As early as five years ago, it was all about the cosmetics industry’s beauty behemoths. These are the companies that boast hundreds of SKUs, and pack a big budget to allocate towards research, celebrity endorsements and packaging. But, there’s been a bit of a shift. A contingency of new natural-focused ranges, featuring innovative technology, impressive science and high-quality ingredients are achieving massive sales success. According to online beauty retailer, b-glowing founder, Lisa King, “We are definitely seeing that our customers are looking for brands that embrace their age rather than trying to fight it, without all those harsh chemicals. Brands like Marin Bee, Drunk Elephant and Allies of Skin have been very popular with certain items selling out on a regular basis.” To find out which ones are flying off the shelves at beauty retailers, we talked to reps from Bluemercury, SpaceNK and B-glowing about the best-selling products you may have yet to discover.


Vintner’s Daughter Active Botanical Serum

This is a natural face oil that blends 22 organic botanicals to reduce inflammation, build collagen, and stimulate cellular turnover. This cult hit is a favorite among beauty insiders and models alike.

Kat Burki Vitamin C Intensive Face Cream

This cruelty-free brand is popular with everyone from influencers to print editors. Vitamin C is having a moment, likely due to Skinceuticals CE Ferulic’s huge success. Another natural brand, this item from the range blends wild Reishi mushrooms and Ocean Mineral Complex to brighten while imparting anti-aging properties.

Lipstick Queen Mini Transformer Trio

Poppy King is the long-reigning queen of indie beauty and this three-pack of mini transforming lipsticks has mass appeal for a few reasons. The transforming lipstick thing (which started years ago, but has recently regained steam thanks to the nostalgia factor), but also the great quality of Lipstick Queen lipsticks we all know and love. Frog Prince is a cool green hue that turns a pretty pink on your pout.

Hourglass Ambient Lighting Palette

Heavy contouring is finally on its way out, but the subtle luminescence of strobing remains on trend and for good reason. It’s simply flattering as all get-out, and this palette helps to achieve that elusive soap-star-who-stumbled-into-good-lighting look we all want.

Marin Bee Detox Mask
“Detox” is certainly a buzzword in the wellness, food and beauty industries, but this natural exfoliator clearly works. Designed for those with acne, its formula blends honey, kaolin clay, oatmeal, aloe, sulfur and salt to provide swift effective relief to skin problems. Salt is rarely a fixture in facial skin care! The mask is designed to keep skin bright and radiant.

Allies of Skin Bright Future
Overnight Facial Overnight facial creams are all the rage and this one delivers intense hydration, thanks to hyaluronic acid in concentrated doses to reveal radiant skin in the a.m. It’s also packed with brightening ingredients to lighten dark spots, while retinol treats acne, wrinkles and sun damage. This treatment is recommended to use two to three nights in a row, weekly.

Drunk Elephant Sukari Babyfacial

Many brands are doing away with the “anti-aging” terminology, and perhaps the secret to this item’s success is in its copywriting. Who doesn’t want a babyfacial? This resurfacing product contains glycolic and salicylic acid to resurface, decongest, refine and brighten skin in just 20 minutes.


M-61 PowerGlow Peel

One of these is sold every eight seconds! This one-step exfoliating peel from Bluemercury’s house brand combines glycolic and salicylic acids (a winning combo if there ever was one) to reduce pore size and fine lines. Vitamin K helps calm the appearance of spider veins and rosacea-induced dryness, while antioxidant bilberry extract helps to even skin tone.

Lune+Aster Stratosphere Mascara

This vegan mascara is another one of Bluemercury’s house brands. Its formula promotes lash regrowth while it imparts both volumizing and lengthening effects. A blend of vitamin B5, vitamin C and peptides keep your lashes healthy.

Jillian Dempsey Lid Tint
This season’s trend of pink-tinted lids isn’t showing any signs of stopping. Makeup artist Jillian Dempsey’s all-in-one cream provides a tinge of color with a simple swipe of a finger that’s mistake-proof and super blendable. It can be worn alone or as a base under your regularly scheduled eyeshadow. Osea Malibu Ocean Cleanser The only face wash on the list, this natural formula features seaweed in a gel consistency to remove excess oil and clarify the skin while imparting moisture. It uses vegan lactic acid derived from beets to exfoliate, while hints of lime, cypress, juniper and jasmine essential oils energize the skin.