Gone are the days of needing to fork out for international shipping, or scheduling visits Stateside merely so you can hit up Sephora – some of America’s finest beauty brands are finally making their way over the Atlantic in 2018.
From Shake Shack to Krispy Kreme, Beyoncé to Mariah Carey and Mad Men to Big Little Lies, the US of A has given us plenty of delights. However, while we’ve maintained the upper hand in some stakes (we are the nation that produced David Attenborough, thank you very much) America has exclusively had some of the buzziest beauty brands – until now.
Forget French pharmacies, it’s the brands on sale in American drugstores and malls that have been squarely in our crosshairs of late. Glossier finally came to our shores last year (if you’ve yet to try its bestselling Boy Brow or Haloscope highlighter, rectify that ASAP), and brought thousands of visitors to its London pop-up.
In fact, Stylist’s beauty director Anita Bhagwandas has been known to stockpile so much Milk Makeup on trips to New York that she always leaves a chunk of space in her washbag for it. “There’s just nothing like it over here,” she mournfully explains.
Anita might have to wait a little longer for Milk Makeup, but there’s a bevy of other big names finally coming to the UK this year. Here’s what you need to know…
1. Kate Somerville
Dubbed ‘Hollywood’s favourite facialist’, Kate Somerville has been cleansing, extracting and polishing the faces of Tinseltown’s finest for 25 years (not that you’d know it: Somerville doesn’t look a day over 28). Eva Mendes, Jessica Alba, and Olivia Wilde (to name a few) all entrust their faces to her skilled hands, and the UK launch of her award-winning skincare range already has a thousands-deep waiting list. One of her legendary ExfoliKate Intesive scrubs sells every five minutes, and the brand has scooped up a whole host of honours Stateside, from Allure’s ‘Best of Beauty’ to the CEW Awards.
Must Try: ExfoliKate Intensive Exfoliating Treatment, Goat Milk Moisturising Cream, RetAsphere Micro Peel
Launch date: 1 February, exclusive to CultBeauty.co.uk
2. IGK Haircare
If you like your hair a little more grunge than glam, this is for you. Created by four A-List hairstylists Aaron Grenia, Franck Izquierdo, Leo Izquierdo, and Chase Kusero, IGK is the antithesis of the ‘shampoo-ad’ hair. Their tagline is ‘No boring hair ever’ and with product names like ‘Intern’, ‘Pre Nup’ and ‘Dirty Spray’, they’re certainly delivering. The four founders claim they never want to get your hair ‘under control’ - they just want to help you express yourself better. (Intimidatingly) cool branding aside, the products are all paraben, sulfate and cruelty-free, and road-tested on IGK’s legendary Hollywood clientele. They scooped up an Allure Best Of Beauty Award last year for their superlative Rich Kid Coconut Oil Air-Dry Styler last year.
Must try: Rich Kid Coconut Oil Air-Dry Styler, Pre Nup Instant Spray Hair Mask, Jet Lag Invisible Dry Shampoo
Launch date: Space NK on February 12th
3. Mother Dirt
From Symprove in our diets to probiotics in our skincare, 2017 was the year we all got a little more au fait with bacteria. Mother Dirt has been taking things one step further with its ‘good bacteria’ range – the belief being that excessive cleansing has stripped our skin of protective oils from top to toe. Mother Dirt chalks the global rise in skin irritation and sensitivity to our belief in bacteria being bad and thus, constant washing. Their products use a microbiome called AOB that’s been lost through our modern lifestyles, which the brand claims is repairing and nourishing.
Must Try: AO+ Mist, Face & Body Cleanser, Biome-Friendly Moisturiser
Launch date: Available in Whole Foods Market now