Beauty brands love to talk about breaking boundaries, but few actually redraw them. Enter Hyrular, a newly launched brand that integrates surrealism, gaming aesthetics, and couture-level craft into something that feels next generation. Created by David José, Bryan Huynh, and Mollie Gloss, the brand envisions beauty as a self-contained universe.
When David José describes Hyrular as “constructed in the cosmos,” he speaks metaphorically about the brand’s origin and purpose. The phrase captures the idea that it was built outside the boundaries of conventional beauty, designed as an antidote to the sameness that dominates the luxury market. In doing so, the three situate the brand as a self-contained world that exists beyond the predictable and familiar.
Courtesy of Hyrular
Their answer is Nebubalm, a multi-chrome tinted lip balm that glimmers and shifts like a nebula. Vegan and cruelty-free, it is built from lightweight squalane to mimic the skin’s natural oils and developed in collaboration with expert clean-beauty chemists. Available in two shades, Halcyon and Nymphaea, it offers subtle coverage and a reflective finish that gives lips a mirrored, dimensional glow.
The launch is accompanied by Halcyon, a short film directed by Bryan Huynh, the photographer known for his gaming-inspired imagery for Grimes, Aespa, TIME, and Vogue Italia. His work has always existed at the intersection of the digital and the divine, and here it serves as Hyrular’s visual manifesto, a dream sequence of iridescent textures and celestial transformation. “It’s about the way beauty can bring you closer to a bolder version of yourself,” says Huynh.
Courtesy of Hyrular
Behind the formulas is Mollie Gloss, the brand’s Director of Beauty and Product. With a background spanning MAC, Glossier, and Nike, Gloss brings an experimental sensibility, pushing the limits of color and texture while grounding them in usability. For David José, whose background runs from comic books to high-fashion campaigns for Dior and Makeup by Mario, Hyrular is the culmination of a long career visualizing other people’s worlds. “Now,” he says, “we get to build our own.” It is a brand for the misfits and aesthetes, for anyone who sees the future of beauty as something surreal yet precise.
The makeup brand is now live at hyrularbeauty.com and on Instagram at @hyrularbeauty.
Courtesy of Hyrular
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