Meet our founder, chief creative officer and head makeup artist aka Halsey.

Inspired by and for our diverse and artistic community, we create makeup made with integrity and intention, for all stages of life. We are built on the truth that no one is just one thing -- humans are weird, complex, and entirely beautiful because of it. Everyone has their own messy, mad, and personal method to becoming our greater selves.
Make u(p) without rules. Made for the many of you.

About Face

Artis, the Latin word for "skill, method, technique," recognized that the entire category of beauty tools was based on an "artist-applies-to-the-canvas" premise—someone applying product on someone/something else. How different is the experience when the artist is the canvas? The answer is: a totally different beauty paradigm. Artis brought a disruptive perspective to the process of makeup self-application, to design and create a new category of beauty tools which enable a more intuitive, beautiful and ergonomic experience.

Artis

Chantecaille sets a luxurious standard in the world of modern, botanical skincare and cosmetics. Our obsession with flowers and their amazing natural abilities to heal and work in harmony with the body is at the heart of our passion for skincare. Through ground-breaking scientific advancement, meticulous formulation and personal commitment, we use beauty as a tool to effect change in the world. By creating purposeful, obsession-worthy beauty products crafted from the purest ingredients, we've raised the bar for the beauty industry. We’ve also created a philanthropy platform which shines a spotlight on global environmental issues and supports conservation efforts around the globe.

Innovation:
From botanicals with superpowers to plant stem cells which provide sustainable ingredients that produce unparalleled results, our products are powered with innovative integrity. We work with laboratories around the globe who are at the cutting edge of technology, and our uncompromising demand for quality yields the superior textures, brilliant colors and revolutionary formulas that have gained our customers' trust.

Beauty with Results:
Recognizing the potential in botanical ingredients is something that Chantecaille was built upon. When Sylvie discovered a field of Rose de Mai in Grasse, she zeroed in on a new, revolutionary rosewater that possessed unprecedented anti-aging, skin-perfecting benefits. Products that start with a foundation of anti-inflammatory, soothing plant-based ingredients that boost the skin’s natural protective qualities are at the heart of Chantecaille, and we are always ceaselessly searching for the most effective ingredients that produce the most impactful, visible, beautiful results.

Philanthropy:
It is not enough for us to create perfect products. As people passionate about nature—it’s where we escape whenever we can— and lovers of animals, we are concerned about our environment's well-being. We strive to connect, educate and provide support to conservation efforts around the globe. Each season we align our products with a cause that needs a platform, and we offer charitable support to organizations doing the intrepid, important work of protecting those who don't have a voice: our oceans, our forests, gorillas, lions. These partnerships help us connect with our customers on an even deeper level, as we bond over our shared responsibility to Mother Nature.

The Family:
The company is built from the collaboration of an entire family. With more than 30 years of beauty experience, Sylvie is the creator of Chantecaille and known as one of the industry's foremost innovators. As Creative Director, Sylvie's daughter Olivia develops all of Chantecaille's modern, unique products and drives the company's vision across public relations, advertising and social media. Daughter Alex is Vice President of Sales and Promotions, traveling the world creating, planning and executing Chantecaille’s sales and promotional strategies. As director of Media Productions, son Philippe brings his love for art and photography to his work creating brand imagery and videos. Olivier Chantecaille, Sylvie's husband, serves as the company's Chief Financial Officer, where he combines his business acumen with his inherent passion for the environment.

Chantecaille

Cover FX understands that everyone wants what’s best for their skin. Our goal is to create skin-safe cosmetics that allow you to put a confident face forward, regardless of age or gender identity and skin color, type, or concern. The high-performance assortment in the Cover FX line is easy to use and even easier to customize, so customers are always sure to find the right solution to look and feel their best. By utilizing clean, dermatologist-proven ingredients whenever possible, our products also provide a gentle solution for correcting troubled skin.

COVERFX

Since 2004, e.l.f. has made the best of beauty accessible to every eye, lip and face. As one of the first online beauty brands, e.l.f. has a passionate social following, national distribution at leading retailers and a growing international presence. Look good and feel good—all our formulas are 100% vegan, no animal testing. Totally guilt-free. Your originality is our inspiration. From full-on maximalists to fresh-faced minimalists, we have a product for everyone-and every look in between.

e.l.f.

