We all know of Urban Decay and Maybelline, but the beauty industry is an endless world of products, many of which you may not even know exist. You probably have a pretty solid collection of your favorite brands but are always looking for that new holy grail product or go-to brand. But instead of branching out, you may consistently head to the same aisle in the drugstore and the same department store counter. Brand loyalty is all fine and well, but to break out of this beauty version of Groundhog Day, we need to give some new and unknown brands a fighting chance.

Yet, it is hard to do that when Instagram, Sephora, and others constantly promote the most popular beauty brands. How are you supposed to discover something underrated when we never hear about it? Well, here are some underrated beauty brands that may be floating under your beauty radar.

Sweat Cosmetics (Shop here) is a fantastic brand. This is one you will surely want to look into for this time of year. Not only are the best products from Sweat Cosmetics the mineral foundations, but they also have SPF in them and come in convenient on-the-go packaging for the active ladies out there. They are also made of natural ingredients, are cruelty-free, refillable, hypoallergenic, and free of fragrance, parabens, silicones, and oils. You can use these products every day or even for a workout as they will not clog your pores. And if you love a good celebrity endorsement, Jackie Aina swears by Sweat Cosmetics products for festival season.

This is THE hair brand. It is shocking how rare people talk about EVA NYC (Shop here), so there is a good chance you are not familiar. From the to die for packaging to the addictive scents, everything in the EVA NYC line, from texture sprays to volume powders and oil treatments, is like hair gold. Plus, EVA NYC is the perfect travel brand with mini sizes of their oils, dry shampoos, and more. And if that wasn’t enough, it also offers some fantastic and adorable heat styling tools. Could there be more? Yes! EVA NYC has the quality and vibe of a luxury brand but is crazy affordable for even the tightest of budgets.

Beauty Bakerie (Shop here) has the most innovative yet wonderful products. With its Flour Powder to their Lip Whip and Eyelash Icing, everything from the names to the packaging and, of course, the quality is delectable. What makes Beauty Bakerie stand out even more in a sea of underrated makeup brands is its Cake Mix Foundation shade range. With 30 shades catering to various ethnicities and colors, this is a brand for real women looking for dependable beauty products with a touch of cuteness.

Face Theory (Shop here) may not sound like it is anything out of the ordinary, but in fact, they have launched a skincare line that cuts out the nonsense. Instead of elaborate packaging and complicated claims, these products are what they need to be. With serums and moisturizers galore, there is something for every skin type. These products are potent and contain clinically tested ingredients. Face Theory is also affordable when compared to most skincare ranges. Even though Face Theory may not be as glamorous as some, the simplicity of their formulas to their packaging and even marketing is quite refreshing.

Farmacy Beauty (Shop here) is a natural and cruelty-free skincare line, including the safest ingredients. From scientists to farmers, every step of the process that develops these unique formulations is overseen by the most thoughtful creators. With cleansing balms, firming creams, face masks, and so much more, Farmacy Beauty can overhaul your entire routine with the hydration your skin craves. Not to mention, with the natural elements of their packaging, these jars will look woodsy chic on your top shelf.

What other brands are we missing from this list? Do you have a go-to brand that you never hear anyone raving about?