The Cool Drop: The Future of Clean Beauty
Five female founders proving that integrity and innovation are the new standards of beauty.
When I think of founders like Eugène Schueller of L’Oréal and Thomas Lyle Williams of Maybelline, I can’t help but wonder how these men found their way into creating beauty brands they’d never use themselves. Today, I’m grateful that the industry has shifted — flooded with female founders building innovative, purpose-driven, and, for today’s sake, clean beauty brands.
If you’re anything like me, you love a good beauty product, but it’s a sad reality that many are still full of harsh chemicals and potentially harmful ingredients. In my mind, there’s no other route than the clean one. And if you need some recommendations to get you started, welcome to this week’s Cool Drop.
EADEM
Marie Kouadio Amouzame and Alice Lin Glover partnered with leading chemists and dermatologists to develop EADEM — meaning “same” in Latin. Their mission: to create clinically proven products effective for people of all skin tones and types. Their cult-favorite Milk Marvel serum is emblematic of that ethos, designed specifically for melanated skin with efficacy, safety, and dignity in mind. A brand rooted in inclusivity and purpose — your skin will never be the same.
OSEA
OSEA (pronounced oh-SEE-uh) has been setting the standard for clean skincare long before it became a trend. Founded by Jenefer Palmer in Malibu in 1996, the brand is powered by seaweed-based formulations that are vegan, cruelty-free, and climate neutral. Another Allure Best of Beauty winner, their Undaria Algae Body Oil is my absolute favorite treat post-shower — the texture is perfection and it smells so good I’d wear it as perfume. Pairing the oil with the Undaria Algae Body Butter has been a game-changer: my skin has been pure silk ever since.
Merit
Launched by Katherine Power (also co-founder of Who What Wear and Versed), Merit quickly became the poster child for minimalist, no-fuss luxury. Each product is designed to simplify beauty routines without sacrificing elegance — makeup that’s clean, modern, and meant to enhance rather than overwhelm. And yes, it’s vegan. Start with The Minimalist complexion stick — foundation, concealer, and everything in between — and don’t miss the Flush Balm cream blush, an Allure Best of Beauty winner that melts beautifully into skin.
Tower 28
Amy Liu founded Tower 28 after struggling with sensitive skin and feeling excluded from the traditional beauty space. Today, the brand is beloved for being dermatologist-tested, safe for even the most reactive skin, and accessible without losing its edge. With playful packaging and a cult following for its lip glosses and bronzers, Tower 28 has carved out a niche as the cool-girl clean brand with heart. I’m personally addicted to their BeachPlease Cream Blush (Golden Hour) and their Tinted SPF, which delivers just the right coverage while feeling light on the skin.
ILIA
My first entryway into clean makeup, Sasha Plavsic launched ILIA with the belief that clean beauty should be as effective and fashion-forward as its conventional counterparts. From the celebrated Super Serum Skin Tint (my gateway into the brand) to the Limitless Lash Mascara (also addicted), ILIA bridges the gap between natural ingredients and products that really work. And right now, they’re offering 20% off site-wide.
I find myself incredibly grateful to these founders for creating safe products that make their users feel truly beautiful — because we shouldn’t have to risk our health to participate in the beauty industry.
If there are any other clean beauty brands you’re loving right now, please share them with the community in the comments.
Until next time,
Kelly