You May Also Like
Discover more brands you might be interested in
SIMIHAZE Beauty
United States · Est. 2021 · Mid-range
SIMIHAZE BEAUTY is an American makeup brand founded in 2021 by sisters Simi and Haze Khadra and based in Los Angeles, California. The brand brings a highly visual, fashion-aware perspective to beauty, but its identity goes beyond creative presentation through a strong clean and conscious formulation profile.
SIMIHAZE is vegan and cruelty-free and is associated with paraben-free and sulfate-free beauty. These qualities make it relevant for customers who want luxury-leaning makeup while still paying attention to ingredient standards and animal welfare.
Sensitive-skin-friendly positioning gives the brand another layer of practicality, helping balance its bold, design-led image with products that can still fit comfortably into everyday routines.
Sustainability and eco-friendly practices are also part of its profile, giving customers more than one reason to consider the brand from a conscious beauty perspective.
As a women-owned Los Angeles beauty brand, SIMIHAZE has a clear founder-led identity and a strong connection to contemporary American beauty culture. Its listed pricing sits closer to mid-range, but the brand is positioned within luxury beauty thanks to its presentation and aesthetic direction.
For shoppers seeking modern makeup that combines clean beauty, vegan and cruelty-free values, sensitive-skin-friendly formulas, sustainability, and a strong creative identity, SIMIHAZE stands out as a more expressive alternative to conventional luxury cosmetics.
Iris&Romeo
United States · Est. 2019 · Mid-range
Iris&Romeo is an American beauty brand founded in 2019 by Michele Gough Baril and based in Northern California. The women-owned brand combines clean beauty with a streamlined approach to makeup and skincare, making it especially relevant for customers who want fewer products to do more within their everyday routines.
Its formulation standards are a major part of the brand’s appeal. Iris&Romeo is vegan and cruelty-free and is associated with paraben-free and sulfate-free beauty. These choices support its clean beauty positioning and give ingredient-conscious shoppers a clearer reason to consider the brand beyond aesthetics.
Sustainability is also built into its profile. The use of recycled materials adds a tangible environmental element, while the brand’s minimalist beauty positioning naturally supports the idea of buying more intentionally rather than building oversized routines.
Although its listed price range is mid-range, the brand is positioned within luxury beauty, which reflects its more polished presentation and elevated experience. That combination gives Iris&Romeo an interesting place between accessible prestige and traditional luxury.
For shoppers looking for American clean beauty that feels refined but still practical, Iris&Romeo offers a strong mix of vegan formulas, cruelty-free practices, recycled materials, sustainability, women-owned leadership, and minimalist everyday beauty.
Topicals
United States · Est. 2019 · Mid-range
Topicals is an American beauty brand founded in 2019 by Olamide Olowe and Claudia Teng and based in Los Angeles, California. The Black-owned and women-owned brand sits within the mid-range segment and combines vegan, cruelty-free, and dermatologist-tested beauty with products intended for consistent everyday routines.
Founder identity is an important part of the brand’s profile. As a Black-owned and women-owned beauty company, Topicals brings greater representation into a category where ownership has traditionally been concentrated among larger established players.
Its formulation values also give shoppers clear points of reference. Vegan and cruelty-free positioning makes the brand relevant for customers who prioritize animal-friendly beauty, while dermatologist testing adds a more clinical element.
The everyday beauty focus keeps the brand practical. Rather than positioning its products as occasional luxury treatments, Topicals is designed around routines people can maintain consistently.
Its mid-range pricing supports that balance: the brand feels more specialized than basic mass-market beauty without becoming financially inaccessible in the way many prestige skincare labels can.
For customers interested in independent American beauty, Topicals brings together Black-owned and women-owned leadership, vegan formulas, cruelty-free practices, dermatologist-tested products, accessible mid-range pricing, and everyday usability. Those qualities give the brand an identity that combines representation, formulation standards, and practical skincare rather than relying on a single trend.
