Color is everything in makeup—and these newcomers are proving it. From bold pigments to seamless textures and eye-catching packaging, these rising brands are here to redefine how we play with color. Whether you’re into glowing cheeks, bold lips, or soft-focus tints, here are 4 color-forward brands you’ll want to know before they go mainstream.
1. House of Hur
🌸 Fresh-glow blush with full moisture
Featured Product: Moist Ampoule Blusher
This dewy liquid blush is infused with 50% hydrating essence to give your cheeks a radiant, juicy flush. The soft-focus finish melts into skin like skincare, but with color payoff that lasts all day. Perfect for that glowy, healthy-skin look—packaged in the cutest compact you’ll want to show off.
👉 [House of Hur Brand Page]
👉 [Shop the Product]
2. Braye
🔥 Bold, confident color for modern moods
Featured Product: Lip Sleek
A high-pigment cream that doubles as a lip and cheek tint, Lip Sleek delivers vivid color with a satin finish. It’s unapologetically bold and built for confident, expressive beauty looks—whether you’re going full glam or keeping it edgy.
👉 [Braye Brand Page]
👉 [Shop the Product]
3. ODDTYPE
🎨 Soft tints with a blurred finish
Featured Product: Unseen Blur Tint
For a more muted, effortless vibe—this velvet tint smooths and softens lip texture while adding just the right dose of cool-girl color. Great for gradient lips or monochrome looks with a modern edge.
👉 [ODDTYPE Brand Page]
👉 [Shop the Product]
4. Kaja
💧 Creamy color with skincare glow
Featured Product: Dewy Bar
A multi-stick made for cheeks and lips, Dewy Bar glides on with buttery color and natural luminosity. Packed with skin-friendly ingredients like Apple Extract and Hyaluronic Acid, it gives you buildable color and a dewy finish—no brushes needed.
👉 [Kaja Brand Page]
👉 [Shop the Product]