A Beauty Brand that Just Feels Right

Whether it’s yoga or green juice or a favorite skincare ritual, personal well-being is becoming a more and more essential part of everyone’s daily routine. That’s why EcoTools creates beauty and self-care products that fit right into today’s mindful, wellness-oriented lifestyles.

From exceptional makeup brushes and blenders to crystal face rollers to a variety of practical bath brushes and accessories, our products are not only effective, they are vegan-friendly, cruelty-free and made with recycled and renewable materials.

EcoTools

essence believes in awesome products at amazing prices and excellent quality every day. We love being a part of a passionate community that is all about making the most of life and choosing happiness.

essence

WELCOME TO THE HONEST LIFE

WE MAKE CLEAN, SUSTAINABLE, WELL-DESIGNED PRODUCTS THAT WORK
Health and wellness are a universal foundation for a life well-lived and I believe it’s our responsibility to leave the world better than when we found it. We care about all people and the planet.

- Jessica Alba, Founder

Honest Beauty

OUR STORY

Hourglass, the cruelty-free beauty brand, is known for its innovation and commitment to reinventing luxury cosmetics. The complexion, color, and skincare are crafted to be undetectably transformative while effortless to apply. Paradigm products feature cutting-edge formulas with active ingredients and covetable packaging that elevate expectations of how a product should look, feel, and perform.

OUR MISSION 
We believe beauty and integrity should be synonymous, which is why we are as uncompromising with our products’ performance as we are with our commitment to animals.

Since its launch in 2004, Hourglass has been a cruelty-free brand that has stood against animal testing. As part of our mission, we donate 1% of annual profits from hourglasscosmetics.com to our partner, the Nonhuman Rights Project, a U.S. organization that works to secure fundamental rights for animals. Additionally, 5% of annual profits from all Unlocked ™ products sold globally are donated to support the organization’s efforts.

We will continue working towards change because we believe in seeing eye to eye with animals. Like us, they are living beings that experience love and happiness; pain and fear. We will stay true to our mission until they are protected in the beauty industry and beyond.

"With the Eye to Eye campaign, we wanted to capture the humanity in the animal’s eyes."
 
- Carisa Janes, Hourglass founder & CEO



JOURNEY TO VEGAN
Our compassion for animals has always been at the heart of Hourglass, and in 2017, we began to re-examine what it meant to be truly cruelty-free. We decided that in order for us to move forward with integrity, we had to push not only for ingredients that haven't been tested on animals but also for ingredients that aren’t derived from them.

While the majority of our collection was already vegan, we committed ourselves to replace a few animal byproducts in select formulations, pledging to become 100% vegan by 2020. Leveraging our passion for innovation and ingredient technology, we got to work on creating cutting-edge vegan replacements.

By December 2020, we successfully reformulated our remaining products to be fully vegan and are celebrating this milestone with the launch of Confession™ Red 0. Our biggest innovation to date, Red 0 is a 100% vegan red lipstick formulated with our patent-pending replacement for carmine—the industry’s standard red pigment produced from crushed female insects. Red 0 symbolizes our commitment to animal welfare and marks a new chapter in our ongoing commitment to cruelty-free beauty.

Hourglass

ICONIC London is world-famous for our GLOW-giving products, loved by professional makeup artists, celebrities and influencers alike!  Inspired by a passion for makeup and the exciting, limitless energy of busy, city life in vibrant London, the team at ICONIC London knew we wanted to create on-the-glow products that made our customer feel as good as they look with instant, instagrammable effects.  We know our customers well, because we ARE them. Our passion is to make people all over the world feel confident.  From everyday get-glam makeup to luxe skincare hybrids, we’ve got the beauty big guns you pull out when you really want to add the wow factor to your look.  We’ve been featured in magazines such as Vogue, Elle and Vanity Fair. And, thanks to our amazing network of Makeup Artists who work with celebrities such as Jennifer Lopez, Ariana Grande and Beyonce, our products have graced the faces of A-Listers worldwide!  We believe no animal should be harmed in the making of our products. We’re totally, and proudly, cruelty free.

