The Top 12 Brands to Know From the New Nordstrom Beauty Pop-In

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Though most of us are waiting to shop the Nordstrom Anniversary Sale with baited breath (early access for Insiders starts August 13), the mega retailer just debuted a new shop-within-a-shop, which is more than enough to tide us over. Pop-In@Nordstrom New Beauty is centered on self-expression and self care and features the best of what’s next in the beauty space. From sustainable skincare to CBD and even supplements, there's something for everyone. Plus, Nordstrom continues to dedicate retail space to Black-owned companies with 33 out of the 78 brands being founded by people of color. Not to mention the majority of brands featured in the shop are female founded. We highly suggest supporting the following 12 small brands (while they're still in stock) as well as the 60+ others in the curated boutique. We'll meet you in there.

The 15 Best Beauty Deals From This Year’s Nordstrom Anniversary Sale

golde turmeric

1. Golde

This black-owned, woman-owned brand makes "products that look good, taste good, and help you feel like your best self," according to its co-founder Trinity Mouzon Wofford. The superfood essentials from Golde deliver beauty both inside and out with two of our favorite products being the Papaya Bright Instant Exfoliating Superfood Face Mask ($34) and the Matcha Golde Turmeric Tonic Blend ($29), which is a must if you're into matcha or golden lattes.


2. Rosen

ROSEN was created by founder Jamika Martin to change the way we think about breakouts. All of the brand's products are clean and gentle yet super effective at managing acne-prone skin. You have to try the cult-favorite Earth Cleanser ($28), which is formulated with clay, niacinamide and eucalyptus oil rather than acids, which can sometimes be too harsh for sensitive skin.

gua sha

3. Solaris Labs Ny

Based in New York, Solaris Labs NY was created out of a love for holistic beauty treatments that are both safe and fun. Its most innovative product? The It's Lit LED Gua Sha Facial Massager ($85), which combines traditional gua sha practices with the addition of skin-stimulating vibration and LED lights for a sculpted, lifted appearance.

salt by hendrix

4. Salt By Hendrix

This plant-based skincare brand is all about the glow. Every product is cruelty-free and made with active botanical ingredients that restore radiance to dull skin. Their best-selling Mermaid Facial Oil ($39) not only smells like natural oils, but its lime green hue also looks super pretty sitting on your vanity. And because it's so lightweight, it can even be used as a natural dewy highlighter for the high points of your face (cheekbones and brow bones).


5. Botnia

Though Botnia is based off the concept of organic, natural botanicals, the brand takes a scientific approach to creating formulas that really work. They also source their ingredients locally in California (or they don't grow it themselves) to keep the formulations as potent and skin-loving as possible. The Rosewater Toner ($32) and Hydrating Serum ($49) make our skin feel the softest its ever been (no joke).


6. Supernal

You've probably seen supernal's Cosmic Glow Oil ($108) in Instagram shelfies, because it's just so photogenic (that green color, though). But it also makes your skin look otherworldly (in a good way), which is fitting, because the term "supernal" means celestial. It's made with lightweight oils (like camellia and squalane) and is fortified with Vitamin C and Omegas 3, 6 and 9 for a silky texture that absorbs easily into skin and leaves behind a healthy, dewy glow. It's also currently the brand's only product, so you can't go wrong.

fifth and root

7. Fifth & Root

Through a holistic mindset and science-backed ingredients, Fifth & Root is all about clean, plant-based skincare products that defend your skin from everyday struggles (think blue light, UV rays pollution and free radicals). Though not all of its products include CBD, some of our favorites in the line do: Second Nature CBD Calming Facial Moisturizer ($48) and Moonlight CBD Cooling Glow Mask ($46).


8. Dewyer

All Dewyer products are formulated with an oil base to deliver vitamins, minerals and collagen to skin to keep it young and supple for the long haul. But just because they're made with oils doesn't mean they'll clog pores—rather, they'll help reduce hyperpigmentation and restore balance to acne-prone skin. The brand's Frankincense Face Cream ($35) is a bestseller, but we also love the Like Silk Face Mask ($40) for its super soothing ingredients.


9. Alleyoop

If you're anything like us, your beauty stash is overflowing with products you rarely use. But Alleyoop is changing all of that by creating multitasking formulas that are designed to clear the clutter on your vanity without sacrificing efficiency or cool factor. Speaking of efficient, two of our most-used products in the line are the genius Swipe Left Acetone-Free Nail Polish Wipes ($12) and the Tip Off Liquid-Filled Makeup Removing Swabs ($8). See?

plant makeup

10. Plant Makeup

Plant Makeup's products look homemade in the best way possible. From the cute compostable packaging to the whimsical aesthetic—hello, Pink Rose Gloss Stick ($22) and Space Unicorn Makeup Wand ($24)—we can't help but want every one of the good-for-you natural products.

drifter organics

11. Drifter Organics

Created by a mother-daughter duo out of a battle with chronic illnesses and the lack of non-irritating products, this brand is super gentle, fun and inclusive. If you wouldn't eat it, Drifter Organics doesn't put it in their products. That means they're all vegan, plant-based, soy-free, gluten-free, paraben-free and non-GMO. We can't get enough of the Gold Mine Face Oil ($56) and the Serenity Now Body Buttter ($45).

mega babe

12. Megababe

You've likely already heard about this brand created by body-positive influencer Katie Sturino, but it remains one of our go-tos for its everyday women's products like Thigh Rescue Anti-Chafe Stick ($14) and Rosy Pits Aluminum Free Deodorant ($14). If you're thinking about making the switch to natural deodorant, we also highly recommend doing a pit detox first with Happy Pits Detoxifying Underarm Mask ($16) to cut down on the (potentially stinky) transition period.

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Brianna Lapolla formerly held the role of Senior Commerce Editor at PureWow covering all things shopping across beauty, fashion, and lifestyle. Now, she's putting her 12 years of...