Lifestyle

16 Of Our Favourite Beauty Launches Over The Past 10 Years!

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Go Glossies, it’s your birthday! As we celebrate our 10th Birthday at GLOSSYBOX, it’s always good to reflect on how far the beauty industry has come… Over the past 10 years, the beauty world has taken the market by storm and is now worth £17 billion in the UK alone!

From 2011 to 2021, social media rose rapidly and, as a result, celebrities, influencers and beauty bloggers became more and more popular, many putting beauty at the forefront of their channels. This led to many celebrities creating brands such as Kylie Cosmetics and Fenty Beauty, which is making a huge impact on the beauty industry to date!

Not only have many celebrities launched new brands over the past 10 years, but we’ve also seen some iconic high street and online brands launch too, and it’s only right they be praised for their impact! Brands such as Huda Beauty, Iconic London and Olaplex have found their feet in the market and managed to establish themselves and create global success in less than six years!

So to celebrate 10 years of GLOSSYBOX, I’ve picked my favourite beauty launches over the past decade, including makeup, skincare and hair care names!

Real Techniques / 2011

In 2011, beauty routines were transformed when Real Techniques launched. And ever since then, the brand has become the leading revolution in beauty tools! Created by MUA sisters Sam and Nic Champman, vegan and cruelty-free brushes and sponges were made, so everyone could use and afford them!

With a community of over five million, I’m sure nearly every girl has had at least one of these brushes in their makeup pot! From contour and foundation to eyeshadow brushes, the brand offers a whole range of different tools – lightweight aluminium handles sit alongside hand cut, ultra plush synthetic bristles, which help to create flawless results and a professional MUA finish!

I loved this launch as I believe having good makeup brushes are just as important as the makeup itself and, since buying them in 2014, I’ve never changed to a different brand! The first set I bought was the Real Techniques ‘Everyday Essentials’ brushes, and I found the application was easy, and the products didn’t cling to the brush therefore, once applied, you get an overall seamless finish! Plus, they’re very easy to clean and look aesthetically pleasing in my makeup pot too – what’s not to love!

Skinny Tan / 2012

Skinny Tan started as a home-grown business, made BY women (named Kate and Louise!) for REAL women. With their record-breaking pitch featured on Dragons Den UK, this self-made tan has now made a huge impact on the tanning world featuring in shops such as Superdrug, Boots and on lookfantastic.

Skinny Tan was created to be inclusive and features a range of tanning products including mousses, face serums and gradual tanners that can be enjoyed by every shape, size and skin type! However, you might be wondering, ‘But why is it called ‘Skinny Tan?’. Well the ‘Skinny’ actually represents the small ingredients list, with some products using 99% naturally derived ingredients – which makes products cruelty free and vegan too!

After watching Skinny Tan myself on Dragons Den, I loved that it was self-made by women. And after buying it, I now use it religiously! It makes my skin look golden all year round, and its easy application leaves my skin streak free!

Huda Beauty / 2013

Launched by award-winning beauty blogger Huda Katten, Huda Beauty is one of the world’s fastest growing beauty brands – it’s turned the industry on its head! From her blog beginnings, Huda then built her beauty empire, starting by releasing game changing false eyelashes! The reaction was huge and ever since, Huda has gone from strength to strength.She’s even got the number one beauty Instagram account with over 49.1 million followers and counting!

Huda’s beauty range has now expanded into liquid lipsticks, lip pencils and eyeshadow palettes – which have all become instant bestsellers. I own a few Huda products and swear by the ‘Easy Bake’ Setting Powder for a clean, smooth set finish. I also recommend you own at least one Huda eyeshadow palette. The pigments are amazing and the range of colours are beautiful!

Charlotte Tilbury / 2013

Huda wasn’t the only one entering the market in the year 2013! Introducing Charlotte Tilbury, the world’s most sought-after makeup artist! With more than 20 years in the fashion and beauty industry, in 2013 Charlotte launched her recorded breaking makeup and skin care beauty range! With bestsellers such as ‘Airbrush Flawless Finish Powder’, ‘Hollywood Flawless Filter Foundation’ and ‘Charlotte’s Magic Serum Crystal Elixir’, her products are changing the makeup game!

I recently brought the ‘Matte Revolution Lipstick Pillow’ and ‘Magic Day Liquid Concealer’ and noticed an amazing difference in my makeup routine and complexion! For me, Charlotte Tilbury is an investment with the outcome always being positive!

Revolution Makeup / 2014

Revolution is a brand that is accessible and affordable for everyone! Created in 2014, the brand is now renowned for its affordable price tag and inclusivity, focusing on ensuring people of all genders, ethnicities, ages and locations can be part of the Revolution.

