These brands have all been selected on the basis that they are helping to move the industry forward, creating new niches and giving consumers greater choice while also tapping into many of the driving forces that are helping to move the cosmetics and personal care market forward.
Because the chosen brands represent such a wide spectrum of categories and product offering they are not listed in order of merit, they simply reflect the fact that these brands having taken risks that have made them stand out from the crowd while serving to reinvent the market.
The brands that have been included by the Cosmetics Design team have been chosen because they are helping to reshape the cosmetics and personal care market and keep it moving forward.
These are not necessarily the biggest sellers or the highest profile products in the category, but they have all created something unique. The standout might be the formulation, the packaging, the marketing or simply being different.
While you click through the gallery and note the brands we have selected, it should also be stressed that this list is not in order of preference or priority.