We make our own rules. Watch this space.

Iconic London

ITEM is clean beauty rooted in endless creativity. Formulas made with room to play from vegan-friendly, dermatologist-tested and science-backed ingredients. Without guilt and always with love. Co-founded by creator Addison Rae, we dream, design and develop electric essentials for endless ways to play.

ITEM Beauty

Jason Wu Beauty was created out of my creativity and love for beauty. It was meant to make everyone feel gorgeous in their own skin, eliminate the need to mask yourself in so much product, and reject the exclusivity of upscale businesses. As an extension of my couture fashion brand, I wanted this collection to be feminine, elegant, and luxurious, but accessible and affordable to anyone.

My brand’s goal is to let your natural beauty speak for itself while adding just a little extra charm. And we hope to bring this simplistic yet alluring beauty as a completely guilt free indulgence. With formulas free of harmful chemicals, JWB can help you achieve an enviable soft glam effect that’s natural but not ordinary, effortless but not careless, luxurious and influential but not excessive.

Jason Wu Beauty

A professional makeup artist, Jillian Dempsey is best known for beautifying young Hollywood for their most important red carpet appearances. Building on her artistic skills as a painter "making up" the faces of celebrities, Jillian enjoys developing fuss-free, finger-friendly products and pioneering innovative beauty trends. She hand selects organic and naturally-derived ingredients when formulating her vegan and cruelty-free line. The result: healthy makeup solutions without any questionable ingredients.

Jillian Dempsey

At MBX, we believe that beauty should be fun, high quality, extremely efficacious, and serious at the same time. 

We create unique brands that each have their own unique personalities and experiences that come along with it. 

And when it comes to each brand’s products, we’re always thinking of you first - no matter your gender, age, or where you live. We create products that are both easy and fun to use because, let’s be real, you deserve a better experience with your skincare and makeup routines. 

So how do we do it? We’ll let you in on a little secret, one that is rarely used in the beauty industry…we like to call it data. Yep, that’s right! Data is our secret sauce – it’s how we blend innovation, technology and analytics to create the next product, inspired by our community.

But data isn’t the only ingredient we need to make a memorable product. We won’t produce a new product unless it answers 3 important questions: 

Is it truly innovative? 

Is it accessible for beauty lovers around the globe? 

Will it delight you? 

While data & delight are at the forefront of our products, K-beauty & its latest technology are always at our roots. So you can expect us to continually bring you the highest performing products using the best, most efficacious ingredients. 

KAJA

I love makeup, you love makeup, I'm glad we've embarked on this colorful journey together. Here's something you may or may not know about me:

I am a Halloween Queen! The first time I dressed in drag was in fact on Halloween day. I was 25 years old and did my first beat with drugstore makeup (the horror). I actually ended up getting booked for a show that same night! Call it destiny or coincidence, but you can't make this stuff up!

That night I found my passion, I realized drag was the medium where I could mold my love and knowledge of art, painting, fashion and photography into one vessel. 

I believe your face is a canvas to create art. Whether it's subtle or out of this world, makeup can elevate the way you feel about yourself. With the right mug, I feel invincible and confident!  

It's been an amazing journey of self-discovery. A journey that has led me here. It's been a dream of mine to introduce the world to fun products that won't break the bank. Whether your aesthetic is neutral or glittery colored rainbow, I've got something for you!


All of my hard work would go in vain if I did not add an element of gratitude as this is my passion. 


I have long been an advocate for the LGBTQ community and a huge fan of The Trevor Project. The Trevor Project is an American non-profit organization focused on suicide prevention efforts among LGBTQ youth. Through a toll-free telephone number, it operates The Trevor Lifeline, a confidential service that offers trained counselors. 


KimChi Chic Beauty has partnered with The Trevor Project to aid their efforts by committing to donating a portion of our sales. Together we are excited to explore how we can work together in their mission to end suicide for LGBTQ youth.  


So come inside, take a seat and enjoy the ride on my rainbow colored labor of love, #Kimchichicbeauty.