Revolution Makeup’s ever-growing success is credited to tapping into the world of influencers and their following… Collaborations with the likes of ‘SophDoesNails’, ‘bellejordan’ and ‘carmiMUA’ seem to have helped boost the brand and caused a chain reaction! Aside from collaborations Makeup Revolution products also became game changers for beauty fans on their own, including the ‘Conceal and Define Concealer’ which, at just £4, became a dupe of Tarte’s £22 Shape Tape Concealer!

In my makeup routine, I use many Revolution Makeup products – and this includes the ‘Eye Bright, Illuminating Under Eye Concealer’. It’s not only fabulous quality but makes a great dupe for when I can’t afford other big name brands!

Glossier / 2014

Introducing Glossier, a brand who had a whole new take on the makeup world! Launched in 2014 by millennial founder and CEO Emily Weiss, the brand began with a simple question: ‘How could you make a beauty brand that sweatshirt people would want to wear?’… 

Glossier designs products with the main aim of a real beauty routine in mind and with the first main release made up of four product – a moisturiser, a face mist, a skin tint and a lip balm – this online brand has now become a huge success!

Glossier has since expanded with new bestsellers (we know you love ‘Boy Brow’, ‘Milky Jelly Cleanser’ and ‘Cloud Paint’!). I use and love Glossier products and always reach for them when I want a quick and more natural makeup look!

Olaplex / 2014

Olaplex = a hair saviour! One of the most talked about hair brands, Olaplex is expertly formulated to deliver the best results for all types of hair – and hairdressers swear by it! Olaplex doesn’t just make hair look smoother, but improves its structure too. With a line-up consisting of nine products (two products for in salon treatments and seven for at home), there is a full range to choose from!

Olaplex has had a worldwide impact with the likes of Kim Kardashian using and loving products such as the Olaplex No.3 Mask too! Having dry hair myself, I too reach for Olaplex and swear by the No.4 Shampoo and No.5 Conditioner. Using these daily has helped my hair feel brand new and healthy after every wash!

Kylie Cosmetics / 2015

A brand that needs no introduction! Possibly the most talked about makeup brand to launch over the past 10 years and quite frankly changed the makeup industry overnight! Celebrity and member of the most famous family on the planet, Kylie Jenner began her makeup empire in 2015 releasing just three lip kits (Candy K, Mary Jo K and Posie K) which ended up selling out within seconds! 

This launch, to me, was one of my favourites over the past decade. I was one of many to buy the first lip kit (Candy K) and I was so impressed! The creamy texture meant it glided onto my lips, and the matte finish meant it stayed on all night! Kylie Cosmetics has now expanded from lip kits to eyeshadow, highlighters and, more recently, skincare with her new launch, Kylie Skin. I can’t wait to see what else she creates next!

Iconic London / 2015

A simply ‘Iconic’ online beauty brand! This bedroom start-up brand was created by Jade Elliot, who began her own movement to create a trend led product range. Her idea? To challenge traditional concepts and inspire to push boundaries!

Within one year, Iconic London became one of the hottest Insta-famous beauty brands using influencers to gain its popularity – having now accumulated 1.2 million Instagram followers! Iconic London features products such as the ‘Iconic Illuminator’ and ‘Prep-Set-Glow Setting Spray’ which are adding a glow to every makeup routine across the world!

In the 2020 GLOSSYBOX Advent Calendar, I received the fabulous ‘Day to Slay’ Eyeshadow Palette. I loved it! It came with a massive mirror and a huge choice of velvety nudes, shimmer and glitter shades!

The Ordinary / 2016

Although skincare has always been around, over the past five years, it has fast become a main part of a pre-makeup routine! And beauty lovers adore The Ordinary, a perfectly affordable skincare brand which delivers amazing results.

Every product is free from harsh chemicals and created with potent ingredients to provide solutions for different common skin care issues and restore balance and radiance to your skin! With products ranging from skincare and makeup to hair care – such as ‘Hyaluronic Acid 2% + B5’, ‘Squalane Cleanser’ and ‘Multi-Peptide Serum For Hair Density’ – The Ordinary offers functional products at affordable prices!

Fenty Beauty / 2017

Rihanna might not have given us a new album yet, but she did deliver on her makeup collection Fenty Beauty!

Fenty Beauty By Rihanna is a makeup brand made to be inclusive and to help change the inclusion of shades within the beauty industry. By creating a weightless, long- wear liquid foundation in a game-changing array of shades, Fenty Beauty or as Rihanna calls it ‘The Fenty Face’ was created for women of all skin tones.

