ONLY at Sephora: THE BEAUTY BRANDS EVERYONE IS TALKING ABOUT THIS SUMMER 

Open TikTok, Instagram or your group chat and you'll start noticing the same beauty brands appearing again and again. The lip treatment everyone suddenly owns. The foundation beauty editors swear by. The blush that somehow ends up in every "what's in my makeup bag?" reel. The biggest viral beauty brands aren't just creating products anymore. They're shaping trends, influencing routines and changing the way we think about beauty altogether.

That's what makes Only At Sephora so exciting. The brands generating the most excitement right now all have one thing in common. They've managed to tap into the way people actually want to wear beauty in 2026. Think: glowing skin instead of heavy coverage, effortless makeup instead of complicated routines and skincare that prioritises healthy-looking skin over perfection.

It's where you'll find the beauty brands that everyone wants but you can’t shop anywhere else. From barrier-first skincare favourites to celebrity-founded makeup brands that have completely taken over our feeds.

Whether you're refreshing your summer routine, looking for a new go-to product or just curious about which trending beauty brands deserve the hype, these are the names worth knowing (and buying).

What Does Only At Sephora Mean?

Only At Sephora is our exclusive range of brands you can’t get your hands on anywhere else. From rhode beauty and MERIT Beauty to Makeup By Mario, HAUS LABS, Tower 28, Topicals, Skinfix and Tarte Cosmetics, we’ve caught the beauty trends for you to try and love - first.

Beauty moves fast. One minute everyone's talking about skin cycling, the next, it's glazed skin, blonzing or lip oils. We’ve stayed on top of the latest trending brands and curated them all in one place.

Our collection of Sephora exclusive brands brings together some of the most exciting names in beauty, giving UK shoppers VIP access to products and brands they can only find with us. 

rhode: The Brand Behind the Glazed Skin Trend

Few brands have influenced beauty quite as quickly as rhode beauty. What began as a handful of carefully edited skincare essentials quickly turned into one of the most talked-about brands in beauty.

Of course, Hailey Bieber's influence helped, but rhode's success goes way beyond celebrity status. The products arrived at the perfect moment when beauty was moving towards stripped-back routines, stronger skin barriers and that glazed finish everyone wanted to recreate. It's skincare that feels modern, uncomplicated and genuinely easy to use.

Part of rhode's appeal is how perfectly it tapped into changing beauty habits. Beauty was moving away from complicated 12-step routines and towards products that felt streamlined, effective and easy to fit into everyday life. The brand's clean aesthetic certainly helped, but it's the formulas that keep people coming back. They're simple, reliable and make skin look like you've just got back from somewhere sunny.

This summer, when lightweight hydration is non-negotiable, it's easy to see why products like their Peptide Glazing Fluid and Peptide Lip Treatment have become so hard to scroll past.

MERIT Beauty Makes Looking Put Together Ridiculously Easy

The best way to describe MERIT Beauty? It's the brand that makes you feel like you're naturally good at makeup. While much of the beauty world spent years chasing full coverage, complicated routines and endless steps, MERIT went in the opposite direction. The products feel intuitive in the best possible way. Nothing looks overdone, but somehow everything looks better.

It's the kind of makeup you can apply in five minutes and still get asked what you're wearing later. That vibe feels especially relevant at the moment. Summer makeup is looking fresher, lighter and far less busy than it did a few years ago. Instead of masking the skin, we’re enhancing what's already there, and that's exactly where MERIT excels.

Makeup By Mario Continues to Define Modern Soft Glam

Some brands have a breakout product but Makeup By Mario has an entire lineup. It's one of those brands where buying one product almost always ends in buying another. Why? Because they really are just that good. 

From the super flattering SurrealSkin Foundation to the bronzed, softly sculpted finish of the SoftSculpt Collection, everything feels wearable, flattering and genuinely considered. At a time when makeup is moving away from heavy contour and towards softer definition, Makeup By Mario always gets it exactly right.

It's also become one of those rare brands that beauty editors, makeup artists and everyday makeup wearers all seem to agree on. Whether you're after bronzed skin, softly sculpted cheeks or a foundation recommendation you can trust, Makeup By Mario usually ends up being the recommendation.

HAUS LABS Is Making Complexion Products Interesting Again

Complexion products have become incredibly competitive, yet HAUS LABS continues to stand out. Instead of choosing between skincare and makeup, they blend both for complexion makeup that looks great but feels even better. The brand has built its reputation on high-performance formulas that look incredible on the skin while still feeling comfy to wear.

Products like the Triclone Skin Tech Foundation have built a loyal following because they deliver exactly what we all want… natural-looking skin with impressive staying power.

Tower 28, Topicals and Skinfix Are the Brands Your Skin Will Thank You For

The skincare conversation has changed. Instead of trying to achieve perfect skin, we're far more interested in keeping our skin comfortable, balanced and happy. That's where Tower 28, Topicals and Skinfix come in.

Tower 28 has become a go-to for sensitive skin thanks to formulas that feel gentle without sacrificing results. Topicals has turned everyday skin concerns into some of the most talked-about products on social media, while Skinfix has become the brand people reach for when their skin barrier needs a little extra support.

Each brand takes a slightly different approach, but they're all focused on helping skin look and feel its best.

Sephora Collection Is Full of Products You'll Buy Again and Again

Some products earn a permanent spot in your routine. That's what Sephora Collection does so well… even if we do say so ourselves. Whether you're looking for an everyday lip product, a complexion staple you'll use until the last drop or skincare that slots effortlessly into your current routine, the range consistently delivers formulas that perform well above their price point.

It's also one of the easiest ways to tap into the biggest summer beauty trends without completely overhauling your beauty bag.

So, Which Only At Sephora Brand Should You Try First?

If you've made it this far and added approximately six different products to your wishlist, we completely get it. The good news is that every brand brings something different to the table. Whether you're building a five-minute makeup routine, chasing that glazed-skin glow or looking for skincare that can calm down a stressed-out complexion, there's an Only At Sephora brand with your name on it.

For minimalist makeup that makes you look instantly put together, shop MERIT. 

For glazed skin, juicy lips and effortless summer skincare, shop rhode. 

For soft glam, bronzed skin and products that make you feel good at makeup, shop Makeup By Mario.

For complexion products beauty editors can't stop recommending, shop HAUS LABS.

For everyday makeup favourites that never disappoint, shop Tarte Cosmetics.

For sensitive-skin-friendly formulas that never feel boring, shop Tower 28.

For targeted skincare that's all over your feed, shop Topicals.

For barrier support when your skin needs a reset, shop Skinfix.

For everyday beauty staples you'll reach for again and again, shop Sephora Collection.

If you've already spotted a few future favourites, we don't blame you. Explore the full Only At Sephora line-up to shop the brands, products and trends everyone's talking about right now, alongside the latest arrivals in New In at Sephora UK. You can thank us later.