In terms of setting trends for clean beauty brands that can be both high quality and affordable, Saie leads the way. I always considered the clean beauty “Big Three” to be Kosas, Saie, and Ilia. Because they’re consistently hailed for their luxurious formulas that won’t irritate your skin, and an overall sustainable production system down to their packaging.

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I’m constantly on the lookout for the best makeup brands on the market…and it’s not solely dependent on what BeautyTok influencers tell me to buy. I try the product myself and get a sense of what works on me before making a sweeping judgment on the brand.

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Before there was TikTok, there was YouTube. The old me would sit down with a snack and watch endless storytimes, challenges, moving-out videos, makeup tutorials, cooking shows, you name it. I ended my nights with budding influencers like Emma Chamberlain, Tana Mongeau, James Charles, and David Dobrik.

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