FOUNDED & OWNED
BY WOMEN OF COLOR

DESIGNED
FOR YOUR COLOR

100% VEGAN
& CRUELTY FREE

NON-TOXIC
INGREDIENTS & PEOPLE

12,000+
5-STAR REVIEWS

Maximum Impact, Minimal Effort Vegan Beauty
Showing up and stopping at nothing with five-star reviews that say everything.

BEST SELLERS

Us Being Us

Sets the Tone

Products deliberately designed for your complexion
Don’t Know Your Shade Family?

Our Hues Hit Different

VIRTUAL TRY ON

VIRTUAL TRY ON
Ruma is wearing
Easy Beauty Bundle in Honey
with gloss shade Bourgeois

High Impact
JUST LIKE THAT

Look natural glam or be like DAMN!—
and still be done in 5 minutes.

Powered by intentionally safe formulations, our beauty empire reigns supreme in payoff, performance and quality.

<span class="high-heading summer_loving">High Impact</span> <br>JUST LIKE THAT
Skin Glow
Highlighting Skin Serum

Wall Street expat.
Shark Tank reject.
Won’t take no for an answer mindset.
Trails blazed.
Bar raised.

Wall Street expat.<br>Shark Tank reject. <br>Won’t take no for  an answer mindset. <br>Trails blazed. <br>Bar raised.<br>
Wall Street expat.<br>Shark Tank reject. <br>Won’t take no for  an answer mindset. <br>Trails blazed. <br>Bar raised.<br>
Melissa Butler
Founder & CEO
Wall Street expat.<br>Shark Tank reject. <br>Won’t take no for  an answer mindset. <br>Trails blazed. <br>Bar raised.<br>

PopSugar awarded our Tinted Skin Conditioner the Best Skin Tint! “This vegan, cruelty-free tinted moisturizer delivers light coverage that looks like skin, albeit more glowy and even-toned.”

"Bawse Lady goes on like a velvet gloss, dries to a transfer-proof matte that endures through multiple meals and, thrillingly, doesn’t parch the lips in the process."

“The Straight Line Eyeliner has a creamy pigmented formula that can make formula can make a precise line on its own or be blended out for a Kim Kardashian-level smoky eye.”

“The Tinted Shimmer Balm lends just the right amount of subtle color, and a hint of peppermint that will make you want to reapply over and over again.”

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