The under-the-radar NYC beauty brand with a cult following

In an often overwhelming and saturated beauty world, it’s hard to get ahead of the curve. But when we discover a brand like MAKE, which marries being socially minded (ten percent of sales are donated to the We See Beauty Foundation, a non-profit that supports female-run cooperative businesses) and exactly want you need and want from your makeup bag rather than trend-led, we take notice.

This unconventional approach to makeup and skincare comes straight from its creative director and co-founder, Ariana Mouyiaris, a New Yorker who lives by a no-rules beauty approach, drawing inspiration from personal styles instead of following trends. And this refreshing philosophy filters down to the products, which are minimal yet innovative and surprisingly functional.

But what makes the most effective beauty regime? It’s easy to believe that the more products you use, the better your results will be and the better your makeup will look, but in fact, carefully selecting the right products is much more important. And while it’s hard to choose between MAKE’s smart staples (all of which are hypoallergenic, cruelty-free and paraben-free), it’s very clear that this is a beauty brand with a conscience.

For us, MAKE’s Dew Pot takes the top spot, with its translucent glossy cream that beautifully melts into skin all the while conditioning and protecting against environmental damage. Another star turn is MAKE’s Bronzing Brick, which comes in three terracotta tones and is unexpectedly hydrating considering its powder texture – skin is left with a satin-smooth finish. Next, MAKE’s Universal Stick, is an intelligent lip-and-cheek stain that when applied directly onto skin, gives no instant colour but as soon as the pads of your finger press down and pat in, the friction causes the colour to bloom underneath. And what makes the Universal Stick even more special is that not only does it recreate a natural blush effect and adapt to your undertone but the very act of pressing the skin stimulates your own natural flush. The result? You’re left with a subtle shift in shade that lifts the complexion instantly.

But MAKE doesn’t just stop at color – its skincare is equally as impressive. And MAKE’s Moonlight Primer is the product you didn’t know you needed. The intelligent formula with marine algae shields skin against both the invisible HEV and IR light emitted from our tech, both ageing to the skin. For an all-rounder, MAKE’s Marine Salve can be used as a lip balm, to add sheen to cheeks and smooth down brows and flyaways, as a salve to heal dry skin, and heels, chapped lips and as a cuticle softener. It also doubles-up as protection against free-radicals, pollution and heavy metals. Another gamechanger is MAKE’s Succulent Skin Gel, which has become a non-negotiable beauty remedy to soothe sensitive, dry or sun exposed skin. This lightweight gel is excellent and, unlike most body creams, it absorbs fast and cools skin quickly thanks to the cactus and aloe vera extracts.