19 successful beauty startups you must know in 2023

February 12, 2023

World's best beauty startups in 2022

One thing is sure, the beauty industry is here to stay and by 2028, is expected to increase worth to $415.29 billion dollars. But, even though beauty products have become an inseparable part of people’s daily lives, this industry as every other requires innovations to keep it alive and relevant as the times are changing.

Therefore, beauty startups are working hard to achieve mass growth and adoption of cosmetics products. Moreover, one of the most popular trends is reshaping the global market by using AI, so everybody can get the specific product that is suitable for their skin type or concerns.


What are beauty startups?

Beauty startups companies are transforming the beauty industry with innovations, to improve the customer’s experience and satisfaction. Most beauty startups in the past years are aiming towards online direct-to-consumer formats, as consumers become more comfortable with online shopping.

Another thing that has become a goal for many companies in the beauty industry is personalized beauty options. They’ve spotted the insecurities most of the customers face when it comes to choosing the perfect skincare products and realized that when customers use the wrong product and don’t see desired results, they are most likely to blame the brand or the product line.

Moreover, to help customers and help brands keep their reputation, many beauty startups are working hard to implement AI-powered apps so customers can easily create their skin profile and get selected products that are suitable for their skin.

The best beauty startups that are shaking up the beauty industry

Those goals we’ve mentioned above and many others points of improvement in the beauty industry are the driving force of the following beauty startups. Keep reading to find out how each of these beauty startups will help the beauty industry achieve massive growth in the next few years.

Function of Beauty

One of the most revolutionary innovations in the beauty industry is customizable beauty. Hence we are starting the best beauty startups list with Function of Beauty – a promising beauty startup focused on delivering its customer the best-customized product according to their needs.

The customizing process starts with taking the quiz so their team can gain insights into your needs. After that, their in-house chemists create your 100% custom formula based on your answers, and your formula is delivered right to your door. Moreover, their social mission is to support and provide opportunities for women and girls in STEM.

Madison Reed

Madison Reed, founded on the belief that we all deserve better, is a hair color company that is providing the best, most luxurious hair color made with ingredients you can feel good about. Therefore, because of the company values, everything they make is Smart 8-free, free of ammonia, PPD, resorcinol, parabens, phthalates, gluten, SLS, and titanium dioxide.

This beauty startup will help you accomplish your hair goals by giving you the best products for coloring, protecting, treating, and styling your hair, as well as some fast fixes, and a 2-step salon-secret system for healthy‑looking hair color with brilliant shine.


Billie is a body brand offering high-quality shaving supplies and body care products at fair prices. It started with a razor that changed everything and now they have a sparkling clean collection of better beauty basics for your medicine cabinet.

Apart from their products, this is one of the best beauty startups because they also try to make the world a better place by donating 1% of their revenue to support women and important causes around the world. The razor that started it all is made based on women’s needs, hence it navigates more curves and angles. It’s also encased in aloe moisturizer for an incredibly smooth glide every time.

TULA Skincare

TULA Skincare is a clean and effective brand developing skincare products that are powered by probiotic extracts and superfoods. Being aware that probiotic extracts are a powerful ingredient that helps improve skin’s balance, soothe skin to calm the look of skin irritation, and nourish skin to improve hydration, TULA inspires confidence by helping people embrace their skin.

They don’t formulate with toxic ingredients or irritants that might compromise the health of your skin, but have over 1,600 ingredients they will never formulate with. Hence, TULA Skincare guarantees that 100% of its products are clinically tested for efficacy.


ManiMe is a company that believes that changing nails should be easy as changing shoes, therefore, they’ve found a way to make that possible. Unlike traditional manicures, this beauty startup makes accessible, healthy, and easy-to-change manicures. The solution is the first-ever custom-fit stick-on gels that are developed by leveraging the possibilities of 3D technology.

All you need to do is simply scan your hands, select your design, and receive your high-tech manicure in the comfort of your own home. They can be self-applied or removed in moments, making time-consuming and damaging treatments a ritual of the past. Lastly, this manicure is toxin-free and cruelty-free and can be applied in 5 minutes or less.

By Humankind

By Humankind creates beauty products with clean ingredients that are based on research, and safe for your daily routines. They have a variety of products for self-care, from mouthwash to deodorants, hair care products, shower products, and more.

Their main goal besides clean products is to eliminate single-use plastic waste from your routine. For that purpose, they create high-performing formulas that work as hard for you like the packaging of By Humankind does for our planet. Additionally, this beauty startup packs and ships products in recycled paper with soy-based inks, which you can recycle or compost.


Ever found yourself overwhelmed by the millions of skincare products without knowing where to start? NakedPoppy has a solution for you. They’ve developed a highly intelligent online assessment that can identify your perfect products with just a few key bits of info.

After taking a 3-minute beauty assessment, you will have a personalized choice of the safest, cleanest, and most luxuriously crafted makeup and skincare. Furthermore, this isn’t just about cutting out the major no-no’s. It’s about delivering the most highly vetted and safest beauty products and making sure you don’t waste time on anything but the best of the best.


Quip is focused on oral health. This beauty startup is designing and delivering products, advises, and provides customers with professional services to make oral health more simple, accessible, and enjoyable. To do so, they’ve developed an innovative electric toothbrush.

These brushes are thoughtfully created by dentists and designers with all the guiding features teeth need to stay healthy. With this smart brush, you can track and make better brushing habits and even earn gifts or discounts when achieving your goals. They also have innovative and eco-friendly floss, gums that prevent cavities, and everything else you need to have the best oral care.


