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
  • boy brow
    Nasra wears Boy Brow in Dark Brown.
    Coming soon
    Best-seller

    Boy Brow

    Grooming pomade

    Dark Brown

    $22

    $22

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    Dark Brown

    See details
  • black cherry balm dotcom
    black cherry balm dotcom
    Coming soon
    Best-seller

    Balm Dotcom

    Nourishing lip balm

    Black Cherry

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    Sale price $12 Regular price $16

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    Limited Edition

    Black Cherry

    See details
  • 2. Tess wears Ultralip in Crest.
    Coming soon
    Best-seller

    Ultralip

    Nourishing shine + color

    Crest

    $22

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    Crest

    See details
  • hold lip liner
    Kristinia wears Lip Line in Hold.
    Coming soon
    Best-seller

    Lip Line

    Enhancing pencil

    Hold

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    $20

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    Hold

    See details
  • cloud paint
    Ibti wears Cloud Paint in Soar.
    Coming soon
    Best-seller

    Cloud Paint

    Seamless cheek color

    Soar

    $24

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    Blush

    Bronzer

    Soar

    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

    Stretch Balm Concealer

    Very Deep 4

    $22

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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

    Stretch Fluid Foundation

    Very Deep 4

    $34

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    Very Deep 4

    See details
  • Ibti wears Cloud Paint in Soar.
    Ibti wears Cloud Paint in Soar.
    cloud paint
    Coming soon
    Best-seller

    Cloud Paint

    Soar

    $24

    $24

    $24

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    Blush

    Bronzer

    Soar

    See details
  • Nanny in Stretch Fluid Foundation, VD4.
    Ibiti wears Stretch Fluid Foundation in D5
    very deep 4 foundation
    Coming soon

    Stretch Fluid Foundation

    light-to-medium coverage + natural finish

    Very Deep 4

    $34

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    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
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

    Generation G

    $20

    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
    Kristinia wears Lip Line in Hold.

    Lip Line

    $20

    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

    $18

    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.
    black cherry balm dotcom

    Balm Dotcom

    $12 - $16

    Nourishing lip balm

    Swatches available

    10

    Good to know

    • Moisturizing
    • Nourishing

    Ingredients

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