5 Shockingly Underrated Skincare Brands Every Beauty Editor Knows About—And You Should, Too
In today’s overcrowded skincare space, it’s tough to stand out as a brand. Virality is often the goal, and creating an aspirational aesthetic is non-negotiable. I know this as a beauty editor, and you know this as a beauty consumer. However! Just because a brand isn’t constantly at the forefront of your FYP doesn’t mean that it’s not worth your while. On the contrary, some of my favorite products come from brands that have more of an if you know, you know vibe to them, and honestly, that’s much more my speed. I don’t need to see a creator with 2M followers hawking a night cream to know that it works well. I’d rather discover an under-the-radar brand or founder quietly, one that is steadily crafting some of the best-performing products in the beauty game.
With that in mind, I took stock of my bathroom cabinet to assess what brands you might not be as familiar with—but absolutely should be if you want a highly effective product. Whether you’re targeting dark spots, dehydration, fine lines, or any of the other skincare issues we all struggle with from time to time, these are the top five underrated skincare brands I suggest checking out ASAP.
Facile
I love a brand that sticks to what you really need for your skin, without resorting to launching a new product every six weeks. Facile is a derm-developed skincare line with just TEN products. Want only the essentials without the fuss? This is your new go-to.
With the holy trinity of niacinamide, tranexamic acid, and azelaic acid, this serum gets to work on dark spots and uneven texture—fast. It’s also surprisingly gentle for the amount of active ingredients in the formula.
I absolutely adore this no-nonsense moisturizer. I never feel greasy or too shiny after I apply it, dry spots don’t stand a chance, and the quality for the price is unreal.
Ursa Major
If you fancy yourself an outdoorsy babe who prioritizes vegan formulas and B Corp certification, allow me to introduce you to Ursa Major. Healthy, glowing skin courtesy of responsibly made products is the goal here, and the brand more than delivers.
Retinaldehyde (not to be confused with retinol) is the strongest retinoid you can buy OTC without a prescription in the US, which gives it the most bang for your buck. This formula infuses the serum with botanical oils to ensure you’re hydrated, never irritated, while also softening fine lines and other signs of aging.
There is just something about a physical exfoliant to soften your skin that melts my heart, and this formula is absolutely one of the best. It also contains chemical exfoliators, plus fatty acids to nourish and leave your skin touchably soft and smooth.
Isla
For the aesthetically minded beauty lover who also wants clinically tested formulas and ingredients, you can’t get better than Isla. Yet another brand that doesn’t launch a million products for the sake of scale, instead sticking to the vetted staples that you actually need.
I’ve gone through at least five bottles of this brightening and nourishing toner over the last few years, and it never fails to deliver soothed, supple, radiant skin. I use it morning and night before the rest of my serums and moisturizer.
For calmer, stronger skin that boasts less texture, irritation, and dullness, I always turn to this do-it-all serum. It contains 17 time-released actives that get to work over 24 hours to support your skin barrier and leave you looking like your most radiant self.
Biossance
As the original champion of squalane in skincare (a hydrating barrier supporter), Biossance has been on my radar, and in my cabinet, for years. It’s one of the first brands I recommend when someone with skin sensitivities is looking for a new product.
This is the latest addition to my skincare lineup, and my complexion is absolutely drinking it up. The moisturizer is silky soft and nourishing, and it leaves my skin feeling sated and supple all day long.
I’m a longtime eye cream devotee. This is one of my fail-safe formulas to banish dehydration, soften fine lines, and keep dark shadows away, especially after a night of lackluster sleep. I tap in a pea-sized amount to my upper and lower lids day and night.
Omorovicza
If you crave luxury skincare but don’t want to just pay for pretty packaging or celebrity-fronted marketing, meet Omorovicza (like “pizza”). The Hungarian brand captured the skincare benefits of the region’s famed thermal waters and transformed them into highly effective formulas that strengthen, brighten, and improve overall skin quality.
My nighttime routine always begins with this fine line-softening serum. Able to tackle pretty much any skin woe that comes your way, from acne to dark spots, it’s powered by clinically proven, biotech-derived actives to leave you with ridiculously glowy skin.
I went to Budapest to experience a Hungarian thermal mud wrap right at the source and I can attest, this pitch-black balm is the closest you can get to the radiant skin I experienced without a plane ticket. It has the most unique texture and leaves your face equal parts hydrated and cleansed. Just wipe it off with a steaming hot washcloth and you’ll see what I mean.
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