1. TOM DAXON
The son of the long-term creative director of Molten Brown, Tom Daxon launched his eight-strong fragrance line in a bid to cut through the sector’s marketing hype and introduce a new ethos of transparency and accessibility. He has followed up with shower gels and a body lotion.
This startup has challenged the inconvenience of a cupboard full of miscellaneous creams and scrubs by simplifying them all into one format – the pencil, easy to carry and never spilling. The company, co-founded by long-time Revlon employee Jenn Kapahi, has even managed to devise a foundation and bronzer in pencil form.
3. SKIN & TONIC LONDON
With simplicity as its point of difference, all of this young brand’s products are made from the same seven ingredients or fewer, allowing it to pitch itself too as ethically and environmentally sounder. Its less-is-more approach extends to making many of its products two-in-one, so scrub doubles up as face mask, for example.
Launching with just two products – a concealer and a highlighter – Onomie was founded by tech entrepreneur Kal Vepuri to produce cosmetics with skincare attributes. The highlighter, for instance, is infused with vitamin C. Direct to consumer sales is also allowing the brand to make a claim to the “affordable luxury” segment.