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A refreshing blend of wellness and beauty.

Sip in style with your new favorite water bottle.

*Spend $100 or more and receive a water bottle on us

effortlessly you

Embrace your day. Whether you’re leading the meeting, taking the stage, or sipping cocktails with your friends, you need beauty solutions that you connect with. Your aim is to highlight, not overwhelm your natural beauty, and enhance the truest version of yourself. Create crafted looks with our long-wearing, inclusive brow and eye makeup must-haves. Clean, vegan, uplifting – it’s effortlessly you.

consciously made beauty

CLEAN

CRUELTY-FREE

VEGAN

PARABEN-FREE

GLUTEN-FREE

pick a shade,
your shade

Need help finding your match? No problem, we can guide you. Our refined basics are backed by inclusive color matching.

inclusive beauty starts here

COLOR
MATCHING

Our color-matching guides make it easy to find the perfect shade to enhance your look.

WIDE-RANGE
OF SHADES

Discover our selection of inclusive shades, often overlooked by other brands.

QUALITY &
PERFORMANCE

Our products have a smooth application, precise accuracy, seamless blending, & buildable formulas.

PRO-LEVEL
ACCURACY

Experience complete consistency with our professional long-lasting & non-creasing formulas.

clean beauty that cares

Stress-free, clean beauty starts here. We use non-toxic ingredients and refreshing formulas to create products that are not only long-lasting but nutritious and skin-friendly too.

“This sleek tool heats up quickly and makes using a heated curler a seamless process.”

– “Makeup Artists Swear By These Eyelash Curlers” By Kiana Murden

“I found the formula to be soft and blendable...I am bringing this travel-sized palette to the front of my makeup cabinet.”

– “Chella's La Vie Eyeshadow Palette Creates More Looks Than You'd Think” By Talia Gutierrez

“The mascara keeps its promise on long and luscious lashes...without the use of any sus ingredients.”

– “Say Bye To Tarantula Eyes With This Buildable Mascara For Sensitive Eyes” By Jinnie Lee