Top 8 Beauty Startups Disrupting the Beauty Industry

The beauty industry is undergoing a transformation unlike any other. With a new generation of beauty startups leading the charge, innovation has become the new standard. These companies are leveraging technology, sustainability, personalization, and social media to challenge traditional beauty norms and cater to the evolving demands of modern consumers.

From personalized skincare powered by AI to eco-friendly packaging and cruelty-free products, these startups are redefining what beauty means today. One of the biggest influences on global beauty trends is the rise of k-beauty, which has brought unique ingredients, meticulous skincare routines, and a fresh perspective to beauty consumers worldwide.

In this article, we’ll explore the top 8 beauty startups that are disrupting the beauty industry and setting new standards in innovation, sustainability, and inclusivity.

1. Glossier

Founded: 2014
Headquarters: New York, USA

Glossier is one of the most prominent startups that revolutionized the beauty industry with its direct-to-consumer model and minimalistic branding. Originating from the beauty blog “Into The Gloss,” Glossier built a community-first approach that turned loyal readers into buyers.

Its “skin first, makeup second” philosophy resonated deeply with millennials and Gen Z. The brand’s aesthetic, accessible price point, and user-friendly formulations have created a cult following. Glossier’s success shows the power of community-building and leveraging user feedback to guide product development.

Why It’s Disruptive:

• Direct-to-consumer model

• Community-driven product development

• Minimalist branding that prioritizes skincare over makeup

2. Drunk Elephant

Founded: 2013
Headquarters: Houston, USA

Drunk Elephant disrupted the skincare industry by rejecting the use of what it calls the “Suspicious 6” – essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, and SLS. The founder, Tiffany Masterson, developed the brand after struggling with her own skincare issues and a desire for clean, effective formulas.

With simple, colorful packaging and a focus on ingredient transparency, Drunk Elephant has quickly become a staple among skincare enthusiasts and dermatologists alike.

Why It’s Disruptive:

• Clean beauty movement pioneer

• Ingredient-conscious formulations

• Transparent marketing that educates consumers

3. Function of Beauty

Founded: 2015
Headquarters: New York, USA

Function of Beauty offers personalized haircare products tailored to individual hair goals, types, and preferences. By using a quiz-based model, customers receive custom-formulated shampoo and conditioner—each labeled with their name.

The success of this startup lies in the shift toward personalization and empowerment in beauty. They’ve since expanded into skincare and body care, making customization a major beauty trend.

Why It’s Disruptive:

• Hyper-personalization through AI-driven quizzes

• Tailor-made product lines

• Direct-to-consumer, reducing retail overhead

4. Beauty Pie

Founded: 2016
Headquarters: London, UK

Beauty Pie is flipping the traditional beauty retail model on its head. It offers luxury beauty products without the luxury markups. Through a membership model, users can access high-end skincare, cosmetics, and wellness products at factory prices.

By cutting out the middlemen and offering full price transparency, Beauty Pie is educating consumers on the real cost of beauty.

Why It’s Disruptive:

• Transparent pricing model

• Membership-based access to luxury products

• Challenging traditional brand markups

5. Topicals

Founded: 2020
Headquarters: Los Angeles, USA

Topicals is a new-age skincare brand that focuses on treating chronic skin conditions like eczema, hyperpigmentation, and psoriasis. Unlike brands that focus solely on aesthetics, Topicals tackles real skin issues using science-backed formulas.

Founded by two women of color, the brand also prioritizes mental health by donating a portion of its profits to mental health organizations. Topicals is changing the conversation around skin to one of acceptance and empowerment.

Why It’s Disruptive:

• Science-backed skincare for real conditions

• Strong focus on mental health advocacy

• Diverse, inclusive branding and leadership

6. The Inkey List

Founded: 2018
Headquarters: London, UK

The Inkey List is known for offering high-quality skincare ingredients at affordable prices, demystifying skincare for the average consumer. It focuses on education, providing users with clear explanations on what each ingredient does, how to use it, and how to build a routine.

This no-fluff approach has earned The Inkey List a loyal fan base. By empowering users with knowledge, the brand makes skincare less intimidating and more accessible.

Why It’s Disruptive:

• Affordable pricing

• Ingredient-focused formulations

• Strong focus on consumer education

7. Versed

Founded: 2019
Headquarters: Los Angeles, USA

Versed is a clean skincare brand focused on accessibility and sustainability. Available at drugstores like Target, it proves that clean beauty doesn’t have to come at a high cost. The brand uses non-toxic ingredients, cruelty-free testing, and sustainable packaging.

What sets Versed apart is its commitment to environmental responsibility while remaining affordable for everyday consumers.

Why It’s Disruptive:

• Sustainable, clean beauty for the masses

• Affordable pricing with high efficacy

• Transparent, eco-conscious formulations

8. Soko Glam (Then I Met You)

Founded: 2012
Headquarters: New York, USA

Soko Glam is more than just an online marketplace for Korean skincare—it’s a full-fledged movement. Founded by esthetician Charlotte Cho, the platform introduced millions of Western consumers to the multi-step Korean skincare routine.

In 2018, Charlotte launched her own skincare line, Then I Met You, under the Soko Glam umbrella. The brand embodies the philosophy of “jeong,” a deep connection and empathy toward people and things.

Why It’s Disruptive:

• Leading the K-beauty wave globally

• Strong narrative and philosophy behind the brand

• Quality formulations with cultural significance

The Rise of Indie and Niche Beauty Brands

These beauty startups are thriving because they understand today’s consumer: values-driven, digitally savvy, and looking for personalization. Whether it’s AI-driven customization, sustainability, or transparency, consumers are gravitating toward indie brands that are authentic and aligned with their personal beliefs.

Traditional beauty giants are now racing to catch up by acquiring smaller brands or revamping their own strategies. However, the grassroots innovation from startups continues to push the envelope further.

Key Trends Driving the Beauty Startup Boom

1. Clean and Sustainable Beauty:
   Consumers are increasingly aware of the environmental and ethical impact of their purchases. Startups like Versed and Drunk Elephant are leading this change.

2. Customization and Personalization:
   Function of Beauty’s custom formulas are a perfect example of how tech is meeting beauty.

3. Inclusivity and Representation:
   Topicals and Fenty Beauty (while not a startup anymore) have demonstrated the power of inclusive branding.

4. Direct-to-Consumer (DTC) Models:
   By cutting out retail markups, startups can offer premium products at lower costs while building closer relationships with their customers.

5. Global Influences:
   The k-beauty phenomenon continues to shape beauty standards worldwide with its innovative ingredients, creative packaging, and skin-first philosophy.

Final Thoughts

The beauty landscape is no longer dominated by legacy brands. Instead, a new wave of startups is rewriting the rules by being more inclusive, transparent, and sustainable. Consumers are embracing authenticity, education, and customization—and startups are delivering exactly that.

As the beauty industry continues to evolve, these disruptors are not just offering products—they’re building communities, advocating for change, and turning everyday skincare into a movement. Whether you’re a beauty enthusiast or an investor, keeping an eye on these brands is a must.