This Affordable Swiss Brand Just Dropped At Ulta — & It's Gonna Be HUGE

We like to think we know Ulta’s website as well as we know the beauty landscape as a whole (read: inside and out). So when a new brand pops up there that we'd never heard of before, we investigate. The latest new arrival to pique our interest? Bronx Colors, an affordable new makeup line with hundreds of rad products.

The Swiss-born brand is the brainchild of Werner Kaufmann, a beauty vet with 30 years of skin-care experience under his belt. With Bronx Colors, the CEO and his team set out to create an inclusive makeup line — one that would cater to all skin tones and genders. Its motto: “professional make-up made for everyone” — and it’s not messing around. Among the offerings are concealers and HD powders marketed to men, and orange concealer perfect for darker skin tones. Did we mention that prices average at around $12?

“To be honest, the market is overpriced,” Kaufmann says, noting a dearth in brands that offer top quality makeup at the lowest prices possible. As of now, Ulta Beauty is carrying about 65% of the brand's total offerings (about 350 products). Given the playful nature of the range — and its accessible price point — we’re hoping to see even more products offered (including a wider foundation shade range) in the months to come.

For now, check out the brand’s best sellers and our top picks, ahead.

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This HD finishing powder is marketed to men who want to combat an oily complexion (though we suspect it will work just as well on women, too).

Bronx Colors Men Cover Matte, $12, available at Ulta Beauty.
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Of all the 350 products that the brand makes, this liquid matte lip color ranks as its top seller.

Bronx Colors Matte Lip Tint, $7.50, available at Ulta Beauty.
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This best selling palette packs six neutral eyeshadow basics into one lace-wrapped compact.

Bronx Colors Burlesque No1 Eyeshadow Palette, $12, available at Ulta Beauty.
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This cat-eye essential liner goes on smoothly and dries to a matte finish.

Bronx Colors Gel Liner Pot, $9.50, available at Ulta Beauty.
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The fine tip of this sponge is perfect for blending concealer near lips and eyes.

Bronx Colors Precision Blending Sponge, $6.50, available at Ulta Beauty.
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This bright orange concealer stamps out undereye circles and evens darker skin tones.

Bronx Colors Boosting Hydrating Concealer in Orange, $6, available at Ulta Beauty.
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Tinted lip balm in a pocket-friendly chubby stick? Yes, please.

Bronx Colors Lip Balm, $6, available at Ulta Beauty.
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Found: just about everything you need for a full face, in one cute black box. This palette includes 25 on-trend eyeshadows, three blush shades, seven lip colors, and three applicators.

Bronx Colors Graffiti Makeup Set, $25, available at Ulta Beauty.
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Touch-up essentials packed into the cutest packaging.

Bronx Colors Pocket Set Garden of Eden, $12, available at Ulta Beauty.
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Dudes want to cover imperfections, too.

Bronx Colors Men Bright Eye, $7.50, available at Ulta Beauty.
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This best-selling mascara helps define every little lash, thanks to its tiny wand’s separating skills.

Bronx Colors Skinny Mascara, $10, available at Ulta Beauty.
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