KimChi Chic Beauty

OUR VALUES

CULTURED
Culture drives our conversations, product development, and our brand mission. We are creating a community that is proud of its roots, and we want you to be proud as well.

INCLUSIVE
Before all else, we want to harbor a community that feels like its been made for all of us. Here, no one is “too” anything, rather you are just enough.

KIND
Beauty should make you feel good, and so should this community. Kindness for us is consideration towards others - and we are always thinking of you.

THOUGHTFUL
Our community serves as a learning platform. We are here to listen, to learn from the community’s cultural beauty stories.

Live Tinted

I believe that what makes you different makes you beautiful. As a celebrity makeup artist, mother, author, and brand founder, my goal is to help you own every moment with products that allow you to infuse your daily routine with unapologetic glamour. Because life is better with makeup–especially when it doesn’t budge. Love you. Love makeup. Love, Mally.

Mally

We are the first to market magnetic eyeliner for magnetic eyelash company. Tuned into and tapped on by the dynamics of the beauty industry trends and demands, MoxieLash is inspired and passionate about leading the world of beauty innovation.

We are excited by the opportunities and possibilities of the
market and love to connect and work with creative business extraordinaries who are just as inspired in their craft as they are in working with an incredible team of innovators, movers and shakers. Join us as we take MoxieLash to the next level.

MoxieLash

Flawless In a Few Fuss-Free Minutes - That's What Pixi is All About!

Makeup to Wakeup:
Created over 20 years ago and launched in our flagship boutique in Soho, London, Pixi has a loyal worldwide following thanks to its pure, awakening & skin-loving products that create a naturally radiant "just had a good night's sleep" look.

Pixi's mission is the same now as it was on the first day the Pixi boutique opened: simply to bring out the natural beauty in everyone - to look like you, your best you.

About Petra:
Creator, Petra Strand has 20+ years of experience as a makeup artist & product developer. Passionate about skincare, Petra creates innovative formulations that are infused with botanicals and beneficial ingredients.

Petra has real-world experience as a busy working mother of four, therefore Pixi is truly about multitasking, flaw-fixing, youth-enhancing products for when you're on-the-go with no time to spare.

Pixi is all about youth enhancing multipurpose products to make you look like you, only better.

xoxo Petra

Pixi

A BOLDER, MORE PLAYFUL SIDE OF CLEAN BEAUTY
                                                                 
Founded by Peyton List, our products are cruelty-free, sustainable, and made with ingredients that love your skin back. With a range of vibrant, high-performing pigments, this is clean beauty with a big impact.

Pley Beauty

BEAUTY
—PÜR AND SIMPLE.
Since the brand’s inception in 2002, PÜR has redefined clean beauty with one mission in mind—to offer, PÜR Beauties good-for-you products that deliver both immediate and long-term results.
Motivated by the concept of multi-tasking, mineral-based beauty solutions, the innovative line has expanded into a full spectrum product mix of efficacious complexion and color makeup products and transformative skin care solutions.


PÜR, a subsidiary of the Astral Health & Beauty franchise, believes that innovative, skin care-infused products are the only way to go! Each carefully created makeup and skin care product is designed to accentuate your natural-born beauty by blurring the look of skin imperfections and help correct the skin’s overall appearance using clinically proven technology.

PÜR PERFORMANCE
While our proprietary technology may be complex, our method is PÜR and simple! We believe that the ultimate luxury is indulging in high-performance complexion and color products that align with your lifestyle. Breathe easy knowing that we formulate cruelty-free products that never contain parabens, gluten, talc, petrolatum, mineral oil and SLS. At PÜR, we’ve done the beauty, skin-ingredient research to create the best in makeup, makeup brushes, cosmetic tools and skin care products that are never tested on animals and always cruelty free. 

We design innovative lighting and accessories that help professionals and consumers illuminate their work. Riki loves Riki GLAMOUR designs and manufactures problem-solving lighting and lighted mirrors using proprietary LED technology for professionals of all artistic disciplines, including beauty, entertainment, and artisanal. Our innovative designs and technology have made our family-owned company the top choice for celebrities, influencers, industry professionals and consumers in 85 countries.

