The Best Undiscovered Beauty Products of 2021

: a trusted authority with a highly curated selection of products and a cult following of devotees. Carrying a combination of old-school staples and the latest innovations, to be stocked on the site a product must first pass a rigorous vetting process by a 150-strong community of beauty experts. Only between one to two per cent of skincare products a year make the cut and are given the Violet Grey stamp of approval, known as The Violet Code.

At a time when the beauty consumer is overwhelmed by the sheer amount of products available; when there’s a new brand, a new hero ingredient, a new miracle tool coming out every other day, Grey’s mantra, “less but better”, is almost a relief. In a staggeringly oversaturated market, this discerning curation offers some respite. “I wanted to create a platform with a tested and approved edit of the best of the best beauty conveniently located all in one place,” Grey explains.

The road hasn’t always run smoothly. “We made every mistake one could make when building the company,” Grey says, “I call entrepreneurship a religion of pain and recovery.” However, her relentless dedication to standards and famously impeccable taste has resulted in a crème de la crème curation of in-the-know products. Violet Grey, for example, exclusively launched Augustinus Bader’s The Cream, introducing to the world a moisturiser that became an instant cult-favourite.

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