Welcome to Britain: The cult beauty brands hitting UK shores

As Anastasia Beverly Hills launches a UK website we look at other niche brands with a cult following now available to British beauty addicts

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If there's one thing beauty bloggers and vloggers have brought us – aside from the ubiquitous contouring trend – it's an obsession with cult beauty brands. This is fed and enabled by a proliferation of sites selling smaller, harder-to-find brands and the popularity of subscription boxes such as Glossy Box and Birchbox, which deliver a selection of said products to British beauty fanatics each month.

For this increasingly large group of people there are a number of recent beauty launches in the UK to bring about a glow. The first is the long-awaited launch of Anastasia Beverly Hills in Britain. ABH was founded in LA and is known for being at the forefront of the bold eyebrow trend and for its collection of Dipbrow Pomades, brushes, pencils and definition tools. The company has also gained loyal followers for its Glow Kits – beautiful, solidly pigmented highlighting palettes – and its huge range of long-lasting matte liquid lipstick in gorgeous, bold shades. The full collection is now available at ABH's freshly launched UK website, anastasiabeverlyhills.com.

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