Picks From Across The Pond: 9 European Beauty Brands You’ll Fall In Love With

Inspired by the definition of the French noun “flaneur” – an observer of life with a philosophical way of thinking and seeing/feeling, this Parisian inspired UK brand is on a mission to empower us all to embrace slow-living and self care. Flânerie offers a range of elevated essentials in 100% recyclable packaging with PETA approved vegan ingredients. Full transparency with formulations is crucial to the brand – key formula information is clearly printed on the side of the packaging (such as the percentage of natural in ingredients, texture and PH levels) which means that you don’t have to do all of the leg-work to find out if a certain product will be compatible with your skin type.

In most instances, you’ll have to pry my bottle of Santal 33 out of my cold, dead hands. Forever accustomed to the cult creamy sandalwood scent of dreams, my reluctance to branch out has kept me loyal since 2018.  However, sometimes you’ll learn of a brand and feel an instant connection – and this is how I came to love Fugazzi. The Dutch brand first caught my attention with its namesake (I’m a longtime fan of DC post-punk pioneers of the same name). Founded by Bram Niessink, who was inspired by Egyptian rituals (and a curious myth about how Cleopatra seduced Caesar by the power of fragrance) the brand creates modern perfume oils with extremely cool names (why yes, I do want Sugardaddy and Thirsty on my bathroom shelf). 

For those curious to try the brand, I recommend starting out with the Discovery Set ($34.99) a fully redeemable sample set with a generous selection of 9 fragrances to test. 

Fusing ancient Indian heritage with science-backed ingredients and most importantly, diversity and inclusion at the forefront of the brand's identity, Undid is a true breath of fresh air to the UK self-care scene. Founder Romi Desami was keen to create a brand that simplified our daily routines – for example, the Meltdown oil ($17.25 / £15.00) will provide a much needed quench for parched hair strands as well as skin that requires a little extra TLC. The brand’s first complexion product subtly named In Your Face ($21.85 / £19.00) is another one to watch – a lightweight skin tint with a cocktail of hydrating and soothing ingredients such as hyaluronic acid, aloe vera and camomile for soothing blemishes and minimising redness. With an accessible price point, and impressive eco-credentials (all products are made locally with ethically sourced ingredients and fully recyclable packaging) you’ll want to add Undid to your list. 

Finding the right SPF can be a minefield. That’s why French brand Seventy One Percent sparked my interest immediately. Founded by two surfer friends, the affordable range (which is also formulated in France) consists of a selection of both mineral and physical sunscreens with differing consistencies and strengths of SPF. The brand doesn't stop there, though. Consider your daily glow taken care of with the Feel Good Face Oil ($25.90) – a 99% natural antioxidant rich cell renewing elixir (the brand proclaims it’s a real mood booster and I’m inclined to agree).

It’s safe to say that founder and CEO of her eponymous brand Trinny Woodall knows her stuff. After a media career spanning over 27 years, it only made sense that she channel her experience and expertise into Trinny London – a beauty brand for those of us who look for high quality formulations but crave simplicity in our routines. For example, the majority of Trinny’s colour cosmetics come in stackable pots (starting at $25.00 for eye colour) making them great for those in a perpetual hurry. The brand also has a personalized base makeup matching tool – during your down time, you don’t even need to leave home to find your perfect match. 

La Bouche Rouge is a brand on a mission – to redefine “luxury” beauty as we know it. All of the brand’s handmade products are completely plastic free (throughout the manufacturing process to the end product) and designed to be refilled in their (extremely desirable) packaging (starting at $60.00) Formula wise, you’ll find unique, patented, rich serums. The lip colours in particular are exquisite – especially Regal Red ($40.00) a vibrant hue with just the right kick of orange. If that’s not enough, for every lipstick sold, the brand donates 100 litres of water to Eau Vive Internationale association, a program dedicated to giving water to children in Tongo. 

Described by founder Jasmine Wickes-Stevens as “no BS beauty,” Faace is specially designed to take confusion out of you routine (whilst being super prescriptive at the same time). With a collection of multi tasking face masks for  hormonal, tired or flustered skin, the brand offers something for everyone. The full sized tubes (starting from $35.00) work out to 40 applications per piece which is pretty good value when you consider the price of individual sheet masks. For each full sized tube purchased, the brand will donate a product to the charity Hey Girls, a UK social enterprise that tackles Period Poverty in the UK.

World renowned UK-based makeup artist Lisa Eldridge launched her first three piece lipstick range in 2018 after being inspired by a dream in which she was applying lipstick made out of velvet. What came in the years to follow were frequent sell out collections (with fans begging for restocks on social media), two pop up stores in the famous London shopping district Covent Garden and the (completely worthy) hype for a foundation launch that most other brands can only dream of. For those curious to try the brand, might I recommend the cult favourite True Velvet Lipstick ($36.00) Described as a work of art, the soft, blurred finishes of these gold encased bullets will make you rethink matte lips as you once knew them. 

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Celebrating ancient Chinese rituals and medicine with an emphasis on sisterhood and inclusivity, Muihood is a brand to watch. Founder Charlotte Yau based Muihood on reconnecting with her Chinese heritage, and the benefits of herbal medicine, in particular when used in skincare. The brand’s first product, Good Chi ($34.50 / £30.00) cleansing balm, a highly concentrated buttery balm (packaged in a very shelfie worthy neon orange jar), has already earned rave reviews from industry veterans such as Caroline Hirons and Lisa Eldridge. We can’t wait to see what the brand dreams up next.

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