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5 Cult Beauty Brands to Know Now

Last updated February 9

Date created October 13

Refresh your skincare routine and bathroom rituals with 5 cult beauty brands curated by our independent boutiques.

Through innovative design, cutting edge ingredients, planet-friendly credentials, effective results or beautiful packaging, some beauty brands garner a cult following, be it amongst beauty editors, skintellectuals, tastemakers or dermatologists.

Luckily for you, our independent boutiques have curated the very best cult beauty brands, scouring the world for the pieces you’ll want to keep on your bathroom shelves forever.

From stress-busting aromatherapy candles and bath salts for your evening unwind, to invigorating facial cleansers and moisturisers to get your day off to the best start, meet 5 of Trouva’s favourite cult beauty brands that any beauty fanatic will love.


Spotted on the bathroom shelves of minimal skincare obsessives on Instagram and beyond, if you don’t already, it’s time to get to know MALIN+GOETZ. From perfume oils, soap bars, scented candles, cleansers and moisturisers, up your self-care game with their trusted natural ingredients and signature scents - from musky rum and leather to uplifting grapefruit and bergamot. Enriched with vitamins for a boost of the good stuff, MALIN+GOETZ is perfect to weave into your everyday routine, and with its minimal colour pop packaging, it looks as good on your bathroom shelf as it feels on your skin.

2. Meraki

Designed and developed in Denmark, Meraki specialises in skincare and wellness essentials; think scented candles, hammam towels and natural soaps that are gentle on the skin. Meraki creates nourishing products inspired by nature, made with ingredients that are carefully selected for their quality, garnering them a cult following, and rightly so. We particularly love their linen dew range, light and refreshing with a touch of luxury.

3. Cra-yon

Building yourself a scent library, or on the hunt for your new signature? Look no further than Cra-yon - the new kids on the scene here to help you make the most of your social calendar. Founded in 2020, Cra-yon believes that scent can empower us, and they use this belief as a starting point when creating their clean, no fuss scents. With a broad range of fragrances from sweet vanilla to musky cedarwood and patchouli and fresh geranium and bergamot, you are bound to find your new scent - whatever your vibe.

4. Aery

Elevate your evenings with Aery, the aromatherapy brand whose focus on scents and natural ingredients has solidified their cult status. Offering a range of scented candles, room mists, bath salts, and an array of aromatherapy products, you can sink into a little R&R in style with their bath and body products. Their various collections all serve a particular purpose: There’s a collection to help you sleep better, a collection to keep you energised, and even a collection to keep the positive vibes flowing. Find your fit and feel like your very best self.

5. Austin Austin

Family run Austin Austin is headed up by father and daughter duo Richard and Bessie Austin, whose eye for design has their products popping up everywhere from boutique hotels to bougie coffee shops. From hand and body soaps to organic shampoos and conditioners, Austin Austin combines natural ingredients with delicious smells to create products that you will want to use day in, and day out. Plus, with their perfect-for-gifting hand illustrated branding, you can consider guests well and truly impressed. Invest in a little Austin Austin and join the club. Trusted Site