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ISAMAYA
United Kingdom · Est. 2022 · Luxury
ISAMAYA is a UK beauty brand founded in 2022 by Isamaya Ffrench. Positioned firmly within luxury beauty, the brand has a more focused identity than many of the clean or sustainability-led names in this list: its defining qualities are premium positioning, creative beauty, and cruelty-free practices.
That narrower profile can actually be an advantage. ISAMAYA does not need to be framed through every conscious-beauty category to have a clear point of view. Instead, the brand sits within the more directional side of UK luxury beauty, where visual identity and a strong creative perspective matter as much as everyday practicality.
Cruelty-free beauty adds an animal-welfare consideration to that premium positioning. For customers who want luxury makeup while avoiding brands that test on animals, this becomes an important part of the decision.
Established in 2022, ISAMAYA is also relatively young compared with many heritage beauty houses. Its recent arrival gives it a more contemporary character and allows it to operate outside some of the traditional expectations associated with luxury cosmetics.
For shoppers exploring modern UK beauty, ISAMAYA is best understood as a cruelty-free luxury beauty brand with a distinctive creative identity. It is likely to appeal most to customers who want beauty to feel expressive, editorial, and design-led rather than simply functional or routine-driven.
LIHA Beauty
United Kingdom · Est. 2014 · Luxury
LIHA Beauty is a UK beauty brand founded in 2014 by Liha Okunniwa and Abi Oyepitan. The Black-owned and women-owned luxury brand brings together natural and plant-based beauty with heritage, ethical sourcing, and handmade production.
Its vegan and cruelty-free positioning gives the brand a clear animal-friendly identity, while fair-trade and ethical values extend that consciousness into ingredient sourcing and production.
Sustainability is another important part of LIHA Beauty’s profile. Combined with locally made and handmade production, it gives the brand an artisanal character that feels very different from conventional prestige beauty built around large-scale manufacturing.
Heritage plays an especially meaningful role here. LIHA is not simply positioned as another natural skincare label; its story is closely connected to cultural influences, which gives the products a stronger sense of identity and provenance.
Minimalist beauty also fits the brand’s approach. The emphasis is on considered products and intentional routines rather than excess.
Overall, LIHA Beauty is a luxury UK beauty brand combining Black-owned and women-owned leadership, natural and plant-based ingredients, vegan and cruelty-free practices, ethical and fair-trade sourcing, sustainability, handmade production, local craftsmanship, and heritage. It is particularly well suited to shoppers who want premium beauty with a strong cultural and conscious foundation.
REFY
United Kingdom · Est. 2020 · Mid-range
REFY is a UK beauty brand founded in 2020 by Jess Hunt and Jenna Meek and based in Manchester, England. The makeup brand is built around a streamlined approach to beauty, creating products designed to help customers achieve polished looks without overly complicated routines.
REFY is a vegan and cruelty-free beauty brand, making it relevant for shoppers who prioritize animal-friendly cosmetics. Its products are also associated with fragrance-free and paraben-free beauty, supporting a more considered approach to formulation.
Minimalist beauty is one of the strongest parts of REFY’s identity. The brand focuses on edited routines and products that work naturally within everyday makeup, rather than encouraging customers to build unnecessarily large collections.
Positioned within the mid-range beauty category, REFY balances accessible pricing with a more elevated, modern presentation.
Overall, REFY is a mid-range UK makeup brand combining vegan beauty, cruelty-free practices, paraben-free formulas, minimalist beauty, and everyday cosmetics for customers who prefer streamlined, contemporary makeup routines.
