Did you know there are only a handful of ingredients the US FDA doesn’t allow in our cosmetics, but in the EU that number is almost 1,400? Our products are formulated to be EU compliant, hypoallergenic, and cruelty-free, which means we meet higher standards.

That means you’ll never see parabens, phthalates, or petrolatum in our products. And we didn’t stop there­—we’ve added ingredients like vitamin E, shea butter, avocado oil, and jojoba seed oil to our formulas wherever possible. Click here for a complete list of What’s In / What’s Not.


Getting rid of the harmful ingredients doesn’t mean you have to settle for ‘blah’ makeup.

We refuse to believe that using better-for- you cosmetics means you have to compromise on performance. We have stripped out the harsh chemicals and kept the safe ingredients that make our products really work (think long-lasting, color-popping additions).

Makeup that works for you, inside and out.


Fussing with a dozen brushes, carrying around over-sized products, and dipping into your savings every time you need to restock? We’ll pass. This is beauty designed for real life.

  • Apply on the fly. Our user-friendly makeup is quick and intuitive to use. No need to be a makeup artist.
  • Multitasking made easy. Built-in brushes, dual-ended products, day-to-night flexibility…space in your bag is precious, so our products work twice as hard.
  • No sticker shock. You deserve makeup with quality ingredients at a price that’s fair. (mic drop.)