulling six figures a year and both she and her daughter have an impressive social media following.
Check out her lippie collection with Colourpop.
Smokey Glow, a.k.a. Hannah, is one of my favorite YouTubers. She’s extremely intelligent and sprinkles her more regular “beauty guru” content with fascinating analyses of internet culture. Hannah has been in some drama but handles it with aplomb. She calls out the ridiculousness of social media in a kind (but no-nonsense) way.
You should definitely check out her eyeshadow palette, highlighter duo, and more from Midas Cosmetics.
Safiya Nygaard, a Stanford graduate and Buzzfeed alum, is known for mixing makeup products to create “Frankenstein” looks on her popular YouTube channel. She also tests Wish products and does a “weird clothing” series.
She had a lipstick collection with ColourPop that I can’t find anywhere. Just keep your eyes out for more products from this smart, graceful woman.
Bailey Sarian had a meteoritic year. As of this writing, she has a little over 3 million subscribers on her YouTube channel, mostly due to her Murder, Mystery, and Makeup Mondays. It’s a simple, yet brilliant formula: Sarian tells true crime stories while applying impeccable makeup looks.
Bailey is funny, relatable, and devoid of drama. Check out her palette, Venice Fling at Estate Cosmetics.
Did I leave out any non-problematic gurus or non-problematic brands? Which products do you have on your wishlist? Let me know in the comments.