Fenty Beauty has had many bestsellers, such as the ‘Gloss Bomb Lip Gloss, ‘Hyper-Versatile Stix Matte and Shimmer Skin-Sticks’, and ‘Invisitmatt Blotting Powder’, and these cosmetics were born to create an effortless application and make skin look like skin. I loved how this launch was a true game changer and helped create more inclusivity within the makeup industry!

KKW Beauty / 2017

Okurrr! Since collaborating with her sister’s brand Kylie Cosmetics to create four nude lip kits, it was only right – of course – that Kim Kardashian entered the beauty industry with her own make-up brand. So, in 2017, KKW Beauty hit the beauty world. The reality TV star, who made contouring a vital make-up technique, has now undeniably established herself as one of the most influential beauty gurus, dictating trends with a simple selfie or Snapchat video!

KKW Beauty’s first launch – the ‘Original Contouring and Highlighter Kits’ – sold out within minutes, as did all the products that followed, including ‘Nude Creme Lipstick’, ‘Beauty Classic Blossom Palette’ and ‘Perfect Body Foundation’! Kim has now put KKW on hold as she works on creating a more modern, sustainable brand, and I can’t wait to see what she has created!

James Charles X Morphe / 2018

Hi sisters! It’s only James Charles releasing possibly the most popular, iconic makeup eyeshadow palette of 2018 the ‘Morphe x The James Charles Artistry Palette’! With 39 bright, colourful pigmented shades, this makeup palette was seen in nearly every makeup artists and beauty blogger’s makeup collection!

The possibilities were endless and, due to the success of the full size palette and breaking the internet when it launched, James later released a mini version of the palette and a full set of MUA brushes, so you could unleash your inner artist when and wherever you wanted!

Back in 2018, after weeks of it being sold out, I finally managed to get my hands on one, and it did not disappoint! The colours were insane and stayed on all day and night. Plus, when applying the eyeshadow, it had barely any fall out and the colours blended seamlessly!

Florence By Mills / 2019

Millie Bobby Brown’s career skyrocketed in Netflix’s ‘Stranger Things’, but in 2019 Millie went out on her own, creating makeup and skin care range ‘Florence By Mills’. 

Having sat in hundreds of makeup chairs since the age of 10, Millie has learnt everything she could about makeup – and most importantly that beauty is really all about loving and expressing ourselves. And that’s what Florence By Mills is all about,  defining beauty on our own terms, with no rules and no struggle towards perfection.

Housed in the cutest lavender coloured packaging, Florence products include toners, body shimmers and moisturisers, and let you be who you want to be!

Rare Beauty / 2020

In 2020, Selena Gomez swapped creating music for creating her own makeup brand! However, Rare Beauty was created to be more than just a beauty brand. It was made to make an impact by breaking down unrealistic standards of perfection by letting you be who you are and giving people the tools they need to feel less alone in the world.

Featuring 12 formulas, 100 plus shades and three tools, products and bestsellers (such as the ‘Stay Vulnerable Blusher’, ‘Always An Optimistic 4 in 1 Mist’ and ‘Rare Discovery Eyeshadow Palette’), Rare Beauty products were created to make you feel good in but without hiding your unique self!

Rare Beauty also helps to support mental health – Selena created the Rare Impact Fund using her platform and brand, to help people connect to the resources and talk to each other!

Rare Beauty is a modern and accessible brand, and I’m super excited to see what Selena has up her sleeve for her next launch!

JLo Beauty / 2021

Jenny from the block is back and with a bang! Her new skin care brand JLo Beauty is just starting to take the beauty market by storm and, let’s admit it, who wouldn’t want to look as good as JLo?! Featuring sheet masks, supplements, creams and serums, Jennifer Lopez’s goal was to create luxurious but accessible skin care! Although she’s only just begun, I can’t wait to see what else JLo has in store for us!

It has been a positive journey for all the beauty brands and really, things can only keep getting better! So here’s to the next 10 years of the ever-growing beauty industry and to another 10 years of GLOSSYBOX! Cheers!

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Molly Lucas

Molly Lucas

Beauty Writer

Since I started delving into the beauty world at 15, I’ve always found applying makeup or using skincare therapeutic. Whether it’s before work or for an evening out, it brings me a sense of escapism. Having started young, I’ve had my fair share of beauty do’s and dont’s - but beauty has always managed to bring me confidence. Therefore, finding that affordable dupe or drugstore product that looks and feels high-end is one of my favourite feelings!


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