Let’s face it: browsing the aisles of Sephora is a perfectly acceptable way to spend an hour. Or two. Or three. (Hey, no judgment here.) There are rows and rows of pretty lipsticks and eyeliners just waiting for you to try them on, beauty treatments that want a home in your bathroom, and highlighter palettes farther than the eye can see.
But as fun as Ulta, Sephora, and heck, even the makeup aisle at Wal-Mart can be, online-only beauty brands are popping up and quickly proving to be a force to be reckoned with. Plus, there’s the ol’ “I-can-shop-at-home-with-no-bra-and-a-glass-of-wine” charm factor of online shopping for anything. So with that in mind, we raise our glasses to a few of our favorite online-only beauty brands.
What It Is: Makeup and Skincare in one
What They Say: “Onomie, pronounced ON-uh-mee, is our twist on the suffix “onomy,” which means “the knowledge of.” As a house of chemists and beauty nerds meticulously in the labs creating and clinically testing these skincare & makeup hybrids, we thought this curiously captured our pursuit of intelligently bringing this new family of products to life.”
Why We Love It: While the name can be hard to pronounce (Liz still struggles), we love what the company stands for: “Smart is beautiful.” Onomie names their product shades after powerful historical woman, so you can conceal your dark circles with Shikibu, a Japanese poet and total bad-ass, and also the name of our shade in the most amazing concealer ever. I honestly cannot remember the last time I got a good night’s sleep, but the Onomie Bright Concealing Elixir can fool anyone into believing the exact opposite. And a little of it goes a long way, so the $25 price tag feels like a total bargain for a product that not only makes me look awake, but will last about 3 months. I also fell in love with their Powerful Priming Serum, and instantly converted to that from my MAC Prep & Prime. Onomie’s Powerful Priming Serum is lightweight, dries quickly and creates an amazing base for the rest of my makeup. On the weekends, I wear it solo. And I’ve been using the same bottle daily for about two and a half months now, so don’t let the price tag scare you.
Price Range: $25 – $55 item (Hint: sign up for their email list to get 10% off your first order). You can also get a price break by putting your products on auto-ship.
If Onomie was a Celebrity, They’d Be: Tina Fey – smart, strong and sexy….in fact, when are they going to name a shade after her?
Products to Try:
What It Is: Makeup
What They Say: “Thrive Causemetics was born out of a friendship. Makeup artist and product developer, Karissa Bodnar, lost her dear friend Kristy to cancer at just 24 years old. Kristy’s compassionate and vivacious spirit inspired Karissa to establish Thrive Causemetics, a beauty brand and philosophy that goes beyond skin deep by empowering women. Thrive Causemetics is Beauty with a Purpose: for every product you purchase, we donate one to empower a woman thriving through cancer or domestic violence. We believe changing the world starts with a single ingredient, and that’s why we create vegan, 100% cruelty-free formulas containing proven ingredients without the use of parabens, sulfates, or toxins. All of our high-performance cosmetics are developed at Thrive Lab in Seattle—we control every step of the product development process, and a large part of it involves you. From selecting shades for our Glossy Lip Mark to testing our new formulations, your voice is heard in every step of our product creation process.”
Why We Love It: Because who doesn’t love feeling good about looking good? And many of their products are multipurpose, which means mama’s saving time and money. #winning Also, the shipping is FAST, another thing I love when shopping online. In my quest to look like I’m not tired all the time, I ordered the Brilliant Eye Brightener on a Saturday afternoon, and an hour later, I received an email that my order had shipped. Just to clarify: this wasn’t an order confirmation, it was a notice that my order had shipped – on a Saturday!
Price Range: $25 – $35; use code WELCOME15 to get 15% off your first order
If Thrive was a Celebrity, They’d Be: Jennifer Garner. Beautiful and charitable, in fact, if you didn’t love her so much, you’d probably hate her.
Products to Try:
What It Is: makeup and skincare products
What They Say: “We’re laying the foundation for a beauty movement that celebrates real girls, in real life. Glossier is a new way of thinking about (and shopping for) beauty products. Because “beauty” should be fun, easy, imperfect, and personal. Above all, we believe that you give life to products-products don’t breathe life into you.”
Why We Love It: We love supporting women-owned businesses, and we cannot get enough of the laid back, kooky, irreverent messaging behind this brand. Glossier is like that cool, really pretty – but totally approachable – friend who everybody wants to hang out with. And we love how the website shows real women of all shades, something we need to see more of in the beauty industry. We tested out the Cloud Paint, a cream blush that you can use on your face like a fingerpaint.
Price Range: $12 – $45
If Glossier was a Celebrity, They’d Be: Lorde. A little kooky, but you know you’re going to have a good time.
Products to Try: