The under-the-radar beauty brand you should know about

I’m a huge fan of beauty brands that create products with my busy lifestyle in mind, so I was thrilled to hear that It Cosmetics was purchased by L’Oréal for the well-deserved sum of $1.2 billion (yes, BILLION) last week. This major acquisition also got me thinking about other innovative lines, and that’s when YBF (i.e. Your Best Friend) came to mind. Similar to It Cosmetics, this brand (which infuses all of their products with a skin-friendly naturally-derived blend of protective ingredients) strives to create beauty solutions that take the guesswork out of makeup, and here are a few picks that should be on your personal radar…

Automatic Brow Pencil
If you splurge on Dior’s Diorshow Brow Styler, this is the perfect budget-friendly stand-in. With one universal color that adapts to all shades of skin and hair, this is as fool-proof as brow pencil can get. And it’s $12.

Brush N’ Balance Powder
On-the-go touch-ups are inevitable, and this powder eliminates oil (and sweat) without leaving a cakey mess. The all-in-one packaging makes for optimal portability, and helps you go from day to night (or meeting to meeting) looking fresh and fabulous.

Double Ended Brushes
Let’s be honest… All of our brush collections could use a little upgrade, right? But creating the ideal tool box doesn’t have to set you back hundreds of dollars. This collection of 4 double-ended brushes (8 tools in total) is only $40, and it has your eyes and face covered. OK, so this set is currently sold out (because it’s that good), but sign up for YBF emails so you’ll know as soon as it’s back in stock!

So there you have it… YBF could possibly change your life—or at the very least make your makeup routine that much easier!

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