Carolyn J. Braden • 3 Minute Read
Secret Beauty Brands That Deserve a Spot in Your GRWM Routine
If your GRWM (Get Ready with Me) routine feels a little too predictable, it might be time to mix in some secret beauty brands that deserve way more hype. While everyone’s talking about the same viral staples, there are some seriously good products flying under the radar.
Here are a few standout brands that can upgrade your everyday glam — without looking like everyone else’s makeup bag. These brands have all been tested by me and I have only included the ones that I truly love and that will stick around in my beauty routine!
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We also love shopping CVS (the ExtraCare card savings stack helping you to save!) and here are some of our CVS finds to stock up on (especially when you get that 40% off coupon!) and love Walmart (Walmart+ gets you free shipping and delivery on many items)!
More Ways to Shop My Loves
You can also get the products and more of my beauty loves via my Target shop here or my CVS Store here (use your ExtraCare card to double up on savings!) or via my shop my store here or below:
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Links go out to either the brand website, Amazon, CVS, Walmart, Sam’s Club, or Target, where we source our supplies based on discounts, budget and pricing.
Freck Freckles
Freck Beauty
Shop Freck here and use code CAROLYNB15 for 15% off.
Freck Beauty made faux freckles cool before they were trending everywhere. Their OG Freck pen gives that sun-kissed, natural speckled look in seconds. Tap in on with the brush then tap your finger over them for a natural freckled look.
But don’t stop there — their minimalist, skin-loving formulas are perfect for effortless GRWM days when you want polished but playful. I like their XL version, but it comes in the Original Freckle Pen still too.
Freck’s freckles are natural and I love that it helps me re-add the freckles back to my face after putting on makeup. I love my freckles and Freck helps me celebrate this. Their Face Hack setting spray keeps your freckles and makeup locked on your face all day and is super lightweight.
Why it deserves a spot: Lightweight, fun, and built for natural-glow lovers.
I mix my foundation on this palette
Winky Lux
Winky Lux is known for its ultra-cute packaging (hello flower lip balms), but the formulas are no joke. Think vibrant pigments, easy-to-blend shadows, and feel-good ingredients. My two favorites are their Matcha Lip balm (hydrates lightly and smells yummy!) and their color adjusting Rainbow Lip Balm is summer fun in a tube and is always in my purse.
Why it deserves a spot: It brings joy to your routine and performs and can be found at Target!
Loving Make cosmetics!
MAKE Beauty
MAKE Beauty focuses on high-performance formulas with sustainability in mind. Their complexion products (like their super hydrating concealer) are especially strong — creamy, buildable, and modern. This brand is high-end and everything I’ve tried, I’ve loved.
Try their Lip Reset lip mask before bed for super soft lips in the morning. Their Cream Stroke Cream Blush Stick is super long lasting and doubles as an eye shadow and lipstick for me. Shop all I’ve tried from the brand here.
Why it deserves a spot: Chic, editorial vibes with everyday wearability.
Pixi Liptone create beautiful custom lip colors
Pixi Beauty
Pixi Beauty may be known for its Glow Tonic, but don’t sleep on their makeup. Their Glow Tonic exfoliating toner and eye patches are my GRWM staples for that fresh-faced look. I love their Liptone glosses as they adjust to your skin tone to give you the exact color you need.
Why it deserves a spot: Skincare-meets-makeup that saves time in the morning.
Learn more about my Pixi Beauty loves here.
Check out my 1-minute video tutorial using these products on my TikTok now or below via my YouTube channel @carolynjbraden!
Live Tinted
Live Tinted was created to celebrate all skin tones — and it shows. Their color-correcting products and multi-use sticks are especially impressive. I have been using their HUEGUARD for my daily sunscreen and makeup primer for years now.
Why it deserves a spot: Inclusive shades + multi-tasking products = faster GRWM wins.
Wonderskin
Wonderskin is famous for its blue peel-off lip stain that reveals bold, long-lasting color underneath. It’s a game-changer for busy days when you don’t want to reapply.
Why it deserves a spot: Statement lips that actually stay put and so many more great products!
See my full list of Wonderskin loves + tutorials in this article here.
Elizabeth Mott
Elizabeth Mott blends Korean beauty innovation with everyday practicality. Their primers and mascaras are especially underrated. I have been a fan of the Thank Me Later Eye Primer for many years as it keeps my eye makeup locked in all day!
Why it deserves a spot: Budget-friendly and reliable — the unsung heroes of your makeup drawer.
Love LYS lipliners!
LYS Beauty
LYS Beauty focuses on clean ingredients without sacrificing performance. Their complexion products are inclusive, creamy, and super blendable. The Higher Standard Satin Matte Cream Blush is super long lasting and the Speak Love Smooth Glide Lip Liner helps you achieve perfect pouty lips.
Why it deserves a spot: Clean beauty that actually delivers coverage and glow.
This palette has all you need!
Natasha Denona
Natasha Denona may not be “secret,” but she’s often overshadowed by trend cycles. Her eyeshadow formulas are some of the best in the game — buttery, pigmented, and blendable. This Tan Bronze & Glow palette is all you need for a sunkissed look in minutes.
Why it deserves a spot: If eyes are your thing, this is next-level glam for your GRWM.
See more of my favs and tutorials in this article here.
Brite hair doesn’t damage your hair
Brite Hair & Body Fragrance
Brite Hair and Body adds the finishing touch your routine might be missing. Hair fragrance is the subtle luxury move that elevates your entire vibe. Grab my favorite Brite fragrance, Just Dessert, using your CVS 40% off coupon here via my CVS storefront!
Why it deserves a spot: It makes your GRWM feel complete — polished from head to toe.
Love Viori Dry Shampoo!
Viori
Use code CAROLYNBRADEN or this link for 10% off.
Viori shampoo bars, conditioner bars and dry shampoo have been a staple in my hair routine for several years now. My hair always looks gorgeous when using their products. Their bath products and home products are great too.
Why it deserves a spot: They are travel friendly and long lasting!
Read more about Viori here.
I also love my Sproos! shower filter for cleaner hair and skin (use code CAROLYNB for 10% off). See me install it below in my video via my YouTube channel @carolynjbraden.
Final Thoughts: Upgrade Your GRWM
Your GRWM routine doesn’t need a total overhaul — just a few thoughtful swaps. Mixing in indie, emerging, and under-hyped brands keeps your beauty routine exciting, personalized, and uniquely you.
Next time you’re filming a GRWM or just getting ready for your day, try reaching for something unexpected. Your makeup bag (and your followers) will thank you. 💄✨
Take Action
If you try any of my ideas, let me know how it turned out—or tag me when you try them because I LOVE seeing your posts💚 If you tag me using @carolynsbloomingcreations or @carolynjbraden, I’ll see it! Or tell me about it in the comments below.
If you loved this article, we know you’ll love this one too: I Sproos!-ed Up My Shower for Cleaner Skin and Hair
Carolyn J. Braden is the owner of Carolyn’s Blooming Creations is a regular contributor and editor for CBC. She has been featured in numerous media publications such as InStyle Magazine, on HGTV, on Bustle.com, and more. She is the author of the books Georgia McMasters in Amethyst Lake Cemetery, How To Be Yourself: 3 Ways To Help You Being You, and the illustrator for the children’s book Bridging Connections. She is a former classroom teacher that now dedicates her life to educating others on how to live their most healthy, creative and happy life. Learn more about her visiting our About Us page.