At Shampora you can customize your products in just a few clicks and then get your own Hair Box delivered to your door. Simply as that you can have unique, clean end most suitable hair products. They have two lines of products, for hair care and hair color, all customized for you, only with the ingredients that best suit your hair and scalp type.

To create the personalized products you need to connect with the team of Shampora and have a professional consultation. Every hair is unique and it must be treated that way. Therefore, having a chance to create your tailor-made formula is undoubtedly the best way to have gorgeous hair.


NØIE is another one of the beauty startups that are leveraging technology to give you a chance to personalize your skincare routine by choosing exactly what your skin needs. After creating a Skin Profile you will get a list of products that contain exactly the ingredients that are essential for you and your skin.

What makes this beauty startup unique is that they combine the knowledge they get from your Skin Profile with the data from over 150,000 people and their experiences with the products. So not only do they know what works but they also know what works for whom and what works best for you.


Bloomeffects was born out of a personal need for truly unique, pure, and natural ingredients that will provide effective results. After years of looking for the ingredients that will change the skincare game, they’ve found that the beautiful and simple ingredient that will enrich the skincare concept is royal tulips.

Formulas for all products are clean, safe, effective, and infused with breakthrough proprietary dutch tulip complex from Holland. Hence, using these products you will have youthful and glowing skin and you will be a part of the mission to protect the environment.

Virtue Labs

Virtue Labs has a great team of enthusiastic bio-scientists that six years ago found an entirely new way to collect Keratin in its pure form. This protein is what makes up 90% of our hair, skin, and nails so they’ve discovered Alpha Keratin 60ku® and revolutionized the beauty industry.

The biggest advantage of this protein, and why it’s proven that will work is the fact that our bodies recognize it as our own. It’s pulled to where it’s needed, strand by strand, smoothing, resurfacing, and filling in cracks of damage. Therefore, Virtue Labs, by leveraging those advantages, creates one of the most effective hair care products.


RadSwan is another one of the rising beauty startups, but this company is strictly focused on providing hair fashion design for black women. As they say, black hair is culture and it’s always been the safest and boldest form of self-expression, therefore, it’s imperative to have hair products that are most suitable for those hair types.

You can choose from a variety of products for different shapes, and even choose from RadKits with selected products. Moreover, they have educational videos that will give you more insights and tips on how to take care of your hair.

C and The Moon

C and The Moon was founded on the belief that the way we care for ourselves has a direct impact on how we care for our planet. An average of 200 manmade chemicals are found in the cord blood of newborns, many of which are used in the manufacture of personal products and absorbed through our skin.

Being aware of that, the founder of C and The Moon in 2018 brought scrub to the product to market and started this journey. They have body scrubs, glow oils, candles, and gift boxes, all environmentally friendly and with natural ingredients.

Bread Beauty Supply

Bread Beauty Supply is another beauty startup that empowers women’s beauty and boosts confidence by giving them products that will make them feel like Hollywood stars. They are starting by helping you win on wash-day with a kit that has all the essentials you need for a clean routine.

Furthermore, they have products to layer between showers like hair oils and hair cream. Their products are designed for curly, textured hair, but are suitable for all hair types, especially on strands that get extra dry sometimes.


Made with active botanical ingredients that remove sweat, balance moisture, and maintain the health of your hair and scalp pre, post, and during your workouts, Sunday2Sunday produces products that are an inseparable part of the life of every active woman. When the products are used daily, their proprietary formulas are proven to deliver a healthier scalp in just 28 days.

Nothing, especially not your hair should keep you from living life to the fullest, hence, Sunday2Sunday empowers you to sweat freely, because when it comes to your hair, they are here to handle the bounce back.


Routinely is another one in the series of most promising beauty startups in 2022, helping people build an effective skincare routine and guide them on their way to making better decisions for their skin. They’ve distilled skincare to its essence to bring customers the purest and most potent form of skincare with a collection of 13 serums.

Changes in your lifestyle, environment and hormonal balance have a direct impact on your skin, and generic skincare doesn’t address the ever-changing nature of the skin. Luckily, Routinely design your custom skincare routine based on your specific profile.

Young King Hair Care

Young King Hair Care is shaking up the beauty industry by redefining male grooming for the next generation of multicultural men. With a special product line for black and brown man, this beauty startup is giving people the confidence they need to be their best selves.

All products are vegan and free from harmful ingredients. They utilize plant-based, environmentally friendly ingredients that are proven to naturally stimulate hair follicles to promote hair growth. Additionally, all products have a citrus scent, that spices up the confidence self-care gives.


Algologie creates green and clean formulas that are safe for the skin. Their natural marine active ingredients include algae, coastal plants, seawater, and more. The laboratory of this beauty startup is made in France, in a factory in Brittany, surrounded by the sea, on a unique and protected site.

Thanks to the use of ultra-actives stem cells these innovative products have already proved their efficiency. Algologie is undoubtedly one of those beauty startups that together with clean skincare products, prioritize the clean environment as well.

What all these beauty startups have in common

We are beyond happy to say that all of the beauty startups above, whether they are focusing on haircare or skincare products, are giving efforts to create environmentally friendly products. Furthermore, they are all driven by the power of natural ingredients and they leverage technology to make sure every product ends up in the right hands. This access will hopefully decrease the waste of unused products that end up in landfills.

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