The beauty landscape is characterized these days by the beauty vlogger-turned-independent-makeup-mogul, drag queens with their niche cosmetics, and of celebrity-lead labels like Fenty Beauty, House Laboratories, and Florence by Mills. There is also space for the makeup artist, staking name and portfolio in their brand, anchoring on their cover work, star clients, and signature looks.

It’s nothing new. Established labels like Bobbi Brown, By Terry, and Laura Mercier prove that. But today’s social media buzz and influencer-driven marketing have opened up more opportunities for the MUA who’s usually BTS to be in the spotlight. From there, they have a foundation from where to create a namesake brand.

Given how every other personality seems to have some kind of beauty line, it makes sense that more makeup artists go past simply creating looks. They can be entrepreneurs and arbiters of the next It-product, with a how-to-apply video to boot starring them!

Allow me to go over a few of these maquillage makers.

Pat McGrath Labs

In 2015, true makeup enthusiasts got excited over PatMcGrath Labs. The line is from the woman who creates the runway looks of designer staples Versace, Balenciaga, and Gucci. Everyone expected show-stopping, Photoshop-defying makeup. And they go just that to the tune of $1 billion in three years.

https://www.instagram.com/p/B0Q_Od5F9XJ/

Must-try: On Sephora.ph, the Mothership I Subliminal Eyeshadow Palette commands a five-star rating. Probably the only eyeshadow you’ll ever need forever.

Charlotte Tilbury

If you don’t know who she is, don’t worry. You’ve most likely seen her work. With an MBE (Most Excellent Order of the British Empire), Tillbury rules the makeup world with iconic work with magazines like ‘Love‘, ‘Vogue‘ and ‘Vanity Fair.’ She also collaborated with Tom Ford and Burberry on beauty campaigns. Not to say her own name isn’t bankable enough. Her enterprise Charlotte Tilbury Beauty Ltd is a makeup insider favorite, sold at Selfridges, Harvey Nichols, and Nordstorm. Online, it’s carried by Net-A-Porter.

https://www.instagram.com/p/B4DnthOgxYv/

Must-try: Charlotte’s Magic Cream isn’t exaggerating. There’s something miraculous about this hydrating moisturizer that doesn’t clog the pore and does right by your skin. Beauty editors swear by this and hoard it despite its crazy price. Trust us.

Lisa Eldridge

I’m a big fan of the makeup artist behind the looks of Rosie Huntington-Whitely, Alexa Chung, and Cara Delevingne who also became a major YouTube makeup vlogger. Sorry, “beauty gurus.” When everyone else was capitalizing on YouTube money with various makeup lines, Lisa first produced jewelry. It’s only of recent did she dare launch lipsticks, promising only the best sans fanfare. Oh, and it’s all sold out on her website.

https://www.instagram.com/p/B3cx2V3FtzX/

Must-try: Keep your eye out for the re-stock of Plush True Velvet Lipstick Colour in Velvet Jazz. This rich, earthy red draws inspiration from Lisa’s vintage lipstick collection and suits a wide range of skin tones.

Patrick Ta

A fairy-tale story made in selfie-heaven, Patrick Ta is the man behind the looks of Gigi Hadid, Joan Smalls, and Ariana Grande. Before he hit 20 years old, he launched Patrick Ta Beauty. Since then, he’s slowly rolling out new products to the approval of the people who love his clients and Patrick’s own fans.

https://www.instagram.com/p/B4GpvjIpxg0/

Must-try: Major Glow on the Glow Trio. Sure, you can do the every day route with Patrick’s other products but for something extra this holiday, bling it out with this kit.