Earlier this summer, Business Insider reported that the beauty industry reached a new valuation of $532 billion, according to a report from retail analytics firm Edited. Growing faster than it ever has before, it’s come a long way in the past 10 years. The rise of direct-to-consumer beauty brands, powered by social media, email marketing, and e-commerce apps, is contributing to the industry’s robust growth.

Read on as we share five emerging beauty brands carving unique niches in the blooming industry with innovative formulas, missions, packaging, and more.

1. Bluh Alchemy
After watching her daughter suffer through a life-threatening illness that wreaked havoc on her skin, Becky Bluh was inspired to create her own line of natural skin care products that would work for even the driest, most sensitive skin types. Formulated without any toxins, silicones, or artificial dyes and fragrances, Bluh Alchemy (pronounced bloo) products utilize gentle, healing herbs and nourishing oils to target signs of aging and protect your skin against environmental toxins. Even better, Bluh Alchemy donates a portion of their profits to the Vasculitis Foundation, which funds research and increases awareness for the autoimmune disease.

2. Winged CBD
The first CBD product line formulated exclusively for women, Winged CBD launched in 2017. After experiencing the profound effects of CBD in her own life, founder Jessica Mulligan wanted to harness the power of CBD in order to help other women become the best possible versions of themselves. Made with hemp grown in the U.S. that is farmed without pesticides, all of Winged CBD’s products are pure and potent. The brand’s balance oil, sleepytime gummies, and happiness soft gels are among their bestsellers. Each product packs a potent punch and the brand has made it its mission to better educate women about CBD and its interaction with the body.

3. Ethique
Each year, an estimated 80 billion plastic shampoo bottles are thrown out globally. Ethique is on a mission to drastically cut down on the amount of plastic waste caused by the beauty industry and to make a dramatic impact on the environment. Using only plant-based and vegan ingredients, their beauty bars are cruelty-free, plastic-free, and sustainable. In fact, 20 percent of the company’s profits go toward charities that are dedicated to saving and protecting the planet. From shampoo and conditioner to facial bars and body lotions, Ethique has a bar for nearly every aspect of your daily routine.

4. Hickey Lipstick
Doing their own part to make an impact on the environment, Hickey Lipstick sells its all-day formulas in riveted, refillable containers. Whether you prefer a cheeky coral, perfect nude, bright red, or pouty pink, the brand has a color for every occasion and taste. Their cool tubes also double as one-of-a-kind jewelry pieces. Each case comes with a ribbon and a chain, enabling consumers to wear the makeup as a necklace or bracelet. The overachieving cosmetics brand would certainly be the perfect thing to accessorize with this fall.

5. Cannuka
Cannuka believes that the best products are simple, natural, and only include essential beneficial ingredients. Combining CBD derived from hemp and manuka honey, Cannuka’s products provide a daily skin therapy that calms and heals even the most damaged skin. Run by husband and wife team Michael and Kelly Bumgarner, the family-owned business has made great strides in helping to legitimize the benefits of cannabis. The line includes everything from eye and lip balms to cleansing bars, face creams, and after-sun care, and its range of products is constantly expanding.

Interested in working at a fast-growing beauty brand? Explore our BeautyForce division.