In Depth

Welcome to Britain: The cult beauty brands hitting UK shores

As Anastasia Beverly Hills launches a UK website we look at other niche brands with a cult following now available to British beauty addicts

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If there's one thing beauty bloggers and vloggers have brought us – aside from the ubiquitous contouring trend – it's an obsession with cult beauty brands. This is fed and enabled by a proliferation of sites selling smaller, harder-to-find brands and the popularity of subscription boxes such as Glossy Box and Birchbox, which deliver a selection of said products to British beauty fanatics each month.

For this increasingly large group of people there are a number of recent beauty launches in the UK to bring about a glow. The first is the long-awaited launch of Anastasia Beverly Hills in Britain. ABH was founded in LA and is known for being at the forefront of the bold eyebrow trend and for its collection of Dipbrow Pomades, brushes, pencils and definition tools. The company has also gained loyal followers for its Glow Kits – beautiful, solidly pigmented highlighting palettes – and its huge range of long-lasting matte liquid lipstick in gorgeous, bold shades. The full collection is now available at ABH's freshly launched UK website, anastasiabeverlyhills.com.

On the subject of liquid lipsticks, another cult brand that has created a matte formula with a legion of devoted fans has recently launched in Britain. Huda Beauty is the creation of beauty-blogger-turned-businesswoman Huda Kattan, originally from the US and now living in Dubai, and her make-up collection is now available through cultbeauty.co.uk. Coming soon to your shopping cart are Huda's vibrant liquid matte lipsticks, which feel light on the lips and last forever; the Lip Contour, pencils that function as both a liner and surprisingly soft lipstick; and the enormous collection of false eyelashes – the patent-pending lash creations that garnered Kattan an army of celebrity fans that reportedly include Beyonce, the Kardashians and Chrissy Teigen.

If you have the perfect lashes, you'll want the perfect liner. Fairy Drops is a Japanese brand that has formed a cult following for its eyeliners and mascaras. The brand's Cat Liner is perhaps the most essential item of Fairy Drops' collection and is now available at asos.com and cultbeauty.co.uk. Cat Liner is easy to apply, forms a solid, deep black line and doesn't budge.

Finish the look with a highlighter from one of a collection of brands with amazing palettes and illuminating powders. Hourglass's beautiful, marbled, highly pigmented powders hail from LA and are now available at Liberty, SpaceNK and John Lewis. Jouer Cosmetics is famed for its metallic liquid lipstick, Papaye, and its new Lip Toppers, which add a hint of iridescence to matte lipsticks. But the LA brand also has a gorgeous set of highlighters including the luminizing liquid highlighter in a easy-to-use pen and powder highlighters in champagnes, golds and in "Ice" – for frosted 90s looks – now available at cultbeauty.co.uk. Becca is a brand known for capturing the no-make-up make-up look from the offset of the trend. Alongside Becca's "skin perfecting" foundations, the brand's Slimlight highlighter pens and Perfector pressed shimmering powders are intense and glamorous. Get it from SpaceNK or cultbeauty.co.uk.

To start with the perfect complexion underneath all that make-up, look no further than Sunday Riley, another US-born celeb and fashion brand that has just become available to consumers at SpaceNK and cultbeauty.co.uk. Sunday Riley, named after its innovative founder, is a collection of skincare products that have a dogged following from consumers and beauty writers alike. The Good Genes Treatment provides an incredible boost to complexions, while the Luna Sleeping Night Oil is jam-packed with retinols to work on tightening and plumping skin overnight.

Perhaps the most exciting potential launch for beauty addicts in the UK is still just a rumour, but word is circulating that Sephora is soon to announce launching at Westfield Stratford. Until 2005, there was a Sephora at Bluewater in Kent, which means it will have been a long 12-year wait for the ultimate curator of cult beauty brands to arrive back in the UK. In the meantime, however, it seems there are plenty of brands on the horizon to help master the look of 2017.

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