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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.
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.
