Future Beauty NYC Is Building the Next Generation of Makeup—And It Starts With Skin

Is this the future of beauty?

On a recent solo trip to New York, I had the chance to meet Samantha Moadel, the founder of Future Beauty NYC. Her apartment? Basically the brand’s unofficial HQ: pink everywhere, PR mailers stacked high, and a glowing neon sign with the brand’s name lit up.

But Future Beauty isn’t just a new, trendy beauty startup. It’s a smart, skincare-first response to a very real shift in the industry—one that’s increasingly rejecting aggressive actives and endless 10-step routines in favor of barrier-friendly, high-performance formulas that actually fit people’s lives.

Here’s what the team at Future Beauty is getting right—and why it matters.

From Frustration to Formulation

Future Beauty was born out of what Samantha calls a “quiet frustration”: watching young consumers compromise their skin barrier with harsh actives, only to layer makeup over irritation. Instead of choosing between skincare and makeup, she asked—why not both?

So straight out of college, Samantha got to work on creating Future Beauty: a line designed to function as makeup and skincare, with up to 99% skincare ingredients, clinically tested formulas, and a firm focus on barrier support.

The 2-Minute Morning

The brand launched with three SKUs—each intentional, multi-use, and formulated to work in the moments most makeup doesn’t: when you’ve got less than two minutes and a mirror.

Here's a breakdown of each product:

• Bronze + Blur SPF 30: A mineral sunscreen that doubles as a hydrating glow serum. Packed with aloe, squalane, vitamin C, and 15.6% zinc oxide, it wears like skincare and leaves skin looking sunkissed—not greasy. To me, it feels like applying a super nourishing skincare product. Dry skin girlies will love it!

  
  

• Caffeine Eye Brightener: Equal parts concealer and eye treatment, this lightweight formula includes caffeine, red algae, peptides, and niacinamide to depuff, hydrate, and brighten with medium coverage.

  
  

• Jelly Pop Lip & Cheek Stain: A juicy, universally flattering stain for cheeks and lips, infused with collagen, hyaluronic acid, and peptides. It smells like strawberries and applies like a dream—with real staying power.

Together, they form the brand’s signature 2-Minute Morning—a pouch-friendly, finger-applied routine that's foolproof and achieves that "your skin but better" look.

What Makes It Future Beauty

Future Beauty is deeply ingredient-driven, with thoughtful sourcing, barrier-safe actives, and testing across diverse skin tones and types. And what I love most is that it's makeup designed for real life! Whether you gotta run out the door for a work meeting or don't love the look and feel of makeup, this brand was made for you. While the space-age visuals and overall branding lean toward Gen Z, I can see the products loved by a middle schooler, a busy college student, and a no-fuss businesswoman alike.

Building a Smarter, Simpler Beauty Future

Samantha’s goal isn’t to churn out constant launches. It’s to build a brand rooted in intention—products that are dual-purpose, easy to use, and backed by clinical validation. As she puts it, “You shouldn’t have to choose between performance and protection.”

With a recent Times Square billboard feature and growing buzz from early adopters, I wouldn't be surprised to see the brand go viral on TikTok anytime now. The packaging does have some room for improvement, but the formulas are A++.

All in all, In a market dominated by “more,” Future Beauty is proving that less—but better—is what’s next.