6 niche makeup brands with broad appeal

There’s nothing quite like the smug feeling you get from discovering an under-the-radar brand. Knowing you’ve found it first feels like you’re part of an exclusive, excellently made up club. We’re all about championing those brands at MECCA (that’s kind of our whole thing) but here are the niche makeup brands that we are talking about right now. Take note, your new favourite is in there.


A makeup brand with a skincare philosophy, ILIA believes that skin should look like skin ­– that is – it should enhance not cover. Its innovative formulations blend skincare ingredients with high-quality pigments and a conscious ethos, creating a considered edit of makeup essentials. Try the Fullest Volumising Mascara for an oil, sulphate and paraben-free option that nourishes the lashes while maximising their volume.

Westman Atelier

Gucci Westman is makeup artist royalty. The industry icon has painted all your favourite celebrities’ faces, so you can trust that she knows all the tricks for making you look like your very best self. Each of her products contain skin-loving ingredients, botanicals and lasting pigment, while the packaging is *chef’s kiss*. The standout for us is the Westman Atelier Lip Suede because there’s nothing else like it in the market: a matte suede lip palette of four bold but wearable shades that can be customised to create your own unique colour.

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Another makeup-skincare hybrid brand, Kosas already has a cult following amongst beauty obsessives. Their whole thing is “makeup that feels as good as it looks” and, well, they don’t lie. The range is simple but nourishing with skin-flattering products packed with botanicals. If you need a gateway product, the Kosas Wetset Mini Wet Set Lip Oil Trio is it – you can try three of their gloss/lip treatment hybrids in one go, which is just enough to get you addicted.

RMS Beauty

A pioneer in the consciously-created beauty sphere, rms have a “farm-to-face” philosophy using what they call “living ingredients” (think: food grade, organic and wild crafted ingredients) in their products. Multitasking and intuitive to use, they don’t compromise on quality, with excellent pigment payoff and luminous formulations. Want proof? Try the brand’s Lip2Cheek a one- product wonder that offers just the right amount of colour for every day.

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Lilah B

Lilah B’s mission is to make beauty effortless – and they do just that. Stripping back all the unnecessary, each of their products is made with thoughtfulness and intention, yet still feel luxurious. The considered range of curated essentials enhances without masking the complexion and while the colour line is incredible, our favourite is the Aglow Face Mist which nourishes, protects and boosts radiance.

Juice Beauty

A brand who has been leading the charge in science-meets-nature skincare, Juice Beauty has been creating its vegan and sustainable products since 2005. Passionate about environmentalism and wellness, the formulations are luxurious, antioxidant-rich and most importantly – effective. The Juice Beauty Stem Cellular CC Cream is our pick of the range for hydrating, lightweight coverage that evens the skin tone and leaves it glowing in a “I only drink green juice” kind of way.

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Have a question about our niche beauty brands? Ask MECCA! Chat live to our MECCA in-store experts, either online or by video call, who can answer all your beauty questions - no matter how big or small! We're your beauty best friend on call – just click the speech bubble icon in the bottom right corner of your screen.