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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.
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.
Fabulous Makeup
United Kingdom · Est. 2014 · Affordable
Fabulous Makeup is a UK beauty brand founded in 2014 by Kate Matthews and Nicola Smith and based in Liverpool, England. The makeup brand focuses on accessible cosmetics designed for customers who want practical products that can fit easily into everyday beauty routines.
Positioned within affordable beauty, Fabulous Makeup offers an approachable alternative to premium cosmetics. Its products are particularly relevant for shoppers who want to experiment with makeup, refresh daily essentials, or build a routine without moving into luxury-level pricing.
Cruelty-free beauty is part of the brand’s positioning, giving customers an animal-friendly consideration alongside affordability and ease of use.
The brand’s everyday beauty focus helps make its cosmetics suitable for regular wear rather than being limited to highly specialized or occasional makeup looks. This practical approach supports its place within accessible UK beauty.
Overall, Fabulous Makeup is an affordable UK makeup brand combining cruelty-free beauty, everyday cosmetics, accessible pricing, and a straightforward approach to makeup for customers seeking practical products for regular use.
