Five Influential Beauty Brands to Watch in 2017

Urban Decay started with only 10 lipsticks and 12 nail polishes and was launched for those women who were sick of the sugar pink shades so prevalent at the time. Fast Forward 20 years and it has been named brand of the year by WWD Beauty Inc, thanks mostly in part to its most popular eye shadow palette ever (Naked). 2017 is looking bright thanks to new launches in its Prime and Set collection, the lineup includes primers called Bright & Tight, Urban Defense, Optical Illusion, Self-Adjusting, and De-Stick.

2017 is going to be a big year for Too Faced, and we know that how? well if the last few months of 2016 are anything to go by. We are not wrong! They launched a huge viral collection inspired by their Sweet Peach palette, and signed an unprecedented .45 billion deal with Estée Lauder.

Anastasia Beverly Hills started as a cult brow brand loved by the Kardashians. In 2016 it was one of the most in-demand ranges across the United States. With launches that included Moonchild Glow Kit, a collaboration with Mario Dedivanovic, and a fit for every Woman Foundation range. Excitement is mounting around an upcoming partnership with major influencer Nicole Guerriero, we’re sure 2017 is going to continue to be an amazing year with even bigger growth for the brand.

ColourPop made headlines around the world for being the brand that produced at the same factory as Kylie Cosmetics and many believed it had the exact same shades at a fraction of the cost. Fans have continued to return for influencer collaborations like the one with Amanda Steele, and trendy new launches like the recent Hello Kitty collection. We see the brand getting bigger in 2017.

Kat Von D has an army of Instagram fans which includes a whole new breed of followers, thanks to her recent announcement of wanting to take the brand entirely Vegan, who flock to her feed for the latest in product reveals. Products like the Saint & Sinner & Pastel Goth palettes, as well as the brightening powder, have us excited for 2017.