Made with you in mind

Our uncomplicated, easy-to-use makeup will never cover you up or turn you into someone else. Simply put, it lets the real you shine through.

See the difference 

TRIED + TRUE 

Shop all makeup
  • Coming soon
    Best Seller

    Balm Dotcom

    Nourishing lip balm

    NEW I ❤️ NY

    £14

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    NEW I ❤️ NY

    See details
  • Coming soon
    Best Seller

    Boy Brow

    Grooming pomade

    Dark Brown

    £20

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    Dark Brown

    See details
  • very deep 4 concealer
    Nikki in Stretch Balm Concealer, VD4.
    Coming soon
    50% off in cart

    Stretch Balm Concealer

    medium coverage + dewy finish

    Very Deep 4

    £20

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    Very Deep 4

    See details
  • very deep 4 foundation
    Nanny in Stretch Fluid Foundation, VD4.
    Coming soon
    50% off in cart

    Stretch Fluid Foundation

    light-to-medium coverage + natural finish

    Very Deep 4

    £30

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    Very Deep 4

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  • puff cloud paint
    Juliette applies Cloud Paint in Puff.
    Coming soon
    Best Seller

    Cloud Paint

    Seamless cheek color

    Puff

    £21

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    Blush

    Bronzer

    Puff

    See details
Formulated to feel good 

Our base makeup goes on like skincare for a natural, seamless finish.

STRETCH FLUID FOUNDATION + STRETCH BALM CONCEALER + FUTUREDEW

3 lightweight + buildable complements to your makeup routine.

Ace your base

CLOUD PAINT

The most user-friendly blush + bronzer under the sun gives you a flushed-from-within glow that can be mixed + matched for a look that’s all you. 

Glow on

"I absolutely adore this tint, it gives me a very natural yet visible colored glow that literally dresses up my face, I feel like I don’t need to add anything else… LOVE IT"

EXPLORE FACE

Face
  • Nikki in Stretch Balm Concealer, VD4.
    Nikki in Stretch Balm Concealer, VD4.
    very deep 4 concealer
    Coming soon
    50% off in cart

    Stretch Balm Concealer

    Very Deep 4

    £20

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    Very Deep 4

    See details
  • Nanny in Stretch Fluid Foundation, VD4.
    Nanny in Stretch Fluid Foundation, VD4.
    very deep 4 foundation
    Coming soon
    50% off in cart

    Stretch Fluid Foundation

    Very Deep 4

    £30

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    Very Deep 4

    See details
  • Juliette applies Cloud Paint in Puff.
    Juliette applies Cloud Paint in Puff.
    puff cloud paint
    Coming soon
    Best Seller

    Cloud Paint

    Puff

    £21

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    Sale price £14 Regular price £21

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    Sale price £14 Regular price £21

    Sale price £14 Regular price £21

    Sale price £14 Regular price £21

    Blush

    Bronzer

    Puff

    See details
Give good brow 

Our face-framing brow collection is a morning routine must-haves. 

BOY BROW

Fluffy, groomed brows in seconds. 

Clock it 

"After several years, Boy Brow is still my favorite brow pomade. I haven't found anything that beats it!"

EXPLORE EYE

Shop Eye
  • Model wears Lidstar in Lily.
    Model wears Lidstar in Lily.
    Lidstar in Lily
    Coming soon
    30% off in cart

    Lidstar

    Glistening eye glow

    Lily

    £18

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    See details
On everyone’s lips 

Hydrating balms, buildable color, nourishing shine – there’s a lip for every lip.

ULTRALIP

The cashmere sweatpants of lipstick is part balm, part gloss, part tint, and all you.

Swipe on

"Absolutely YES! Moisturizing lip color and shine keeps my lips feeling silky smooth. The color is just enough and does not stain. Love this!"

 PICK YOUR LIP 

Shop Lip
  • image of open tube of generation g lipstick in cake
    close up of model wearing cake
    30% off in cart

    Generation G

    £18

    Sheer matte, fragrance-free lipstick

    Swatches available

    9

    Good to know

    • Easy
    • Buildable
    • Enhancing
    • Cruelty-free
    • Vegan
    • Fragrance-free

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder
  • hold lip liner
    Isabella wears Lip Line + Balm Dotcom in Black Cherry.

    Lip Line

    £18

    Enhancing pencil

    Swatches available

    8

    Good to know

    • Longwearing
    • Smudge-Resistant
    • Transfer-Resistant
    • Water-Resistant

    Ingredients

    • Fractional Quartz
    • Jojoba Oil
    • Lip Grip Complex
  • lip gloss clear
    Chloe wears Lip Gloss in Pink.

    Lip Gloss

    £16

    Glassy plush shine

    Swatches available

    9

    Good to know

    • Enhancing
    • Cruelty-free
    • Vegan

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder
  • Balm Dotcom in Wild Fig.

    Balm Dotcom

    £14

    Nourishing lip balm

    Swatches available

    10

    Good to know

    • Moisturizing
    • Nourishing

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder