Meet Fluff: The new Gen Z cosmetics brand taking on Glossier

"The world doesn't need more makeup: the world needs better makeup"

12 Apr 2019

Let's be real: makeup and the range of products available has levelled up 10-fold since the days of curating your arsenal from a free lip gloss with a magazine, but it also means the choice available at reasonable prices is more competitive than ever.

And while we love a cult classic (we're looking at you, Bad Gal Mascara), there's no feeling quite like discovering a new beauty brand *actually* worth purchasing, before anyone else has got their hands on it.

Introducing: Fluff.

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Something you don’t need: makeup brushes made with animal hair. This one is not made up of animal hair. Brush away.

A post shared by Fluff: Casual Cosmetics™️ (@itsall.fluff) on

Never heard of them? We're not surprised... they're still a pretty low-key brand (with low-key makeup to match), yet having already been dubbed Glossier for Gen-Z, they're one you're about to get excited about.

Fluff describes themselves as a 'casual' approach to cosmetics, as well as being about good products, interesting conversations and fun - and while mainstream makeup brands lean more towards full glam cosmetics, Fluff definitely take a 'less is more' approach to makeup - with just two products in their range so far.

In order to perfect their iconic bronzing powder (suitable for ALL skin tones) and kabuki brush duo, the Australian brand spent over a year quizzing Gen-Z about what they wanted from makeup, and created a natural, palm oil-free formula that other brands didn't have.

Because of their desire to keep things ethical, Fluff are slowly working on their next releases, which will include a lip balm and mascara, hopefully available later in the year, once they've figured out how to keep palm oil out of the equation.

Alongside their slowly-growing range, Fluff also release a super-Instagrammable online magazine, as well as merchandise including a magic 8 ball and a combination lock we can only assume would be used to keep your sibling away from your beloved makeup collection.

While they're currently only retailing via their own website, we imagine it won't be long before they're a cult brand that can't be kept in stock. Yep, you heard it hear first. Go follow them on Instagram before it's too late!