6 brands created by beauty editors

With countless products continually crossing their desks and an unrivalled wealth of beauty knowledge and know-how, it’s no wonder a slew of beauty editors from some of the best magazines and websites across the globe have rolled up their sleeves and got to work creating their very own beauty brands.

And when those beauty mavens launch their own beauty lines, you can be sure their products have been specifically formulated to address either a gap in the market or a specific beauty concern that is yet to be resolved.

Ahead, discover six of the best brands created by the beauty insiders who know best.

1/ Go-To Skin Care

While she might be more widely-known as being one half of Australia’s most loved (and hilarious) couples, Zoe Foster Blake is also a former beauty editor. After working as Beauty Director at Australian Harper’s Bazaar and Cosmopolitan, she expanded her beauty repertoire, writing two of her very own beauty bible’s Amazing Face and Amazinger Face.

As if that wasn’t enough, she then established her very own beauty brand, Go-To Skin Care, with the goal of creating a range of skin care basics every woman needs to achieve and maintain healthy, happy and glowing skin minus any nasties. 

Foster Blake explained in a Zotheysay blog post that in addition to creating formulas that are effective, she went to great (some might say annoying) lengths to ensure each product was perfectly natural.

"Zero nasties. No palm oil, (obviously) no petrochemicals, PEGs, mineral oils, parabens, sulfates, silicones, GMOs, synthetic colours or fragrances," she said. "There has been no animal testing of any kind, except on me."

Since its launch in 2014, Go-To Skin Care has grown its collection of everyday essentials from a (now discontinued) lip balm, and Super Handy Hand Cream ($21 from Go-To Skincare), to the Transformazing Sheet Mask ($11 from Go-To Skincare). She's even expanded into a men's range with Bro-To and a gentle kids-focused collection called Gro-To.  

If you’re itching to try the cult brand, we suggest giving best-sellers Face Hero ($45 from Go-To Skincare), Properly Clean Facial Cleanser ($33 from Go-To Skincare) and Very Useful Face Cream ($78 from Go-To Skincare) a go.

2/ The Beauty Chef

Launched by Carla Oates, natural beauty columnist at Wellbeing magazine, author of Feeding Your Skin and The Beauty Chef Cookbook, and beauty columnist at The Sunday Telegraph, The Beauty Chef was created after Oates saw how a probiotic-rich, lacto-fermented diet positively impacted her daughter’s battle with problematic skin.

GLOW ($55.20 from The Beauty Chef), The Beauty Chef’s first inner beauty product, is formulated with a combination of 24 skin-loving superfoods, which all work to improve gut health and enhance the skin from the inside out. These days, The Beauty Chef range also features best-sellers like Collagen Boost ($39.20 from The Beauty Chef), Deep Marine Collagen ($79 from The Beauty Chef), and Gut primer ($60 from The Beauty Chef).

3/ Ellis Brooklyn

There’s no doubt about it — natural beauty is having a serious moment. But one area that seemed to miss the green beauty memo is fragrance. Until now, that is.

After working as a beauty columnist for The New York Times and as a beauty contributor for many leading publications including Vogue, Vanity Fair, InStyle, and Glamour, Bee Shapiro teamed up with Byredo perfurmer Jerome Epinette to launch Ellis Brooklyn, a high-quality perfume range that doesn’t contain any nasties.

With a focus on superior ingredients and a commitment to sustainability, this MECCA-exclusive brand was certainly one to watch when it first launched a decade ago, and it still holds it's own today. 

Try one of the brand's best-sellers — Miami Nectar ($201 from MECCA), Salt ($201 from MECCA), or Super Amber ($201 from MECCA) — or sample Ellis Brooklyn's Booklet Discovery Set ($47 from MECCA) to find your favourite.

4/ Glossier

Perhaps one of the most well-known and successful magazine editors, Emily Weiss first launched her own beauty website, Into The Gloss, in 2010. Flash forward a few years and the hugely successful website has spawned an equally successful beauty brand, Glossier. 

After only being readily available in the US and UK for years, Glossier finally landed on Australian shores in 2024, expanding it's online shipping worldwide and launching exclusively at MECCA. Despite historically having limited access to the brand, it has still amassed a cult-like following worldwide with fans clambering to get their hands on Glossier's viral bestsellers. 

From the cult favourite Balm Dotcom ($28 from MECCA) and Cloud Paint ($38 from MECCA), to the new Glossier You flanker fragrance 'Fleur' ($136 from MECCA), Weiss' brainchild is a force to be reckoned with in the beauty world. 

5/ This Works!

When you’ve had roles that include Beauty Director at Condé Nast Asia Pacific and Health and Beauty Director for British Vogue for over a decade, it’s fair to say you know a thing or two about beauty products; from the ones that work to the ones that are all marketing fluff.

After becoming tired of too many products falling into the latter category, Kathy Phillips launched her own brand, This Works!, which is hinged on understanding the link between your lifestyle and skin health.

This aromatherapy-based and science-backed brand features the best-selling Deep Sleep Pillow Spray ($54 from MECCA), which has been clinically proven to work with your natural circadian rhythm to help you fall asleep faster and wake up feeling more refreshed. Plus, body care best-sellers like the Perfect Body Smoothing Wash ($44 from MECCA) and the Perfect Body Vit C Glow ($87 from MECCA).

6/ Jones Road Beauty

After 25 years of leading her namesake brand, Bobbi Brown transferred her years of experience as a beauty brand founder and makeup artist to the world of journalism, becoming the editor-in-chief of Yahoo's online beauty magazine from 2014 to 2016. She departed from Bobbi Brown Cosmetics and Yahoo in the same year, and then subsequently developed Jones Road Beauty, which launched officially at the end of 2020. 

Australian fans of Brown had to watch their favourite TikTok creators using the brand's best-sellers to get their fix, until Jones Road officially landed in Australia in 2025. Now we can add viral hits like the Miracle Balm ($70 from Jones Road) and What The Foundation ($82 from Jones Road) to our own makeup kits. We're even eyeing up the very clever Makeup Travel Kit 2.0 (usually $304, now on sale for $174 from Jones Road) to our Euro summer packing list. 

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Main image credit: @glossier