It’s that time of year again…this is our 8th annual Top Staff Picks blog post! We are changing it up a bit this year and also including our most loved products of 2025 from YOU, our customers! Each member of our team came up with their #1 overall pick of 2025 that includes the newest launches from last year at IB. It was not easy to reel it in and just pick 1!
Looking back at 2025, along with dozens of products, we launched 6 new brands in 2025: professional makeup artist created brand, Sweed, Indigenous-owned makeup brand, Cheekbone Beauty, Sunless Tanning natural solutions brand: Self Glow by James Read, Bathing Culture (Body Washes), Und Gretel makeup, made in Germany, and last but not certainly not least, we welcomed back cult-favorite, OG brand, May Lindstrom!
We’re excited to introduce more new brands and products in 2026, bringing you a curated selection in green beauty and only the best of the best!
Here are our TOP STAFF PICKS and CUSTOMER PICKS from 2025 below, and what we loved about each of them.
You can also check out our Top Staff Picks from previous years – 2018, 2019, 2020, 2021 & 2022, 2023 & 2024.
UND GRETEL
Knutzen Nourishing Lip Gloss
“This brand out of Berlin really performs! The Knutzen lip gloss has been my go-to for every day. It moisturizes, plumps the lips, lasts long and is non-sticky…everything you want in a lip gloss.”
– Terri / Co-Founder
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MAY LINDSTROM
The Problem Solver
“Glad to have May back! This is a can’t live without product for me. I have combination/acneic/rosacea prone skin and this mask is a game changer. I use it regularly 1/week and as a spot treatment.”
– Marc/ Co-Founder
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RAHUA
Aloe Vera Conditioner
“Loving the Aloe line for my eczema prone scalp & gray hair! I highly recommend this shampoo & conditioner….a true game changer!”
–Â Ann G. / Verified Buyer
BATHING CULTURE
Cathedral Grove Mind & Body Wash
“My new favorite way to bathe, as it gently cleanses while keeping skin feeling fresh and hydrated. The best part for me is the scent – it reminds me of my favorite place in California along the central coast, Big Sur.”
– Jen / Customer Service Operations Manager
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MAY LINDSTROM
The Honey Mud
“This is my do it all staple! Whether I want a deep cleanse, nourishing mask, or simply some time to myself, this honey chocolate confection is my favorite self care treat! “
– Ashley / YouTube Content Creator
SWEED
Cloud Mascara
“This is one of my top two mascaras. It lifts, separates and lengthens lashes and washes off easily with an oil cleanser.”
– Layla M. / Verified Buyer
(M)ANASI 7
Tinted Beauty Potion
“These are a great way to amp up your makeup routine. The formula is light, non-sticky and glides on so easy. I’m obsessed with the shade Chameli because it gives the most magical luminous, multidimensional glow!”Â
– Sara / Social Media Content Creator
CHEEKBONE BEAUTY
Unify Complexion Multi-Pencil
“These are great for a quick look. and travel-friendly! You can use them for pinpoint concealing, contouring, etc. So easy to work with. Love the pencil format. Creamy and blends out easy too!”
– Nicole D. / Verified Buyer
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