Is for South Korea, the land that brought us sheet masks, snail slime, cute Panda packaging and brands with crazy names like Tony Moly, Too Cool for School, Fringe Stabiliser and Oops My Lip. How can you resist?
Latvia is known for its green and clean approach to beauty with brands like Dzintars which has been making natural cosmetics since 1849, as well as a raft of homegrown brands including Madara (available in the UK), Kiro Cosmetics, Attirance, Anna Liepa and Kivvi.
Morocco gave us argan oil, henna, black soap, hammams and the original lip tint made from poppy and pomegranate extract which comes in a terracotta pot.
Nordicity is a thing, mainly referring to the landscape and climate of Norway and Denmark, but now it also refers to a lifestyle/state of mind (think of the Danish hygge movement).
Norwegian brands we love include the men’s grooming brand Bad Norwegian, apothecary brand Sprekenhus created by former model Alexander Sprekenhus and the hair company Cutrin.
P- Polish. The Polish beauty market is growing at a faster rate than the rest of Europe’s inline with its economy. Inglot is the country’s best known brand with a global presence of its make-up stores. We also love Catzy, the haircare and styling brand (partly because we love that kitty cat logo).
Alongside modern Qatari’s taste for international luxury brands, the cities are also known for their souqs, traditional markets that sell everything from food to cosmetics. Popular buys include Kajal eyeliner, Henna used to colour hair for mehndi tattoos and bukhoor (oud wood to burn for its scent).
Natura Siberica is the Russian Federation’s best-selling natural brand which uses wild harvested herbs grown on Siberia’s largest farm in skincare, body care and haircare products.
Along with our Scandi fashion love affair, Swedish beauty in all its natural simplicity is top of our shopping list with brands including & Other Stories, Estelle & Thild, Sachajuan, Face Stockholm, By Redo, Sjal and Verso.
Where to start? There are so many brilliant Thai beauty brands.
Srichand Powder, a Thai drug store staple for scented face powder and powder masks.
Cosluxe, best known for their slim brow pencil.
Flawless Me by Onnbaby, a well-known Thai blogger.
Pim Cosmetix. Indie beauty brand specialising in lip colour.
Gino McCray might sound Irish but it’s the Thai equivalent to M.A.C. for colour cosmetics.
We grew up with US brands and classics such as Maybelline, Aveda, Max Factor, Estee Lauder and Elizabeth Arden continue to be our go-to heroes. But we’re extra excited about 2 new US beauty brands: Hollywood MUA Jillian Dempsey’s collection of Lid Tints, Khol Liners and Cheek Tints; WinkyLux’s clever lip products and soon-to-be-launched Tinted Moisturisers.
Zimbabwian plants such as Kigelia and Baobab inspired Dr Jackson’s skincare brand but the country is also know for its homegrown brands. Langa Cosmetics is owned by former Miss Universe model Langa Sibanda-Lloyd who created the mineral make-up range to suit darker skin tones.