Clean Beauty Collective: Meet the Emerging Innovators Redefining What’s Next
These brands may be new, but their fresh ideas, bold formulations, and forward-thinking missions are already making waves.The 10th Clean Beauty Awards celebrates more than just standout ingredients or sleek packaging—it honors brands that are boldly shaping the future of clean beauty. This year, we’re spotlighting Emerging Innovators, a group of brands under five years old whose impact is already being felt across the industry.
From minimalist serums to eco-conscious fragrances, these new brands are rewriting the rules with purpose and originality. And their products aren’t just promising—they’ve been rigorously tested by a panel of clean beauty advocates and industry experts to earn their place as contenders in this year’s awards.
Meet the innovators driving the next wave of clean beauty:
1. Biomama Skincare
Years in the industry: 1
Biomama was founded by a Sydney mother who struggled to find skincare that was both functional and luxurious. Frustrated by the lack of targeted solutions for motherhood-related skin concerns, she created a range that celebrates the woman behind the bump. With a minimalist, indulgent approach, Biomama bridges the gap between clinical, pregnancy-safe products and empowering self-care rituals.
2. Small Wonder
Years in the industry: 1
Co-founded by Stephanie Farsht, Small Wonder set out to change the wasteful status quo in haircare. Their professional-grade, waterless formulas are designed without single-use plastic, goop, or heavy shipping weight—just high-performance ingredients in a sleek, sustainable format.
3. AROMA
Years in the industry: 1
AROMA Skincare was created by a mother-daughter duo inspired by their reunion after four years apart. They blended their passion for natural products and their spiritual roots into a skincare line powered by Acai berry, Sacha Inchi, and Chia Seed oils. The brand is rooted in Ancient Greek language and values, reflecting divine collaboration and accessible luxury.
4. ROAN Fragrances
Years in the industry: 1
ROAN Fragrances crafts tea-based scents for modern nomads. AAPI and female-founded, the brand offers clean, vegan, and cruelty-free perfumes with full ingredient transparency—including proprietary blends—making scent an experience grounded in honesty and calm.
5. Finally All Natural
Years in the industry: 1
Finally All Natural was founded to fight hidden processing practices in clean skincare. With patent-pending formulas made without alcohols or chemical solvents, the brand delivers high-performance products using truly untouched ingredients—offering a new level of transparency.
6. PIPER LILY™ Skincare
Years in the industry: Less than 1
After rescuing a lab-tested beagle and being diagnosed with a rare liver disease during pregnancy, the founder of PIPER LILY™ created an ultra-concentrated elixir packed with 50 actives. Designed to simplify routines and support healing, the brand embodies compassion, skinimalism, and clean science—all named in honor of her daughter.
7. Bitty Balm
Years in the industry: 1
Bitty Balm was founded by a mom who wanted clean, dye-free makeup for her daughters. The result: a high-performance balm free from lake dyes and synthetic colorants, available in 11 shades and one clear option for all-over use. It’s safe, simple, and stylish.
8. LYOS
Years in the industry: 1
Hailing from Finland, LYOS simplifies skincare into a three-product routine that delivers fast, glowing results. With botanicals and bioactive ingredients at the core, LYOS stands for "Love Your Own Skin"—an invitation to make skincare joyful and skin-tastic.
9. IERIAS NAMA SKIN & SPIRIT
Years in the industry: 1
IERIAS NAMA blends ancient Greek ritual with clean skincare. Their formulas pair potent botanicals with immersive audio journeys, offering a sensory experience that nourishes both the skin and soul. The brand champions vegan, cruelty-free, and eco-conscious beauty.
10. Lux Care Brands
Years in the industry: 1
Lux Care Brands began with a handmade serum for teenage acne. Fifteen years later, that recipe evolved into Serum No. 1—and a full product line was born. Officially launched in 2024, this brand delivers chef-inspired, naturally refined skincare with clean performance at its core.
11. Zakiella
Years in the industry: 2
Founded by Zahra and her mother, Zakiella creates vibrant, high-performing cosmetics using clean, microplastic-free ingredients. With a focus on natural matte lipsticks and bold colors, Zakiella empowers authentic self-expression without compromising skin health.
12. Caraline Skincare
Years in the industry: 2
After 25 years in the organic product industry, Caraline’s founder wanted skincare that celebrated aging skin without fear-mongering. Caraline Skincare uses natural, clean ingredients to support skin health at every age—redefining beauty beyond “anti-aging” rhetoric.
13. Mil Usos
Years in the industry: 2
Mil Usos designs multi-functional products that replace complex routines. Tailored for athletes and active lifestyles, each formula addresses multiple skin concerns at once—ideal for those who need quick, effective, and minimalist solutions.
14. PN Artisan Luxury
Years in the industry: 3
This brand fuses green chemistry with traditional artisanal wisdom to create luxurious skincare that heals and nourishes. PN Artisan Luxury isn’t just a skincare brand—it’s a lifestyle rooted in natural ingredients, sustainability, and holistic care.
15. Denoir Cosmetics
Years in the industry: 3
Denoir was born from the founder’s challenge in finding lipstick shades that matched deeper skin tones while also being clean. Focused on inclusivity and ingredient integrity, the brand delivers bold color and uncompromising quality for richly pigmented complexions.
16. SENSITIVE SKIN™
Years in the industry: 3
SENSITIVE SKIN™ was founded by Ollie Wertheim to offer barrier-repairing products that soothe irritation without sacrificing luxury. With hero products like the RELIEF Recovery Balm, the brand is a go-to for women over 40 and anyone recovering from skin procedures or environmental stress.
17. Kanuni Brown®
Years in the industry: 3
Inspired by the founder’s grandmother and her community salon, Kanuni Brown® offers holistic, nurse-formulated haircare that balances tradition and innovation. Born during the pandemic, the brand provides clean, safe, and nurturing solutions for all hair types.
18. The Eco Alchemist
Years in the industry: 4
Created by a cosmetic chemist with a passion for the planet, The Eco Alchemist blends holistic wellness with high-performance formulas. Every product aims to reduce environmental impact while invoking a ritual of self-care that extends beyond the skin.
19. bareLUXE Skincare
Years in the industry: 4
Founded by Dr. Heather Smith during the COVID-19 pandemic, bareLUXE began with a personal need for sustainable, science-backed skincare. Specializing in facial oils, the brand blends performance botanicals with low-waste packaging—striking the balance between luxury and environmental responsibility.
20. SeaSoaked Skin
Years in the industry: 4
SeaSoaked Skin is inspired by the healing power of the ocean—specifically kelp. With organic seaweed soaks and skincare formulas, the brand brings the daily ritual of sea therapy to every body, harnessing the sea’s calming, nourishing properties.
21. Lendava Skincare
Years in the industry: 4
Lendava was founded by Priscila Fadul to simplify skincare routines through high-performance, multi-use products. Each formula, like Barefaced or Good Week Retinol, is designed to reduce steps without compromising results—perfect for conscious consumers who want clean science and real impact.
Each brand featured here entered their standout products into the 10th Clean Beauty Awards, where entries undergo 90 days of testing and evaluation by a judging panel of clean beauty advocates and industry experts. From skincare minimalists to bold, purposeful founders, these innovators are proving that clean beauty’s next generation is already here—and they’re making moves.
Next up, we’re spotlighting the Trailblazers—clean beauty brands that have carved out a strong identity over the past 5 to 10 years. These are the brands that have weathered trends, built loyal followings, and are now setting new standards in product performance and purpose.
