California’s New Wave: Spotlight on Innovative Beauty Startups

California has long been recognized as a global hub for entrepreneurship and innovation and has therefore given birth to countless startups. Over the past few years, a wave of new California based startups have emerged, reshaping the landscape of the beauty industry. Born in 2020 or later, they are young, vibrant and are harnessing the power of technology and the beauty industry to create new and exciting products and services. Let’s delve in and take a closer look at some of these companies that are making waves in the Golden State.

The beauty industry, in particular, has seen a surge of innovative startups. This has been fueled by a growing consciousness among consumers about the importance of personal care and wellness, changes in shopping behaviors, as well as the advent of new technologies. Here are some of the most promising California-based beauty startups that were launched in 2020 or later.

These startups range from those that are creating new beauty brands to those that are shaking up the retail landscape with innovative e-commerce solutions. Their products and services are diverse, designed to meet a variety of beauty needs, from skincare to cosmetics, personal care to wellness. Here they are in no particular order:

Thirteen Lune

Founded by Nyakio Grieco and Patrick Herning, Thirteen Lune is an online beauty platform based in Los Angeles, dedicated to selling Black and brown-owned brands. The company promotes inclusivity in the beauty industry. Connect with them on LinkedIn.

Beauty for all industries

Based in San Mateo, Beauty for all industries is a beauty innovation platform that offers merchandise innovation, machine learning, content, and personalization services. Learn more about them on their LinkedIn page.


Arey, located in Los Angeles, is a functional beauty brand with a proactive and science-driven approach. It primarily focuses on grey hair and offers a unique product line that includes a supplement, hair serum, shampoo, and conditioner.

Stryke Club

Birthed in Los Angeles, Stryke Club develops dermatologist-formulated skincare products intended for boys. The company’s aim is to help guys feel confident through simple and effective grooming products. Visit their Facebook and LinkedIn page for more information.

Future State Brands

Los Angeles-based Future State Brands serves in the Art, Beauty, Cryptocurrency, and Wellness Industries. The company was founded by Drake Sutton-Shearer.

C & The Moon

Created in 2020 by Carson Meyer, C & The Moon is a skincare brand that offers natural beauty care products for skin nourishment. Located in Malibu, the company utilizes environmentally conscious and non-toxic ingredients. Visit their Facebook page to learn more.


A San Francisco based startup, Revea is a precision skincare company. Find out more about them on their LinkedIn page.


Based in Santa Monica, SolaWave offers beauty and cosmetic solutions. Connect with them on Facebook and LinkedIn.


Founded by Derrick Dinglasan, OPTE is a beauty innovation designed to scan, detect and correct hyperpigmentation on the skin. The Santa Monica based company has patented this first-of-its-kind technology. Visit their Facebook, Twitter, and LinkedIn pages for more details.

Exocel Bio

Exocel Bio is a San Diego-based startup operating in the Beauty, Biotechnology, Cosmetics, and Manufacturing industries. Check out their Facebook and LinkedIn pages for more information.


Founded by Christine Hong in 2020, Apothecary is a skincare consultation service headquartered in San Francisco. They aim to shape the beauty industry into one that is honest, inclusive and empowering. Visit their Facebook and LinkedIn pages for more about what they offer.

These startups are leading the way in innovation within the beauty industry in California, with their employees working tirelessly to provide pioneering products and services that promote inclusivity, sustainability, and self-confidence. Deem them as the ones to watch in the coming years. Watch this space!

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