It’s no secret that the Rank & Style staff spends a ton of time on the web. Between creating and writing our Top 10 lists to purchasing the occasional treat for ourselves, we come across an insane amount of brands and products every day. However, not every item or brand we discover is a standout, and when we find one that is, we think it’s worth sharing.

Ahead, we’ve rounded up 27 stellar brands that we’ve discovered in 2021 and think everyone deserves to know about. From Black-owned haircare companies to millennial-focused beauty brands and more, scroll on to see our list of the new labels to know in 2021.

BEAUTY

Adwoa Beauty: Adwoa (ahh-ju-wah) is a haircare line that specializes in products for dry, textured hair. Using natural, scalp-healthy ingredients like baobab, peppermint, and spearmint oil, Adwoa provides natural strands with all of the necessary moisture they need to achieve healthy curls.

Beneath Your Mask: Beneath Your Mask creates pure, non-toxic beauty products that nourish, revitalize, and transform the skin—think everything from whipped skin souflés to clarifying face masks and detoxifying body scrubs.

Bread Beauty Supply: This Black-owned and operated hair care brand is stealing the hearts of curly girls and naturalistas everywhere. Its cult-favorite hair oil is described as “lip gloss for your hair”, a formula that’s anti-greasy, pro-glossy, and won Allure’s Best of Beauty Award in 2020.

Ilia: Clean beauty company Ilia is known for its cult-favorite Serum Skin Tint. The brand formulates beauty products that aim to revive the skin and leave a natural-looking finish that replicates the look of real skin’s texture.

Kosas: This clean beauty company is dedicated to creating products that deliver clean, easy color and real skincare benefits. Banning over 2,700 ingredients including parabens, phthalates, sulfates, talc, and formaldehyde, you can shop Kosas’ array of brow products, deodorant, weightless lipsticks, and more—worry-free.

Lawless: Lawless’ cult-favorite Forget The Filler lip plumping lip gloss has become a favorite amongst beauty bloggers and beauty lovers alike. The brand specializes in clean beauty products that are highly pigmented and boast full coverage and long-lasting wear.

LYS: LYS beauty was the very first Black-owned cosmetics brand to earn the Sephora Clean Badge. The beauty brand’s signature product is its Triple Fix Serum foundation, which is formulated to erase dark spots, provide instant hydration, and soothe the skin.

Merit: Minimalist makeup brand Merit caters specifically to women who want to create no-makeup-makeup looks. The best part? All of its beauty products ring up under $40.

Mutha: Mutha is a brand on a mission to embrace bodies in every form, shape, and state. Its body butter was formulated to provide a solution that actually works to prevent and heal stretch marks for expectant mothers and women in general. The brand now aims to provide support to mothers around the world, and of course, revolutionary skincare.

Peace Out!: Quirky brand Peace Out! offers acne-focused skincare solutions and encourages its consumers to and make peace with their skin and “live life unfiltered.” The skincare brand’s products are effective, clean, and fun and feature high-performing players like retinol, peptides, and vitamin C.

Prima: In a COVID era, what people need most is good, reliable hand sanitizer that doesn’t overwhelm the senses with the pungent smell of alcohol. Prima offers just that and so much more. The whole-body-care brand offers everything from CBD soft gels to niacinamide serums.

Rare Beauty: Selena Gomez is the latest celebrity to drop a makeup line, and we’re here for it. Her brand aims to fight against unrealistic beauty standards and create a safe space in the beauty world and beyond.

R+Co Bleu: Haircare company R+Co Bleu offers gluten-free, cruelty-free, sustainable, and vegan hair products for every hair type and texture—all formulated with a collaborative approach to hairdressing in mind.

Rose Ingleton MD: Black dermatologist Dr. Rose Ingelton founded her skincare line Rose MD to address common skincare concerns including anti-aging, blemishes, dullness, redness, and hydration. Every product in her unique line is formulated with a blend of natural fruit extracts from her home island, Jamaica.

Saie: Clean beauty brand Saie formulates its minimalist-friendly makeup products with free-radical-fighting skincare ingredients. The label offers everything from illuminating moisturizers to liquid blushes and, of course, itssignature Bouncy Marshmallow Highlighter.

Sienna Naturals: On a mission to create clean care for textured hair, Sienna Naturals offers a vegan, cruelty-free line of haircare products formulated without mineral oil, silicones, or parabens. The Black-owned company salon-tests every product on textured hair to ensure optimal quality and efficacy.

U Beauty: U Beauty is an Asian-owned clean skincare brand that offers everything from super hydrators to arm sculpting compounds.

Versed: Versed is a clean and vegan drugstore skincare brand with offerings for every skin type and concern. If you’re not sure where to start or what your skin needs, visit the website for a Skin Decoder Quiz that can point you in the right direction.

Boy Smells: Popular candle brand Boy Smells rose to cult status in 2020 after launching a collab with country singer Kacey Musgraves. The buzzy candle company offers everything from pot leaf-scented candles to underwear, chic wick trimmers, and its very own fragrance line.

FASHION

Entireworld: This brand is all about making extremely comfortable clothes. From classic sweats to cozy knits, Entireworld designs clothes for living in every day. Need something new for your WFH wardrobe? Check out this retailer now. 

Hill House Home: Made popular by their hero product, The Nap Dress, Hill House is the new go-to for stylish home goods, chic sleepwear, and beautiful day-to-night essentials.

Hommebody: Loungewear brand Hommebody was co-founded by celebrity stylist Morgan Pinney, whose client list includes Machine Gun Kelly, Pia Mia, and Becky G. The brand designs high-quality, fashionable loungewear ideal for dressing up or relaxing at home.

Kitty And Vibe: Woman-owned and operated New York swimsuit company Kitty and Vibe has gone viral on Tik Tok. The innovative brand focuses on inclusive sizing for all booty shapes and sizes (yes, booty), ethical production, and body positivity.

Richer Poorer: This cult-favorite brand's main mission is to make clothes to keep you comfortable and confident. Based out of California, Richer Poorer is all about community building and designing pieces for everyday living. 

Sleeper: Chances are you've seen some of your favorite Influencers wearing something from this luxe multipurpose fashion label. Ethically crafted, Sleeper's high quality clothes are designed to make you feel beautiful whether your out with your friends or at home relaxing.

Taylor Nikole: Black, Texas-based jewelry designer Taylor Nikole creates one-of-a-kind, handmade, and hand-sculpted earrings. A pair of her Enzo earrings was recently worn by award-winning actress Zendaya on the cover of InStyle magazine, and her other clients include Tracee Elis Ross and Tabitha Brown.

Telfar: Telfar bags are the new Birken—except they’re way more affordable. Founded by Black designer Telfar Clemmens, the New York-based unisex fashion brand offers apparel, hats, belts, durags, and of course, its cult-favorite shopping bag. Opening image: saie.com