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Guest Contributor

Neiman Marcus’ new Trending Beauty Shop taps into some of the most progressive products in cosmetics and skin care, and the NorthPark store is the first to showcase it.

Lipstick Queen Frog Prince

Many of its 45 brands were created by entrepreneurial women, and some were formulated to be free of parabens, synthetic fragrances, sulfates, petrochemicals or phthalates.

“The brands found in the Trending Beauty shop bring the best of the best from relevant brands with cult-like followings,” says buyer Kim D’Angelo. “The dedicated space allows us to continuously edit and add to the assortment. The average price-point for items in Trending Beauty is $51, and the quality is incredible.”

A group of twenty-something Neiman’s merchants selected the assortment, sometimes picking up only a brand’s hero product.

“They were charged, and given complete autonomy, to contact and test over 300 brands,” D’Angelo explains. “The task force looked for brands with innovative product and formulas, fresh packaging and brands whose principles were clearly understood.”

They pinpointed them by combing social media and conferences like Indie Beauty Expo, a consumer-trade crossover show focused on quality products by independent companies.

milk + honey Cream Deodorant No. 33

Take Milk + Honey. The line was developed by founder Alissa Bayer, who wanted luxurious clean and green bath and body treatments for her award-winning Milk + Honey spa in Austin.

Its home run is the remarkable Cream Deodorant, which neutralizes odor without a molecule of aluminum or chemicals. Offered in three fragrances (coconut vanilla, coconut lemongrass, and sandalwood, vetiver and cardamom), it’s packaged in a $16.50 jar that lasts six months.

“You know why aluminum works as an antiperspirant?” Bayer asks. “Because your body recognizes it as a toxin and shuts your pores against it.”

Ew. Who knew?

Sunday Riley Good Genes

Another buzzy brand that also was founded by a Texan woman is Sunday Riley, which is based in Houston. A chemist, Riley formulates her products using high quality, pure  ingredients. Among her bestsellers is Good Genes All-in-One Lactic Acid Treatment, a $105 serum that exfoliates and plumps skin.

Another standout is the $85 Daily Serum by star New York facial aesthetician Joanna Vargas. It’s a favorite of Karlie Kloss.

The department also offers innovative makeup, such as Antonym’s organic and natural color cosmetics created in Miami by professional makeup artist Valerie Giraud.

Antonym Certified Organic Mascara Lola Lash Too

Antonym’s bestsellers include the $19 Certified Natural Eye Pencil Noir and the $26 Certified Organic Mascara Lola Lash Too.

Dr. Barbara Sturm Super Anti-Aging Serum

Check them out at Trending Beauty, which also features: 8Greens, African Botanics, Alixx, Ayuna, Big Boy, Browgal, CLE, Context Skin, COR, Skin Design, Dr. Barbara Sturm, Edward Bess, Eve Lom, Glambox, Grown Alchemist, HUM, KNC Beauty, Kocostar, Kosas, Lawless Cosmetics, Lilah b, Lipstick Queen, Londontown, Maison Balzac, May Lindstrom, Olio E Osso, Ouai, Paddywax, PAI Skincare, Raw Spirit, Rituel de Fille, RMS Beauty, Savor, Sigma, Smith and Cult, This Works, Tocca, Tula Skincare, UMA Oils, Vital Proteins and Welleco.