RIKI LOVES RIKI has quickly become the go-to standard for forward-thinking, fashionable beauty enthusiasts. Cutting-edge lighted mirror products such as the RIKI SKINNY, RIKI TALL, RIKI CUTIE and the RIKI GRACEFUL have changed the beauty world and enhanced the cachet of several leading beauty brands.

Riki Loves Riki

Our science-based approach is to meticulously source active clean ingredients that nourish the skin while enhancing one’s natural beauty. The result? Refined, well-edited makeup and skincare essentials that can be used in a myriad of ways. Think of RMS products as effortless solutions to make your day easier. Unsure of how to use our products? Just ask. We have a fleet of product experts—all personally trained by Rose-Marie—available whenever and however you want to reach out. Everything we do is made with love, because we care about good makeup, radiant skin, and people. After battling with her own health issues, and seeing firsthand how makeup can irritate the skin, Rose-Marie Swift was the first in the industry to set a high standard for performance and better ingredient choices in makeup and skincare. The power of active clean ingredients inspires us daily, because what’s inside your products matters just as much as the beautiful results. In 2005, Rose-Marie started The Beauty Truth blog to share her personal experience and to hold the beauty industry accountable for its actions. Her passion for clean beauty and product innovation inspired her to create her own products and launch RMS. This drive to innovate, combined with years of industry knowledge and expertise, helps RMS products stand out in a crowded clean marketplace.

RMS Beauty

Saie was truly born from a community of beauty fans all over the world.

We found ourselves constantly questioning why, when it comes to clean beauty, are we always having to choose between performance or style?

Our makeup should be free from toxic chemicals, but we also want it to work and look good. Saie is about getting the best of both worlds— we believe you really can have it all.

Our brand was built on asking questions and finding the answers, even if it takes some time.

Our team is dedicated to developing best-in-class formulas using ethically sourced ingredients with world class chemists. We’re here to debunk the myths and empower women by getting down to the real-talk. While we can’t promise to be perfect, we can promise to always do better.

It’s about progress, not perfection.

Saie

Surratt Beauty is a New York based brand and all products are made in Japan. Surratt creates sophisticated, superior quality makeup that delivers uncomplicated, pro-level results.

Surratt Beauty

OUR STORY

There was a time in the ‘90s when darkness was all the rage and pink had a bad rep. Enter Jerrod Blandino and Jeremy Johnson. Unimpressed and distressed by the too-serious-state of the cosmetics industry, they longed to start a company that brought back unapologetic glamour and femininity. Inspired by a love of Paris, unabashed girliness and the transformative power of cosmetics, they created Too Faced, a boutique brand with big dreams. Today, Too Faced has grown into a leader within the beauty industry, creating innovative cruelty-free cosmetics that women love to wear.

With Jeremy as CEO/Action Man and Jerrod as Chief Creative Officer/Dreamer, their rebellious spirit, visionary focus and unexpected humor define the brand to this day.


ABOUT THE FOUNDERS

Too Faced Co-Founders, Jerrod Blandino and Jeremy Johnson, got their start behind the department store makeup counter. Jerrod worked at the Estée Lauder counter and Jeremy also spent time at Estee Lauder, as well as Armani and Chanel. Working one-on-one with clients allowed both of them to quickly discover the transformative power makeup had on women. Their vision was to create a makeup line that would celebrate individuality and inject joy back into an industry that had become rigidly led by rules, not fun. With a credit card, a laser-like focus, and a dream to celebrate and empower women, Too Faced was born in 1998.

Today, Jeremy is still initiating new business strategies while Jerrod is continuously inspired to create innovative new products. Too Faced is sold in more than 30 countries and is one of the top-selling brands everywhere it is sold.

Too Faced

Tower 28 Beauty is named after a lifeguard tower in Santa Monica
Tower 28 is the place where two iconic LA worlds come together. It sits at the crossroads of the Santa Monica pier and gritty Venice Beach. A meeting place for locals, Tower 28 symbolizes everything we believe in - community, healthy fun, and clean living.

