The Top 5
Cult American Brands Now Available in the UK
Cult American Brands Now Available in the UK
In honour of Independence Day, we’re celebrating five cult US brands that have launched in the UK in 2022 - so you no longer have to cross the pond to stock up.

Having suffered with acute dermatitis, Taiwanese-American Vicky Tsai started Tatcha after she visited a geisha in Japan and adopted the ancient Japanese cleansing rituals, which saw her life-long condition completely disappear. Realising the potential for a brand that blended centuries-old wisdom with science, she launched routine-changing products like The Camellia Cleansing Oil, The Rice Polish, The Water Cream and The Essence. All of them are formulated at the Tatcha Institute in Japan and helped to turn the brand into a major player in the US that global fans had to stockpile whenever they were stateside. Finally, in May of this year, Tatcha launched in the UK. Our favourite? The Water Cream: a lightweight, deeply hydrating moisturiser that works beautifully on oilier complexions, as it’s rich in water but oil-free.

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We love a brand that does only one thing, but does it really, really well. With Supergoop! you  can expect sophisticated formulas you won’t mind having to wear every single day (yes, even when it’s overcast). Their full range is impressively extensive, featuring SPF-spiked make-up and even a sunscreen powder for protecting your hair parting. There’s currently only a small selection of products available in the UK, but what we have been able to get our hands on so far – like their deliciously weightless Unseen Sunscreen – have certainly made applying our SPF every morning more enjoyable. 

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Rare Beauty

The celebrity beauty brand market is big business; it’s hard work keeping up with the plethora of stars founding their own lines, admittedly to varying degrees of success. But Selena Gomez’s Rare Beauty has proved an indisputable triumph: a selection of fairly-priced products (everything comes in at under £28) that are easy to apply and wear, aimed at creating a fresh-faced, ‘it’s all natural’ flush of beauty. We’d suggest you test out their best-selling Soft Pinch Liquid Blush: providing a pretty, soft-focus wash of colour, it’s a viral hit on TikTok – and one of the rare ones that actually lives up to the hype.

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Megababe have made tackling some fairly taboo beauty dilemmas appealing, from chafing thighs to boob sweat and body odour. And not only do we want to celebrate them for discussing these common issues so openly, we love how well the products work too. Their award-winning Thigh Rescue Stick is genius: a nourishing balm that will help prevent thigh chafing in hot weather (but can be used on the feet to avoid uncomfortable rubbing too), it’s an indispensable summer favourite.

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Slated as the new Olaplex, it’s fair to say that K18’s Leave-In Molecular Repair Hair Mask is currently having a moment; it was also named by the lusciously locked Hailey Bieber as her “favourite hair product right now”. Based around the brand’s patented K18 peptide, the mask repairs hair bonds that have been damaged by colouring, heat and all manner of hair sins from the inside-out, for softer and shinier hair. Per ML, it’s pricier than Olaplex, but you use less of it each time and a little really does go a long way.

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