In a world where Hailey Bieber, Selena Gomez, and what feels like a constant slew of other big-name celebrities are launching beauty brands, it can be hard for smaller brands to stand out or get their start. 

Even in Australia, we’re often waiting for the international brands we’ve seen all over our FYPs to hit Aussie shores. While I love a viral product as much as the next gal, I think we often forget about the incredible brands we have right here, launching in Australia, created by some of our most talented beauty aficionados.

So in honour of recognising these deserving brands, we’ve compiled a list of just some that we’ve got our eyes on. We haven’t included some of our most-loved beauty brands in Australia — those like Go-To, Alpha H, and Frank Body — we’re focusing specifically on our (relatively) new, interesting, and growing faves. 

1. Conserving Beauty

Conserving Beauty was only founded in 2021, but the sustainable skincare brand has racked up an impressive list of achievements in the three years since then. Earlier this year, the brand won the Social Impact Award at the Business of Beauty Global Awards, and founder Natassia Grace was names in Forbes Asia’s 30 Under 30. 

With sustainability at the forefront of everything the brand does, the Conserving Beauty range is impressively innovative. Most notably, the Instamelt Day Dissolver Wipes are oil-based makeup remover wipes that dissolve in water. Recently, the brand also launched Dissolving Zit Strips. 

2. UltraViolette

UltraViolette has been ‘future-proofing’ faces since 2019 with its diverse range of SPF products. Across the world, but particularly in Australia, SPF is front-of-mind when it comes to health and skincare, and UltraViolette has kind of changed the game. 

The brand sells a range of everyday facial SPF products, as well as body sunscreen, and SPF makeup. The range includes mineral and zinc options, as well as lightweight to heavier formulas, so not matter your skin type, it’s got you covered. 

3. Urban Jungle

Urban Jungle was created in 2020, and launched in Australian Sephora stores in 2023. With a focus on inclusivity, Urban Jungle is an Australian-owned brand that uses Korean skincare formulations (the products are also Korean-made). Urban Jungle’s products are effective and affordable; the Melt Me Softly Cleansing Balm is a bit of a cult-favourite, but the brand seems to be launching new products regularly and now stocks everything from cleansers to face oils, serums, moisturisers, pimple patches and a clay mask. More recently, Urban Jungle has branched out into body products, launching a body wash and a body lotion — both infused with apricot seed oil for a luxe feel that hydrates and smells delicious. 

4. Lui

Lui launched last year and truly filled a gap in the Australian market: simple, well-designed razors that actually work. Long gone are the days of women’s razors that are strictly hot pink, dull, and twice the price of their grey and navy counterparts; Lui’s razors are sleek, white, works of art, with weighted handles and five stainless steel blades that you can replace as needed. The brand’s products, including razors, shave cream, and body moisturiser, are made from almost entirely natural ingredients, and contain less than 1% fragrance — so they’re safe for most skin types. 

Lui was founded by well-known Australian model Rebecca Harding and beauty writer and marketer Ingrid Kesa. The Lui shave cream, body polish, and body moisturiser were developed by female chemists and are made locally in Melbourne, and product packaging is made from 25% post-consumer recycled plastic. Essentially, Lui is a win for your body, and the planet. 

5. Fluff

Fluff, also known as ‘It’s All Fluff’, operates very differently to your typical beauty brand, releasing limited drops rather than having constant stock available. Created as “an antidote to the current beauty industry narrative” with the belief that the world doesn’t necessarily need more products, but instead needs better and more responsible products.

‘Responsible’ feels very fitting for Fluff. Between discouraging overconsumption, being vegan and palm-oil oil free, and using refillable and recycling packaging, Fluff holds strong in its values as a brand. 

In Fluff’s range, you’ll find a Balm & Blush, Lip Oil, and Bronzing Powder, each of which you can buy as a whole (packaging and product), or as just a refill. The packaging is some of the most unique on the market, with each product fitting into Fluff’s signature weighted metal compact.

6. Bread Beauty Supply 

Bread Beauty Supply is all about hair care staples — the everyday essentials you can’t live without (just like bread). Founder Maeva Heim never felt like she was represented in mainstream hair conversations or products, so she decided to create Bread. The brand is made for curly hair, particularly 3A to 4C curls. You can shop by hair type on Bread’s website, making it simple and easy to find the right products for you. 

Bread is young, having only launched in 2020, but has already grown so much, and is now stocked internationally in Sephora, Ulta, Boots, SpaceNK, Selfridges, and more. The brand has also won over 40 beauty awards in the four years since its inception.

Bread Beauty Supply stocks a curl cream, styling mousse, shampoos and conditioners, treatments, masks, and arguably most famously, hair oil that leaves you with ultra glossy, hydrated hair. 

This list provides only a sample of some of the incredible, fresh, innovative, and effective brands coming out of the Australian beauty industry. We think they’re doing great things, and we can’t wait to see what they come up with next.