 

At Tower 28 Beauty, we like our beauty products the way we like our beaches: clean, full of sunshine, and for everyone.

Hi! I'm Amy
I've had sensitive skin my entire adult life. Sensitive skin can take so many forms, but for me it means eczema. After 15+ years working as a beauty executive, I was frustrated that my sensitive, problem skin meant I was limited to serious brands that felt clinical (like someone in a lab coat was selling to me!)

 

If you have sensitive skin, you've heard the terms: hypo-allergenic, fragrance-free, dermatologist-tested. It's a start but that doesn't mean the product is good for you! At Tower 28, we know that what goes on your skin also goes in your bloodstream. We also know that beauty doesn't have to be so serious, which is why our products are non-toxic, free of sensitizing irritants, full of calming, nourishing ingredients, plus a healthy dose of FUN. Not to mention vegan + cruelty-free. Proving #ItsOkayToBeSensitive.

Tower 28 Beauty

WHAT IS YOUTHFORIA?

Youthforia is universal. It’s the moments of utter bliss you get when you're young. Your first lip gloss. The cute text and the screenshot sent straight to the group chat. The waiting, the rush. Crushes, summer break, long chats that last till 3 a.m. Getting the giggles with your best mate, hungover af, waiting for microwave mac and cheese. The lights going down before your favorite band starts playing. Being completely in it, and taking it all in. Like if confetti was a feeling. That’s how how we want to make you feel with every product, every time. ✨

LOOKS GOOD, FEELS GOOD, DOES GOOD:

We’re big on having fun but we’re serious about the environment. 🌎

The beauty industry loves fossil fuels (which makes sense because liquid plastic feels nice), but that doesn’t really work with our whole “wanting a future” thing. That's why all of our ingredients, including synthetics, are plant-based. This means we don't have to compromise on quality or textures.

We make our products biobased — each with at least 90% renewable ingredients (instead of fossil fuels) and our products are certified by the USDA BioPreferred Program.

We follow Green Chemistry principles (Google it, it’s super interesting!), which basically means doing what we can to make Youthforia environmentally-friendly and reduce the amount of gross, dangerous toxins we put on our face and wash down the drain (FYI, if you use 15 non-biobased products a day, that’s around 300-500 chemicals made from fossil fuels now on their way to finding Nemo). 

Caring about and being kind to the planet is cool and important and so is using safe stuff on your skin. 

#Lip Liners

#Lip Liners

Love Triangle Lip Filler Liner

e.l.f.

Stay In Line Lip Liner

Jason Wu Beauty

Love Triangle Lip Filler Liner

e.l.f.

Love Triangle Lip Filler Liner

e.l.f.

Matte Fix Lip Pencil -Midnight Seduction

About Face

Lady Bold Lip Liner

Too Faced

Lady Bold Lip Liner

Too Faced

Stay In Line Lip Liner

Jason Wu Beauty

Stay In Line Lip Liner

Jason Wu Beauty

Love Triangle Lip Filler Liner

e.l.f.

Stay In Line Lip Liner

Jason Wu Beauty

Matte Fix Lip Pencil - False Alarm

About Face

Lady Bold Lip Liner

Too Faced

Love Triangle Lip Filler Liner

e.l.f.

Matte Fix Lip Pencil - Paper Romance

About Face

Matte Fix Lip Pencil - Smoking Room

About Face

Cinnamon Lip Pencil Perfectionist

Melt Cosmetics

Matte Fix Lip Pencil - Raw Kiss

About Face

Familia Lip Pencil Perfectionist

Melt Cosmetics

Stay In Line Lip Liner

Jason Wu Beauty

Stay In Line Lip Liner

Jason Wu Beauty

Caffeine Lip Pencil Perfectionist

Melt Cosmetics

Matte Fix Lip Pencil - Cradled

About Face

Matte Fix Lip Pencil - Lockdown

About Face

Long Wear Creme Lip Liner

Jouer

Matte Fix Lip Pencil - After Party

About Face

Thrill Lip Pencil Perfectionist

Melt Cosmetics

Matte Fix Lip Pencil-Pink in the Morning

About Face